A team re-ran its 12 best posts verbatim 6 months later. 70% of original reach, near-zero effort.
The question: do evergreen posts lose their audience the second time, or can you safely recycle?
The case: a B2B brand re-published its 12 highest-performing posts word-for-word about 6 months after the originals, same account, same audience. They compared second-run reach and engagement to first-run. Sample: 12 posts, paired.
Three findings:
— Second runs averaged ~70% of the original reach — far above a fresh post's baseline for that account.
— Engagement rate held within ~10% of the original, suggesting little audience fatigue at the 6-month gap.
— 'Saw this before' comments were rare (
The B2B Lab Report
@B2BLabReport
A team re-ran its 12 best posts verbatim 6 months later. 70% of original reach, near-zero effort.
Этот пост опубликован в Telegram-канале The B2B Lab Report. Подписаться можно по ссылке: @B2BLabReport.