Repurposing Product Copy for Social Media: Textile Mill

For a textile brand looking to maintain a consistent voice across platforms while maximising content efficiency, I repurposed product descriptions originally crafted for press releases and catalogues into engaging social media captions. This approach allowed the brand to streamline its content creation process while still delivering tailored messages to audiences on Instagram and LinkedIn.

By leveraging the detailed and carefully written product copy, we adapted the content to fit the tone and style of each platform:

Instagram: The catalog copy was transformed into visually captivating captions that highlighted the textile craftsmanship and unique features, using a more conversational and inspirational tone. Paired with strong imagery, these posts resonated with a visually-driven audience, sparking organic engagement.

LinkedIn: The press release material was adapted to emphasize the brand’s innovation and industry expertise. We maintained a professional, informative voice that aligned with LinkedIn’s audience, allowing the brand to position itself as a leader in the textile industry while driving attention to key products.

This approach allowed us to repurpose existing content, maintaining the integrity and key messaging of the brand while minimizing the need for continuous new copy development. Through thoughtful adaptation, the brand reinforced its identity across diverse channels, engaging distinct audiences with a cohesive, strategic voice.