Repurposing your content across channels is a great way to get the most from your social media strategy. However, sometimes, certain channels will perform better than others.
When GQ posted a video about Kylie Jenner and Travis Scott on its YouTube channel (with 2.5 million subscribers), it was watched almost 30 million times. The same video on their Facebook Page (2.8 million fans) was watched 4.7 million times. A snippet of the video on their Instagram account (4.3 million followers) was watched 2.1 million times.
But when GQ posted the same video on IGTV (the video was cropped to fit the vertical format), it only generated 137,000 views.
A mere three percent of their follower count.