An evergreen programme fails for one reason: nobody knows which posts are still true. Fix that with three fields on every library post: a topic tag, an owner and a review date. Then recycling becomes a calendar task instead of a risk, even across lots of brands.
TLDR: Tag each evergreen post by topic, give it an owner and a review date, and recycle only posts reviewed in the last 90 days. Judge each repost against the account's own median engagement and retire the ones that fall below it twice.
Store every post with three fields, or do not store it
A folder of old posts is not a library. A library answers three questions on sight: what is this about, who owns it and when was it last checked?
| Field | Example | What it prevents |
|---|---|---|
| Topic tag | onboarding tips, returns policy, how-it-works | The same theme posted three times in a week |
| Owner | the brand's social lead | Nobody feeling able to retire a stale post |
| Review date | 2026-12-01 | A post with old information going out |
Add a fourth field if you run several brands: the brand it belongs to. A post written for one brand's voice should never end up in another's queue by accident.
Decide what counts as evergreen before you fill the library
Be strict. A post earns its place only if it stays true without any date. Use this test:
- In: how-to steps, definitions, customer stories with lasting results, answers to common questions.
- Out: sale messages, seasonal posts, anything with a price, a version number or a person who may leave.
- Maybe: event-linked posts. Give these an expiry date and pause them around the event (see the evergreen-to-event matrix).
Start with 20 to 30 posts per brand that pass. A small library that is true beats a large one that is not.
Set the recycling rule per brand
Write one sentence per brand: "Each post can repeat every N days, and never twice in the same week." Teams that skip this end up either reposting too often or never.
A reasonable starting point is 60 to 90 days between repeats, then tune from your data. After each repost, compare it to that account's own median. If a post lands below the median twice, retire it. If it beats the median, move it to the front of the rotation.
Keep context in mind: in Mydrop's data, carousels ran 10% above an account's typical post, so a strong evergreen idea is often worth rebuilding as a carousel rather than reposting the same image.
Make the library live where scheduling happens
If posts live in a spreadsheet and scheduling happens in another tool, the review dates get ignored. Keep them in one place.
In Mydrop, each brand has its own workspace and calendar, so evergreen posts for one brand stay in that brand's queue. You can schedule a recurring slot per brand, route reposts through approvals so the owner confirms the content is still true, and see the results in performance analytics against that account's median.
Run a 30 minute review each month
A short, fixed ritual keeps the library healthy:
- List posts with a review date in the next 30 days.
- For each, mark keep, update or retire.
- Move the rewritten versions to the front of the queue.
- Note any topic that has fewer than three posts, and add them.
Next step: pick one brand, find its ten best posts from last year, add the three fields and schedule them 60 days apart. You can set up the brand workspace by starting free with Mydrop.
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