Lately turns long-form material – posts, transcripts, video, whitepapers – into social content, with a chat-based agent called Kately and a direct Hootsuite connection so existing accounts do not need moving.
Repurposing is the sensible answer to a real arithmetic problem. Social channels consume content faster than anyone can originate it, and most organisations already own far more material than they publish – a webinar recording contains dozens of postable ideas that will never be extracted by hand. Working from what already exists beats generating new claims nobody has checked.
Connecting to Hootsuite rather than demanding migration is a pragmatic touch for teams with established workflows. The caution is about what performance learning optimises toward: engagement data reflects what got clicks, which is not the same as what served the audience – and a system tuned on it will steadily push you toward the phrasings that perform rather than the ones you meant.
