Social media marketing relies heavily on regular posting, but you don’t always need to tailor your updates specifically for each platform. Cross-posting is helpful in this situation.
If you’re a small business without the resources to devote to creating new content, cross-posting is a strategic strategy to re-use the same material across platforms that can help you reach more people. Yet, in order to maximise its effectiveness, cross-posting must be planned out carefully, just like any other marketing strategy. This piece will discuss the best ways to utilise cross-posting on social media for your company’s profile.
When you post the same thing on various sites, that’s called cross-posting. You may do this in a variety of ways, from posting the exact same thing to each account to making minor tweaks to the caption, image, or video, but the point is that you use each post more than once.
We strongly suggest that brands utilise cross-posting; nevertheless, like with any marketing tactic, it is essential to employ a deliberate approach. You invest in a lot of effort to ensure the quality of your social media postings, so it only makes sense to get the most out of each one.
For what reason should you consider posting in both places?
You undoubtedly want your audience to be excited and moved by your new media when you take the time to craft the ideal tweet, film a funny TikTok, or take the perfect photo. Cross-posting makes it possible to distribute the same piece of content to all of your major promotional platforms. Some of the advantages you’ll enjoy as a result are listed below.
Expand your audience’s reach
Distinct communities exist among the various online communities. According to a report by AudienceProject in 2020, 36% of people use Instagram and 35% use Twitter to keep up with brands. 24% of people use Pinterest for the same purpose, and 18% of people said they used Facebook to do the same.
The most significant advantage of cross-posting is the time savings you’ll experience as a result of not having to create separate pieces of material for each of your channels. Of course, there are drawbacks to that (which we’ll discuss), but the importance of saving time for the busy folks managing several social media accounts cannot be overstated.
The pitfalls of cross-posting and how to avoid them
While we believe cross-posting to be an essential tactic for any brand’s arsenal, we also recognise that it has some inherent limitations.
The various systems each have their own characteristics
In some cases, it may not be the best strategy to share the same piece of material across all of your social network profiles. Because of the unique aesthetic of each platform, not all content will translate successfully. While both Instagram and TikTok allow users to upload videos, the former has a more casual, genuine vibe than the latter (and vice versa). TikToks can also be shared on Linkedin as video postings, however they may not do as well there due to the site’s focus on professional networking and company news.
Preciseness is of the essence
In order to maximise the effectiveness of your cross-posting, you should tailor your messages to each individual channel. Instagram is the only social media network where you may say “link in bio” while sharing a photo. The success of cross-posting can be improved by paying attention to these nuances, which allow for better targeted content on each network.
The audience could get bored with your material if you keep recycling the same ideas.
One’s social media feed is refreshed so that new content can be viewed on one’s timeline. Your audience may get tired of seeing the same content they’ve seen elsewhere if you cross-post too often. While repetition is useful as a marketing strategy, doing it too frequently can annoy your audience. We’ll discuss the finer points of cross-posting in the following section.
When would it be appropriate to share the same post across many platforms?
There will be many instances where sharing content across many social media platforms will be the most effective strategy for your brand’s online presence. Cross-posting can be a useful part of your social media strategy, especially if you have an urgent item to make public but are otherwise pressed for time. Take a look at how these small businesses are using cross-posting to gain insight into what kind of content performs well when shared across platforms.
When the format is compatible with multiple social networks
Products from Janet Gwen Designs range from computer accessories to candles to decorative items for the house. A small business uploaded an Instagram Reel to introduce their newest product, the mermaid tumbler, and then shared the video on Facebook.
The South Asian-founded company Kola Goodies imports and exports wholesome tea blends from Sri Lanka. In line with their core beliefs, the company set up a fund to help those in need in the country.
Is there ever a time when it wouldn’t be better to write brand new material specifically for each platform?
You can save time and effort for your brand by cross-posting, but there may be instances where it’s preferable to create fresh material for each social media channel.
Whenever the information being conveyed is crucial
The easiest way to announce major company news across multiple channels is with unique content developed specifically for each channel. Hence, you can ensure that your message will be received well by each of your target groups and that it won’t get lost in the noise.