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Do you want to schedule social media more quickly and get the most out of your content? Then you should consider cross-posting! Social media marketers often use this tactic to maximize the creative value of their work, but it may not be for everyone.
WHAT IS CROSS-POSTING?
Sharing the same social media post on multiple platforms is known as cross-posting. Cross-posting could be (for example) creating a TikTok video, downloading it, and then reposting it on Facebook, Instagram, and YouTube Reels. Social media marketers often use this technique to save time, foster creativity, and maximize the use of each piece of content.
WHO SHOULD USE THIS STRATEGY?
Every social media team shouldn’t use cross-posting. On all platforms, it isn’t the ideal technique to attract a loyal and interested audience, despite saving time.
Below are some advantages and disadvantages of cross-posting:
THE PROS | THE CONS |
It’s efficient in saving time | Right audience is not always targeted |
Chance to understand your audience on each platform | The best times to post depend on each platform |
Keeps your brand active on all social channels | On some platforms, content might not work well |
Provides a way for small teams to produce more content across all platforms. | It’s unlikely that same content will perform well on all social media platforms where it is shared |
Helps your brand reach a larger audience | If consumers follow you on multiple channels, they could see duplicate content |
Small social media teams, businesses with a very limited budget, start-up businesses and task-heavy positions that also handle social media content management stand to benefit the most from cross-posting. If you don’t fall in to any of these categories, it’s probably best to reconsider your social content strategy to focus on each individual platform.
HOW CAN YOU CROSS-POST EFFECTIVELY?
Like any plan, the better the result, the more thought that went into it. In this case, we should consider the most effective and efficient manner to distribute the same piece of content.
No matter which platform the content was created on or for, we should first ensure that each piece of content is optimized for the platform to which it is being shared.
To do this, we need to slightly change each piece of content for each platform. On-screen text, audio, captions, hashtags, stickers, and effects are a few things to think about changing.
When you download and upload a Reel that uses popular music from Instagram, for instance, the audio won’t be recognized by TikTok. You will need to disable the audio in the original video, find the sound in the program, and manually add it to the video.
Second, cross-posting requires effective understanding of the target demographic of each platform. Your audience may interact with parts of your content across all channels, while others may only interact with it on LinkedIn or Instagram. You can grow your communities by being aware of the types of content that each platform’s audiences respond to best. You may make platform-specific captions with a third-party content management platform so that you can use proper language and hashtags on each channel.
Don’t cross-post the goofy lip-sync video you just submitted to TikTok on LinkedIn if you’ve noticed that only instructional content performs well there. However, your Instagram audience might really appreciate that funny video since they like watching entertaining and fun content. These kinds of insights grow over time as a result of data that shows what resonates to your audiences. Social content management platforms provide insights and reports that let you share the data with colleagues and see how your audience is responding to the content on each platform.
It’s crucial to keep an eye on each audience while you create content. Your audience on each platform will shift as trends, consumer habits, audience demographics, and more change.
Your audience will also change if you create a viral video, get 10,000 more followers, or otherwise benefit from the almighty algorithm. Producing content that your audience wants to see requires being in touch with them.
Interacting with your audience on each channel is one method to stay in touch with them. By answering comments, communicating with other users in the same area, and producing content specifically for that platform helps to do this.
Another is by making captions for each platform separately. You can also use platform-specific hashtags in these captions because some will work better on particular platforms than others. This is an easy thing to do with a third-party content management platform.
Our social team tries to occasionally create original content for Twitter. The atmosphere on this platform is very different from that on Instagram, TikTok, or LinkedIn.
Your devoted Twitter followers will know you’re online if you write a Tweet and pin replies. The extra work in this area could go a long way because sharing short-form video and carousel posts won’t reach this group as effectively as they would on other platforms.
CONCLUSION
Cross-posting might not be for everyone, but those who do it often can save a lot of time, and effort.
Some audiences might not react at all to cross-posted content and engaging them will take more work. Third-party content management platforms allow you to efficiently manage and develop your cross-posting strategy.
This does not, however, eliminate the need for the effort required for the tactic to be successful. Cross-posting should be changed based on keeping an eye on the audiences and communities of each platform to figure out what content is successful and what is not.