The Lazy Marketer’s Guide to X-posts

How to recycle content gracefully.


Cross-posting sucks. Don’t do it.

Automated cross-posting sucks even more. If you’re sharing on Instagram, do do NOT click the Twitter and Facebook icons, no matter what the little devil on your shoulder is telling you.

So what should you do when you take time to create engaging and universal content? Only post it once and not take advantage of other channels?

That’s why I’m writing the Lazy Marketer’s Guide to X-posting. Cause you know you shouldn’t do it…

But you will.

A Case Study in Creative Laziness:

a.k.a. “efficiency”

A few weeks ago, I took a photo and edited it to be a motivational message:

This image was made in “A Beautiful Mess” —no marketer should be without it!

The app I work for, Fittr, creates custom workouts so I wanted my message to be relevant, yet inspiring. I went with, “Go Work Out.” This was not my most creative day.

However, I didn’t let that stop me.

The Facebook Post

For more mature audiences (if they see it at all)

“Don’t forget, and don’t wait until tomorrow” Go Work Out! (random bicycle icon)

Since the image itself had text, I kept the Facebook message simple and straightforward. I didn’t suggest sharing or have any “click-bait” headlines.

I also did not use #hashtags. Facebook might now support them, but their users sure don’t!

This post actually gained the most traction.

The Twitter Post

Shorter attention spans, and less time on the feed.

#hashtags #FTW

While this post didn’t gain as much attention as on Facebook, I was glad to see that it did merit a retweet. I used 3 #hashtags in the tweet, which is a little excessive, I usually keep it to two.

The first #hashtag is a directive, and the caption of the picture. It’s a conversational hashtag, meant to follow-up on the content of the tweet. The other two are flair hashtags, meant to catch the eye of search.twitter.com

The Instagram Post

Days later the content makes another appearance.

Ignore the time signature.

It’s possible for marketers to debate, at length, the relative importance of hashtags in Twitter vs. in Instagram. I’m #teamInstagram. I think proper hashtag use on Instagram is vital.

There are online lists of popular hashtags, but I wouldn’t recommend them. You don’t want to pull a DiGiorno.

So instead, search for a hashtag you think is related, like “fitness” and find a few example photos to see what they’re tagged with—chances are there will be some unexpected ones. Sure “exercise” makes sense, but would you know “fitfam?”

Also, and this is personal preference: write your caption with one or no hashtags and comment the rest. This will give you proper space to convey your message.


In summary:

  • Try to space out your content over time
  • Know your various audiences and write to them specifically
  • Do not automatically cross-post
  • Use hashtags as your channel prefers
  • Always know what your hashtag means

It’s a purse.
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