Cross-posting the same content on social media

I know what you’re thinking… here’s why.

As a business, we all know that using social media is a great way for us to connect with our audience. You can show to the world what you’re currently working on and showcase your products and services, and respond to burning questions and rara comments.

One of the biggest challenges is that with social media it can be very time-consuming. You need to keep up with the competition and consistent posts. Manufacturing a good content to post can be really taxing, so we look for shortcuts. The shortcut here is cross-posting, meaning you create one post and share it with your other social media accounts.

As Ben Donkor from Link Humans would advise,

“ ask yourself — do people really want to read your tweets on Facebook, your Facebook posts on LinkedIn, and your LinkedIn posts on Pinterest, and your Pinterest pictures on Etsy etc.”

There are several pros and cons with cross-posting. Yes, this trick is saving you time, but you could be missing out on key features and make your posts look odd at the same time.

PROS

YOU CAN SAVE TIME

If you’re busy busting your butt running around for your business, TIME is MONEY! With cross-posting, you can create an anchoring content and share it across the social media accounts simultaneously. Et voila! Job done.

GREAT EXPOSURE

My favorite social media platform to post is Instagram, but it might not be my customers’ preferred daily platform. My customers might log on to Instagram once or twice a week but they log on to Facebook every day. Hence, with cross-posting, you get a higher chance of you capturing your customers and seeing your content.

KEEP ALL YOUR SOCIAL ACCOUNTS ACTIVE

To manufacture content for each account is exhausting, thus you and even I tend to slack when come to posting a consistent piece of different content across all social accounts every day. Often, while you are happy posting on Facebook every day, your other accounts can become neglected and disappear from your follower’s feed.

They key to social media is to remain consistent in your posting to keep your account active. Cross-posting comes in handy here to help keep your account active at the same time.

CONS

INAPPROPRIATE FORMAT

All social media platforms have different format of posting and use of hashtags. If your original post was created on Facebook with a link in the caption and you shared it to your Instagram, the link in the caption won’t serve any purpose on your Instagram post. Also, if your original post was created on Instagram with 10 hashtags and you shared it on Facebook, it will look really odd with 10 hashtags at the end of your caption. First, it will look messy and second, hashtags on Facebook are pretty much pointless (that’s just my opinion).

POSTING AT THE WRONG TIME

Each social media platform has the best time to post to maximize exposure. If you cross-post then you could be posting at the best time for one platform but totally missing your audience on another.

POSTING TOO OFTEN

Cross-posting can lead to over-posting. Twitter and Instagram users are used to seeing multiple posts per day. Compared to Facebook and LinkedIn, two posts per day should be the maximum (this can be more in special circumstances).

IMAGES NOT DISPLAYED CORRECTLY

This one is specific to Facebook and Instagram cross-posting to Twitter. When you create a post on Instagram and cross-post it to Twitter the user will just see a link to the image. This is due to Facebook owning Instagram and not allowing the image to be displayed correctly.

WHAT IS THE BEST APPROACH?

Cross-posting is a trade off between time and getting your content seen. Social media marketing is very competitive and getting your content seen is an uphill battle, I recommend that you create separate posts for each social media account. If you are having the same image on Facebook and Instagram, you might want to tweak one of the captions, so they both don’t sound the same. In that way, you can appear as cross-promoting instead of cross-posting.

Spending that extra couple of minutes creating a new post can be the difference between no-one seeing the post or a few hundred seeing it. At the end of the day, you want people to see your content… that’s the whole point of social media.

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