The Pros and Cons of Cross-Posting on Social Media
As a business, using social media is a great way to connect to your audience. You can show the world what you’re currently working on, show off your latest products, and respond to burning questions.
One problem with social media is it can be very time consuming. You want to keep up with the competition and consistently post, so we look for shortcuts. One shortcut is cross-posting. Create one post and share it to all your social media accounts simultaneously.
This sounds great! Why aren’t I taking advantage of this?
There are several pros and cons with cross-posting. Whilst it’s saving you time, you could be missing out on key features and make your posts look odd and out of place.
The Pros of Cross-Posting
You can save time
If you’re busy with the daily running of your business, time is money. By cross-posting you can create one killer piece of content and publish it to all of your social media accounts at the same time. Job done!
Your favourite social media platform to post on might not be used by your customers every day.
Your customers might only log onto Facebook once a week, but they log onto Instagram every day. With this approach there is a higher chance of your customers seeing your content.
Keep all your socials active
Whilst you’re happy posting to Facebook every day, your other accounts can become neglected and disappear from your follower’s feed. The key to social media is to remain consistent and keep your accounts active. Cross-posting will allow you keep all your accounts active at the same time.
The Cons of Cross-Posting
All social media platforms have slightly different posting formats and use of hashtags. If your original post is created on Instagram and you shared it to Facebook it will look odd if you’ve added ten hashtags at the end of the post.
Similarly, if you’ve added a link in an Instagram post (which doesn’t work on Instagram), the proper link format post won’t appear on Facebook.
Customers can feel cheated
If you’ve got a dedicated following that are subscribed to several of your social media accounts, they can often feel cheated if they see the same post over and over again. Your customers may think that you’re lazy and can’t be bothered to spend another minute creating a new post.
Posting at the wrong time
Each social media platform has the best time to post to maximise exposure. If you cross-post then you could 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’s 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.
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.
However, there are certain situations and types of posts that can be cross-posted and work, but I’ll cover that in the next article, “5 Instagram Tips for Perfect Cross-Posting to Facebook“.