You have come across the term “cross-posting” and might be wondering what it is. In short, cross-posting is a strategy of posting the same content on different social media platforms. Usually, a bit modified so it fits the platform’s way of conveying messages. So, you are interested in better managing your social media accounts to make your brand more competitive via marketing strategies.
Let’s say you have written a great blog post and published it on your website. You can then take this post and share it on your other social media accounts. This way, you save a lot of time and effort, and your social media presence goes up, feeding your marketing purposes by having multiple platforms you are actively posting on.
This model is excellent for small businesses that don’t have much of a budget for marketing their brand. Some posts can easily work on multiple channels, and that’s a fact. So, instead of putting more time and money into content exclusive to each platform you are present on, you can reuse the content you already have to reach more people simultaneously.
Cross-posting, if efficient and done smartly enough, can lead to increasing your audience, engagement, and followers drastically. You can post your content on many social media platforms, including but not limited to: Instagram, Facebook, TikTok, Pinterest, Twitter, Youtube, and Snapchat.
Sometimes, posting the same content on different platforms would not be able to work perfectly. That means you have to modify it somewhat, so it fits the targeted platform better. For instance, if you write a short message and tweet it, you can paste it to an Instagram post and even decrease the number of words, but add an attractive image that incorporates some keywords instead.
It would work well as Instagram is mostly visually-based, and pictures speak louder than words, so you can skim your word count a bit. Don’t forget to add your contact info, the links to your official website, your blog, and other social media accounts to promote them.
Cross-posting sometimes gets a bad rep in the marketing industry, and it has a lot of haters out there. It is one of the more efficient ways to boost your engagement and traffic while your budget stays untouched since you don’t have to hire a full social media marketing team. You save a bunch of time, as well.
However, people are not so fond of this marketing model because it is too often associated with spam as they are bombarded with the same or practically the same content on multiple platforms. It is also considered needless since you would assume that people already got the message via one platform.
Finally, some people think it’s plain lazy. So, some downsides could potentially affect your brand’s reputation, yet there is also a way it can go utterly unscathed while you reap all of its benefits.
Now we’ll move on to a few tips that can help the cross-posting skills that will let you catch the upsides and avoid the downsides.
1. Opt for the Best Content
Pick only the cream of the crop as far as your content goes. That means you should not be lazy regarding the original post. Creative, quality posts showcasing your brand well are the perfect starting point.
2. Time Your Posts Well
Picking the right time to publish a post is crucial for successful social media marketing. Know your audience, and analyze when exactly is the best time of the day or night to post your content, so it maximizes your reach and engagement.
3. Edit the Posts Well
The whole point of cross-posting is that it should save your budget from devastation and save your time as well.
However, that does not mean you should copy-paste posts and share them from one platform to another since this is what makes you look spammy and lazy. Edit the posts just enough that they aren’t the same.
4. Analyze Your Results
Look into the effects your cross-posting has achieved and use it to develop it further. If you see some things are working out pretty well, keep them.
If you notice some of your particular strategies are not doing the trick, switch them up or give up on them completely.
Cross-posting can negatively impact your brand’s reputation if you do it carelessly without considering efficient management.
However, it can also bring many benefits and make your social media marketing task much easier if you do it right.