Cross-Posting, Pros & Cons

Regardless of the fact your brand is currently present on every social platform or not, everyone who takes care of the content and posts knows better what are the top challenges of being active. 

Every brand has its own strategy, therefore their engagement is unique. Some social media managers use the same content for all the accounts they manage, whilst others change the contents and media also. But, what’s the difference and what should we really stick to?

Photo by Merakist on Unsplash

Let’s list some benefits of using cross-posting (same posts) through different social accounts:

  • Save a lot of time

The first thing that goes through your mind is the time effectiveness and working smartly. Some social media managers use the same content per each account, being that those are all representing the same brand and therefore, people need to get the same information. By using the proper post-schedulers, all you have to do is select every account, write the content once, and then, you’ve got yourself a post per each account.

  • Reach more people through the same content

Sharing the same content all over your social networks only helps you realize how important the information is and decide whether your audience really wants to learn more about those topics. 

  • Keep your accounts active all the time

In case you don’t feel like changing the content and being active on each social network, cross-sharing is the easiest way to do so. 

Cons of cross-posting

  • People might get tired of reading the same news. Well, if your audience is loyal enough to follow you on each social network, they deserve to read new things on different platforms, right? Or else, they might just choose their favorite and stick to that.
  • Different social networks allow the usage of different formats. You can’t just share a 500 words post on Facebook and Twitter, because we all know that Twitter only allows 280 characters.

Try cross-sharing, rather than cross-posting

The same content, but written differently. Your brand has different followers on different social platforms. In case you want to reach more people on a specific network, try to share the exact post on another network. A simple example: Say you posted a photo on Instagram. Share the post on the Instagram Story and hit Share to Facebook. Everyone on Facebook can click the post on the story and get directed to your Instagram account immediately.

The differences between cross-posting, cross-sharing, and cross-promoting:

Cross-posting is the process of creating one post and sharing it (without any kind of modifications) to other social platforms too. This way you can save a lot of time and nobody misses any kind of information. 

Cross-sharing is the process of sharing the similar content to different social platforms, but adjusting it properly: No GIFs for LinkedIn, short text for Twitter, etc. 

Cross-promoting, on the other hand, is the key to being effective and reach same audience throughout all your accounts, because you get to share a link from one social network to another in a click and direct the audience automatically. Now everybody knows which social networks your brand is currently active on.

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