Don’t take the easy way out
Cross-posting content used to be all the rage for businesses with limited time and resources, but those days are over.
At first glance, cross-posting makes sense, right? You take one piece of content that you’ve made for social media and post it across all of your accounts/platforms simultaneously. It seems like a no-brainer, but it’s not so simple.
With so many social media platforms out there today, no two platforms are doing the same thing, so you should avoid cross-posting in 2022. Instead, consider how you can repurpose your existing content to make it work on multiple platforms.
Cross-posting used to be all about saving time and money. However, the times have changed. A Tweet is so much different to a Facebook post nowadays. Throw in Pinterest, Snapchat, LinkedIn, TikTok, Instagram, and YouTube, and you’ve got a recipe for a cross-posting disaster on your hands.
Social media managers would use the same message to promote a piece of content across multiple channels. For example, a post containing a headline, image, and link to a new blog article is posted on Facebook, Twitter and LinkedIn. Stunningly, some businesses are still using this outdated method.
Quit The Cross-Posting Habit
Are you still stuck in a cross-posting rut? You may be saving some time cross-posting, but creating carbon copies of your message isn’t engaging for your audience.
Apart from boring your audiences with dull posts across all your channels, there are a few technical and strategic reasons you shouldn’t cross-posting content.
Let’s explore why you really need think about how cross-posting makes your brand appear on social media and in general.
Be Platform Specific
Before you post any form of content to any social media platform, stop and ask yourself a simple question: why this platform? If you can’t answer that simple question, perhaps you need to rethink your content strategy.
Imagine tagging a company on Twitter, copying that same caption to Instagram, and then finding out that they don’t have an Instagram account. Something like that is going to make your content look lazy and unprofessional.
Each channel formats text differently, has specific image sizes, character limits, etc. There is nothing worse than if your image is cropped incorrectly because of the restricted size on a social media channel! It’s not a great look for your business if you have a feed full of broken links and images that should be there but don’t appear.
Before you think about posting content across multiple social media platforms, keep the following in mind:
- Are your hashtags relevant?
- Are all your links working?
- What is your target audience on each platform?
- Do you have a strong CTA, and does it make sense on each platform?
Choose Your Posts Wisely
If you aren’t speaking the same language as the users of the channel, your posts will stand out for the wrong reasons. Short, snappy Tweets will not translate so well over on LinkedIn.
Blog-style content looks out of place on Instagram. Learn the language of the channel you post to and tailor your posts accordingly.
Understand The Platform You Are Using
If your post isn’t tailored to the channel and your audience, you make it harder to reach a broad audience. Following the rules specific to the platform will go a long way to getting your content seen and people engaged.
So, What about Cross Promotion?
Cross-promotion, however, is a far more strategic method of promoting content across your social channels. It involves creating unique messages for each of your social channels, rather than one message posted to all of them.
That is not to say that you need to post the content on all your channels; you may only post it to one of them. Take into account who uses the platform and whether or not the content you want to post is relevant to them.
You will have far greater success by creating posts specific to the social channel, following the rules, and talking to your audience. There is no point in writing long paragraphs on Instagram, primarily a photo and video platform.
Twitter is good for posting short sentences that get to the point, considering that you only have a limited number of characters to use. Once you understand the social media platform you are posting on and its strengths, you will be able to use it to your advantage.
Does that content need to be posted twice?
Have you considered that your content might be fine if you only post it on one platform?
If you have an audience that follows you on multiple platforms, the last thing you want to do is annoy them by posting duplicate content across said platforms.