Stop the Cross Posting

If you are looking to ramp up your social media in 2018, then you need to quit cross posting your content.

Don’t get us wrong, in the early days of social media cross-posting was the thing to do.

It was seen as a way to save a bucket load of time, and quickly get a message out all their social media audiences at the same time.

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 would be posted on Facebook, Twitter and LinkedIn. The sad thing is, that some businesses are still using this 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 really very engaging for your audience is it?

Apart from boring your audiences with dull posts across all your channels, there are a few technical and strategic reasons why you shouldn’t cross-post which will be explored below.

Find Out The Specifics!

Each channel formats text differently and has a specific image size for posts, and even if they are the same today, they may not be tomorrow.

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. There is nothing worse than if your image is cropped the wrong way because of the restricted size in a specific social media channel!

Choose Your Posts Wisely

If you aren’t speaking the same language as the users of the channel, your posts are going to stand out for the wrong reasons. Short, snappy Tweets aren’t going to translate so well over on LinkedIn.

Serious and long posts look out of place on Instagram. Learn the language of the channel you are posting to and tailor your posts accordingly.

Understand The Channel You Are Using

If your post isn’t tailored to the channel and your audience, you are making it harder to reach a broad audience. Following the rules specific to the channel 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.

By creating posts that are specific to the social channel, follows the rules and that talk to your audience you are going to have far greater success. There is no point writing long paragraphs on Instagram which is primarily a photo sharing channel.

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 channel you are posting on and their strengths then you will be able to utilize it to your advantage and make your post stand out even more.


So, next time Instagram suggests you share your image on Twitter, politely decline and spend a bit of time crafting something that is better suited to the channels and your audience on there.

Want to know some tips and best practices for cross-promoting? Look out for our next blog post!