Should you be cross-posting your content across different social media platforms? It used to be frowned upon but if you really think about it, it makes sense to do it. I am all for it, however, there are some ‘rules’. I will explain in this blog. 

What Is Cross-Posting?

Before diving into why you should cross-post your content across your social media platforms, we need to understand what cross-posting actually means!

Cross-posting means you post the same content across the multiple social media platforms that you are using for your business. It means you do not have to create different content for your different channels, instead, you use the same piece of content and repurpose it slightly. 

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Advantage Of Cross-Posting

The most obvious advantage of cross-posting is it saves time. This is especially beneficial for small business owners who tend to do all aspects of running a business themselves. The second advantage is brand recognition. The average social media user is active on six different platforms, seeing your content on more than one, gives them more impressions of your brand, hence increasing brand awareness.

How To Cross-Post

When cross-posting your content, there are a few things to keep in mind:

  1. Your audience on the different platforms
  2. Different posting rules
  3. Type of content

Let’s have a look at each of these separately.

Your Audience

When cross-posting, your audience is key! What do I mean by that? Well, for your business, you might be using Instagram, Linkedin, and Facebook because those are the platforms that your audience is using. However, it is very likely that the audiences on those platforms are different, LinkedIn’s users are 57% male and 43% female, with most of their audience over 30. Instagram, on the other hand, has more women than men, and their biggest demographic are those under 30. Hence you need to approach them in different ways. This means, possibly, altering your post and the way to talk to your audience.

Different Posting Rules

Posting rules on social media platforms differ. On Instagram, you can post longer content (2200 characters) and you can use a maximum of 30 hashtags. Twitter has a character limit of 280 so your posts are (very) short and you can use a maximum of 2-3 hashtags. Facebook, however, is for longer posts again (max 2000 characters) but you don’t use any hashtags. 

Another thing to think about is your creative, is it going to be static or video and what are the aspect ratios for the different platforms. Other important things are handles, make sure you use the handle for that particular platform if you are tagging someone, as well as clickable links and CTAs. 

My point? You need to be aware of the different rules for the different social media channels and construct your posts accordingly to make sure you reach your audience. 

Type Of Content

This very much ties in with the previous two points. Your audience on the different social media platforms dictates what you will be posting. Depending on how different they are you might need to adjust your creative and, like I mentioned above, change your tone of voice. For example, I had a client with an audience of Headmasters on Linkedin and an audience of students on Instagram. They used the same creative, but adjusted the tone of voice and message for the different platforms. 

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Final Thoughts

The general rule of thumb is, yes by all means cross-post but keep in mind who your audience is on each particular platform and write your message accordingly. Cross-promoting will save you time, but you cannot cut corners. There is no ‘one shoe fits all’, you will have to adjust your content for the different platforms so it still involves a little bit of work. 

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Perfect Pin Guide – How to create the perfect pin image!

Perfect Pinterest Planner – Know what to pin when!

Happy posting!