What Is Cross-Posting?

Cross-posting is a technique that many social media marketers use to keep their content across the various social media platforms engaging, consistent, and updated. For instance, if you publish a blog post on your website, you can publish the same on Twitter, Facebook, or LinkedIn.

Similarly, if you posted a video on your YouTube channel, you could post the same on Facebook. Or, say you posted a Reel on Instagram — you could also post the same on Facebook or as a YouTube Short.

More About Cross-posting

So, what is cross-posting? It is the act of sharing a post, image, video, or content from one social media platform to another or from one website to another. This widespread dissemination of content on social media is essentially targeted at better visibility and reach.

Cross-posting is ideal for social media marketers or content creators because it saves time and helps them consistently post content. In addition to saving time, it enables you to streamline your posting schedule, reuse your content across social media platforms, and keep your social media profiles up to date.

With the peak of blogging and social media platforms like Facebook, MySpace, and Twitter emerging in the mid-2000s, social media cross-posts began to gain popularity. Users began to cross-post their content on social media platforms to reach a larger audience and strengthen their online presence.

Nowadays, cross-posting has evolved for social media business users looking to grow their reach and engagement. With cross-posting, you can focus more on the content’s quality than the quantity. It is also essential if you are searching for ways to boost brand awareness as, using this approach, you can share your post on multiple social media channels to reach your target audience easily.

Thus, cross-posting has become a go-to strategy for social media content marketers and creators to save time while scheduling posts. It is perfect for the following entities:

  • Organizations with a restricted budget
  • New brands without much content on their social media platforms
  • Content creators who are highly conscious of their time and want to create exciting and engaging content

The image below shows a post made on Instagram that is cross-posted on Twitter, too. On Instagram, Uber posted a snapshot of what riders forgot in Uber rides, part of Uber’s 5th Lost and Found Index. The app-based cab company posted the same content on Twitter, changing the caption.


Frequently Asked Questions

How is cross-posting possible on Instagram?

On Instagram, cross-posting implies posting the same content on other social media platforms. For instance, if one makes a Reel and posts it on their Instagram account, they can post the same Reel on Facebook or other social media platforms. One may even upload the same Instagram reel on their YouTube channel as a YouTube Short.

What are some things to observe while cross-posting on social media?

Some best practices of cross-posting are as follows:

  • It is advisable not to cross-post everything.
  • You must focus on the number of characters and links.
  • Select accurate visuals.
  • Consider automation for consistency.

Is cross-posting good?

Cross-posting is an excellent method to reuse your content across multiple social media platforms. It helps smaller businesses that need more resources to produce a larger quantity of content. Supported by different marketing strategies, cross-posting can be done strategically to record increased engagement and reactions.

What are the downsides to cross-posting?

Cross-posting is beneficial, but it can also have downsides. For instance, if one posts exactly the same content on different platforms at the same time, it can appear spammy and can sometimes turn off potential followers. Also, various platforms might have different formatting needs, so just because a post looks great on one platform, it may not come off well on another.

How to effectively cross-post without seeming spammy?

To avoid seeming spammy when uploading cross-posts, it is important to edit your post according to each platform and schedule the posts with distinguished time intervals. This trick provides the user a better chance to involve their followers without getting passed off as spam. Also, one may want to consider developing slightly differentiated versions of the original content for each platform, giving it a fresh feel as seen by the audience.

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