16 Jul Everything You Need to Know About Cross-Posting on Social Media
This article will explain what cross-posting on social media is, the benefits, and what tips you should use to make cross-posting effective for your brand.
What Is Cross-Posting
Cross-posting is the term you will likely come across when dealing with a presence on social media. The term describes posting the same content on various social media channels.
For example, you can write a blog post, adjust it, and then cross-post it on other social media channels (Facebook, Instagram, Twitter, for example). Cross-posting is especially suitable for small companies limited with resources that don’t have time to create unique content for each channel separately.
Why Is Cross-Posting Satisfactory for Your Social Media Presence
- Cross-posting creates brand recognition among your followers
- It is terrific for small companies with restricted budgeting
- Your message can reach a wider audience
However, you should know that cross-posting is not for brands just starting with social media channels. If you are starting, it is better if you focus on only one social media platform before cross-posting only works if you have already built connections with your followers.
Also, before you start cross-posting, you should ask yourself whether your audience would love to see repeated content. Sometimes, that can mean too much exposure, so be sure to research before you start with cross-posting.
What You Should Know About Cross-Posting on Social Media
There are a couple of rules you can follow to make cross-posting effective. Here is more about each of these rules.
Cross-Post Only Your Best Content
This is a way to avoid looking lazy in front of your audience. The truth is that cross-posting can make you look like you do not have any real presence on social media.
But if you choose to post only the content that adds value to your followers, you can avoid looking spammy. The best content for cross-posting is sale offers, product promotions, viral content, press releases, and social awareness campaigns.
Cross-Post Only on Your Most Active Social Media Channels
We already mentioned that cross-posting increases engagement rates and KPIs. But it can also look spammy, especially if you did not build a community.
Platforms like that need extra-personalized content and more attention from your side to be successful. You should post only to your most active social media channels. Once you build community and increase following on your less active profiles, you can reconsider cross-posting.
Optimize Your Captions
Every social media platform is specific and has some rules in terms of the content that you can post. That is why you should adjust your content to every social media platform peculiarly when cross-posting.
You will need to adjust the style, tone, and feel of every post, before posting:
- Rewrite the captions, so they match the voice that is suitable for the platform
- Reduce or increase the number of words because every channel has a different number of character limitations
- Add or remove hashtags, tags, emojis
- Use software to cross-post instead of on-site cross-posting
For Facebook, you should create captions between 40 and 80 characters, add emojis and CTA, and incorporate storytelling. You should limit hashtags to at most 2 per post and use an informal and playful tone of voice.
For Instagram, your captions should be between 138 and 150 characters, with emojis, hashtags, and mentions incorporated into the content. Avoid typos and grammar and use an inviting tone of voice.
Regarding LinkedIn, your posts should be 100 characters or less with emojis and hashtags, and mentions if needed. You should also remove links because LinkedIn performs better without them. Use a friendly tone and post only high-quality content.
Use Right Visuals
Like captions, every social media platform has different image and video ratio requirements. It is crucial to know the rules and adjust the size.
Also, each platform offers different types of posts you can post (carousel posts, the combination of videos and images, multiple images in one post, etc.). You should know all possibilities and restrictions to be able to plan your cross-posting strategy.
Here are the image size requirements for each social media platform:
- Facebook – 1200px by 630px for posts
- Instagram – use landscape images of 1080px by 566px size
- LinkedIn – 552px by 368px images if most of your users browse LinkedIn on desktop. For mobile, optimal image size is 552px by
Cross-posting is handy for small businesses and everyone who wants to increase engagement on social media channels. But you should be careful when cross-posting because it can ruin your brand reputation and community.
Here are the tips that will make cross-posting successful:
- Cross-post only the highest-quality content
- Cross-post only on the most active social media channels
- Optimize your captions for each platform
- Use the correct image and video size