15/05/23 // Uncategorized
Why cross-posting is hindering your engagement and disappointing your audience
Written by: Simon
Cross-posting is when you schedule the same content across multiple platforms to save time when posting. This method is the process of sharing a piece of content across multiple platforms to achieve maximum reach and engagement. Using cross-posting across several channels can be extremely useful if a social media manager manages multiple social media accounts.
This method can have drastic negative effects on your social media platforms. Cross-posting can come across as lazy and too repetitive to your audience. We have specific recommendations to avoid the negativity and utilise this method for positive results.
What are the Benefits?
- Cross-posting can you save you time, especially when running multiple social accounts.
- This method means you don’t need to make a creative asset specifically for each media you intent to post on.
- This can give you more time to strategies, create new content and planning your content further ahead of time.
- Maximising reach and impressions in a simpler, more time efficient manner as you can share content across multiple touch points.
Why we don’t recommend Cross-posting
- Each media channel is different there is no one size fits all.
- This can come across as lazy when your audience see’s the exact same content copy and call-to-action across all platforms.
- Cross-posting may largely increase content fatigue due to the user seeing the exact same content across all platforms.
Our top tips for success
- Consideration towards different audience on each platform for example, Facebook and TikTok pull different crowds towards their channels.
- The call-to-action might be miss informed, for example, on Instagram you may use ‘Check the link in bio’ in the ad copy but this wouldn’t need to be used on Facebook as you can insert a URL easily.
- Make small tweaks in the ad copy for the designated platform to make the call-to-action more appropriate.
- Alter the content for each specific platform, for example, the sound on TikTok is extremely important as 88% of people navigate with sound on (Kantar, 2021) whereas Facebook around 85% of video is with the sound off (Kantar, 2021)
Ultimately, cross-posting on social media can save time and resources leaving more opportunities from strategy and content generation. However, if not done with best practises in mind it can hinder your channels.
Always think about the audience difference between each platform and how you want your message to come across.
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