Is It Okay to Cross-Post Content on Different Platforms?
Client: Hey Bonniey, should I post content across all my social media platforms, that is, Instagram, LinkedIn, TikTok, LinkedIn, Snapchat, and so on?
Bonniey: I think you forgot Tinder as well. *smiling sheepishly*
So, is cross-posting the best way to handle your social media content strategy? Let’s get into it and figure out if showing up on all platforms is actually as beneficial as it sounds.
Here’s what you need to know before you hit that “share” button across the board.
What Is Cross-Posting?
Cross-posting refers to sharing the same content across multiple platforms. For example, posting a video on Instagram and then sharing it on Facebook, TikTok, and YouTube. On the surface, it seems like an easy way to maximize your reach with minimum effort. After all, why reinvent the wheel when you’ve already got something great, right?
But hold up – here’s the kicker: not all platforms are the same, and not all audiences behave in the same way. Different platforms have their own quirks, and simply copying and pasting content from one to another can sometimes do more harm than good.
Is It Effective to Cross-Post?
Now, let’s get to the real question: Does cross-posting work?
If your goal is to maintain a presence on multiple platforms without spending hours crafting unique content for each one, cross-posting can seem like a time-saving dream. You hit a larger audience and make sure no stone is left unturned. But here’s the catch: each platform has its own vibe, algorithms, and audience engagement patterns. Posting the same content everywhere might limit its effectiveness.
For instance, TikTok users engage with bite-sized, snappy videos, while LinkedIn is more professional, leaning towards long-form content or industry insights. What works on one platform might not perform as well on another.
In Meta’s own words (Facebook and Instagram’s parent company), they encourage exclusive content for their platforms. If you reuse the same video without modifying it, you could get flagged for unoriginal content, limiting your reach and hurting your overall engagement. This is especially relevant if you rely on monetizing your content.
How Does Cross-Posting Affect Monetization?
One important thing to consider: if you’re monetizing your content, cross-posting can be tricky. Platforms like Facebook and YouTube use unique algorithms to determine how often your content is recommended to others. If they detect that the content isn’t exclusive or has been repurposed from another platform without any significant changes, your account could face restrictions, limited reach or demonetization.
This can be frustrating, especially if you’re trying to build a brand and rely on monetization to grow your business. Meta’s policy is pretty clear on this—cross-posting without substantial edits could not only hurt your visibility but could also lead to long-term penalties on your account.
NOTE: Meta only allows for cross-posting between Facebook and Instagram.
Should You Cross-Post?
So, should you still cross-post?
The answer isn’t black and white. It depends on your goals:
- Monetization or Audience Growth: If you’re looking to make money from your content or reach a new audience, it’s best to avoid direct cross-posting. Instead, repurpose your content by tweaking it for each platform. For example, trim your YouTube video to match TikTok’s style or add more context to a LinkedIn post to make it more professional.
- Established Audience: If you already have a dedicated following and aren’t as concerned about monetization, cross-posting might be okay. You’ve already built a base, and posting the same content across multiple platforms ensures your audience sees your updates no matter where they are.
Best Practices for Cross-Posting
If you’re going to cross-post, here are a few tips to make the process smoother:
- Edit your content: Always tweak your content before posting it across different platforms. Make it platform-specific by adjusting the length, tone, or even the format (e.g., text posts vs. videos).
- Avoid watermarked content: Especially on platforms like TikTok, where reposting watermarked videos to other sites can limit your content’s reach.
- Test and track: Keep an eye on your analytics to see how your cross-posted content is performing on different platforms. Adjust accordingly.
Final Thoughts
Cross-posting can save time, but it’s not a one-size-fits-all solution. Think of it like a shortcut that works well in certain situations but can lead to setbacks in others. Whether you’re posting on Instagram, LinkedIn, TikTok, or even Tinder (who knows, right?), always consider the platform’s unique requirements and audience.
Need help with your social media strategy/ content strategy/ content writing and so on? Reach out today and let’s take your content to the next level!