Should You Cross-Post on Social Media Platforms?

Spin Creative • September 23, 2022

Wondering if it’s okay to repost content on all of your brand’s social media channels? 

social media words written as scrabble letters over pink background

While it may feel as though posting the same content on each platform is repetitive, creating unique content on various channels isn’t always necessary. 


Cross-posting is a tactical way to re-use the same content across several social channels. It can be a great way for smaller brands to engage with their customers on social media, especially if they don’t have the bandwidth to produce more content. As with every marketing strategy, you need to be smart about cross-posting to make the most of your efforts. Read on to learn how.


What is cross-posting, and why should you do it?


Cross-posting refers to sharing the same content—whether images, video or anything else—on multiple social media channels. You can do this on a spectrum, posting the same content to every account, or you can switch things up a bit for each platform by slightly updating the image, video or caption. 


Brands need to take advantage of cross-posting to reach more of their audience. Cross-posting makes sure you’re covering all your bases and truly reaching your audience, and careful repetition can really make your message stick. It also helps you save time, since you don’t have to create unique content for each channel.


Key considerations for cross-posting


As with any marketing plan, you need to use cross-posting strategically. While there are different ways to cross-post, here are some key considerations to keep in mind to make sure you’re doing it successfully:


·      Remember the details. As you cross-post to various social media platforms, make sure you adjust the posts to fit them. While you might use the phrase, “Link in bio,” when you’re posting a photo on Instagram, that’s not appropriate for other platforms. Tailor the details to each platform to make cross-posting a successful strategy.


·      Consider style. In some cases, reposting the same content to all your social media channels isn’t effective. Each platform has their own distinct style—for example, while TikTok and Instagram are both platforms that feature video, they do so very differently. TikToks are generally more casual than Instagram Reels. You need to consider the style of your content, to make sure it matches each platform you’re posting on.


·      Consider messaging. Cross-posting is best when you’re trying to send out a consistent message across all platforms—if you’re looking to increase brand recognition, cross-posting on multiple channels delivers a consistent message that resonates in the minds of your audience. If you’re posting an important message like a company announcement or product launch, it may be better to create content that’s unique to each platform. 


Cross-posting can be an effective way to stretch your marketing efforts, but only if you do it right. Need some direction on creating and posting content that resonates with your audience? Say hello to Spin Creative. As a leading video marketing agency and branding partner, we help you implement social media strategies that save you time, ensure greater visibility and generate trust with your audience. 



About Us

Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe. 

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