A Marketer’s Ultimate Guide to Cross-Posting

If you work in influencer marketing and need to repost influencer content, you may wonder:

Don’t worry, you’re not alone. This is why we wrote this article to answer your questions about cross-posting.

But first, why ask an influencer about cross-posting content?

Cross-posting simply means to create and reuse a piece of content across multiple social media.

No matter if you’re influencers or brands, you can do this on your owned channels .

When focusing on influencers cross-posting branded content on their accounts, there are 3 advantages that first came into our mind:

Reach and exposure

Cross-posting has many advantages, like increasing the reach, exposure of a campaign, etc.

Plus, every social media user is active on 6 different platforms on average, which is why, cross-posting could possibly reach them multiple times and provide a longer-lasting impression of your brand.

Plus, each social media audience is slightly different. Posting the same branded content on different social media platforms will ensure that different audience can see it.

Save time and money

Cross-posting simplifies the whole process – from planning to posting – and in the end, it saves time and money.

In this way, campaigns can quickly go live on multiple channels without the need for separate plans for each social media platform.

Fast and consistent

Cross-posting keeps your brand’s look and message consistent. When each social platform has its own style, it’s easy to stray from your brand identity.

Using the same content across platforms helps maintain a clear and unified brand image. After all, cross-posting is efficient for launching fast campaigns across various platforms, saving time and money while keeping your brand’s image consistent.

Creating Tailored Content for Each Social Media: Is It Worth It?

So, why craft different content for each social media platform? It’s all about tapping into what makes each platform special.

Many marketers stand by this approach. A HootSuite study showed that 18% of marketers who customize their content for each platform are the most confident in their content’s value.

Every social network has its own set of rules and formats – take Twitter, for example, with its 280-character limit per tweet. Plus, each platform’s algorithm treats content differently, affecting how much your posts get seen based on what the platform favors.

It’s becoming clear that tailored content can better resonate with each platform’s specific audience and their preferences.

But what’s in it for your campaigns? Crafting platform-specific content can transform your marketing in three significant ways:

Customizing for Each Platform

Crafting content that fits each platform’s unique features can lead to more engagement.

Content that resonates with your brand and marketing goals, and also meshes with the platform’s culture and audience’s likes, will likely draw more views, likes, and comments.

Authenticity Matters

Creating platform-specific content enhances authenticity and connects better with the audience. Given that social media users are often active on multiple platforms, they’re likely to encounter your brand multiple times.

Tailoring each message to the platform it appears on adds a personal touch, making your brand feel more relatable and authentic.

Even slight variations in your messaging can resonate differently, engaging the same audience in various ways and boosting your campaign’s success.

Leveraging Platform Strengths

Each social media platform offers unique advantages that can be leveraged for your campaign’s success. By designing content with a specific platform in mind, you can provide a comprehensive view of your product.

For instance, engaging, short videos work well on TikTok, while YouTube is ideal for detailed reviews and personal experiences. Instagram thrives on high-quality images and short videos, whereas Facebook is great for longer, descriptive posts.

In summary, platform-specific content is key for engaging your audience, maintaining authenticity, and delivering effective messages. However, this approach requires more time and resources due to the need for unique content creation for each platform.

Cross-posting or not? That’s the Question

Before deciding between cross-posting and creating unique content for each platform, it’s crucial to understand the factors that can impact your campaign’s success.

Understanding Your Audience

The first step is to know your audience’s demographics. Who will engage with your content? Discovering how your audience uses different social media platforms, and which ones they prefer, is essential.

You might cross-post on platforms where your target audience is less active and create new content for their favorite spaces.

Also, consider their content preferences, as some platforms may be known for videos or text, but your audience might use them differently.

Platform Limitations

Each social media platform has its own rules and limitations, which can affect how you share content, especially if it’s made for another platform.

For example, a lengthy article might be divided into several tweets to fit Twitter’s character limit. Consider how these adaptations fit into your overall campaign and brand image.

Maintaining Brand Identity

When choosing between cross-posting and unique content, think about your campaign goals and brand identity guidelines.

Using fewer creative variations can help keep a consistent brand image but might not align with each platform’s norms.

Working with Influencers

Finally, consider how influencers interact with different platforms.

Some might not be active on all channels, making it unnecessary to ask for cross-posting there.

Others might use certain platforms for specific aspects of their personal brand, influencing where your brand should be featured.

Cross-posting best practices

Exploring Hybrid Strategies for Content Sharing

Deciding between cross-posting and crafting unique content doesn’t have to be an either/or situation. A hybrid strategy often offers the best of both worlds.

Take, for instance, a TikTok video that seamlessly becomes an Instagram Reel, saving the effort of creating new content for platforms where short videos thrive. On platforms less suited to short videos, original content can shine.

Consider a “content waterfall” strategy: start with a major piece tailored for one platform, then adapt and share derivatives on others. For example, a detailed YouTube review could be condensed into bite-sized clips for TikTok and Instagram, with photos and text summaries for Facebook and Tumblr.

This method balances creativity with efficiency, ensuring each platform’s users enjoy a tailored experience.

Testing the Waters with Cross-Posting

The key to a successful strategy lies in experimentation. Both cross-posting and unique content creation come with advantages and challenges.

The best choice depends on your brand’s specific context. By testing both methods and analyzing their impact on key metrics, you’ll gain insights into what works best for your brand.

Armed with data and a deeper understanding of different strategies’ benefits, you can make informed decisions to enhance your brand’s online presence.

Conclusion

Deciding between cross-posting and creating unique content for each social platform hinges on understanding your audience, platform specifics, and campaign goals.

While cross-posting extends reach efficiently, tailored content can deepen engagement and authenticity. Often, a blend of both strategies, adapted to your brand’s needs, proves most effective.

Experimentation is vital; test both approaches to see what resonates best with your audience. The right balance can amplify your influencer marketing efforts, making your campaigns more impactful.

For deeper insights and strategies tailored to boost your brand’s presence, explore our platform.