You do not want statistics to let you know that the majority manufacturers and creators construct their presence on a couple of social media platform.
A fast take a look at a enterprise’s web site offers you a number of choices to observe them on completely different social networks. And creators typically add their viewers numbers from completely different platforms of their social bios so you will discover and observe them on different networks too.
They’re posting movies, sharing photographs, and writing textual content posts throughout two (or extra) platforms — however it does not imply spending all day creating distinctive content material for every channel.
In actual fact, many profitable creators and types have a secret: they crosspost throughout platforms to get extra mileage out of their content material.
What’s crossposting?
Crossposting is while you share the identical (or related) content material on a number of social media accounts.
For instance, musician Ren shares his movies on Instagram Reels, as seen right here:
And he posts the identical movies on TikTok:
@renmakesmusic
a canopy of a traditional ❤️ #renmakesmusic #sting #messageinabottle #uksinger #livesession #ukartist
♬ unique sound – Ren
It is the identical content material, and he will get a ton of engagement on each platforms.
If this looks like double the work, it is truly the other: You possibly can create posts as soon as and share them in every single place your viewers hangs out.
Whether or not you employ a platform’s built-in options (like crossposting between Fb, Instagram, and Threads) or a social media administration device like Buffer, it is a streamlined course of that permits you to crosspost in only a few clicks.
Why crosspost on social media?
Crossposting is a game-changer for busy creators and small companies that need to preserve an lively presence throughout a number of channels. Right here’s why it really works so nicely.
Construct a stronger social media presence
Being current on a number of social media channels is turning into more and more vital for creators and companies. Platforms can change, so it protects you from placing all of your eggs in a single basket. And it provides your content material extra alternatives to take off.
When you do not have to be in every single place, sustaining two or three platforms will help you construct a extra resilient on-line presence. Crossposting makes this multi-platform technique extra manageable.
Save time
For busy creators and small companies managing a number of pages, crossposting is a brilliant strategy to preserve a constant posting cadence throughout social platforms in much less time.
By crossposting strategically, you may focus your vitality on creating high-quality content material that resonates together with your followers with out burning out.
For instance, when you create an attractive teaser video for an upcoming product launch, you may submit it throughout Instagram Reels, TikTok, and YouTube Shorts. Simply regulate the captions and hashtags for every platform, and also you’re good to go.
Attain extra of your viewers
Your followers probably use a number of social platforms however won’t observe you on all of them. By crossposting your content material, you enhance the possibilities that your message reaches your viewers the place they’re most lively.
Even when somebody follows you on a number of platforms, they may miss your submit on X however catch it on Threads.
And since every platform has its personal distinctive person base, crossposting helps you join with completely different audiences who is likely to be fascinated about your content material.
For instance, your Fb Web page would possibly appeal to completely different followers than your Instagram account. By posting on each, you may develop your total social media fan base and get extra views and engagement.
Check new platforms effectively
Crossposting additionally helps you check a brand new social media channel with out doubling your content material creation time. For example, when you’re inquisitive about constructing an viewers on text-based platforms, you may attempt crossposting your content material throughout X, Threads, Bluesky, and Mastodon to see the place it resonates most.
If short-form video is your focus, you may check how your content material performs throughout TikTok, Instagram Reels, and YouTube Shorts.
This strategy allows you to experiment with completely different platforms whereas sustaining a constant content material technique. You possibly can analyze engagement throughout platforms and focus your efforts the place they will have the largest impression.
How you can crosspost successfully on social media
Able to make crossposting work to your social media technique? Hold these key rules in thoughts to make an impression.
Begin by crossposting to platforms that use related media
The best strategy to begin crossposting is to deal with platforms that share related content material sorts:
- Textual content-based platforms: X, Threads, Bluesky, Mastodon
- Video-focused platforms: TikTok, Instagram Reels, YouTube Shorts
- Picture-focused platforms: Instagram feed, Pinterest
For instance, you may simply adapt a recipe submit out of your Instagram feed for Pinterest.
It’s also possible to crosspost to platforms with completely different media-focuses (e.g., an Instagram picture to X), however you may probably must customise your content material a bit extra since posts are introduced in a different way on these platforms.
For instance, Shopify posted this photograph to Instagram:
After which once more on X:
iphone: your storage is full
me: how can or not it’s full already?
my digital camera roll: pic.twitter.com/gg73s0lOJ5
— Shopify (@Shopify) December 4, 2024
Every submit has a barely completely different caption to go well with the platform. As a result of X exhibits textual content first, adopted by the picture, having a robust textual content lead-in is smart.
In the meantime, Instagram’s caption seems after the photograph in followers’ feeds and will get minimize off after the primary couple of traces, prompting followers to click on it in the event that they need to learn the entire thing. So a shorter caption is smart there.
Once you’re sharing content material to platforms with completely different focuses, you may most likely need to be taught extra about repurposing content material — one other sensible technique to get extra out of your content material that includes a bit extra finesse.
Solely crosspost content material that matches your viewers on every platform
Each social platform has its personal tradition and viewers expectations. No matter you share, you may need to keep per the model your viewers expects from each.
For instance, TikTok tends to be extra spontaneous and off-the-cuff than Instagram Reels. So one thing extra refined won’t land on TikTok.
In my very own expertise, I attempted crossposting from X, the place I used to be constructing an viewers of e-commerce entrepreneurs, to LinkedIn, the place I had extra connections within the content material advertising and marketing world. Whereas my LinkedIn posts about content material advertising and marketing and work tradition often get respectable engagement, the e-commerce posts fell flat! It wasn’t the suitable subject for the viewers I had constructed.
Customise your content material for every platform
As a result of each platform has its personal norms and technical necessities, you may probably need to make some small tweaks earlier than reusing your content material.
Here is what to think about adjusting earlier than you crosspost:
Character limits: Every platform has its personal character limits. For instance, LinkedIn has a 3,000-character restrict, whereas X is restricted to 280 without cost customers. You probably have a protracted LinkedIn submit, you would possibly contemplate splitting it up right into a thread for X. Or you may simply submit a part of it to the platform.
Picture sizes and video lengths: Be certain your photographs and movies meet every platform’s beneficial dimensions and durations. An Instagram Reel may be as much as 90 seconds lengthy, whereas TikToks may be as much as half-hour (relying in your area). If you wish to share to each of these platforms with minimal additional effort, maintain your clips to 90 seconds or much less.
Instruments like CapCut will help you create quick clips from an extended video to go well with completely different platform necessities — although this edges extra into content material repurposing than straight crossposting.
Hashtags: Completely different platforms haven’t solely completely different hashtags to make use of, however audiences have completely different expectations about their use. Hashtag use is heavy on Instagram, and you’ll count on to see dozens of hashtags in a single submit to spice up discovery. LinkedIn customers, alternatively, have a tendency to make use of only one or two related tags.
Platform tone: Every platform has its personal communication model. LinkedIn tends to be extra skilled and industry-focused, so that you would possibly need to loosen up in your slang there. However you may loosen up extra on TikTok, which favors a extra informal really feel.
Seeing ‘hyperlink in bio’ on a Fb web page instantly alerts that content material was copied with out customizing. Be sure to take away or replace platform-specific mentions, so every submit matches the platform you’re sharing it on.
Optimum posting occasions: Your viewers’s lively hours would possibly range by platform. Schedule your crossposted content material when your followers are almost certainly to have interaction on every particular platform. Buffer’s analytics will help you determine the most effective time to submit to your viewers.
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Professional tip: Adjusting your content material for various platforms is simple with Buffer’s AI Assistant, which is educated on the norms for various social media websites.
Use Meta’s built-in crossposting options
In the event you’re posting content material throughout your Instagram, Threads, and Fb accounts, you may reap the benefits of Meta’s native crossposting options.
This built-in performance allows you to simply share content material between your Fb web page, Instagram account, and Threads profile — so long as the submit sort is supported on the opposite platforms.
This solely works inside Meta’s social networks, and it is particularly helpful for spontaneous content material while you need to rapidly share throughout platforms.
Crosspost like a professional with a social media administration device
Crossposting manually may be tedious and time-consuming. We advocate utilizing a social media administration platform like Buffer that makes crossposting a breeze.
With Buffer, you may:
- Draft and schedule posts to a number of channels without delay
- Customise content material for every platform as you schedule
- Use the AI Assistant to adapt your content material for various platforms
- Duplicate posts you’ve got already drafted or printed
- Schedule posts on the proper time for every platform
Able to get extra out of your content material with crossposting? You may get began with Buffer without cost to share your content material extra effectively throughout platforms.
Crossposting FAQs
Is it OK to share the very same submit on each platform?
You possibly can, however a small tweak goes a great distance. Platforms differ in tone, picture measurement suggestions, and character limits. Adjusting your captions, hashtags, or video size helps every submit really feel at dwelling on that particular platform and retains your followers engaged in every single place.
What’s crossposting on Instagram?
It’s the one-tap strategy to share an Instagram submit or reel to a different linked platform, often Fb. After you join your Instagram skilled account to a Fb Web page, you simply swap on “Share to Fb” earlier than you publish on Instagram. Your submit then exhibits up natively in each feeds with no additional add time.
You are able to do the identical with Threads in case your profile is related to your Instagram account.
It’s also possible to crosspost from Instagram to Fb, Threads, and different social media platforms utilizing a social media administration device like Buffer.
How do I crosspost from Instagram to Fb?
Observe these steps to crosspost from Instagram to Fb:
- On Instagram, open Menu › Crossposting › Accounts Heart and hyperlink your Fb Web page.
- Begin a submit or reel, then toggle on Additionally share on Fb earlier than you faucet Share.
- Your content material publishes to each feeds without delay.
Professional tip: Utilizing Buffer, you may write one submit, tweak every caption, and schedule it to Instagram and Fb in a single workflow.
What does “crossposted” imply on Fb movies?
Crossposted tells you a similar video file was printed on a number of Fb Pages which have a crossposting relationship. Every Web page exhibits the clip as a local submit, but all views rely towards one whole. Feedback and reactions keep on the Fb Web page the place folks depart them.
What’s a fast instance of crossposting?
Once you shoot one 60-second product demo, add it as an Instagram Reel, then share the identical clip to TikTok and YouTube Shorts. Hold the video the identical, tweak the caption and hashtags, and also you’ve reached three audiences with one piece of content material.
You need to use a social media administration device like Buffer to crosspost content material to your viewers throughout completely different platforms.
