News flash! Posting on social media doesn’t always have to take you all over the world. Crossposting is fast becoming the tactic of choice by savvy social media marketers to save time and resources when scheduling social posts.
Whether you want to crosspost from Facebook to Instagram or Twitter to Pinterest, understanding the value of crossposting is the first step to incorporating the method into your social media management plans.
What is cross-posting?
Crossposting is the process of posting similar content across multiple social media channels. Social media managers use the tactic to save time and resources. Now you don’t need to prepare a unique social media update for each channel every time you need to post.
In addition to saving time, crossposting is a highly effective tactic for social managers to use because it helps streamline your posting strategy, gives you the opportunity to reuse content across multiple platforms, and keeps your social channels constantly updated.
Crossposting is also useful if you want to increase brand awareness because it’s an opportunity to get your message shared across various channels where it’s more likely to be seen by your target audience. With the average US citizen spending an average of two hours on social media, crossposting is an effective way to get more eyes on your content and message.
Who benefits from cross-posting?
- Smaller budget companies
- Startups and founders who work socially as well as do everything else
- New brands that haven’t developed much content yet
- Time-sensitive creators who want to spend hours posting engaging, engaging posts
Is there a cross-sharing app?
Yes! Moyens I/O’s Composer comes with a built-in feature that lets you customize a post for multiple social networks, all in the same interface. This means you don’t have to start from scratch every time you want to create a social media post.
How to use Moyens I/O’s cross-sharing feature?
- Login to your Moyens I/O account and navigate Composer tool
- choose accounts where you want to publish your social feed
- To add your social copy In the first content box
- Editing and improvement send for each channel by click Next to the corresponding icon Start content (for example, you can add or remove hashtags, tweak the original copy, change your tags and mentions, or add different links and URLs to your posts)
- When you’re ready to publish, Click Plan for later or Publish now (depending on your planning strategy)
How to cross post on social media without appearing spam?
Crossposting sounds simple: You share your content across different networks. How hard can it be? However, there are important caveats to the cross-posting process that marketers should understand.
Sending the same message to every network without editing for those networks’ specific requirements and audience demands can make you look amateur or robotic at best, and untrustworthy at worst.
Learn how to talk on multiple networks
Every social media platform is different. For example, Pinterest is full of Pins, Twitter is full of Tweets, and Instagram is full of Stories. So when crossposting, you need to pay attention to the differences between each social media platform and learn how to speak their language.
Let’s say you’re the newest coffee shop on the block and you want to create a social post to reach your audience on Facebook, Twitter, and Instagram. Each of these social networks has a unique set of parameters for the post, and your crossposting strategy needs to take them into account.
For example, Twitter has 280 character limits, Facebook has 2,000 and Instagram 2,200, so be sure to customize your crossposted content to fit these lengths.
Let’s say you plan to include images and videos in your social media marketing (and we think you should!). You need to be familiar with the image sizes for each channel and consider whether the accounts you plan to tag in your posts are active on that channel.
For example, there’s no point in using a promoter tag for a brand on Twitter, cross-posting that post on Instagram, and realizing they don’t have an account on that platform.
Here is a quick list of other parameters to consider when preparing your content for cross-posting:
- Clickable links
- Hashtag usage
Schedule posts in advance
Timing is everything on social media. We recommend learning the best post times for each platform and scheduling your posts for maximum impact using a social media management tool (like Moyens I/O, *hint tip*).
Moyens I/O’s Composer not only comes with a built-in feature that tells you the best time to post social content on your channels, it also lets you customize a post for multiple social networks, as we mentioned above. You can also save even more time by scheduling social media posts in bulk.
Consider the “one and done” rule
You know the guy who tells the same story at every party and shuts everyone up as soon as he starts speaking? This is how your audience feels when you repeat content – as if they would rather be somewhere else.
Do not post the same message on multiple platforms. Not only do you run the risk of your viewers seeing a repetitive post and being bored or disappointed again, your social media strategy will look boring and flat.
Sharing the same post across all your channels means you could accidentally invite your followers to retweet you on Facebook or pin your post on Instagram. You may also lose some of your captions or tag a promoter from one platform to another, or lose your visual content.
For example, Instagram allows you to link your profile to your other social media accounts and automatically share every post (with its title and hashtags) with all of them.
However, these posts don’t always turn out the way you want them to. Instagram posts shared on Twitter include a link to the photo, but not the photo itself.
As a result, you miss out on the interaction that an image can generate, and maybe even some of your headline. The result is a rushed-looking post that won’t impress your followers or encourage them to click.
If you’re briefly switching followers on one platform by sharing content optimized for another platform, they’ll notice. Seeing a post with captions or an oddly cropped image looks lazy at best and spammy at worst.
The time you earn by crossposting isn’t worth losing the respect and interest of your audience. After all, if it seems like they don’t care what you post on your account, why would they?
Stay to the right of their social media trail
Just as there is no crying in baseball, there is no turning the corner on social media. When you repost the same content, it’s not just your followers who will notice; platforms as well.
Twitter is one of the primary channels with limited automation and same content as part of an effort to block bots and spam accounts.
Duplicate content can cause more than just disconnecting from followers: your account could be suspended. Instead, stay on the right side of the anti-spam rules by taking the time to make sure every message you send is thoughtful and intentional.
Be creative, show your social talent
Crossposting is a great way to flex the creative muscles and create dynamic content that sets you apart from the competition. For example, stretching and copying subtitles, adding or removing hashtags, and formatting images according to the needs of your target audience.
When you let the creative juices go wild, it’s important to keep in mind that different demographics hang out on different platforms. For example, globally, 57% of LinkedIn users are male and 43% female, and most of their audience is over 30.
On the other hand, there are more women than men on Instagram, and their largest demographic is under 30. As a result, people interested in your content on LinkedIn will prefer a completely different post than those on Instagram.
Eyewear brand Warby Parker is great at tweaking its content to make it look perfect on every account. For example, a post about the Fort Worth, Texas store getting a new mural was shared as a photo on Twitter. But on Instagram, they took advantage of the option to combine multiple videos or photos into a single post.
Rather than just sharing the “after” photo, they included a video of the mural in progress and invited viewers to swipe to see the final result.
Our WestBend store in Fort Worth, Texas just got a brand new mural! 💙https://t.co/fOTjHhzcp3 pic.twitter.com/MLHosOMkVg
— Warby Parker (@WarbyParker) April 5, 2018
Even minor edits can make the difference between a sloppy-looking post and a glowing post. For example, Moe the Corgi doesn’t have a Twitter account but does have an Instagram account. If Warby Parker had copied his captions from Instagram, it would have been a dead end in the middle of his cute tweets.
Happy friday! 😄👋 https://t.co/GGC66wgUuz pic.twitter.com/kNIaUwGlh5
— Warby Parker (@WarbyParker) 13 April 2018
Analyze your cross-posts
How will you build a successful cross-posting strategy if you don’t analyze your results? Use your social media analytics as a springboard to see if your campaigns are getting the desired results. For example, do you see more or less engagement when you crosspost?
Moyens I/O’s built-in analytics provide an engaging and detailed overview of key social media performance metrics, enabling you to make data-driven decisions about your cross-posting strategy.
You could even use a social listening tool like Moyens I/O Insights to gather opinions on whether people think they’re hearing too much from you and aim to find a sweet spot that cross-posts enough content to achieve your goals, but it isn’t. so much that the audience finds you very powerful.
Accurately crosspost on social media with Moyens I/O and save time managing your social media presence. From a single dashboard, you can organize and schedule posts across all networks, monitor sentiment, engage with your audience, measure results, and more. Try it for free today.