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If you work with social media or if social media is essential to your work as an entrepreneur, businessman or creative, you need to know that this is the era of crossposting, also known as content recycling.
You may be wondering what all of this means, so I will ask you, how many times in recent days have you seen a TikTok video posted on Instagram? Many times, right? That’s what is known as crossposting or content recycling, and this is the topic that we’ll cover today.
Cross-posting consists of posting the same information or video on different social media channels automatically, without having to do it manually, which is a great advantage if you have to manage a multi-channel online presence; especially if we take into account that our brand may and should be on approximately 5 o 6 platforms at the same time.
The most important of all is saving time. Being able to publish on all of your social media channels with only one post is one of the most beneficial points for any company or entrepreneur. At the same time, when posting this content in all of the different platforms, it’s guaranteed that it will reach our followers no matter which social media app they use.
One of the main disadvantages of this phenomenon is its excessive use.
Why?
Firstly because the followers are known as loyal followers, those who follow us on all of our social media channels will see the same content over and over again, which will probably be met with a negative reaction or even make them stop paying attention to our posts.
Likewise, every social media channel is different and what can work positively on one may have an unfavorable effect on the other. Some social media platforms need content that is tailored to it, either because of the app’s characteristics or the audience’s characteristics.
So, so far we can say that cross-posting it’s a little more complex than just creating content and posting it to every channel. We must understand the type of people that follow us on each platform and the subtleties of each social media channel so that we may optimize the content to perform better on each one.
Having said that, we’ll list a series of steps we should take into account to do cross-posting in an effective way.
It’s most likely that you are already on some social media channels and want to take your content to other ones. The first thing to do is think, why? Why do you want to be on other social media platforms?
An undoubtedly valid answer is to reach an audience that may be less active on the platforms that you are already on.
Once the goal is established, we must now decide what kind of results we want to obtain by being on these social media channels and also determine the KPIs (Key Performance Indicators) to gauge our success on those platforms.
After this is done, it’s time to create a strategy.
Just in case there are doubts, I’ll clarify: Yes, it is necessary to establish a social media strategy for each social media channel that we are active in. For example, we could start by examining things such as: Which of the content that we already have can be reused on those platforms? How can we determine which kind of content is apt for crossposting and which isn’t? Is it just posting or will we also recycle content of specific themes? Maybe just short videos? Will we publish the content simultaneously or does it make sense that this content is posted at a different time on each platform?
Once we have determined the game plan, we’ll have already tripled the possibility that our crossposting results will be much better.
Each social media channel offers a unique experience and there’s a reason that they are chosen by users each time. Therefore, is very important to understand that even though our objective audience may be similar on each of the platforms we choose, their behavior on each one may be very different.
We must take our time to investigate our ideal audience and pay attention to the kind of content that they are already engaging with.
For example: Short or lengthy content? What time are they on? Which are some keywords that frequently appear on the content they are already watching? All this information will be of great help when it’s time to adjust our content.
Each platform has its characteristics and it’s essential to grasp them correctly. If we don’t, crossposting won’t give us the results we hope for. Some things to take into account are, for example, the size of pictures which are different between Instagram and LinkedIn, or the maximum duration of TikTok videos compared to YouTube Shorts or Instagram Reels, among other aspects.
We must make sure to know of these important differences so that we can create content that is tailored to the needs of each platform.
Social media can be greatly simplified with systems, especially when it comes to cross-posting on various platforms, which requires slight tweaks and adjustments to optimize content on each of them. Once we have selected the key platform and have studied its characteristics, we must create a checklist to know when it’s time to schedule or repost content on different platforms. This guide should include changing the size or format of the content, adjusting captions and hashtags, and any other fundamental changes that are deemed necessary.
Numerous social media content scheduling tools make cross-posting very easy, where you can incorporate pre-configurations and automate several parts of the process. Some of the most used ones are PLANOLY, HOOTSUITE, BUFFER, and IFIIT, among others. From my point of view, one of the best apps to perform this type of task is Metricool. Here’s a link for you to try it out yourself: Metricool: https://my.mtr.cool/HSDJUE
Cross-posting is a smart way to establish and increase an online presence on multiple social media platforms. Following these fundamental steps will allow you to do it with greater ease and effectiveness.
Start crossposting and exploit all your social networks to the fullest!