The Pros and Cons of Cross-Posting on Social Media

by | Feb 10, 2019

Social media is an incredibly useful tool for getting your name out there and sharing your brand with a large audience. But, despite its effectiveness, trying to keep up with multiple profiles can be incredibly time-consuming. When you need to be sharing images on Instagram, real-time updates on Twitter, in-depth posts on Facebook, and video diaries on YouTube – you’ve soon run out of time for anything else.

This is where cross-posting on social media can save the day. By sharing the same piece of content across multiple platforms, you’re cutting your time on social media down by a considerable amount. But, this strategy doesn’t come without drawbacks. So, is it worth the time you save, or are you better off sticking to the tried and true method of crafting individual posts?

The Pros of Cross-Posting

You keep all your profiles active

It’s easier to neglect one profile in favour of others when you’re running short on time. If you’ve spent all your time nurturing a Facebook group and engaging with fans on Twitter, finding the time to capture great images for Instagram seems impossible, and your following there starts to disappear.

By using the same post for multiple profiles, you’re able to keep active across the board and stop the mass exodus that occurs when your posting schedule dries up.

It saves you a lot of time

This one is fairly obvious, but by using the same content for all your profiles, your time is freed up immensely. This allows you to spend longer on each post to make them really special, reach out to potential sponsors from your profile, and engage with and nurture your community more effectively.

More exposure per post

Not all of your audience will be active on the same platform – that’s what makes social media such a full-time job. By posting on multiple profiles in one go, you’re able to reach more of your audience at the same time and give your content more exposure.

The Cons of Cross-Posting

Non-optimized content

What works for Facebook doesn’t always work for Twitter. What works for Twitter doesn’t always work for Instagram. By using the same post for all platforms, you’ll only be able to optimize it for one site, likely restricting your engagement and performance on the others.

Post timings

Twitter requires you to create multiple posts per day to grow your account. But, do the same on Facebook and you’ll find that your posts begin underperforming. This is yet another danger of cross-posting regularly as you can end up hurting one account to benefit another.

Audience reaction

Some of your audience won’t just be following you on one platform. Your real fans will be spread out across different sites and will expect to see different content across the board. Cross-posting can leave your audience feeling a little cheated by your quality-skimping behaviour.

What should you do?

At the end of the day, the decision is really down to you. But, our advice would be to limit cross-posting as much as possible. It may be that one or two posts a week can act as your “hero content” and be shared across platforms, but getting into the habit of cross-posting will soon start to damage your social media accounts.

If time is short, then consider bringing someone else on board to help you run your accounts. This way your content and following won’t suffer, even when you have an extra busy week to contend with.

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