As a digital marketer, if there is one thing guaranteed to get under my skin, its Cross-Posting across social platforms.
Identical posts on all social channels may seem like coherence but it mostly comes across as lazy. Every business may have a differing favourite social platform that performs better than the others but by simply sharing well performing content on one platform to one that may have a lower & less engaged audience you are not necessarily going to increase the audience on the lower performing platform. Instead, there’s a good chance you are alienating potential platform users with repetitive content. Why follow all your channels if its the same content you can get in one place.
Today while scrolling through Facebook I saw a post that was clearly a cross post from Instagram. 20 odd hashtags with the Instagram signature ‘link in bio’ and needless gaps between the copy. Immediately I felt the need to blog about cross posting. This one post was really irritating me because it didn’t fit with other Facebook posts. The ‘link in bio’ was for further information didn’t exist on the platform I viewed it on. After scrolling through copy gaps and hashtags, there was no way to access the information the post was trying to impart. (The link was a menu which may be why I cared so much lol)
As social media marketing is ramping up in earnest, more and more scheduling tools for social media are available. Scheduling apps like Hootsuite may have paid subscription packages that smaller companies cannot budget for but there are certainly free apps like Buffer which can be upgraded with paid subscriptions, but also have a free offering from smaller businesses. Scheduling posts in advance means each platform’s posts can created and scheduled for a week in a few hours. This would mean that it would only take a day to schedule bespoke content across your social platforms.
Creating bespoke content designed for each platform will help grow and engage your audience. A show stopping visual on Instagram is quick link with no visual at all when cross posted to Twitter. @tags in Instagram don’t auto-tag when cross posting to Facebook. Tailoring the content to the platform will ensure optimum success for each platform and doesn’t need to overwhelm the social media operative.
Contact Defiant for more information.
Defiant Media & Marketing 