Leveraging one piece of content across multiple social media platforms, or cross-posting, is a great way to expand visibility and save time . Sounds easy doesn’t it? It can be, but it can also go very wrong.
Cross posting can be a great solution for companies and brands that are:
– Looking to maximize their budget and time by creating content that can be used across various platforms.
– Feeling they only need a presence on social media.
– Not able to dedicate the resources to create different versions of original content.
– Entrepreneurial but time challenged, and that execute content on social media.
A pet peeve of mine is seeing brands whose social media platforms are connected. That’s the easy way out and most often leads to an under-utilization of the specific and distinct advantages offered by each respective platform . An example is posting from Facebook to Instagram and not leveraging hashtags on Instagram to get organic reach. Conversely, posting directly to Facebook from Instagram with too many hashtags as users do not search for hashtags on Facebook!
Here are 3 tips to help you cross-post successfully, while maximizing your opportunities and saving valuable time.
- Learn each network’s language.
Familiarize yourself with the unique capabilities and functions of each platform.Take the time to learn their specific tools. Knowing this will allow you to optimize each post and to adapt content for each platform. Examples would be the maximum number of hashtags for an Instagram post (30) or how much text can be on your Facebook image and still have it fall within Facebook’s advertising guidelines (20%).
- Not all content belongs on all platforms.
Not all content is suitable on every network. Each platform is different and should be treated as such. An example might be pictures or video of an inter-office birthday party. It may make for a great Instagram post or story but may not be the best fit for a corporate LinkedIn page. Content however, can be adapted to suit the unique attributes of each network.
- Adapting your content for each platform.
Once you have a confident understanding of each platform’s strengths, you’ll want to optimize your content before posting on each one. As mentioned above…hashtags on Instagram…absolutely, and a great way to achieve organic reach. Hashtags on Facebook or LinkedIn…not so much.
You can now put into practice the steps mentioned above and transform each of your posts to suit each network. Some will likely already be fine with only a few minor adjustments needed. You may need to add or delete hashtags, reduce the size of text on images, expand or shorten captions, or change the tone in your text depending upon the platform and its user audience.
I would be pleased to make myself available for a very brief 15-20 minute conversation at your convenience so as to discuss your company’s growth objectives and how to drive profitable growth inexpensively with social media. This simple tactic could effectively become a complementary -and highly successful- sales & growth channel for your business.
Please get in touch by contacting me at 514 824 2262 or by clicking here.