Cross Posting: Definition, Benefits, Disadvantages & Important Tips

Cross posting is a term that is definitely familiar to those of you who work in content marketing or social media marketing. However, for those of you who are still not familiar with cross posting, don’t worry because will provide a complete picture for you.

As one of the tricks that many brands use, cross posting does have many benefits. However, not infrequently it also causes some negative impacts. Immediately, see the full discussion below!

What is Cross Posting? (Definition)

Reporting from Hubspot, cross posting is a strategy of sharing the same content on various social media platforms. This technique emerged against the backdrop of the progress of social media trends which are now increasing and the increasing need to produce a lot of content.

In the past, not many people used TikTok. Now, social media is one of the platforms with the most active users. Apart from that, YouTube even launched a similar feature with the Youtube Shorts innovation.

Content marketers and content creators must finally consider whether they need to create different content for each social media or the same content. At first glance, this strategy may sound unattractive and less creative. However, cross posting is not always detrimental, you know.

What Are the Benefits of Cross Posting?

Cross Posting

Some of the advantages of cross posting that you need to consider include the following.

1. Time and Energy Efficiency

Generally, this cross posting strategy is used by small teams or novice creators who don’t have enough resources to produce content in large quantities.

Apart from that, this one trick is definitely very helpful if you are managing more than 3 of your client’s social media accounts. Of course, it would be quite tiring if you had to create different content every day.

2. Help Understand The Audience

Are you in the mood to ‘check the waves’ first? If yes, this cross posting really helps you save time and effort to check which type of content is most suitable for a particular social media platform.

Style A content may be suitable for the character of a Twitter user, but not for the audience on TikTok. Cross posting A content on both social media will provide valuable insights about your target audience.

3. Supporting Activity on Social Media

Usually when we force ourselves to create a lot of content, there will be one sacrifice that must be made. Either sacrifice one social media account that will rarely be taken care of, or sacrifice the quality of the content produced.

Therefore, this cross post is here to help you stay active on all social media without having to sacrifice any of them.

Is There Any Disadvantages of Cross Posting?

In addition to the advantages above, of course there are also some disadvantages of cross posting.

1. Not According to The Needs of The Audience

The first disadvantage of cross posting is the risk of content not matching the preferences and needs of the audience on social media. As mentioned above, each social media has different user characteristics.

If cross posting is done only for certain times, it seems that there will be no significant problems. However, if this trick is done continuously, you will lose the potential to attract more audience.

2. Make Followers Bored

A loyal follower might follow your social media accounts on all platforms, from TikTok, LinkedIn, Instagram, Twitter, to Facebook. If they always see the same content, they will eventually get bored.

Semrush even wrote that this could make followers feel that they have been sent spam posts. When they are bored, they will no longer pay attention to what you post or even decide to unfollow your account.

3. Influence Audience Perception of The Brand

You definitely don’t want your audience to feel that your brand is lacking in creativity, do you? Especially if your brand often emphasizes the values of innovation, creativity, or is indeed engaged in creative media.

Even though it looks trivial, the perception of a brand’s social media account can also affect the overall brand image, you know.

The 3 Mistakes when Cross Posting to Avoid

If you still have to use this trick after weighing the benefits and drawbacks, there are some mistakes that you should avoid. Reporting from Social Pilot, the most common mistakes when cross posting include the following.

1. Cross Post All Content

The tone of voice for LinkedIn accounts may be slightly different from the tone of voice for Instagram accounts. Therefore, you need to really pay attention to copywriting and captions. Do not let the brand voice that has been maintained become inconsistent.

2. Forgetting The Details of The Visual Format

Each social media platform has a different photo and video ratio format. On Facebook, you may be able to upload photos at various ratios, but on Instagram, this is especially difficult if you’re looking to post carousel content.

Learning the format of each social media platform will help you plan more effective cross posts.

3. Forgetting Other Small Details

On Twitter or Facebook, the link that you put in the caption will be easily accessible to followers. Meanwhile, if you directly copy and paste it to Instagram, the link will not be clickable.

So, don’t write inappropriate captions or instructions, OK? Apart from the matter of link attachments, you also need to pay attention to the limit on the number of characters on each social media platform. On Twitter, you can only write about 280 characters per tweet.

Do not let the tweet fragments become very untidy because you just copy and paste from the Instagram caption, for example.

Final Word

Those are some of the main discussions regarding the cross posting technique. In essence, cross posting is a solution for those of you who have to do time efficiency but must still do it carefully.

Want to know other interesting techniques or tricks related to social media marketing? Come read more articles on the eTamu Blog!

There are special categories that discuss everything about social media marketing, from strategies, terms, to the latest trends that you shouldn’t miss. By studying them, you can get new inspiration to optimize existing strategies.

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