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Why You Shouldn’t Cross-Post on Social Media

Cross-posting is sharing the same content (in the exact same way, with the same image, the same wording, etc.) across all social media platforms. It can also be sharing the same post again on the same platform. It’s easy to do, as it reduces the amount of work you have to put in to your social media posts.

And it’s okay from time to time, for special posts or things that you need to make sure everyone sees. But for everyday posting, it’s also a bad habit to get into.

Different Platforms, Different Needs

What makes a great Tweet won’t necessarily make a great Instagram or Facebook post. By using the exact same post across multiple platforms, you’re actually missing out on the opportunity to optimize your posts for each social media platform.



Some social media sites encourage almost unlimited hashtags while on others it should be limited to only a few. Twitter, for example, has character limits on all posts and so too much of the post shouldn’t be taken up with hashtags, while Instagram posts generally have many hashtags.


CTA Vocabulary

CTA vocabulary can differ across platforms. If you’re not careful about how cross-posted content is worded, you’ll end up inviting users on Facebook to retweet your post. Using the appropriate language for each social media platform is an important part of engaging users with a CTA. If you don’t use the language of a platform at all in an effort to avoid using the wrong words when cross-posting, you may also be limiting your engagement with users on social media.

Target Audience

The target audience may different between different social media platforms. LinkedIn in general has an older audience that is more professionally focused while other platforms may have a higher concentration of different ages groups, genders, etc. Instagram users, for example, tend to be younger and are more often women. Posts that do well with one demographic may not perform as well with others.

Look Sir, Droids 





If too much of your content looks the same, whether it’s across different social media platforms or even repeated on the same platform, it will begin to look automated. Not only will users think your posts are from bots (which may make them disregard your posts), but the social media platforms themselves may think the same thing. Sites are increasing their efforts to curb spam and bot accounts and you risk getting your accounts banned if your posts look too automated.



Diminishing Post Quality

If a post is ideal for one social media platform, it can lose a lot of what makes it good in the transition to another platform.

  • Captions
  • Images
  • Links
  • Handles
  • Hashtags

These are all features of social media posts that can easily end up being lost in the transition between one social media platform to another. Not only will users miss out on the benefits of having these in the posts, it’ll also end up looking sloppy. Sloppy posts may make users think that it’s spam and therefore may be ignored.

Creating Unique Posts

Creating different posts for sharing the same content across different social media platforms will take more time and effort than simply cross-posting the same material, but not by much. The content of each post doesn’t need to be wildly different for each post – it just needs to be different enough that it looks like human effort was put into it and so that it is created with each social media platform in mind.

Small Changes Across Platforms

Even the tiniest of changes can make a big difference. Posts will look different to your users who may see your posts on different social media sites. If you’re reposting, having a slightly different headline or caption and a different word order will prevent your posts from looking like they’re from a spam account to the social media platform.

Platform Optimization

Special attention should be paid to optimizing your posts for each specific social media platform. This can include making sure that media is properly formatted for that site, including captions, handles, internal links, tags, and more that will make your post platform-specific. This attention to detail can make your posts stand out – they’re designed specifically for that social media site and are better able to engage users there. They also won’t look like spam.

Schedule Posts Differently

Just like social media platforms have different optimization techniques, they also have different times at which content should be posted for optimal viewing. You can make the most out of your post by making sure it is scheduled for the best time for each social media platform. These times and days may be wildly different depending on when users of each platform tend to be the most active on that site.

Mix It Up

While much of your content may be similar with some tweaks for different platforms, not all content will be appropriate on all platforms. Memes may work better on Twitter than on Facebook, for example. Sharing a new product might garner more interest on Pinterest where it would be totally ignored on LinkedIn. It’s best to determine exactly what kind of content will do well on each platform and make sure you’re tailoring your content to each specific social media site’s audience.

Improved User Experience

As easy as it might be to fall into the trap of cross-posting, ultimately it will benefit both you and your users to spend the extra time and effort in making different posts for different social media platforms. Users will be more engaged with posts tailored to their needs and expectations on social media, which will improve UX with your content, which will in turn send more users to your website. Social media is a part of what brings users to your website and so improving your social media game can ultimately improve your SEO strategy as well.

If you need help evaluating your user experience or SEO strategies, don’t delay – contact us today for a free consultation!

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