Brands were initially hesitant about switching from traditional marketing to social media when it first emerged.
But, it has been proven over and over again that social media is here to stay for many years.
Social media is a major advancement in marketing. What does this mean for brands?
It takes a lot of creativity, solid social media strategies, and lots of posting. If you think that this will only increase the workload of your marketing team, then you are wrong. That thought is dead.
Yes, that’s right. We are here to tell about our savior: Cross posting *cue harmonious choir singing Hallelujah*
Cross-posting is a smart strategy that top social media marketers use in order to keep their social media engaging, consistent, and current.
Continue reading to learn more about cross-posting and why it is important to be included in your marketing plan.
What is cross-posting?
Cross-posting refers to the practice of using the exact same content on multiple platforms, but with specific tweaks that are relevant to each platform.
Let’s say you have a blog post on SEO that is written on your site. This can be cross-posted on Twitter as key one-liners or an image that is shared on your social media.
Businesses and brands can crosspost on any number of social media platforms they wish. This increases their social media reach.
How to include social media cross-posting in your social media strategy
How can one include cross-posting in their social media strategies? This is where your social-media strategy comes in.
Before we start to understand cross-posting and how it fits into our social media plans let’s first define what a social marketing strategy is.
Interesting read: This Social Media Strategy Template will help you save time
Your social media strategy is a plan that outlines your business goals. It outlines the practices and methods you will use in order to achieve these goals, as well as the metrics that will be used to track your progress towards them.
Your SWOT (strengths and weaknesses, opportunities and threats) is a key part of a great social media strategy. This plan addresses them online and offline. After these have been identified and an ideation strategy is in place, it is time to start content creation. You can track better metrics and evaluate your outcomes more effectively if you clearly define the roles and responsibilities of your team.
This information will help you determine how much content you can use for cross-posting. This will give your social media manager an overview of the final outcome of the cross posting strategy.
It’s important to first understand your audience before you can come up with a content strategy. Although all this might seem overwhelming, once you start planning your social media, it won’t be as daunting as it seems.
It is easiest to start by creating your Pillar Content, then understand what you should cross-post on each platform.
Pillar content, or Content buckets, are terms used to describe a topic or theme that you want to use in your social media content creation.
These topics and themes can be tailored to your audience’s online engagement or reflect your business.
Pillar content allows you to easily identify the talking points in your audience. This helps you to understand which pillars should go on which platform. It also allows you to determine your objectives and tone of voice.
After you have identified your pillar content, and created the content, the next step is to determine the frequency and timing of posting.
This doesn’t mean that you have to create a strategy for each platform. You can simply include a cross-platform strategy in your social media plan.
It is important to understand how to cross-post efficiently before you do this. We understand what you are thinking: “It’s just copying content.” It’s possible, at least in theory. It is simple enough. However, putting it in the wrong way can make your brand appear amateurish and spammy.
We have put in some platform restrictions to make it easier for you to navigate this territory.
What are the best practices for cross-posting on social media?
There are some restrictions that each platform has, even though there are no set rules.
1. Do not cross-post anything
You can identify the tone of voice on each social media platform and adjust your content accordingly. Cross-posting on Facebook is usually the easiest way to create content. It is flexible and allows for the fewest restrictions. However, this doesn’t necessarily mean you should cross-post everything on every platform.
2. Be aware of character count and link counts
LinkedIn and Facebook both allow long-form content, but Twitter limits your characters to 280 characters (including links).
Instagram allows you to post long descriptions but not clickable links. You must navigate your audience to the link in their bio. Instagram’s 2022 update allows brands to link to their stories without having to have a minimum number of followers.
3. Select the right visuals
Each platform has its own preferred image and video ratio.
Instagram allows you to scroll through carousels, but Facebook pages allow you to upload multiple images in a single photo. Instagram allows you to combine videos and photos in one carousel. This feature is not available on Facebook.
These restrictions will help you plan cross-platform social media posts.
4. Automate for consistency
Social media marketers and brand managers find it difficult to post new content every few hours. It is easier to let social media automation tools handle the repetitive work.
Does there exist an app for cross-posting on social media?
Cross-posting can be monotonous and confusing due to the many platforms involved.
Once you’ve identified your key content for social media, and decided what should be published, then you can choose the days and times you want to cross-post to social media.
This process can be monotonous so it is a good idea to use an app that allows you to cross-post on social networks for you, such SocialPilot. This budget-friendly tool allows you to cross-post on Facebook and Instagram.
SocialPilot does more than simply cross-post on social media. You can use it for content creation, scheduling and analytics as well as listening.
These features allow you to understand your audience on which platform and where the best place is for content to be posted.
How to Cross-Post on Social Media using SocialPilot
Step 1 – Type the content that you want to be published on various social media platforms in the content box.
Step 2 – You can modify content for Facebook and Instagram.
Step 3 Select an image, video or GIF to add to the post.
Step 4 – Choose the accounts and platforms where you would like your content to be posted
Step 5 – Choose the time you want your post to appear on your social media channels
SocialPilot allows you to publish the right content for your brand and keeps your content online during peak times.
Cross-posting can also be done on Facebook, provided users are familiar with the native platform. Meta Business Suite can also be used to cross-post on social media. You can access it from your phone or desktop via an app. It is ideal for cross-posting on Instagram and Facebook.
There are pros and cons to cross-platform social media posting.
Cross-posting is a great way to make money, but it has its drawbacks.
Understanding the key to social media content specific to a platform is essential in order to understand this.
Social media is a way to have one voice on all social media platforms, while still being open to the platform’s expectations.
LinkedIn might have more business people, while Instagram may have a younger audience. You should have consistency in your brand communication to ensure that people can recognize your brand based upon your content regardless of platform.
This will allow you to effectively determine the pros and cons of cross platform social media posting.
Cross-platform social media posting has its pros
- Brands save time by not having to create separate social media plans for each platform.
- This helps to maintain consistency across social media platforms.
- Brands can focus on creating great content because they can use social media automation tools for repetitive tasks.
Cons of cross-platform social networking posting
- You cannot use all posts on every platform. For followers who follow you across all platforms, it could appear as spam.
- Cross-posting on social networks can be a mistake and could appear as irrelevant to your followers.
- You need to be aware of each platform’s restrictions, such as image, character count and clickable links.
So is cross-posting good?
Cross-posting removes the need to create original content for each platform. It is as simple as understanding how your content will be presented to different audiences across different platforms.
Your content will be more visible if you consolidate it and place it well. This allows your brand to be more popular among different demographics.
This allows you and your team the freedom to focus on creating more value-added ideas and campaigns.
SocialPilot’s first post, Everything You Need To Know About Cross-Posting on Social Media, appeared first on SocialPilot.
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