Cross Posting: What is it and should I be doing it?
What is cross posting?
Cross positing is sharing the exact same post across different social media platforms. It's a divided debate over whether to do it or not.
What is cross promoting?
The recommended alternative is "cross promoting". You're still using similar content - it's just tweaked to suit the platform and it’s audience.
Not every bit of content works on all mediums.
- Facebook is a mix of visual with more text
- Instagram is more visual
- Linkedin is more business-based with owner generated content (not really pushing other people's blogs so much.)
Adapted Content
Where it is appropriate to use similar content on different channels, why not make the content work as hard as it can?
For example; an article or case study on your website: you might have a discussion and a shared preview of the article in Facebook, an image of the client using your product/service on Instagram and have 'shoppable' tags on the item, and on Linked In, a specific angle that appeals to businesses with the link to the case study on your website.
The text for each platform is slightly different. For example Instagram has hashtags and you can't put a link in the post text, but the description could cover similar stuff.
Another example; a product promotion would be suitable on Facebook, supported by an artistic preview for “the making of” on an Instagram story, but not be so suitable for Linked In as it’s more sales directed.
Likewise, if you’re doing a fun, behind the scenes post of your team’s lunch spread, it might not make sense to post a picture to your company's LinkedIn page - but it could be great content for Facebook, or even your brand's Instagram Story.
Studio Thoughts
This is one of the many amazing benefits of having one of these listings. You’re getting FREE ad on the first page of Google.
The example below shows a search for a cat sitter in Christchurch. The top results are Google Ads, and then in a box with the Google Map are the Google My Business listings showing reviews and key contact information in actionable formats (meaning you can click through to the website, or on a mobile click to call the business instantly).
But just like any other marketing channel, it might not be the perfect fit for your brand.
If you're wanting to target a younger demographic 25-35, Instagram has a better engagement rate for that age group than Facebook, which generally results in higher quality leads to a website. If you're a product based company, you can also create shoppable images which a person can purchase directly from on Instagram :- making it even easier for the end user.