Cross-posting is the act of sharing the exact same post across different social media platforms, or on the same account multiple times.
Just like any bad habit, it’s tempting: it keeps your accounts active, saves time, and makes it easy to share your content widely. But the short-term advantages outweigh the long-term drawbacks.
Read on to find out why you should kick this habit, and what you should do instead.
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Why you should not post the same message across networks
Cross-posting is like putting a text through Google Translate. You run the risk of getting a very weird result that looks careless and unintentional.
Instead, your content should be fluent in the language of each platform. Otherwise you’ll never be able to have a real conversation with your followers.
Things like caption length, image formatting, and vocabulary differ by platform. Sharing the exact same post on all of them means you might accidentally end up inviting your followers to retweet you on Facebook, or Pin your post on Instagram.
You may also lose part of your caption, or tag a handle from one platform that doesn’t exist on another, or lose your visual content.
For instance, Instagram lets you link your profile to your other social media accounts, and automatically share each post (along with its caption and hashtags) to all of them. However, these posts don’t always turn out the way you want them to. Instagram posts shared to Twitter include a link to the photo, but not the photo itself. You miss out on the engagement a visual would generate, and maybe part of your caption too. The result is a hasty-looking post that won’t impress your followers or inspire them to click.
Speaking of your followers, they’re not going to be the same on every platform.
LinkedIn has slightly more men than women, and most of their users are over 30. Instagram, on the other hand, has more women than men, and their biggest demographic are those under 30. As a result, it’s likely that the people who Like you on Facebook are not the same people who follow you on Twitter.
If you’re short-changing your followers on one platform by sharing content that was optimized for another, they’re going to notice. Seeing a post with a cut-off caption or a weirdly cropped image looks lazy at best, and spammy at worst.
The time you save by cross-posting isn’t worth losing your audience’s respect and attention. After all, if it looks like you don’t care about what you post on your account, why should they?
— Leer en blog.hootsuite.com/cross-promote-social-media/