Cross-posting has become the norm these days. Brands are present across all social media platforms. Cross-posting means creating content and posting the same content on all the social media platforms. As with everything, there are people who support both the sides. And there are a great many pros and cons of cross-posting. Here, we will discuss the important pros and cons, and see if cross-posting is a good social media strategy or not.
Cross-posting is a huge time saver. From creating graphics to an infographic and crafting the actual content, you spend less time than you would create content for multiple social media channels. This is especially helpful when the crux of the content remains the same. How many times can you re-write the same message? Saving time is a great way to save on resources as well, including time, effort and money.
Uniformity in content
Having the same message across all social media platforms is a boon for the brand. The uniformity in content helps brands drive home the intended message to the consumers. The uniformity also keeps the message consistent and makes the brand more memorable. This particular aspect of cross-posting makes the reader understand exactly what the company is saying.
Grow presence on platforms
Saving time on creating content for social media platforms leaves more time for creating new content for social media platforms. Posting content frequently increases engagement on following on these platforms. More followers mean people are more likely to engage with the brand on social media platforms.
Not suitable for each platform
Not all content is suitable for each platform. Your target market on each platform might be different. This is why you must see that the message you are putting across appeals to the market of that particular social media platform. The target market on Instagram skews towards the younger generation more than that of Facebook. Therefore, not all content might be suitable for all platforms.
Same old content
The same content on all platforms has consistency, but it also has the potential of being boring. Users who follow you on all social media platforms will see the same message over and over again and instead of driving the point home, it might turn them off from following you or looking at your feed every day.
Bored or disinterested followers mean a decrease in engagement and traffic. In the day and age of social media, less engagement is like a death knell for a brand’s social media presence. Therefore, cross-posting might not always be a straightforward way of increasing engagement.
Cross-posting is a practice that is practiced by most brands. However, it is up to each brand to decide if this is suitable for them or not. Since each brand is different and their strategy is different, there is no sure-shot answer for whether cross-posting is beneficial or not.