Constructing your presence throughout a number of social media platforms is extremely priceless for manufacturers and creators — nevertheless it would not should imply spending all day creating distinctive content material for every channel.
In reality, many profitable creators and types have a secret: they crosspost throughout platforms to get extra mileage out of their content material. Our information reveals this method is remarkably widespread — 59% of posts created in Buffer are posted to multiple social media platform.
Crossposting a game-changer for busy creators and small companies who need to keep an lively presence on social media with out burning out. As a substitute of ranging from scratch for each platform, you may adapt and share content material throughout totally different channels — like turning an enticing Instagram Reel right into a TikTok or turning an X thread right into a LinkedIn submit.
Whether or not you are trying to streamline your processes or check out new channels, this information will train you the way to crosspost successfully — from selecting which content material to share throughout platforms to customizing your posts for optimum affect on every channel.
What’s crossposting?
Crossposting is once you share the identical (or comparable) content material on a number of social media accounts.
For instance, musician Ren shares his movies on Instagram Reels, as seen right here:
And he posts the identical movies on TikTok:
@renmakesmusic a canopy of a traditional ❤️ #renmakesmusic #sting #messageinabottle #uksinger #livesession #ukartist ♬ authentic sound – Ren
It is the identical content material, and he will get a ton of engagement on each platforms.
The perfect half about crossposting is you do not have to copy-and-paste every little thing manually. Whether or not you utilize built-in options that allow crossposting between platforms (like you may between Meta platforms Fb, Instagram, and Threads) or a social media administration instrument like Buffer, you may create posts as soon as and share them in all places your viewers hangs out.
Why crosspost on social media?
With over half of posts being shared on a number of platforms by Buffer, it is clear this tactic is a pillar of lots of our prospects’ social media methods — and with good cause. Let’s check out a few of the advantages of crossposting:
Construct a stronger social media presence
Being current on a number of social media channels is changing into more and more vital for creators and companies. When you do not must be in all places, sustaining two or three platforms may also help you construct a extra resilient on-line presence.
Platforms can change, so it protects you from placing all of your eggs in a single basket. And it offers your content material extra alternatives to take off.
Crossposting makes this multi-platform technique extra manageable.
Save time
For busy creators and small companies managing a number of pages, crossposting is a brilliant method to keep a constant posting cadence throughout social platforms in much less time.
By crossposting strategically, you may focus your power on creating high-quality content material that resonates along with your followers with out burning out.
For instance, for those who create an attractive teaser video for an upcoming product launch, you may submit it throughout Instagram Reels, TikTok, and YouTube Shorts — simply adjusting the captions and hashtags for every platform.
Attain extra of your viewers
Your followers seemingly use a number of social platforms however may not observe you on all of them. By crossposting your content material, you enhance the possibilities that your message reaches your viewers the place they’re most lively. Even when somebody follows you on a number of platforms, they may miss your submit on X however catch it on Threads.
And since every platform has its personal distinctive person base, crossposting helps you join with totally different audiences who is likely to be all for your content material. For instance, your Fb Web page would possibly entice totally different followers than your Instagram account, enabling you to develop your total fan base and supplying you with entry to much more views and engagement.
Take a look at new platforms effectively
Crossposting additionally helps you check a brand new social media channel with out doubling your content material creation time. As an illustration, for those who’re interested by constructing an viewers on text-based platforms, you may attempt crossposting your content material throughout X, Threads, Bluesky, and Mastodon to see the place it resonates most.
Or if short-form video is your focus, you may check how your content material performs throughout TikTok, Instagram Reels, and YouTube Shorts.
This method allows you to experiment with totally different platforms whereas sustaining a constant content material technique. You’ll be able to analyze engagement throughout platforms and focus your efforts the place they’re going to have the largest affect.
Methods to crosspost successfully on social media
Able to make crossposting work on your social media technique? Preserve these key ideas in thoughts to make an affect.
Begin by crossposting to platforms that prioritize comparable mediums
The simplest method to begin crossposting is to give attention to platforms that share comparable content material sorts:
Textual content-based platforms: X, Threads, Bluesky, MastodonVideo-focused platforms: TikTok, Instagram Reels, YouTube ShortsImage-focused platforms: Instagram feed, Pinterest
For instance, you may simply adapt a recipe submit out of your Instagram feed for Pinterest.
You may also crosspost to platforms with totally different medium-focuses (e.g., an Instagram picture to X), however you will seemingly must customise your content material a bit extra since posts are offered in another way on these platforms.
For instance, Shopify posted this photograph to Instagram:
After which once more on X:
iphone: your storage is fullme: how can it’s full already?
my digital camera roll: pic.twitter.com/gg73s0lOJ5
— Shopify (@Shopify) December 4, 2024
Every submit has a barely totally different caption to go well with the platform. As a result of X reveals textual content first, adopted by the picture, having a powerful textual content lead-in is smart.
In the meantime, Instagram’s caption seems after the photograph in followers’ feeds and will get lower off after the primary couple of strains, prompting followers to click on it in the event that they need to learn the entire thing. So a shorter caption is smart there.
When sharing content material to platforms with totally different focuses, you will in all probability need to study extra about repurposing content material — one other good technique to get extra out of your content material that entails a bit extra finesse.
Solely crosspost what shall be related to your viewers on every platform
Each social platform has its personal tradition and viewers expectations. No matter you share, you will need to keep in keeping with the matters and magnificence your viewers expects from you on each.
For instance, TikTok tends to be extra spontaneous and off-the-cuff than Instagram Reels. So one thing extra refined may not land on TikTok.
In my very own test-and-learn expertise, I attempted crossposting from X, the place I used to be constructing an viewers of e-commerce entrepreneurs, to LinkedIn, the place I had extra connections within the content material advertising world. Whereas my LinkedIn posts about content material advertising and work tradition normally get first rate engagement, the e-commerce posts fell flat! It wasn’t the precise matter for the viewers I had constructed.
Customise your content material for every platform
As a result of each platform has its personal norms and technical necessities, you will seemingly need to make some small tweaks earlier than reusing your content material.
Here is what to think about adjusting earlier than you crosspost:
Character limits: Every platform has its personal character limits. For instance, LinkedIn has a 3,000-character restrict, whereas X is proscribed to 280 at no cost customers. In case you have an extended LinkedIn submit, you would possibly take into account splitting it up right into a thread for X. Or you may simply submit a part of it to the platform.
Picture sizes and video lengths: Ensure your photographs and movies meet every platform’s advisable dimensions and durations. An Instagram Reel could be as much as 90 seconds lengthy, whereas TikToks could be as much as half-hour (relying in your area). If you wish to share to each of these platforms with minimal further effort, maintain your clips to 90 seconds or much less.
And, whereas this is likely to be stepping into repurpose territory, instruments like CapCut may also help you create brief clips from an extended video to go well with totally different platform necessities.
Hashtags: Totally different platforms haven’t solely totally different hashtags to make use of, however audiences have totally different expectations about their use. Hashtag use is heavy on Instagram, and you may count on to see dozens of hashtags in a single submit to spice up discovery. Nevertheless, LinkedIn customers have a tendency to make use of only one or two related tags.
Platform tone: Every platform has its personal communication type. LinkedIn tends to be extra skilled and industry-focused, so that you would possibly need to loosen up in your slang there. However you may loosen up extra on TikTok, which favors a extra informal really feel.
Platform-specific references: Nothing breaks the phantasm of native content material fairly like seeing “hyperlink in bio” on a Fb web page, so keep away from copying over platform-specific references.
Optimum posting instances: Your viewers’s lively hours would possibly differ by platform. Schedule your crossposted content material when your followers are probably to have interaction on every particular platform. Buffer’s analytics may also help you determine the very best time to submit on your viewers.
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Use built-in crossposting options within the Meta ecosystem
When you’re posting content material throughout your Instagram, Threads, and Fb accounts, you may reap the benefits of Meta’s native crossposting options. This built-in performance allows you to share content material seamlessly between your Fb web page, Instagram account, and Threads — so long as the submit kind is supported on the opposite platforms.
Whereas this solely works inside Meta’s social networks, it is significantly helpful for spontaneous content material once you need to shortly share throughout platforms.
Crosspost like a professional with a social media administration instrument
Crossposting manually could be cumbersome and time-consuming. We advocate utilizing a social media administration platform like Buffer that makes crossposting a breeze.
With Buffer, you may:
Draft and schedule posts to a number of channels at onceCustomize content material for every platform as you scheduleUse the AI Assistant to adapt your content material for various platformsDuplicate posts you have already drafted or publishedSchedule posts on the proper time for every platform
Able to get extra out of your content material with crossposting? You may get began with Buffer at no cost to share your content material extra effectively throughout platforms.
