What is Crossposting? Is Social Media Crossposting Good or Bad?

Since you have chosen to read this article, I believe there is no need to convince you of the importance of promoting your stuff on social media, am I right?

Seriously, regardless of the type of business you are engaged in, whether online or offline, social media can, without any exaggeration, be the determining factor between failure and success.

The issue is that executing an effective social media marketing strategy is no easy task; it demands hard work, dedication, consistency, and creativity. To bring all these elements together, you need time.

But can specific methods or features help reduce this time? Absolutely! There are numerous ways available, and one of them is crossposting.

What is Crossposting?

Crossposting refers to using tools that enable you to effortlessly share the same social media post across multiple social media platforms without manually doing it for each one. In other words, when you post on one platform, the crossposting tool automatically shares it on others.

How Does Crossposting Work?

To understand it more clearly, imagine this scenario: You have a clothing brand, and you've decided to start promoting it on social media. You're committed to sharing your content on Facebook, Instagram, TikTok, and Twitter ("X") for a full 4 months.

Currently, you share your products three times per week on each platform, essentially copying and pasting the same post on all four platforms. Right?

Exactly! This is where crossposting can be beneficial. Instead of manually resharing the same content on all four platforms, you can use a tool that offers crossposting features, typically found in social media management tools. With this tool, you only need to schedule the post on one platform, let's say Instagram, for example, and the tool will automatically share it on the other three platforms without requiring any further manual interaction from you.

So, if you share a post on Instagram, it will be automatically shared on Facebook, Twitter, and TikTok. Makes sense?

Best Practices for Using Social Media Crossposting

One problem with crossposting is that not all social media platforms support the same specifics, such as resolution, width, and length for posts.

That's why it's better to crosspost content from a specific platform only to the platforms that support, or at least almost support the same specifics.

For instance, a normal post with an image and text on Instagram can be crossposted to Facebook without any harm. Since both platforms are more likely to have similar specifications for displaying such content, crossposting in this case would work effectively.

On the other hand, if you are going to share a TikTok video and want to ensure efficient crossposting, it is better to crosspost only with YouTube shorts, Instagram reels, or even LinkedIn videos. The video specifics on these platforms are almost the same as TikTok, making them more suitable for crossposting.

When You Should Not Be Using Crossposting?

There is a quote that I truly believe in: "A good thing in a bad time is a bad thing."

Crossposting is undoubtedly a great feature, but there are some cases when you should avoid using it. For example:

• The same audience on all platforms:

If the majority of your Instagram followers are also following you on TikTok, crossposting would be a terrible idea in this situation. It could lead to losing your followers since they will see the same content twice. If your goal is to cultivate a specific kind of audience on each platform, crossposting won't help achieve that.

• Targeting different age groups:

We all know that younger generations tend to use TikTok, while older individuals prefer Facebook.

If you aim to grow an audience on Facebook aged between 35-50 and another audience on TikTok aged 18-28, crossposting is not recommended.

Content that resonates with the Facebook audience might appear boring to the TikTok audience, and content that appeals to the TikTok audience might come across as childish to the Facebook audience. Publishing the same content on both platforms can lead to your audience disengaging.

• Analyzing data and insights:

If you're uncertain about whether to use crossposting or not, conduct an experiment. Apply crossposting for your social media content for the next month, and then analyze the data. If you notice that the content performs exceptionally well on one platform but poorly on another, it indicates that the specific content is not resonating with your audience on the underperforming platform or is not aligned with the platform specifics.

In such cases, it's best to eliminate crossposting for that particular content.

How to Setup Social Media Crossposting

There are multiple tools available that are specifically developed to facilitate crossposting your content. However, I highly recommend using only social media management tools that support crossposting features.

Let's take Nuelink as an example. To set up the crossposting feature correctly on Nuelink, you simply need to click on a few buttons, and you are done.

Let's assume you are already a Nuelink user, here are the steps to follow:

1. First, Click on Automations on the navbar on the left side of the screen.

2. Then, Click on Add Automation button on the top right of the screen.

3. Let's say you want to crosspost from Instagram. Scroll down until you find Instagram Crossposting, and then click on Add Automation.

4. Select your Instagram channel to post content from.

5. Select the Channels you want to post your Instagram content to.

6. Click on Add Instagram Crossposting Automation and you are done.