Should You Be Cross-Posting Social Content?

It’s no secret that social media is changing the way everyone interacts with the web. But what if you want people to see your content on other platforms? Your question is answered in this guide.

The era of the social media manager is over. We’ve finally arrived at the era of the social media strategist.

The idea of sharing social media content on other platforms is a good one. It’s a powerful way to boost the reach and engagement of your content across all your interests. But, there are drawbacks. For one, you may have to spend more time creating the content. If you’re in the habit of posting a variety of content on the social platforms that are important to your business, you may find yourself working more on social media than on your own site and blog. Another concern is that social sharing can lead people to stop reading your site. If people are getting their content from elsewhere, they may not take the time to scroll to the end of the page to read the full blog post.

Creating content as an agency takes time and is different. It takes a lot of time to generate new, quality content for every client, at every time of publishing and on every social media platform.

But there are techniques and tricks that agencies can use to ease the burden of creating so much content for so many social media accounts.

For example, you can reuse content to extend its life, and create multiple items from a single piece of content.

You can also cross-publish if you follow good practice.

In this article, we’ll cover everything you need to know about what cross-posting is, how it’s harmful, and best practices.

What is cross-posting?

Cross-posting is publishing the same content on multiple social media profiles or channels.

This allows you to go to a brand’s Facebook page, see a post, and then see a similar or identical post on the brand’s Twitter or Instagram.

You can copy and paste your message across multiple platforms to save time, but there are other solutions that simplify the process.

With Agorapulse, you can easily publish the same content on multiple platforms simultaneously. You can choose which platforms, profiles and pages you want to share the same message with.

Why does crossposting have a bad reputation?

Is the cross display bad?

Cross-posting doesn’t have the best reputation among social media marketing agencies and some of their clients.

This is what we consider lazy cross-posting. For example, some agencies promise three posts a week for Twitter, Facebook and Instagram, but intentionally imply that these posts will be one-offs.

Agencies can just come up with three different post ideas a week and share them on every platform without customizing them.

In these cases, brands don’t get what they pay for. (They want quality content, and they want to see it on more than one social network).

Cross-mailings that are not optimized for each platform can also be ineffective.

If you post on Instagram and include 15 hashtags, that won’t work for your Facebook page, YouTube videos or LinkedIn.

The contributions are not adapted to the best practices of each platform. So it can fail on multiple networks, especially since users want different things on each platform (even if they follow you on all the platforms you’re on).

However, cross posting can be incredibly effective if done correctly.

Let’s take a look at some of the important benefits associated with this practice.

What are the benefits of posting the same content on multiple social media channels?

Publishing the same content on multiple social media marketing channels has many benefits.

You live longer with a good idea

It’s ridiculously difficult to create a comprehensive, rich content calendar for every client. That’s why content reuse and cross-posting are so valuable. social media management solution

You want to be able to share a great article more than once on a profile. So make the most of it by sharing the main post (albeit slightly modified) on different channels.

Mail is still being delivered

We know that social media marketing algorithms can be messy, especially for business accounts.

The average organic reach of Facebook pages is 6.4% of the total page audience. This also applies to relatively useful pages.

Maybe only one in five of your Twitter followers sees a post. They don’t interact with your content much, so it doesn’t appear in their feed.  Or, only one of your four followers on LinkedIn sees the post because they don’t log into the platform over the weekend, and your post appears to be buried.

A user may have missed the message on all platforms. But they saw it on LinkedIn.

The reality is that organic reach and social media algorithms are complex. Some users don’t even see our content, even though they follow us on all the platforms we have a presence on.

Agencies can counter this by cross-posting to increase the reach of a single post.

No listener segment is skipped

Have you noticed that some brands have much more active Instagram profiles than Facebook pages? Some of your clients may even choose this approach.

There’s nothing wrong with that in theory, but the reality is that they probably have 500 followers on Facebook or LinkedIn who don’t follow them on Instagram either.

If Instagram is the only platform that gets valuable content, many social media users will be left behind.

Cross-posting allows you to share your best content with your entire audience, no matter where they follow you.

All your profiles have more content

Customers generally appreciate when brands with social media profiles post regularly and are active. This shows that the company is proactive and invests in both its growth and relationships with its customers.

More content also means more opportunities to connect with your audience, have conversations and answer questions.

This is good news.

Best practices for cross-mailing

Do you want to use cross mail to engage your customers and their audience rather than frustrate or irritate them?

Check out the five best practices for cross-posting that every social media marketing agency should know.

1. Optimize content for each channel

We’ve mentioned before that one of the biggest mistakes in cross-publishing on social media is copying and pasting a post across multiple channels, only to hit the publish button.

Sure, sure.

You should customize content for each platform based on that platform’s best practices.

(We will show you how to do this easily in a few sections).

Let’s take a quick look at some basic considerations for optimizing content for each channel you cross-post to.


  • Visuals are not mandatory, but are highly recommended as they increase productivity.
  • Content with off-site links can reduce your organic reach, but you can still include these links and consider boosting your posts.
  • It is best to use hashtags only in groups to create searchable topics.
  • You can write more than 5,000 characters in your message signature, but it’s best to limit it to 40-90 characters.


  • You must use an image or video to post it on Instagram.
  • You cannot add links to the posts themselves, only to the stories.
  • Articles should be mobile-friendly and ideally have vertical images.
  • About 11 hashtags are ideal.
  • You have 2,200 characters for your signature, but it’s best to limit it to 125 characters.


  • Visuals are not mandatory, but are highly recommended as they increase productivity.
  • Long content that can span several paragraphs is often the most effective.
  • LinkedIn posts can be up to 120,000 characters long, but it’s best to limit your posts to four or five paragraphs (and only if the topic requires it).
  • It is best to use value-based content.
  • Ideally, you should use the most professional voice possible, since this is a professional platform. (The emoji you use on Twitter or Instagram may not work here).


  • Visuals are not mandatory, but are highly recommended as they increase productivity.
  • In most cases, you should not use more than two hashtags.
  • You are strictly limited to 280 characters, but you can create conversation topics.
  • Brevity and brevity are desired; emoji are welcome.

2. Diversification of publication dates and times

If you want to share a non-urgent message, separate the date and time of publication. This can increase the number of users who see the content. It also ensures that your highly engaged audience doesn’t see it on multiple platforms.

It’s easy to vary when posting social content.

Spread the message over a month or a week, depending on what works best for your team. Most users consume so much content that even if they see it in multiple places, they probably don’t pay attention to it.

Not sure when to post on each platform?

You can use Agorapulse to find out when your audience interacts with your content the most on each platform. This allows you to determine the peak spending times for each individual distribution center.

3. Customise content to make it unique

In addition to optimizing content for each platform, you can also make adjustments to make each post unique, even if you use the same idea.

Here’s a great example of two posts from the same brand about the same blog post:

Although they are promoting the same content and it is actually a cross-post, the brand is using different captions to entice different audiences to click.

Twitter uses a more statistical approach with hashtags, while Facebook uses a simple discussion of what can be learned.

4. Understanding your audience on any platform

Your audience on each social media marketing platform will likely be different, even if they are part of your core audience as a whole.

LinkedIn, for example, is more male-dominated, and Instagram has a younger audience than some other platforms. You should adjust your content accordingly.

To determine who is currently following you on each platform, review analytics to estimate who is following you and where. Built-in analytics on most platforms can show you information such as demographics, interests, language and location of your current audience. Use this to your advantage by tailoring the content of the cross mailer to each audience as you see fit.

You can see what this looks like in Facebook’s Audience Insights program here:

5. Use Agorapulse

We know you’re reading and thinking all sorts of things right now: Ugh, it’s still a lot of work.

We’re sorry for you.

Social media marketing is all about getting the right content to the right people, at the right time, in the right format. It is largely driven by data and strategy, which takes a lot of time and effort.

But we wanted to keep it simple. Therefore, you should use social media management and scheduling tools like Agorapulse for cross-posting.

You can schedule the publication of content simultaneously on multiple platforms. Then (if you want to) you can easily pull up different posts on different dates for different platforms, to see where the content is going and how it’s customized for each platform.

Setting the content of each channel

Many social media management tools on the market allow for cross-posting, but not in a way that makes it really easy for brands. We want to acknowledge this: With these tools, you can easily publish the same message on multiple platforms.

As we explained in this post, this is not the best way to proceed. At least not on a regular basis if you’re a professional social media agency looking for customer loyalty.

Agorapulse is different. We make cross-posting and cross-platform optimization a simple, intuitive and streamlined process.

First, we show you the specifications of each platform you want to host on. This includes character limits and references to the use of media such as visuals for Instagram and videos for YouTube.

Moreover, we can easily edit the text of each individual message.

To do this, click on the profile whose text you want to change in the preview area and then click Edit in the upper right corner of the preview. You can now customize the text for just the profile you are viewing to optimize the content for each platform.

Once the content is scheduled, you can drag the messages from each profile to different places in your calendar if you want to vary them.

You can also choose to publish each post separately or all at once, whichever is more convenient for you.

Agorapulse offers the ability to cross-publish on multiple platforms and customize content for each social media profile. With this feature, social media managers can save a lot of time when planning content.

Remember, Agorapulse not only allows you to share content, but also to listen and monitor online conversations to inspire new content ideas, and to organize and share content from other sources. It is a complete platform for cross-posting, idea generation, social agenda and publishing.


Cross-posting has a bad reputation in the world of social media marketing because it is often done poorly.

However, if implemented correctly, cross-posting offers the opportunity to extend the reach of the most important content you want to share while filling your social calendar.

If you’re aiming for quality, targeted cross-posting, there’s no reason why you can’t use this strategy to attract audiences and build customer loyalty.

Remember to use the right strategies and tools to achieve the desired results.

Are you ready to publish fresh, new content across multiple social platforms? Start your free trial of Agorapulse here!

Social media is an important part of our daily lives, but we should be sure to use it in the most effective and appropriate way. If you are cross-posting your social content, be sure to read this post before you do it.. Read more about what to post on each social media platform 2020 and let us know what you think.

Frequently Asked Questions

Should you post the same content on all social media?

No. You should post content that is relevant to your audience on each social media platform.

Why cross-posting is a bad idea?

Cross-posting is a bad idea because it can cause confusion and make your blog look unprofessional.

What is the benefit of cross-posting?

Cross-posting is a way to share content across multiple social media platforms.

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