What is Social Media Cross-Posting and Should You Do It?

    April 13 2022

    We all understand the feeling of content “writer’s block” when it comes to creating content for multiple social media platforms. As a way to push out more content as often as possible, many people simply share the same post on multiple platforms at the same time. While this might seem like a great idea, considering that your audience likely follows you on multiple platforms and each platform has specific content best practices, it’s not a great strategy. 

    In this post, we will go over the concept of and best practices for cross-posting. We will specifically look at video content such as TikToks, Reels, and traditional videos posted on YouTube and explore how they can be shared across multiple platforms. 

    What is Cross-Posting on Social Media 

    Simply put, cross-posting is when similar content is posted across multiple channels. It’s a common practice used to save time and get more out of each content piece. But the question of whether or not one should post the same content as is without any modification is important. The short answer is no. The reason is due to differences in audience demographics, platform algorithms, and content specifics, all of which are slightly different on each platform. 

    Audience Demographics

    For starters, each platform’s audience has different demographics. So content that performs well on one, may not do well at all on another. For example, Facebook and Instagram generally attract slightly more males than females between the ages of 25-34. On the other hand, TikTok’s largest audience group is mostly between the ages of 10-19 with more females than males in that age category on the app. YouTube’s largest age group is males between the ages of 15-35. This is important information to consider when cross-posting content. 

    Platform Algorithms

    Another reason to alter similar content prior to cross-posting is due to each platform’s algorithm. Let’s look at Instagram and TikTok for example. TikTok's algorithm tends to get content in front of new viewers whereas Instagram Reels are generally pushed out to existing followers. However, be aware that all social media platform algorithms are constantly changing as user behavior and content also changes. 

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    Content Specifics

    Although people engage on multiple platforms and it might seem repetitive, each social media app is unique in its design and experience. Content that is created specifically for the app will generally perform better. For this reason, you will want to know the best practices for each platform you are using. Since this article is focused on cross-posting video content, we are going to outline the best practices for posting videos to TikTok, Instagram, and YouTube. 

    According to TikTok, when creating content for the app, create high-res, vertical angle videos. This can easily be done with most modern phones. You’ll want to aim for a video resolution of 720p or higher. TikToks are that are between 21 and 34 seconds tend to perform better than longer videos. For this reason, you can see how cross-promoting a TikTok on YouTube might not work well since YouTube videos are longer (more details below). And don’t forget the sound! TikTok is known for its music and sound effects on videos. 

    Instagram

    When creating and posting Reels, you’ll want to make sure you are maximizing the engaging in-app editing tools such as captions and stickers available in the app. Like TikToks, reels are short videos (a maximum of 60 seconds for each one.) With a Reel, the main goal is drive action, so have a CTA. This differs slightly from TikToks where the main goal is to entertain. For this reason, you can see why pushing the same content between platforms is not a best practice. While you can take similar video content, it will need to be slightly edited to meet the goals for each platform.  

    YouTube

    YouTube is the original video social media platform. Here, even full-length films can be uploaded and watched. This differs from the short videos on TikTok and Instagram. The rules for recording video that apply on TikTok and Instagram also apply to YouTube. Videos that are vertical, high-quality and have good sound tend to perform best. 

     So how do you cross-post video content if each platform is unique? When you record content, always have your audience and a goal in mind. Make sure the content meets those needs. Then, even if you are using similar recorded content, change up your captions, effects, and even the video descriptions to cater to each platform. Also, consider when you post. It’s okay to post similar content across multiple channels, though not at the exact same time. Stagger the content. 

    Now that we have shown you the best practices for how to reuse and recycle posts for different platforms, you’re ready to maximize your efforts and post more with very little extra effort. And best of all paid PLANOLY users can easily edit and share content right in the app. If you are looking for creative post ideas, visit the PLANOLY blog for endless inspiration! 

     

    Learn more about Allie Teegardin, on PLANOLY

    Allie Teegardin

    Allie Teegardin is a contributing writer at PLANOLY. As a writer, adjunct professor, and baker, she makes sure to add value to whatever she creates.

    More by Allie Teegardin

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