Why It is Time To Quit Pushing Instagram and Facebook Posts to Twitter.
Author Shannon Valentine
23rd October 2018
Cross-posting is the act of sharing the exact same post across different social media platforms.
Did you know that 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others? Social media is not something to do half-heartedly. So if you don’t have the time to give each platform some attention – then simply don’t be there.
In this article, we cover why cross-posting from one social media platform to another, such as Facebook posts to Twitter, is something you need to avoid if you don’t want your audience to start tuning out.
You will never get the same result
Considerations like the amount of post text, image formatting, and vocabulary will almost feel like a different language on each platform. Depending on each network, you could lose your visual content, cut out half of your caption or even tag a person’s account which does not exist on the other platform.
For example, Instagram allows you link your profile to all of your other social media accounts, giving you the option to automatically share each post (along with its caption and hashtags) to all of them. However, with formatting, these posts will never turn out the way you want them to. Instagram posts pushed through to Twitter will only show the first 280 characters and then include a link to the rest of the photo, not the photo itself.
Which, in turn, will result in missing out on valuable engagement a visual would create. What you are doing is presuming your Twitter audience has an Instagram account to view and interact with this post, and the time to click away from the platform that they are currently on. Let’s not forget how unappealing it will look with a cutoff caption that doesn’t make sense.
Different audiences for different platforms
While you know who your target audience is, it is safe to say that your social media accounts will be speaking to slightly different segments within this community.
For example, if you are on Instagram and LinkedIn it’s likely you won’t use the same language or post the same content across both platforms due to the difference in their user base. Instagram’s biggest demographic is users under 30, with the majority becoming active in the evenings. Whereas with the professional network LinkedIn, their focused demographic is users aged 30 and above, and most users are there during traditional working hours.
If you’re not putting your full undivided attention to each platform that your business is using, your followers are quickly going to notice. The overall message you are sending here (consciously or not) whenever you cross-post is that ‘I don’t have time for you’. Saving time by cross-posting simply isn’t worth losing respect for your brand.
Avoid repetitive content at all costs
While automation works differently for different people, it is not something you should rely on as a core solution. Just as you shouldn’t post the exact same message across multiple accounts.
A lot of companies these days will have a main social media account and then employee accounts, all of which will usually post the same update across all accounts. Thankfully Twitter has cracked down on this happening, and so what you should be doing is nurturing employee advocates and getting them to share the content with their own spin on the update to keep it fresh.
As for older content, it is all well and good recycling old content to make the most of it. But not creating a fresher, newer update to post will result in disengaged followers. Timing is key. There is nothing better than giving an old blog another 15 mins of fame than when it is relevant to do so.
Start the day fresh
What you should do instead of cross-posting is write new posts for each platform. You should still post on every active platform, but spice it up a little and make the most out of the same update based on the platforms nuances.
Posting a similar update separately on each platform is worth the time block if it means your audiences are reactive and engaged. For example:
- Tagging individuals into posts & photos – this should be done natively to ensure that the right tags are used
- Hashtags – maximum of 2 on twitter 11+ on Instagram
- Location tags – on Instagram and Facebook to ensure maximum visibility
- Images – right dimensions for each platform
- Character length – 2200 Instagram 280 Twitter (including Hashtags)
Tips from The Typeface Group
1 / Have a clear call to action
Although this is the last step, it’s arguably the most important. The whole point of putting your business on social media is to gain recognition and in turn, create followers into customers.
Your posts need to spark action! Including a clear call to action, without being too salesy of course, is essential when wanting your followers to take a leap and use your services/product. This can be asking their thoughts, or to choose between two products, comments and engagement result in a larger reach.
2 / Follow the rules
The content and format of your post must fit with each platform’s expectations. Edit your caption to ensure you’re using the right language for each. Add videos and images in line with recommended dimensions along with relevant hashtags.
Character limits vary with each platform, so your text needs to be relevant, engaging, and authentic to your brand. Captions are important, they capture the attention of your audience! How can your caption compliment the visuals in your post?
3 / Don’t forget to edit
It’s crucial that you check your post and check again to prevent any mistakes. Ideally, a fresh pair of eyes will always notice something you may have missed when reading it so many times beforehand.
Look out for typos, broken links, and hashtags that might not make sense or how you want them to look. But try to catch these before they go out. Editing within the first hour of Instagram or Facebook reduces the reach, and editing on Twitter does not exist.
4 / Timing is everything
The timing of your posts is important if you want to get the most impact from one post. Use analytics to discover the time most of your audience is online and to find out the posts that perform the best.
If you are posting more than once a day, it’s a good idea to schedule posts at different times, so they don’t spam social feeds all at once. Your followers will soon discover that they can expect regular content from you, which will build trust and brand loyalty.
Posting regularly is important, but don’t spam. Each platform has different rules and expectations around how often to post so you can prevent a drop-off in engagement.
5 / Don’t spam
It is more acceptable to post a few times a day on Twitter due to the fast-paced nature of the platform. However, Facebook and LinkedIn do not follow the same culture. Unless you are sharing different content within each update posting more than once a day isn’t very effective for engagement and may seem too salesy or spammy if it is not content that is valuable to the reader. Quantity over quality always.
6 / Post content in the right places
Tailoring your posts involves more than fitting your caption to the character count. They should suit the context and tone of each platform, too. Some content might not make sense on every platform, but that’s okay.
A GIF or meme works great on Twitter, Facebook and Instagram, but won’t attract much attention on LinkedIn. It is all a learning game of what works but with a bit of determination and analytical research you can create a successful strategy in no time.
7 / Native is best
While we are advocates of software such as Hootsuite, posting content natively onto the platforms is always best. It performs better, and you can see exactly how it will pan out before you hit ‘post’.
Beyond that, live video is available on all platforms and with more than 500 million hours of videos are watched on YouTube each day, it is time to get in front of that camera!
Cross-posting from social media such as Facebook to Twitter, for example, is like putting a text through Google Translate. You will almost always come out with a strange end product that looks like you have posted on accident. Going the extra mile to create bespoke content for each platform is worth the increase in engagement as it will ultimately allow your content to reach further audiences.
If you don’t have the resource to do this, we have two suggestions:
- Delete/unpublish the platform you don’t use
- Give us a call (01256 614921)
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