Is Cross-Posting On Social Media Hurting Your Reach?
I first wrote about this question back in 2023. And before that in 2020. And probably before that as well, on social media. But somehow we’re still talking about whether you should cross post across your social media channels or not.
I get it, it’s the easy thing to do. You post on Instagram, hit that little ‘share on Facebook’ button and you feel like your job is done.
Because posting to two platforms is better than not posting at all right? WRONG!
I get why it happens. It’s easy, it’s convenient, better than nothing, You’re busy.
Unfortunately, cross-posting the exact same content from Instagram to Facebook might be hurting your reputation and credibility.
Different People On Different Platforms
Instagram and Facebook are not the same space. The same people are not hanging out on both platforms and doing the same thing.
On Instagram, people are scrolling quickly. They’re watching Reels. They’re saving posts. They’re discovering new places and ideas.
On Facebook, people are slower. They’re reading comments. They’re checking events. They’re looking for local updates. They’re having conversations.
These are different audiences, with different mindsets and different behaviour. So your content should be different too!
When you copy and paste the exact same caption, hashtags and all, you’re ignoring that difference.
Hashtag Management
Hashtags are the tell when it comes to cross-posting. Instagram still uses search behaviour and keyword-style captions.
Facebook? Not so much.
When I see a Facebook post filled with Instagram hashtags, it immediately tells me one thing: this wasn’t written for this audience.
It was someone rushing and hit the “Share to Facebook” button without thinking about the audience, the tag, etc.
How To Cross-Post Safely
I’m not saying you shouldn’t use the same content for more than one platform. Absolutely, you should! But do it the right way.
Those extra couple of steps can save your brand reputation.
How to save time when posting:
Start by creating a single strong idea.
Before posting, in a separate document, optimize the idea for each platform.
With your audience on each platform in mind, shorten or expand on that idea. Add or remove hashtags. Make the tone more professional or more casual.
Change the call to action to make sure it fits the platform you’re posting on.
Adjust your content to take advantage of each platform's features.
Bonus: Pick a scheduling tool that lets you schedule with all the features you need, so you don't have to post in-app.
Work With Each Platform’s Strengths
For tourism operators and small businesses, visibility windows are short. You don’t get unlimited chances to show up in front of your audience, especially during peak season.
So instead of trying to save 30 seconds with the share button, focus on being intentional with the social media posts you’re creating.
Each platform has a different audience, and they want to receive their content in different ways depending on where they are engaging. Use that to your advantage!
And if you want to make the most of the content you have, schedule a VIP day. We can take a deep dive into how to save time without cutting corners.
