Cross-Posting Content Essentials

Practically every year, people around the world are introduced to a brand new social media platform.

In the last few years, Twitter Spaces, Discord, and Twitch have all become quite popular all over the globe.

This rapid change has provided a new challenge for many companies that have started wondering whether they need to create content for every single social media platform and their audiences, or simply save time and cross-post their content on multiple platforms.

Cross-posting is whenever a company shares the same content across a number of social media platforms.

For example, if a company shares a short video on TikTok, that same video can be shared on Twitter and Instagram too. It allows companies to save a lot of time, and focus more on their strategies and analytics. This is a great strategy for newer companies that haven’t created a lot of content, as well as smaller businesses with a limited budget for marketing purposes.

Advantages and Disadvantages

One of the biggest benefits of cross-posting is saving time, especially for companies that are trying to manage multiple social media accounts.

Another benefit is that with cross-posting companies can reach out to a wider audience. By sharing a single piece of content on multiple platforms, businesses can increase the chances that more people will see that content and engage with it.

However, one of the drawbacks of cross-posting is that not every social media platform is created equal, which means the content that succeeds on one platform isn’t guaranteed to be successful on a different one.

That’s why plenty of companies tend to tailor each content piece to each platform they’re using, as well as the specific audiences of those platforms.

Another disadvantage of cross-posting is that if anyone follows a company across multiple platforms, they’ll end up seeing the same content, which might make them feel bored, in which case they stop paying attention to what the company is sharing.


There are plenty of mistakes that companies make when they utilize cross-posting strategies, including sharing the exact same content on every social media account they are using.

Just because companies can cross-post doesn’t mean they should do it everywhere.

It’s highly likely that the social media followers of a company will be different, which is why companies need to customize their content for each platform.

Another frequent mistake that companies make when crossposting is posting content that features watermarks from other social media platforms.

For example, if a company uploads a video to TikTok and then saves it, the logo of the app is going to automatically show up on the video.

This practice downgrades the video quality, while also showing the audiences that the business is focused on other social media platforms a lot more.

The best way to solve this issue is to edit and prepare all of the content on a third-party platform, then upload the content to a single platform to add additional elements like sounds or filters.

After that, the finalized video can be uploaded to that social media platform, while the unedited version can still be shared on other platforms without any watermarks or downgraded quality.

As Co-CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.