How to Master Cross-posting to Multiple Social Media Platforms

Every social media platform functions in its own unique way. However, that doesn’t mean every post you make needs to be completely unique for each platform. Unique and high-quality content does create the best engagement, but many companies don’t have the resources to design different posts for each of their channels. Cross-posting is sharing the same content on multiple social media platforms. Here’s how it can work for you.

What is Cross-posting?

Cross-posting is taking a post and sharing it on multiple social media platforms. Creating an individual post for each social media channel can eat up hours of time. Depending on the channel, you may have to make specific adjustments to the dimensions of your post to better optimize your image, for example, turning a rectangular post on Twitter into a square-shaped post for Instagram. Doing so takes much less time than an entire redesign. Free design tools like Canva make it easy to create those adjustments.

Is it Right for You?

Cross-posting may be an effective solution if you need to:

• Save time

• Spread brand awareness

• Maximize a small budget

• Make the most of limited content

If any of these goals matches your needs, then, yes, cross-posting may be right for you. However, you still have to keep in mind the differences in the audiences on each platform. Some networks have character limits for the captions – they can range from 280 characters on Twitter to 2,200 characters on Instagram! So if you’re cross-posting content to multiple platforms, be sure to know the requirements first or else your post can upload wrong or text may be cut out in your caption.


Having a platform that allows you to post to multiple social media platforms is another great tool that aids in cross-posting. Sites like Hootsuite, Salesforce, and HubSpot make it easy! By looking at your analytics, you can see when your users are most active on which platforms and schedule your posts accordingly. That way you won’t end up with identical posts on at the same time of day, and your audience is more likely to see your post more than once throughout the day!

Get creative with cross-posting and give it a try. Have any tips you’d like to share? Let us know what works for you in the comments below!

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