How to cross-promote your content without annoying your audience

It’s important that you share any content your brand creates multiple times across all platforms where you have a presence. Timelines move fast and it’s likely that your target audience, fans and followers won’t see something the first- or maybe even third- time that you post it.

You can’t just repost the exact same thing every time in every place, however. Why? First, because different platforms have different post formats that perform the best there, and second because you don’t want someone who does catch more than one of your posts to feel bored or annoyed by seeing the exact same content multiple times.

If you went to the profile of a brand you were considering following and saw the exact same thing posted down their organic feeds on Facebook, Twitter and Instagram, chances are you wouldn’t feel the need to follow them in all three places—  or even one of them.

With that in mind we’re sharing our best advice on how to cross-promote content across your social feeds without annoying your audience. Got questions or something we missed? Find us on Twitter @UnionMetrics.

Pay attention to your goals

The easiest way to approach your social content planning is to work from the core content your team creates- including any media you’re going to use- and clearly define the goals of this particular content. Is it part of a campaign? Will you have a different goal with the tweets in the campaign, want those who view them to take a different action than the with the posts you’re planning for your Instagram account?

Decide these things ahead of time, then keep them in mind when you’re crafting specific content for each place. Your goals might be a little different in each place, so your CTAs (calls to action) should be too.

If the content you’re creating is more general and just meant to broaden brand awareness or strengthen your relationship with your audience in each particular place, work from those goals instead. And pay attention to platform best practices, which is what we’re breaking down in the next section.

Pay attention to platform best practices

Each platform has their own best practices in terms of what tends to perform the best there. It’s a good idea to always keep these in mind while you’re creating content and tweaking it to publish in each place, but also balance that with a little experimentation. Your own audience might be a little bit different from everyone else in terms of how they like to consume their content, after all.

Best practices now tend to focus on the latest updates to each platform’s algorithm and how brands can best work within them. We recently wrote about just exactly that for Facebook and Twitter, plus how some influencers and brands are working with the newer Instagram algorithm.

For even more guidance, see our post on How to write better social copy. (This covers CTAs as mentioned in the last section, too.)

Tweak, don’t completely rewrite

We’re all short on time and resources. You don’t have to completely reinvent the wheel each time you’re working with content you want to post on several different platforms; just keep the best practices from the previous section in mind, then tweak the core content you’re working with a little differently each time.

Try slightly different wording, or a different hashtag. Use a different image, or a different form of media altogether.

This takes the pressure off of feeling like you have to start over from scratch for each individual post and makes the process a lot smoother and faster, once you get the hang of it.


Finally, the best way to keep track of which forms of content are performing the best in each place is to measure.

We have a range of plans that can help your brand do just that across platforms, so pick the one that’s right for you if we seem like a good fit for your needs.

We’re also happy to set up a personalized demo so you can see exactly what our analytics can do for your brand. Get started by clicking below or shooting us an email.

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