Posting on Facebook and Instagram is a fantastic way to connect with your audience. However, coming up with individual content ideas for each platform on a regular basis can feel like a never-ending battle.
One easy solution is to cross-post. This is when you only create one post that is simultaneously shared between both platforms. As Facebook owns Instagram, it’s quick and easy to do. Just link the accounts in both profiles. When you’re ready to upload, you’ll be given a prompt to cross-post.
Sounds great, doesn’t it? However, as with everything, there are both benefits and downsides to cross-posting.
Pro: Saves time
As a small business owner, anything that saves time is worth its weight in gold. Cross-posting means you only have to craft one perfect post, leaving you more time to run your business.
Pro: Keeps your accounts active.
There’s nothing worse than checking out a business’ Facebook or Instagram page only to find tumbleweed. Keeping social media accounts active is key to gaining more followers and growing an online presence.
Pro: More exposure
Most people have a preference for either Facebook or Instagram. Sharing content between them means you’ll consistently reach fans of either.
Pro: Keeps content consistent
Sharing the same content to Facebook and Instagram keeps your brand’s message uniform.
Con: They’re different platforms
Cross-posting doesn’t let you tailor content to each platform’s specifics. What works on one can look odd on the other. For example, hashtags are fine on Instagram but are a big no-no on Facebook.
Con: They have different audiences
Instagram skews a lot younger than Facebook, so your content and voice should reflect that. Then when do you post? Each platform has a different time to gain maximum exposure and engagement.
Con: People may feel cheated
The biggest downside to cross-posting is that it risks turning off your audience. Seeing the same content on both platforms means you’re not giving them anything new. They might become disinterested and disengaged.
Cross-posting is a trade-off between efficiency and being able to properly cater your content to your audience.