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  • Nikki Brown

Cross-Posting on Social Media


If you're running a business and posting on multiple platforms, it only makes sense to either link platforms together or use a service that posts on all platforms so you don't have to post on them separately. Saves a lot of time, right? However, these platforms are all different in their own ways. A post on Instagram may do really well on that platform but not so well when shared exactly the same way to Facebook.


Difference between Instagram, Facebook, and Twitter


Instagram is a visual platform that wants you to spend your time within the app but the photo is what captures users’ attention.


Instagram allows its users to build and join communities that share your common interest.


Instagram is more for storytelling with videos and pictures.


Its content consists of culture, lifestyle, food, fashion.


Demographic: 18-29 year olds.


Facebook is different as there is more room for articles and text posts. Although more people are drawn to photos, other things can succeed as well because it’s not purely visual. Facebook also allows users to easily transition between the app and external links unlike Instagram. The goal of most companies is to drive traffic to your website, which is more easily achievable on Facebook. The only way to draw users out of the Instagram app is by posting a link on your profile page and hoping your clients use it, or by inserting links into your stories. The only other option is only available to accounts with more than 10,000 followers.


Facebook is more of a closed-knit community of people who know each other.


Its purpose is deep connection and personal sharing.


Its content consists of emotionally powerful content: Happy, sad, angry, scared, passionate posts.


People go onto this platform to ask questions- how are you feeling? What are you doing? It is more personal.


Demographic: Millennials.


Twitter allows people to keep close tabs on others with frequent posts on everyone and everything.


Its content consists of news, events, political, quick thoughts, and ideological commentary.


The more common questions on Twitter is What is the world doing? Rather than a specific person.


Reasons why you should never link accounts


1) Syncing accounts also means that if you share information on one site, that information will be shared on all sites, and if you have friends following you on both, you are risking losing followers because of the annoyance of them seeing you post the same thing twice. All of your followers have a specific reason that they are following you for. Some might be interested in your personal life and others your professional life. Cross posting can cause friends to stop following you on both platforms if the duplication is frequent.


2) As mentioned before, all platforms are different. A post on Facebook is not going to have as much engagement on say Twitter or Instagram not only because of the different content but also the demographics and purpose.


3) Another reason syncing accounts is a bad idea is because maintaining all those profiles, with their individual audiences and interfaces, can lead to overexposure especially if you are trying to maintain all your networks at the same level. While sharing information across different networks might seem like it would make such upkeep unnecessary, having to constantly check updates from different sites will leave you feeling as if you’re not really living your life so much as reporting on it.


4) Identity theft- Most people have a tendency to use the same user names and passwords across all platforms. Even if you don’t use the same user names and passwords across your social networks, sharing information across different networks invites phishing, which could lead to a wide variety of issues. If someone hacks one of your accounts, they would have access to all of them giving them access to all sorts of sensitive information about you that could be used to steal your identity. The more profiles you have, the more prone you are to having your identity stolen. Syncing your accounts together makes it that much easier.


Take My Advice


My advice for you is to start with one platform. Do some research and find your target market and use the platform that best fits with that particular audience. Once you have mastered this platform, move to another to expand your audience and reach. If you are just starting a business and are jumping on all platforms at the same time only knowing a little bit about each one, you're setting yourself up for failure.


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