Crossposting for Commercial Accounts: Pros and Cons

Managing commercial accounts on social media and many other platforms is a fairly labor-intensive task, requiring the preparation of a large amount of material for publication and the time required to post it. The idea is quite simple: the larger the scale you can reach, the larger the audience you can attract and engage with your products, services, and information. This, in turn, will have a positive impact on the promotion of personal pages, increasing sales and, ultimately, business revenue.

To minimize the time and effort spent on preparing and posting content on various platforms, modern internet marketers have begun actively using a solution called cross-posting. This involves posting the same materials on different platforms, be it a business's official website, social media, blog, etc. The literal translation of the English term cross-posting is "cross-posting." It is used in practice by companies with multiple online presences who want to scale traffic to their main website. The result is that the material will be posted on the main page and then duplicated on other platforms, including social media and instant messaging apps. Most of the time, not the entire material is published, but a short summary with a link that offers a more detailed explanation of the question.

In today's review, we'll take a closer look at what cross-posting is and when it's worth using. We'll explore the main variations of this method and detail the work required to properly set it up. We'll highlight the advantages and disadvantages of cross-posting and suggest a number of nuances that will allow you to launch it as effectively as possible. The information presented will help you understand cross-posting, evaluate the benefits of using it in your own practice, and understand how to properly complete all the upcoming work while minimizing potential risks and dangers.

What is cross-posting and why is it needed?

Cross-posting is a fairly common practice in modern practice, allowing businesses, as well as anyone considering promoting commercial accounts, to more effectively attract traffic to their website. In practice, it's most often used by aspiring entrepreneurs and bloggers. It involves cross-posting content across various platforms, which ultimately saves significant time on content creation. It also helps you understand which platforms generate the most traffic, and what content—whether text posts, photos, or videos—resonates best with your audience, fostering sustained interest, and regularly driving clicks back to your main website. Let's say you're opening a new flower shop, creating custom bouquets, and want to attract a wider audience. To achieve this, you'll create not only a website but also launch pages on various social media platforms and a Telegram messenger. Clearly, you'll have very little free time, since in addition to managing all these accounts, you'll also be working in the store, interacting with suppliers, taking orders, and creating bouquets. This means you won't be able to devote sufficient attention to preparing posts and publications. In such circumstances, a more rational solution would be to prepare one piece of content and then publish it on each of your pages. As a result, the same photos or videos, along with their descriptions, will be posted on absolutely all platforms.

If you set up notifications here, you won't miss a single comment from your subscribers or potential clients, and you'll be able to effectively and proactively communicate with them on each platform. The end result? More clients, effective interaction with each client, increased market awareness, improved audience loyalty, and more. This means cross-posting is a very interesting idea, especially for businesses just starting out.

The Importance of Cross-Posting for Business

Let's once again highlight the key benefits a business can expect by implementing cross-posting. Specifically, you'll receive:

• Increased reach and more effective engagement with your target audience. If you've already worked with social media or messaging apps, you've likely already seen how unique each of these platforms is. They represent audiences of varying ages, interests, preferences, and income levels. This means you'll have the opportunity to engage them all and attract attention to your products and services. As your reach increases, so will engagement. People will leave comments under your posts, share their opinions, ask questions, and seek out useful information. This means you can unite a huge number of people around a single publication, including those whose attention you wouldn't be able to capture if your content was published only on one platform.
• Improving the SEO of your main website. When ranking online platforms, search engines pay special attention to the number of backlinks and website traffic. Cross-posting yields excellent results in this regard. Publishing content on multiple platforms significantly increases the number of mentions, backlinks, and traffic. This will positively impact your website's promotion and contribute to its improved search ranking.
• Significant savings in time and resources for content preparation. With cross-posting, you only need to prepare one compelling piece of content and post it on all your platforms, eliminating the need to develop additional materials or search for new ideas. The time you free up can be used to address key business objectives, including improving customer service or other tasks outlined in your online marketing strategy.
• Providing significant assistance with cross-promotion. Here, we're talking about how your efforts to increase brand authority among different target audiences will be more effective. This is ensured not only by extensive reach, but also by the opportunity to build an image of a solid and reliable brand, an expert in a specific niche. People will trust you, which will also extend to the products and services you offer to the market.

In other words, cross-posting is This is what will ensure maximum online presence for your business with minimal time and effort.

Main Types of Crossposting

If this idea interests you, the first step is to decide which type of crossposting will be most suitable and convenient for you. Specifically, there are three distinct categories, each with its own specifics, advantages, and disadvantages:

1. Manual crossposting. This involves completely independent preparation, creation, and publication of posts on each platform you choose to work with. The main advantage of this solution is absolute control over content. If necessary, you can easily adapt both text and images to the specifics of each social network or messenger, focusing on the audience represented on them. It also significantly reduces vulnerability to technical failures, particularly during autoposting. However, it's also important to understand that this approach will require significant time investment. Even if you post the same material on multiple platforms, it will take significantly more time than automated solutions.
2. Automatic cross-posting. This method uses specialized programs or RSS feeds to automatically post announcements to all the platforms you've previously linked. As a result, as soon as new material appears on your primary platform, brief information about it with a link will appear on all the others. The advantages of automatic cross-posting include significant time savings. You won't have to interact with social media at all, and the publication process will be extremely fast. However, there are also disadvantages. In particular, you're directly dependent on the software. If a technical glitch occurs on one platform, you won't notice, while your material may not appear on a particular social network or messenger channel.
3. Semi-automatic or combined cross-posting. As the name suggests, it uses elements of both manual and automatic cross-posting. The idea is that you initially set up automatic posting, but before publishing, you can preview the content and make any necessary adjustments. This solution significantly reduces processing and publishing time, while still maintaining full control over posting and the ability to adapt the content. Are there any downsides to this method? It's all relative, as some settings are still required, but this is what ultimately allows you to achieve the optimal balance between quality and speed of posting content on different platforms.

Which cross-posting option is right for you? Everything here is individual and depends on how many platforms you plan to work with, whether you want to make certain adjustments manually, etc.

Crossposting Setup Nuances

We've already mentioned that specialized services can be used to set up crossposting. A number of social networks are already implementing this option. In the latter case, you simply need to adjust the basic settings, indicating to the platform that you will automatically publish the post on other platforms, linking them to your account. We can confidently say that this solution is suitable for working with social networks like Facebook and Instagram.

If you plan to work with other platforms, including instant messaging apps, you'll need to use third-party services. The following solutions are most popular among modern audiences:

• SMMplanner. This service allows you to easily link accounts on platforms such as Telegram, Viber, Instagram, Twitter, Facebook, VKontakte, and Odnoklassniki. However, we would like to point out that there is no free version. The service offers several pricing plans depending on functionality. The basic plan, which includes cross-posting settings, costs 450 rubles per month. This plan allows you to publish up to 100 posts in 30 days. Additional fees apply for more.
• SmmBox. A convenient and well-designed modern tool that can be easily used for cross-posting to social media and instant messaging apps. Currently, it supports platforms such as VKontakte, Twitter, Odnoklassniki, Instagram, Telegram, Facebook, TikTok, Pinterest, and Tumblr. There is no free version, and plans start at 350 rubles per month.
• Megapost. This service's functionality includes automatic publishing and linking of accounts on platforms such as Facebook, VKontakte, Twitter, Odnoklassniki, and a number of video hosting sites. Prices start at 230 rubles per month.
• NovaPress. This service's capabilities are sufficient for organizing simultaneous content posting on platforms such as Odnoklassniki, Telegram, VKontakte, Instagram, Facebook, Twitter, LiveJournal, and LinkedIn. The basic plan starts at 150 rubles per month.
• InSMM. With this service, you can set up simultaneous content posting on platforms such as VKontakte, Odnoklassniki, Telegram, Instagram, and Facebook. Users are offered a wide range of pricing plans. This is the only option described that offers a free version with basic functionality. More advanced paid plans start at 300 rubles per month.

Explore these services, their interfaces, and setup specifics in more detail to choose the option that will serve as the basis for setting up cross-posting in your specific case. It's also important to evaluate tariff fees.

A little about the service's functionality

All the cross-posting services we've listed above have essentially the same basic functionality. Specifically, this includes the following features:

• Simultaneous publication of materials on multiple platforms, including social media and instant messaging;
• The ability to set up scheduled posting: simply upload the required material and specify the time it should be published;
• Quick and easy adaptation of text content and images to the requirements of different platforms;
• Sorting materials by topic;
• Archiving your publications;
• Providing statistical data on audience reach, comments, and reactions.

The capabilities of these services are more than sufficient for basic tasks related to simultaneously posting the same material on multiple platforms.

Advantages and Disadvantages of Cross-Posting in Practice

Before deciding to use this technology in your own practice, you need to not only understand what exactly is involved but also weigh all the pros and cons. Its pros and cons. Let's start by highlighting the main advantages of cross-posting:

1. Significant time savings on preparing and publishing posts. In this case, you only need to create one piece of content and use it to maximize audience reach. Even if you choose manual cross-posting, only minor adjustments will be required at the publishing stage, allowing you to adapt to the specifics of a particular platform. In any case, a couple of minutes will be enough for new content to appear on all your accounts.
2. Attracting new customers and subscribers. This is primarily due to greater reach. This means that you attract the attention of an audience that prefers to interact with one specific social network. And this applies to each platform. If you manage to attract the interest of a specific person, they will subscribe to you and eagerly await new publications.
3. Increasing market awareness and loyalty among your target audience. Modern marketing realities have evolved in such a way that audiences have become accustomed to trusting businesses with their own social media presence. You yourself likely often study a company's profiles, read comments from other users, and evaluate its expertise and reliability before engaging with it. And all of this can easily be accomplished through social media or messaging apps. Furthermore, extensive reach always leads to increased market awareness.

As you can see, the advantages are quite impressive. However, it's also worth highlighting the disadvantages of cross-posting. One of the most important points here is that, in most cases, especially when using automated solutions, content will be published without regard for the specifics of the platform. But you probably know that the presentation of material still has its own characteristics on each platform. For example, short videos perform better on some platforms, while on others... Images or photos with a short text description, while on others, audiences are accustomed to seeing rather lengthy and informative posts with discussions or storytelling.

For example, Telegram and VK users love funny memes, Instagram and TikTok emphasize short videos or images with text descriptions, mostly entertaining, while TenChat, Linkedin, and Facebook are more suited to meaningful and serious content. This means that when using cross-posting, you'll need to develop universal solutions that would be suitable for publications on each platform, but which wouldn't engage its audience.

You also need to understand that not all social networks will allow you to post non-unique content. In practice, your post may not be published. It's also important to consider the specifics of your user audience. In particular, many people today have accounts on multiple social networks and messaging apps. If they constantly encounter the same content, they may become bored. Ultimately, they may simply unsubscribe from your newsletters, which could lead to a loss of readers and, consequently, potential customers.

When it comes to the general format of social media posts, it's certainly best to prepare separate posts for different platforms, taking their specifics into account. Alternatively, when working with VKontakte, it's best to present your post as an article, while for Instagram or TikTok, it's best to create short, engaging videos, and for Telegram, post longreads with formatting. However, experience shows that not every business has the resources and funds to adapt their own posts.

In such circumstances, cross-posting can really help. It allows you to reach the maximum target audience while minimizing material and financial costs. The only thing we recommend keeping in mind here is that you shouldn't target too many platforms with fundamentally different audiences. This problem can be solved by dividing different platforms based on their target audience.

We've already discussed how you can combine Instagram and TikTok into one group, VKontakte, Odnoklassniki, and Telegram into another, and TenChat, Linkedin, Facebook, and so on into a third. In this case, you'll need to prepare three different versions of your posts tailored to the specifics of these platforms, and then cross-post them within a specific group. This will ensure that all your content on social media looks natural and fits harmoniously with the overall context.

How to Set Up Cross-Posting Correctly: Practical Recommendations

We've already discussed the practical benefits of cross-posting and its potential limitations. In any case, it's important to understand that the content must be conveyed to the entire audience. This means considering the specific user characteristics of each platform. Therefore, we recommend a more conscious and competent approach to cross-posting, moving away from mechanical duplication of materials and focusing on distributing content that is truly useful to your audience.

We'll now provide a number of recommendations that will help you implement this idea. By following them, you'll be able to set up cross-posting as accurately as possible and avoid the most common mistakes.

A closer look at the features of different platforms

Each social network and messenger has a number of key points that must be taken into account when preparing a publication for them. We'll now highlight a few less obvious points that not everyone is aware of:

1. Hashtags have proven to be very effective on Instagram, while they are practically never used on Facebook. This means you'll need to remove them manually before publishing.
2. Facebook will require manual profile tagging. This is done by searching by profile name or friend's name. This means that if you copy a tag from X or Instagram, it won't work. There's also a chance you'll simply tag another user.
3. Character limits on posts. X has a 280-character limit, while Instagram has a 2,200-character limit. This is a nearly tenfold difference. Facebook, however, places absolutely no restrictions on its authors, allowing them to post even chapters from books, as long as they make sense and are useful to the reader. Of course, you can choose a universal character limit here, but it doesn't always seem practical.
4. There are certain restrictions imposed by platforms and by video content. For example, if you upload a video longer than one minute, it will be shown on Instagram as IGTV. This means users will only see a short excerpt in their feed. Facebook, meanwhile, allows video content up to two hours long, while X limits videos to 2 minutes and 20 seconds.
5. Posting the same type of content within a social network is completely prohibited in X. This means you won't be able to post the same posts if you decide to use multi-accounting. However, cross-posting from other platforms is not prohibited, and you can use it without any problems.
6. Instagram allows you to create carousels, posting multiple photos in each. However, other social networks don't offer this option at all. And if you decide to launch such a carousel, it won't look very appealing on other platforms. Moreover, there's a chance your idea will simply become meaningless under such conditions. Difficulties, some quite serious, can arise when working with X. The end result can be completely unpredictable and simply lead to the loss of your audience.

We've outlined a number of key points specific to the three most popular social networks today, but there are many, many such examples in reality. This means you'll still need to take them into account to avoid problems associated with account promotion and retain your audience.

Adapt your materials to the specifics of the platforms

Now that you're familiar with the technical features of different platforms, you need to adjust your published materials. At the same time, consider your target audience, their interests, and their preferences. If you see that your readers respond positively to long, meaningful posts, you can prepare such material separately and then publish a brief overview on the social network, providing a link for more detailed information. But if you see that people aren't reading your long posts, make sure to express your thoughts as concisely as possible, capturing the main ideas in just a few sentences.

If you have an expertly written post on Facebook, you can use it to create a short video for subsequent publication on Instagram. You can also distill the main points and create infographics for other platforms.

Of course, not every post requires such in-depth and comprehensive development. Most of the time, you'll only need to remove or add hashtags, adjust images, including changing their aspect ratio, and crop videos. However, you definitely shouldn't neglect adaptation, as content quality is a form of brand recognition. Think about how you want your potential customers and followers to see it.

Plan your posts for peak times for each platform

We already mentioned that you can set up auto-posting for each platform by simply setting the optimal posting time. However, it's important to understand that each social network or messenger has a specific time slot or day of the week when its audience is most active. This is what you should focus on. For example, for Facebook, the most "opportune" time to post content is Monday and Thursday from 11 AM to 3 PM for event promotion, and from 6 PM to 8 PM for product sales.

On Instagram, you can achieve maximum reach by posting content between 2 PM and 3 PM, regardless of the day of the week. Excellent results on X are achieved by posting content on the platform between 8:00 AM and 4:00 PM, Monday through Thursday.

Again, it's important to understand the specifics of each platform and its audience, as this is the only way to achieve maximum results.

Add links to the main source of the material

If you have a main review, perhaps on your website or blog, then when posting content on social media, be sure to include a link to the main publication. This way, users interested in the summary will be able to click through and view the full version. This approach will also positively impact your brand's authority and improve its market recognition.

Regularly analyze your results

Make it a habit to regularly monitor the effectiveness of your work. You should understand what content and on which platforms produces the best results. The information you obtain will allow you to identify the most successful and effective formats, thereby refining your previously developed cross-posting strategy. Specialized tools, such as Google Analytics, will be of significant assistance at this stage. It will allow you to track page traffic and see how your audience interacts with your content.

It's important to understand that cross-posting is a truly powerful modern tool that can prove indispensable for managers, marketers, and business leaders. It allows you to maximize your reach, improve the visibility of your content, increase user engagement, enhance overall brand recognition, and build consumer loyalty. All of this can rightfully be called one of the most important, even key, factors in the overall success of a brand's development. In other words, by cross-posting, you not only save time but also open up a wealth of new opportunities for engaging with your target audience.

Additional Recommendations

To implement cross-posting as effectively as possible while still maintaining audience interest, consider the following recommendations:

• Always focus on one primary platform, while using all others, whether instant messaging or social media, to publish announcements with links to the target content. This will prevent readers from feeling like they're constantly seeing the same content, meaning your posts won't irritate them or make them want to unsubscribe. If they're interested in a brief summary, they can always click the link and explore the material in more detail. If not, they'll simply pass by your post.
• When choosing when to publish content, use different options. This way, an audience that misses your announcement on one platform might see it on another.
• To slightly change the perception of such publications, try making minor changes. For example, you can rewrite the titles, change keywords, and hashtags. This solution will not only improve the user experience but also allow you to automatically publish content on platforms where contextual uniqueness is strictly required.
• Be constantly in front of your audience. If users leave comments and ask questions, it's in your best interest to respond to them as quickly as possible. This is what will contribute to improving the user experience and increasing their loyalty.

Here you should understand that cross-posting is not a substitute for full-fledged and competent work on social media accounts or other platforms, but rather a tool that can somewhat simplify the upcoming work and reduce the workload. It's important for the audience to see that a real person, not an automated service, is working on the account. You can only ensure full and comprehensive promotion of your products and services through a comprehensive and professional approach. And cross-posting alone is insufficient here.

Summing Up

Cross-posting is a truly advanced tool that will help you maximize your target audience reach, regardless of the platforms on which they are present, and also improve the visibility of your publications. However, relying entirely on automation here is clearly not advisable: a comprehensive professional approach, tailored to the specifics of each individual platform, is essential. All this allows us to confidently say that combined cross-posting, which involves a combination of automated and manual methods, is the optimal solution.

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