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A single piece of content can take you hours to create. Then, once you have it perfected, you might want to share it on all your social media platforms, even your professional LinkedIn profile. However, that isn’t always the best strategy.
Cross-posting on LinkedIn and other social media channels requires a few extra steps to ensure the content is optimized, fresh, and relevant to your audience.
Learn how to correctly cross-post content on LinkedIn and specific insights for cross-posting between popular social media channels
Cross-posting is a strategy content creators use where they repost content on multiple sites. When you cross-post content on LinkedIn, you reuse blog articles, videos, and images you posted elsewhere and share them on your LinkedIn profile.
For example, if you created a very informative video for YouTube, you might want to share it on your other social media channels like Facebook and LinkedIn. While you can reach a larger audience by dispersing that content on multiple platforms, it isn’t always in your best interest.
When you cross-post content, you share identical content across several platforms. However, cross-promoting is sharing the same message but in a different format. Cross-promoting is often the better choice to keep your message fresh and optimized for each platform.
That doesn’t mean cross-posting doesn’t have its place in social media. It can be very effective when done correctly.
When you hear the phrase “identical content,” your mind might have automatically jumped to one of the big red flags of SEO. Duplicate content is highly frowned upon in search engine optimization, though it often occurs. Currently, about 29% of online content is duplicate.
What happens when there are two pieces of identical content on the internet?
As a search engine “crawls” through web pages, it sorts pages by their content and pulls them up in search results based on their relevancy. However, when these crawlers come across two identical pieces of content, they won’t pull both up in the search.
Instead, the crawler only pulls the one that seems more relevant. Unfortunately, you don’t have much say in which copy the crawlers choose to show in search results. The crawlers attempt to post the original, which means the cross-post on your LinkedIn is less likely to rank in search results.
If you want to rank well in search results to attract more traffic, consider cross-promoting so that both your pieces of content rank in search engines.
Image from Moz
Cross-posting on LinkedIn can be strategic if you do it correctly. Here are a few benefits of reusing content on your LinkedIn page:
When you cross-post your content, be careful to avoid these potential problems that can occur:
Dig deeper into how to build and implement a LinkedIn marketing strategy.
These five tips will help you cross-post content to save you time and broaden your reach without the potential issues with duplicate content.
If you created a very interesting infographic for Instagram and saw a high engagement rate, you might want to repost that infographic on your other social media channels like LinkedIn. However, avoid the mistake of simply reposting that same image on your LinkedIn profile.
Whenever you cross-post content, take a few extra minutes to personalize that post for the new channel. For example, if you were to cross-post an infographic from Instagram, you would want to add some lines of text to your post to make it unique for LinkedIn.
Adding a personal comment also helps the content feel new to followers who might have already seen the post on your other social channels, as 99.7% of LinkedIn users also have another social media account.
Your audience on TikTok will be vastly different from your network on LinkedIn. For instance, TikTok users are primarily females between 10 and 19 years old. However, LinkedIn is primarily males between the ages of 25 and 34.
In addition, most of the other social media channels focus on entertainment and inspiration. Meanwhile, LinkedIn highlights businesses, their employees, and new job opportunities.
Ford Motor Company is one example of how content will change depending on the channel. While their other social media channels show videos and images of their cars, Ford’s LinkedIn profile focuses on the employees, company culture, and new job opportunities.
If you’re cross-posting content, consider shifting the focus of the content to be relevant to LinkedIn and your professional, career-minded audience.
Image from SocialChamp
If you are cross-posting content to save time, you might be tempted to blast one piece of content to all your social media platforms at once.
This method makes your content feel automated and lose its human touch. In addition, your content will be repetitive if it shows up in all your followers’ feeds simultaneously, which will cause it to lose some of its reach on social media.
For example, sharing a post in the evening on TikTok might get you many likes because many users are home from work and school, scrolling through their TikTok feeds while reclining on the couch. However, not many professionals will spend their Friday night scrolling through their LinkedIn feed. Instead, you will get more hits on your LinkedIn post if you schedule it during the workday.
Use a content calendar to disperse your content for different days and times to ensure you maximize its impact and stagger its appearance on people’s feeds.
Instagram posts are usually square 1080 X 1080 pixel images, whereas LinkedIn images are horizontal rectangles up to 7680 X 4320 pixels. If you cross-posted images between these two platforms, the pictures might be cut off or distorted. You will also run into a similar issue if you cross-post text content from Twitter and LinkedIn, as both platforms have vastly different character counts.
For the best viewing experience, always optimize your content before cross-posting. The best way to optimize your content is to keep each channel in mind from the start of the content creation process. In this way, you can create the same content in several formats versus trying to reformat a completed image, post, or video when you repost it.
Cross-posting has occasions where it is helpful and even recommended. For instance, if you have a big announcement, are celebrating a specific day, or want to share content that performed well. However, cross-posting makes up all your social media content.
If all your content across social media is the same, your followers won’t bother connecting to each account because if they follow one, they will see all the relevant information and will get nothing new from the others.
Instead, mix cross-posted content with new channel-specific content.
Are you ready to cross-post your content between channels? First, take a few minutes to review some tips for posting between these popular channels.
Instagram and LinkedIn have similar age demographics. However, users interact with the platforms differently. For example, most of Instagram’s users expect to see entertaining or inspiring content, whereas LinkedIn users are looking for thought leadership and business content.
If you want to cross-post between these platforms, add more flair and fun to the Instagram post while keeping your comments professional on LinkedIn.
Your main concern when cross-posting between the platforms is adjusting your content’s size. LinkedIn allows for considerably higher quality images, more text, and videos than Instagram. Consider creating your content in different sizes and dimensions instead of trying to use the same images and content for both platforms.
Video performs the best on LinkedIn, making your TikTok material prime content for reposting. In addition, many people on TikTok use the platform to share business tips, thought leadership, and brand culture.
You can share those videos on your LinkedIn if you take a few extra minutes to reformat the videos so that they adhere to the different dimensions. Shooting the original video in higher quality will allow you to make two separate formats of the video for cross-posting.
Facebook and LinkedIn are the easiest social platforms to cross-post between. Both allow for several image sizes, large amounts of text, and video posts. However, Facebook is more casual, so you will want to consider tweaking the content to ensure it sounds professional before cross-posting it on LinkedIn.
Twitter offers interesting, insightful, and humorous short-form content. You might think the one- or two-line format of Twitter limits its use. However, many people still cross-post Twitter content on LinkedIn.
The best way to share your amazing Tweets is by saving them as images. Instead of posting the Tweet on its own, you can insert the picture of your Tweet in the middle of related content.
At Kubbco, we are experts on what makes each social channel tick. We help businesses worldwide optimize their content between platforms to ensure you see maximum results.
Contact us to learn more about our social media content services.