Contents
- What is crossposting?
- Who needs crossposting?
- Types of crossposting
- How to set up crossposting?
- Pros and cons of crossposting
- Rules for effective crossposting
What is crossposting?
Crossposting is the process of placing identical content on various online platforms, such as websites, blogs, and social media pages. This term, derived from the English word crossposting, which translates to "cross placement," has become popular in the field of content marketing. For example, a content marketing agency can publish the same post simultaneously on different platforms, such as VKontakte and TenChat.
Who needs crossposting?
Crossposting is actively used by owners of commercial accounts, budding entrepreneurs, and bloggers. This method allows for a significant increase in reach, saves time on content creation, and helps understand which platform attracts users' attention most effectively. For example, Olga, who opened an online store for pet products, decided not to spend time writing unique content for each social network. Instead, she started posting the same photos and descriptions on all platforms, which helped her increase brand recognition and attract new customers.
Types of crossposting
There are several types of crossposting: manual, automatic, and combined.
Manual crossposting
In manual crossposting, the account owner independently posts content on all platforms. This ensures personal control over the process but requires significant time investment and the need to consider the specifics of each platform.
Automatic crossposting
Automatic crossposting involves using RSS feeds or special programs to automate the publishing process. This method is the fastest but can lead to problems if technical failures occur on one of the platforms.
Combined crossposting
Combined crossposting incorporates both approaches. Content can be edited and adapted for each platform before publication, which significantly saves time.
How to set up crossposting?
Crossposting can be set up both in social networks and through special services. If the functionality of the social network allows, it is sufficient to change the settings so that publications are automatically duplicated on other platforms. For example, in Instagram, you can link your account to Facebook, which simplifies the publishing process. However, not all resources support such a feature, and in some cases, assistance from specialized services may be required. Here are some popular tools for crossposting:
- SMMplanner: Supports publications on Viber, Telegram, Instagram, Facebook, and other platforms. The basic plan costs 450 rubles per month.
- SmmBox: Works with Vkontakte, Instagram, Facebook, TikTok, and others. Prices start at 150 rubles per month.
- NovaPress: Compatible with Odnoklassniki, Facebook, Instagram, and others. Costs from 150 rubles per month.
- INSMM: Allows publishing materials on various social networks. Rates start at 300 rubles per month.
- Megapost: Works with Facebook, Twitter, and others. Prices start from 230 rubles per month.
Pros and cons of crossposting
Crossposting has several advantages and disadvantages.
Advantages:
- Time savings on content placement.
- Increased reach and attraction of new followers.
- Enhanced audience trust in the company.
Disadvantages:
- Lack of consideration for the unique features of each platform.
- Risk of negative audience reaction to identical content.
- Not all platforms allow the publication of non-unique content.
Rules for effective crossposting
To maintain audience interest when crossposting, it is recommended to follow several rules:
- Identify the main platform and use others for announcements.
- Publish the same material at different times on different platforms.
- Change titles and key phrases to improve indexing.
- Actively engage with followers by responding to comments.
Crossposting cannot completely replace work on the account, so it is important to pay attention to an individual approach for each platform.