Do You Cross-Promote Content?

Do You Cross-Promote Content?

Cross-promotion means that you and not single-minded about your social media strategy and you use more channels. For example, you can have a LinkedIn account to connect with partners and clients, a Facebook page for the general public, Twitter for short updates, and a YouTube Channel to share the latest insights. Instagram is also a good idea if your business can be visual, like food, drinks, apparel or home design.

As you can imagine, the information shared on these channels will all relate to your company and brand. However, it’s best to create a strategy and distribute the content according to the segmentation of the target public.

Cross-Promote, Don’t Cross-Post

The capital sin of cross-promotion is cross-posting. This happens either due to laziness, a lack of time or lack of understanding. Sharing the same content across all platforms can hurt the relationship with followers and fans.

Even if you want to say the same thing, it is a good practice to tailor your content to the platform. For example, if you have crafted a communication initially for Facebook, it will be potentially too long for Twitter. In the same manner, the numerous hashtags which are great on Instagram will look annoying and out of place of LinkedIn.

Tailor-Made Content

One way to avoid this sin is to go through a checklist and adjust the message and visuals accordingly. A minimal agenda of quality content includes:

  • What is the audience of the platform? Is it more business-oriented or fun? This helps you set the tone.
  • Are there any length constraints? Focus the message in fewer words or use emojis.
  • Are there platform-specific elements? Here it’s time to think about hashtags, handles and cropping your photos to the right size.
  • What are the best times to post? Each platform has its own rush-hours, and you should be there when your audience is.

Cross-Promote with Friends

Cross-promotion doesn’t stop at your own channels. You can branch out if you create partnerships with companies in related or even non-related businesses. For example, if you have a bar, you can cross-promote with a taxi company, advertising that you don’t support drinking and driving.  Be sure that when you select your cross-promotion buddies their style, tone and message complement yours. Once clients make associations, it’s hard to take them out of their mind.

On social media, it’s all about the more, the merrier, and cross-promotion is at the heart of it. If you feel that jumping between platform is complicated, don’t hesitate to ask us. We’ll be happy to provide guidance and real-life examples.