Why You Should Crosspost Your Content

With how fast the creator economy is growing, content creators can’t afford to limit their reach to just one platform. Leveraging multiple social media platforms lets you boost your growth as a content creator.

That’s where crossposting comes in. It’s basically when you post the same content across multiple platforms, like TikTok, Instagram and YouTube. There is some adjusting in the content (to fit each platform’s algorithm, target audience, and more), but the overall content topic stays the same. All in all, it’s a great way to solidify your presence in the creator space.

Why crossposting matters

Crossposting saves time, letting you focus on what matters–creating quality content–while maximizing reach and engagement. It’s an effective strategy because each platform offers its own users, engagement styles, and algorithms. By crossposting, you learn how to adapt your content to cater to different audiences and content styles.

The benefits of crossposting

Maximises content reach

Crossposting is the best way to maximise your reach. For instance, consider the audience age range for each platform. The majority of users on TikTok and Instagram are aged 18-29, at 35% and 32% respectively. However, 30-39-year-olds also make up 32% of users on Instagram.

If you’ve been posting exclusively on TikTok, what this means is that there is a new set of audiences you have not reached. When crossposting to Instagram, consider tailoring your style or tone of voice to suit a millennial audience.

Saves time and effort in content production

Crossposting saves time as you only need to produce the majority of your content once–and reuse it on multiple platforms. Some tweaks will be made in the editing stage, but it shouldn’t be anything major.

For example, with a video originally posted on TikTok, you might use a different trending sound when you post it on Instagram. Or you might use a different set of hashtags when you post a Short on Youtube.

Builds a consistent online branding

Being consistent in your branding is the best way to gain recognition in the creator space. It strengthens your reputation as a content creator and users–as well as brands–love to see that.

Being on multiple platforms shows them that you have established yourself as a creator and have a wide reach. That’s how you open the doors to brand deals and sponsorship opportunities.

Boosts engagement through content diversification

Crossposting allows you to experiment with different kinds of content on different platforms, giving the audience something new each time. Users who follow you on TikTok might not follow you on Instagram if there aren’t any variations in your crossposts–after all, who wants to see the same content twice in a row?

Instagram has a more curated feel compared to TikTok. Use the former to post tailored static posts and slightly longer reels–it’s more for vibe curation. TikTok is where you get real. The platform values authenticity, so showcase things like behind the scenes of your shoots or storytelling content.

Tips to keep in mind

Post on each platform during its optimal posting time, and alter your CTAs accordingly–ask your audience to subscribe to you on Youtube, while on TikTok, you can ask them to save your post.

Platform-specific algorithm changes can be tricky, but experiment with your content and keep up with what other creators are saying to stay ahead. For example, TikTok has been prioritising carousels while Instagram has been pushing out reels. Take advantage of this by swapping out your TikTok video for your Instagram static post–and see what happens.