Top Cross-Posting Practices for Companies

When it comes to cross-posting content on different social media platforms, one of the most important things that companies need to take into consideration is the quality of the content they want to share.

This might seem rather obvious, but it’s actually very important. If the content isn’t good, the audience won’t want to read, watch it, or even share it, no matter what platform they’re seeing it on.

When a company has great content, the next step is to tailor every piece of content to each social media platform that the business is using. 

Most companies seem to think that the goal of cross-posting is to avoid tailoring all of their content to different platforms. Yet the reality is that although cross-posting is a very efficient strategy, businesses still have to customize the content they want to cross-post. That means companies have to understand which platforms can handle the cross-posting approach.

For example, Instagram Reels and TikTok are both short-form video-sharing platforms. This provides companies with an easy opportunity for cross-posting content.

On the other hand, cross-posting a TikTok video on Twitter isn’t going to work that well because Twitter is mostly a text-based platform. Because of that, cross-posting content from Twitter to Facebook, for example, could work a lot better.

On Facebook, companies can also include a video or photo along with their text-based update, while only using the text for their Twitter content.

The goal is to make every piece of content interesting and engaging, based on the behavior of the target audience on each social media platform.

To make cross-posting easier, companies should use the right tools. Some of the key features they should be looking for when choosing a cross-posting tool are customization, scheduling, and content analytics.

Sprout Social

Companies that are looking for a social media management platform can use Sprout Social, which has features such as scheduling and publishing content, engaging with the audience, and tracking the performance.

The platform has a cross-posting feature that lets users share a single piece of content on multiple social media accounts. When done the right way, cross-posting can be a very effective way for businesses to grow their digital presence.


Buffer is another social media management platform that allows companies to schedule and publish content. Businesses can also track all of their social media mentions on the platform, as well as the performance of their content.

Of course, the platform has a cross-posting feature that makes it a lot easier to share a single piece of content across different platforms.


One of the most popular social media management platforms is HootSuite. This platform allows companies to schedule and publish their content, track their brand mentions, and measure the performance of their content, similar to the previous two examples.

Additionally, with just a few clicks, the platform has a feature that allows companies to cross-post their content to various social media platforms.

Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.

With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.