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Planable is the best client-facing social media tool we've ever used and we've used a lot.
As Planable’s SEO lead, I’ve spent years studying visibility: how brands show up, earn authority, and build trust. But visibility has changed. It’s now just as much about how AI sees you as how you rank. It started with a simple question: does our social presence...
Sep 16, 2025
Some say cross-posting social media posts is not original content. I say it can only be considered unoriginal if you use it wrong.
Managing multiple social media platforms is time-consuming. With so much effort put into each piece of content, most teams can’t afford to create 100% unique posts for every platform. And when a new platform comes along? Even harder.
If done right, cross-posting saves you a lot of time and effort while still helping you maintain an active presence on multiple platforms.
Read on to find out how to integrate cross-posting into your social media strategy and go from simply scheduling social media posts for all platforms to getting actual results!
Cross-posting on social media means sharing the same post across different platforms. Using the same message helps you reach more people on different social channels while saving time on content creation.
However, it’s not just posting the same piece of content on all the social platforms you own. Think of social media cross-posting as a more immediate form of content recycling. You keep the same message but adapt the format, tone, and style to fit each platform.
Cross-posting helps you work smarter, not harder. Instead of creating new content for multiple social media channels, you maximize what you already have.
Reaching a larger audience with the same post? That’s a solid deal.
But it’s not just about efficiency, though that’s already a big win these days. Here’s why cross-posting is a worthy part of your social media management:
Social media marketing requires a lot of content.
Quality beats quantity, but every platform still demands consistency. Keeping up with original content for multiple social media channels can be tough, especially if you’re a small business owner or solo marketer.
Cross-posting helps lighten the load. You still need to tweak content for each platform, but the hardest part — figuring out what to post — is already done.
Here’s how one video can go a long way:
Say you create a solid talking-head video.
The full version goes on YouTube.
Snippets fit perfectly on Instagram, TikTok, and maybe even LinkedIn.
You schedule the same posts to go live across multiple platforms.
And then? You move on to your next big idea.
A strong social media presence means being active and consistent across different channels.
Cross-posting on social media helps maintain your brand identity even when your audiences differ. Whether someone follows you on Instagram or TikTok, they should recognize your consistent messaging and tone.
This consistency strengthens brand trust and creates a unified brand experience. Duolingo is Duolingo across all social media platforms, right?
I always say that you don’t have to be on all social media platforms. However, brands are where their audience is. If you need a broader audience, sometimes it’s beneficial to expand to more than just one platform.
Cross-posting on social media helps you reach a wider audience simply because you are in two places instead of just one.
Posting the same content wrapped in different packaging ensures the message reaches your audiences, whether they’re Instagram fans or LinkedIn enthusiasts.
Content creation takes time and resources, and going all-in on a new platform doesn’t always pay off. Cross-posting is a low-risk way to test the waters and get proof of concept.
Instead of starting from scratch, cross-post existing content to see what resonates. Using the same content helps establish an early presence without heavy investment.
Be scrappy:
When you manage multiple social media accounts, you often have to be pretty resourceful. Cross-posting is a solid way to elevate your social media game, but there are a couple of ground rules.
Here’s how to use social media cross-posting to build an active presence and tap into different audiences without repeating yourself:
Cross-posting works best when you choose platforms that match your content style.
All social media platforms have their unique features. Match them with your target audience and the type of content you can create:
The trick is to pair similar platforms for cross-posting:
Pick the platforms that complement your content, and cross-posting will feel natural.
Cross-posting on social media platforms can feel overwhelming, like trying to connect a dozen red strings on a wall of chaos.
But it doesn’t have to. A well-planned social media calendar makes cross-posting smooth and much less stressful.
Here’s how to build one that works:
Start by mapping out your content plan for your desired period of time. Some plan a week ahead, some a month. No pressure.
Not every piece of content belongs everywhere, so match content to platforms wisely. For example, you might have a trendy meme video ready for TikTok, Instagram, and YouTube Shorts, but it might not be the best fit for LinkedIn.
Just because you can post the same thing everywhere at once doesn’t mean you should. Space out your posts to keep engagement steady.
Your social media calendar also helps with repurposing. A blog post today can turn into LinkedIn insights tomorrow and an Instagram Reel next week. Planning ahead lets you get the most out of every piece of content.
Many think cross-posting is just copy-pasting content everywhere. But smart cross-posting means refining content for each platform. Minor tweaks can influence your performance across different platforms a lot.
Make sure you cover all platform-specific peculiarities before you schedule posts. Here are some of the core things to keep an eye out for:
The correct visuals make a big difference. Stick to these preferred formats:
Some platforms, like TikTok and Instagram, are strict about aspect ratio, while LinkedIn and X are more flexible.
If you’re looking for a universal size, my personal experience shows that 4:5 or square images and 9:16 videos work best for cross-posting.
Each platform has different text constraints:
Most followers only see the first 100-200 characters before clicking “more”. Make your hook count!
Various platforms have different video length requirements:
Each platform has unique quirks that affect engagement and usability:
Adjusting for these details ensures your content feels native across multiple social media platforms.
I’m a big fan of automation tools that let you schedule posts and manage content in one place. The right cross-posting tool makes handling multiple platforms much easier.
Look for a tool that supports all the platforms you need.
Cross-posting is meant to save time, so manually posting because LinkedIn or Instagram isn’t included defeats the purpose.
Make sure all your major platforms are covered.
That way, you can post content everywhere without switching between apps.
Choose smart automation.
The best tools let you edit drafts for each platform before posting. This means you can tweak captions, adjust visuals, and optimize posts without extra work.
Content calendar view in Planable
Cross-posting works best when content feels native to each platform. The right tool helps you stay efficient, and no one will ever know you cross-posted this post!
Cross-posting is only effective if you know what works. Tracking content performance across different social media platforms helps you:
A social media report can give you valuable insights.
Analytics and reporting features in Planable
Look at your top-performing posts. What made them successful? Could this content work on other platforms, too? Compare engagement across multiple platforms to see where your content thrives.
Pay attention to:
Performance metrics show how well your cross-posting strategy is working. If a post performs well on Instagram but flops on LinkedIn, think of what you can do differently to hook the LinkedIn audience.
Use these insights to fine-tune your cross-posting strategy. After all, your ultimate goal is to perform better, not simply post more!
Cross-posting is all about good automation. Even the best strategy can break over the manual labor of scheduling posts across various platforms.
If you’re looking for a solid cross-posting software option, Planable’s got you covered. This tool helps brands and agencies manage multiple social media accounts and share the same content across platforms in a way that feels both native and super efficient.
Built with social media managers in mind, here’s how Planable makes cross-posting smooth and flexible:
Manage and schedule content across multiple platforms simultaneously, including Instagram, Facebook, LinkedIn, X, TikTok, and YouTube.
Organize your posts with a clear overview, color-coded labels, and filters to stay on top of your schedule even with multiple social platforms in rotation.
Edit images and videos, draft your posts together, exchange feedback through comments and annotations, and streamline approvals with your team in one place.
Feedback and approval features in Planable
Use the built-in AI to create copy for cross-posting. Write your copy and let the AI rephrase it for all other platforms, or maybe even make it come up with an initial draft.
Planable’s AI suggests posts for every platform
Draft once, then customize posts for multiple channels without rewriting everything from scratch.
Get insights into top-performing posts and track what works best on different social media platforms. Create customizable reports and share them with your higher-ups.
Collaborate with your team, maintain consistency, and track your performance — all wrapped in a nice interface with an intuitive flow.
Cross-posting helps brands and agencies reach wider audiences, save time, and keep messaging consistent across platforms. It’s a great way to test the waters with a new platform. When done right, it boosts visibility without any extra workload.
A cross-posting app like Planable makes things much more comfortable for social media managers. Schedule, tweak, and track your posts from one dashboard.
Ready to cross-post seamlessly across your socials? Give Planable a try! The first 50 posts are free.
Content marketer with a background in journalism; digital nomad, and tech geek. In love with blogs, storytelling, strategies, and old-school Instagram. If it can be written, I probably wrote it.
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