Exploring the Pros and Cons of Cross-Populating Content

As an experienced marketer, I often come across the question of whether cross-posting content across different online channels is a good strategy. Is it acceptable to repurpose content from one platform and distribute it on another? The answer to this question, like many aspects of marketing, is not a simple "yes" or "no." Let's delve deeper into this topic and equip you with the knowledge to make an informed decision for your own marketing efforts.

The Platform-Specific Nature of Content

One thing we've observed time and again is that content which performs well on one platform doesn't always resonate on another. That's why if you truly want to dominate and succeed on a specific platform, tailoring your content to that platform is crucial. Cross-posting content that is specifically tailored for one platform may not yield the desired results on other platforms. In fact, it might do more harm than good by generating little engagement or interest.

Understanding the Nature of Social Media Marketing

Social media marketing is dynamic and ever-changing. Some content thrives on one platform while falling flat on another. It's important to recognize this inherent variability and adapt accordingly. If your goal is to simply get your content out there and maximize visibility, cross-posting may work for you. After all, a piece of content may perform exceptionally well on one platform and poorly on another. Such unpredictability is part and parcel of social media marketing.

Smart Cross-Population Practices

Now, if you do decide to cross-populate your content, it's essential to take certain precautions. First and foremost, ensure that any references to other platforms are removed. For example, download videos without watermarks or metadata and eliminate any comments or references to competitors. Social media platforms don’t usually like discussions about their competitors, and it's best to play by their rules.

The Power of Repurposing Content

While I do engage in cross-posting with relative frequency, I prefer to repurpose content into different styles that align better with the preferences of each platform. Let's say I discuss some of our favorite PR strategies for marketing in a video format on one platform. On another platform, I might present the same content in written form, while on yet another platform, I may break it down into a series of short posts. By tailoring the content to suit the style preferred by each platform, I can maximize its impact and engagement potential.

Choosing Your Strategy

If you're just starting out, my recommendation is to focus on one or maybe two platforms and truly own them. Analyze what works and what doesn't, and customize your content accordingly. It's crucial to understand your audience on each platform and tailor your messaging to maximize engagement.

On the other hand, if you've been posting for a while and aim to maximize your social channels' potential, it might be time to diversify your content across platforms. By posting unique content tailored to each platform, you can increase engagement scores on individual channels and enhance your overall brand presence.

Brand Perception and Engagement

While cross-posting is generally acceptable and not likely to cause significant harm, it's important to be aware of the potential brand damage that can occur when engagement is lacking on specific platforms. When someone discovers your brand on a different platform and sees limited followers, likes, and engagement, it may raise doubts about the overall credibility and engagement of your brand. While this might not have a major impact, it's essential to consider the potential consequences and be mindful of maintaining a consistent and engaging brand presence across all platforms.

Finding Your Balance

The decision to cross-post or diversify your content depends on your goals, social media presence, and target audience. If you're starting out, feel free to cross-post and repurpose your content. As you gain experience and aim to optimize your social media channels, consider tailoring your content to each platform for increased engagement.

Key Takeaways:

Remember, social media marketing requires experimentation, analysis, and adaptation. Monitor your content's performance and engagement metrics, and be willing to adjust your strategies accordingly. Each platform has its unique characteristics and audience expectations, so flexibility and responsiveness are key to achieving the best results.

While cross-posting may not significantly harm your brand, low engagement on specific platforms can raise questions about credibility. Strive for consistent engagement across all platforms to establish trust and a positive brand image.

Ultimately, the decision to cross-post or create platform-specific content depends on your marketing objectives, audience preferences, and available resources. Continuously evaluate your results, adapt your strategies, and aim for a balance between broad distribution and platform optimization.

Social media marketing is a dynamic and ever-evolving landscape. Embrace its opportunities, be open to experimentation, and stay informed about the latest trends and best practices. By doing so, you can leverage the power of social media to enhance brand visibility, engage your audience, and achieve meaningful results in your marketing efforts.