When a business posts the same content on all of their marketing and social channels, or even multiple times on the same channel, it’s called cross-posting
— and it can actually do more harm than good to the brand.
For example, let’s say you own a bakery. If a customer follows you on Instagram, they likely also follow you on Facebook or Twitter. How many times do you think that customer wants to see the same post of your featured cupcake of the week?
Many small business owners intuitively know that every piece of content should not be repeated across all social and marketing channels. Depending on a variety of factors — from the audience demographic to aspects like caption length and hashtag practices