Crosspost

Crossposting is the act of sharing identical content—like a post, image, video, or article—across several social media platforms or accounts at once in order to reach different audiences without generating entirely new content for each one. This time-saving technique allows users, brands, and businesses to maintain a consistent message across various networks like Facebook, Twitter, Instagram, and LinkedIn, while serving a digital presence that’s unified enough to cater to followers who might be active on one platform and not another. If the platforms had built-in features that allow for direct sharing between accounts—like Instagram’s ability to share content to Facebook—then it would be doing it natively.

If content is too similar between platforms, it was probably not written with the audience on each platform in mind; or, at least, if that audience was considered, it was in such a way that those with the responsibility of managing cross-platform content strategies felt it was okay to play with different levels of personalism and part-time/presentational identities between each one.