To Crosspost Or Not To Crosspost

Posted By on September 5th, 2021 in Social Media Marketing

“The medium is the message” is a communication theory coined by the Canadian philosopher Marshall McLuhan in 1964. He argues that the way we give and receive information holds more importance than the message itself. 

A simple example is a love letter. Picture this, you’re living in a different country than your partner and you wake up one morning to a text from them expressing “how much they luv u” using SMS language and emojis. Now imagine, you wake up to an unexpected letter in your mailbox, that has been mailed from a different country, that your partner had handwritten and sent to you. They’re both love letters. Yet the medium in which they were sent plays a massive role in how you would perceive those messages. 

Although this theory came about before the rise of social media, it continues to be relevant with the evolution of the media landscape. Each social media channel has its own unique characteristics, and so do its users. For example, what is suitable for TikTok is not necessarily suitable for Facebook. This brings me to the point of this blog post: brands need to stop cross-posting the same exact content on all their social media accounts! 

Cross-posting does have its good short-term effects; it keeps your accounts updated, it is efficient, and it saves time. However, it could lead to your brand being perceived as careless. As social media marketers, we need to have an in-depth understanding of different social media platforms; what vocabulary is commonly used, the tone of voice, how long should the captions be, what are the image formatting specifications…etc. Once you show an understanding of the platform and its audience, you build a relationship with those people.

Let’s look at some social media channels and how they can be used: 


On Facebook, users usually share their opinions and feelings about certain topics or even just about their day. People are willing to read and digest information, thus you can be more descriptive about your products or services. 


On Twitter, keep it short. Twitter users like efficiency, so stick to the point and aim for even less than the 280 character limit. You can also jump in on trending topics and hashtags and join the conversation. 


A place to tell visual stories and create a visual aesthetic and identity for your brand. Instagram users expect high quality, engaging content, so it is important to give them just that. On Instagram, storytelling is highly important, it is not all about visually pleasing content but more about eye-catching content that tells a story. Start with your bio, utilize captions and hashtags, be responsive and make use of the different features such as stories, IGTV, Reels and Instagram Live. 


A key point in TikTok is not to overthink it. Users do not expect polished content but rather more natural and authentic content. Be casual, don’t be scared to be funny, hop on trends, utilize hashtags, and build a community.  

To conclude, each social media channel has its own unique qualities and its own unique audience, and it is crucial for brands to understand their audience on each platform. When you keep McLuhan’s theory in mind, you can develop communication strategies that are effective for every platform and will allow you to reach your audience and meaningfully connect with them