Does this sound familiar? You’re building your business, handling everything yourself—from social media management to accounting and even setting up your online store. Today, let’s delve into content creation for social media, specifically cross-posting across various platforms, and how to do it effectively. This strategy can help you reach more people with minimal effort. And the bonus? You’ll maintain a consistent brand image.
According to the Content Marketing Institute, 85% of B2B marketers confirm that LinkedIn provides the highest value for their organization. Are you leveraging the power of LinkedIn?
Let’s face it, sometimes ideas for posts just don’t come. That’s why it’s beneficial to use what you already have in your repertoire that has worked before (perhaps on another platform). In such cases, less can be more. How to do it? Take a post you’ve already created and adapt it into a different format. It’s very likely to engage again or reach people who didn’t see it the first time due to algorithms. And the benefits?
TIP! Videos don’t belong on professional networks? On the contrary, LinkedIn now favors video posts. Ideal dimensions? The same as Reels or TikTok, i.e., 1920×1080 px. Give it a try.
Each network operates a bit differently—what works great on LinkedIn might not resonate on TikTok. It’s essential to consider how to adapt a post for each social media platform. Instagram is suitable for visual content, photos, and Reels. LinkedIn favors longer text posts and more professional content; recently, video performs well there too. TikTok and YouTube Shorts prefer short viral videos, but educational videos are also gaining attention.
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How might specific content repurposing look? Let’s illustrate with a few examples.
Carousel (Instagram → LinkedIn)
A carousel on Instagram works great for sharing detailed information about a product, service, or tips. Already have one created? Great, reuse it on LinkedIn. Here, a carousel is called a “document post,” and users flip through slides similar to a presentation—this can be a very effective format for professional content.
How to do it: Export individual images from your Instagram carousel, insert them into a PDF, and upload it to LinkedIn as a “document post.” This way, you not only save time but also gain higher reach with a different audience by transferring the post to another platform.
TIP! Don’t have time to prepare and publish a post on LinkedIn every day? For planning, you can use an external platform or schedule posts directly on LinkedIn.
Post with Photo/Graphic (Instagram → TikTok or Reels)
A graphic post on Instagram that has, for example, high interaction can be easily transformed into a video format on Reels or TikTok. Create a simple script based on the texts of the original post and shoot a video. This way, you reuse the content, just a bit differently. Be careful not to forget the so-called visual hook—the video then has a better chance of capturing users’ attention.
TIP! Did you know that Instagram is changing the grid feed of posts? No longer create posts in square format; use a template in 1350×1080 px format.
Video Format (Reels or TikTok)
If you already have a well-performing Reel or TikTok, you can reuse it. Downloading such a video (ideally without a watermark) helps you easily share popular content when there’s no time to create new.
Why is it effective: According to data from Meta Insights, the average follower on Instagram sees approximately only 30% of the content posted by the accounts they follow. Therefore, reusing a popular post can reach those who didn’t see it the first time.
TIP! Did you know you can download videos from TikTok or Instagram without a watermark? This is useful if you haven’t backed up the original video. Give it a try.
Want your efforts to bring results? Monitor how your posts are performing—metrics like reach and engagement rate will show you what works best. For measuring and planning posts, we recommend tools like Buffer, Meta Business Suite Insights, or LinkedIn Insights.
Which metrics to monitor?
While likes used to play the main role, toda, the key to success is quality interaction. Social media algorithms evaluate how long users spend on your post, whether they share or comment on it. Content that encourages discussion and active engagement has a better chance of wider organic reach.
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TIP! Add regular result evaluation to your plan. For example, if you have a post on several platforms, you can find out which network has the most response and then focus on it. The social media planner Buffer is great for this.
What is Instagram’s priority for this year? CEO Adam Mosseri stated on his Instagram account that in 2025 they want to focus on two main aspects of creation: creativity (especially original content) and connection with friends.
In response to the nationwide ban of TikTok (and with it CapCut) in the USA, they announced the launch of a competing video editing app called Edits.
Instagram is also testing how the so-called highlights stories will be displayed; they should no longer be available in circles under the profile but in the section where posts, reels, and account tags are located.
TIP! Adam Mosseri, the CEO of Instagram, announced on his IG account that it will now be possible to upload Reels up to 3 minutes long. Previously, Reels had a maximum length of 90 seconds.
If you want to easily adapt your content for different platforms, try these apps:
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