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Is it okay to post the same material on multiple platforms?

Welcome to The Social Lab! This blog will not only help you navigate your personal social media, but also investigate marketing trends and examples of great social media work. Do you have something we should talk about? Make sure to send us an email or contact us on social media.

So what's the big question for today?

Is it okay to post the same material on multiple social media platforms?

What exactly does this mean? Basically, this means posting the same picture and text across multiple platforms. This can come in many different forms. Sometimes you will see a post on Twitter with a link to the original post on Instagram (figure 1). Other times you will just see a company post the same information verbatim. Let's investigate this further shall we?

Whenever an individual or company posts on social media, it is important to remember that it is all about the customer or individual receiving the post. Would they like what you said? Would they like it enough to see it on Twitter, Instagram, and Facebook? Most importantly, if you are simply linking to the original post on a different platform (figure 1), would they feel motivated enough to click on that link and view the post?


figure 1

Notice in figure 1 how the individual created a hashtag, and afterwards immediately placed a link directed towards the post on Instagram. Would you feel motivated enough to clink on the link, go to Instagram, and afterwards like the individual's post? Furthermore, what if you don't have an Instagram? Of course, all of this depends on how devoted you are to the individual. If you are just starting out on social media, then more than likely this post will not get much engagement (plus it is anti-social).

So how can you avoid this issue? Many social media platforms allow you to post on multiple platforms at the same time. We believe you should avoid this at all costs. Instead, create posts that work best with the platform you are using. So what kind of posts work best where?


When posting on Instagram, the most important thing to keep in mind is that it is ALL about the image. When people are going through their Instagram feeds, they rarely investigate the captions as much as they simply like something based on the image. This doesn't mean the caption doesn't matter, or that you shouldn't attempt to create just means that this particular platform is more geared towards visuals.

If you are posting something that doesn't have an engaging picture, then it may be best suited for other social media platforms, and that is OKAY. It is more important to post something relevant and engaging on the platform being used, rather than posting just for the sake of it!


What fan or customer doesn't like receiving questions or engaging posts? Facebook is a notable chance to incorporate an outstanding image/video, and also ask a question without sounding too direct or promotional (figure 2)

Carry On Magazine

figure 2

Notice this post has an interesting image, but also asks people to share their favorite vacation memories, without sounding pushy. Remember, type how you would want to be talked too!


A nice mix between Instagram and Facebook, Twitter is all about creating valuable content in a succinct, yet engaging manner. Did you know that a tweet only lasts an average of 18 minutes on a person's home feed? That means if you don't have an engaging image or text, then your post is going to be forgotten.

Say you posted a wonderful image on Instagram and believe that it would also work on Twitter. We say to go for it, but that doesn't mean you can't mix up the language just a little. Post the image and also ask a question or utilize one or two hashtags!


Follow these tips and you should be a skilled social media wizard.

1. Avoid using links to other social media accounts in your post. Only the most devoted of friends and fans will click on the link.

2. Remember your platform and content, not all images or posts work. If you posted a wonderful image on Instagram, next evolve it to incorporate questions and conversation on the other platforms. If you can generate excellent conversation on all three of these platforms, then you created an amazing post!

3. Mix up the language. If someone is following you on all of your social media accounts, they probably don't want to see the exact same content three different times. Instead, change the syntax or if you don't feel that a particular posted is suited for a certain platform, don't post it!

Now that we have discussed all that...let's create our own conversation! Do you agree with our tips? Is there anything you would add to this topic? Comment below!

The Socii Project

Do you have a question about social media? Want us to talk about a particular topic? Let us know at our email or contact us on social media!

The Socii Project

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