Disclaimer- this is probably my biggest pet peeve when it comes to social media. You go to read a Tweet, and end up scrolling past it because the sentence is cut off by a link directing you to either a Facebook or Instagram account. If you aren’t familiar with this auto-posting method, here is one example of what it looks like:
Retrieved from Social Highrise
Some of the perceived benefits of auto-posting from one platform to the other is efficiency (we could all use a little more time in the day, am I right?), and driving an audience from Twitter to the brands other social media accounts. While these seem like some awesome reasons to auto-post, here are the three reasons why you shouldn’t do it:
1) The content is ugly
As you can see from the photo above, Tweets that are auto-posted are not attractive. The sentence cuts off if it doesn’t fit into the 140 character limit, and they often just don’t make sense. If the wording that is there references a photo, you have to click the link to see what it is. Auto-posting screams laziness, make the most out of your awesome content by making it visually appealing on every platform!
2) Less opportunity to interact with the audience
Twitter users are smart, and can tell when a Tweet wasn’t crafted for Twitter most of the time. If they see a post that clearly wasn’t meant for Twitter, then they may choose not to engage with it in the first place since it comes across as an automation, and not a human. Evidently, you miss out on potential human conversations and engagement with followers.
3) That’s not what the platforms is for
I’m sure the founders of Twitter didn’t have in mind that the platform would be used solely to drive people to other social media networks. All of these platforms are unique in their audiences, and unique in the purpose they serve. The social atmosphere of Twitter is much more succinct, spontaneous, and casual than other networks. Those audiences should be tailored to in a way that feels natural to how they were already communicating on Twitter! The same goes for any other social media network.
Putting it together
While taking these 3 reasons into account, it is not to say that content can only work on one platform. As the article Why You Should Never Cross-Post on Social Media from Link Humans states, “if I have something that I feel may benefit both audiences, I’ll post it on both networks BUT I’ll tailor it before posting”. There are many instances where a photo posted on Instagram would also be acceptable to post on Twitter. It’s important to curate each post in a way that is attractive, and makes sense to the differing audiences.
The key is to find the balance between driving people to your other social media accounts, while staying true to the purpose of the social media network itself.