Posting the Same Content on Facebook and Twitter: Good or Bad?


Posting the Same Content on Facebook and Twitter

You’ve probably heard about social media automation. The basic idea is that you can write 10 Facebook posts, schedule them all to be published at different points over the span of a week, and then sit back and relax. (Well, maybe not exactly—you still need to be strategizing, responding to fans, and engaging.) Still, when it comes to the grunt work of posting social media updates, automation software can add tremendous ease.

But some of the conveniences that it affords are double-edged swords. For example, it’s certainly easier than ever to post the same update to Facebook and Twitter—which is a great way to populate these and other social channels with new, albeit duplicate, content.

Yet, while there are obvious perks to this approach, there are also some drawbacks. Chiefly, if all of your social channels have the exact same content, there may be little reason for anyone to follow you on each individual channel.

So, should you be posting the same content on Facebook and Twitter? Let’s find out.

The Pros of Cross-Posting

We’ll be honest—there are definitely some benefits to cross-posting. These include:

  1. Ensuring that all of your followers and fans see important announcements, promotions, and company updates.
  2. Recycling your best content, therefore getting more bang for your buck.
  3. Not spending nearly as much time maintaining social platforms or generating new content.
  4. Maintaining consistent brand messaging across all platforms.

The Cons of Cross-Posting

Critically, there are also some big drawbacks to cross-posting. For example:

  1. The content isn’t tailored to a given social platform, which means you’re not really optimizing either. Twitter is a platform best suited for frequent updates, while Facebook for less frequent, more personal ones. By cross-posting, you may not be fully utilizing either.
  2. More pointedly, for those who follow you on each platform, your cross-posting will probably come across as lazy.

And that’s actually the bottom line here: Posting the same content to Facebook and to Twitter, time after time, is repetitive and annoying. It may even make your followers want to pack up and leave, because after one update, they’ve already seen everything.

Cross-posting is fine for the occasional update, but it shouldn’t be the norm—not if you want to have the best engagement opportunities on social media. For better optimization, try to remember that Facebook and Twitter are separate platforms that were designed with separate uses in mind, and treat them accordingly.

How do you tailor content to different platforms? Let us know in the comments!

So you know how to share the right content–how else can you optimize your Facebook page? Download our guide to find out.

Note: A version of this post was originally published on 2/19/14 and has been updated to keep up with changes to Facebook and Twitter.  

Amanda Martin

Amanda Martin

Amanda Martin was an inbound marketing project manager at VIEO for several years before moving on to new marketing adventures. She loves social media and was our go-to gal for all things Twitter.
Amanda Martin


Marketing Manager @SteveWardAssoc. Passionate about digital strategy, inbound marketing, racing, caffeine, red wine, & the Braves. Filled with wanderlust.
@SirJohnSMB Barter system was good, i think we should go back to that. @_bradmiller @studiorhoad @britt_mill - 13 hours ago
Amanda Martin
  • Daniel Proczko

    Each social platforms has its own strengths and weaknesses getting ot know them will help you better leverage your following audience. Some great thoughts about this paralleled with the winter Olympics in this article:

    I’d argue Twitter is worth more than just promotion and broadcast. I have multitudes of valuable conversations individually and on behalf of brands I managed on Twitter.

    I entirely agree about needing multiple posts on Twitter due to short lifespan and connecting personally on Facebook. I have found personal and honest posts get more traction.

  • Maria Talley

    Thanks for sharing your thoughts, Daniel! I agree that Twitter is definitely more than just a news broadcasting platform (a metaphor that I used to highlight the most striking difference between Twitter and Facebook). There is so much marketers can do to engage on Twitter and listen to conversations:

  • Nadine Baarstad

    Thanks for this insight that confirmed some of my beliefs. I look at Facebook as a “yearbook” where you share items that contribute to your personality…even the personality of a company. Where as LinkedIn and Twitter are better served with news feeds and more business oriented topics.