Why Tailored Crossposting Helps Businesses Using Meta Apps

Facebook and Instagram are two of the most popular social media platforms for businesses. With research showing that users are spending up to 6% more time on each platform, there are many benefits to crossposting between them.

#1. Saves Time and Resources

Building a presence across multiple social media platforms is a time-consuming process. With crossposting, you’ll be able to post on both platforms without any extra work, halving the amount of time it would take to create unique content for each.

#2. Offers More Monetization Potential

If you’re looking to make more money on social media, Meta allows crossposters to earn from both Instagram and Facebook’s monetization programs.

Let’s say you create a post on Facebook and decide to crosspost it to Instagram. If you’re eligible for monetization, you’ll also be able to earn money on Instagram from the same post. As your followers grow on each platform, this tactic could spike your earnings considerably.

#3. Increases Reach and Visibility

Facebook and Instagram have different audience demographics, so you’ll be able to use the same content to connect with different users, growing your audience size.

Plus, Instagram content now appears in search results. If you’re primarily active on Facebook, crossposting to Instagram will increase your chance of being indexed by search engines, such as Google and Bing, and shared on search engine results pages (SERPs).

You can crosspost on Facebook and Instagram in two main ways:

1. Automatically share all posts between accounts: Saves time, but can feel spammy to your audience
2. Manually select certain posts: Allows more control, but is time-consuming

The most efficient avenue I’ve found is a fusion between the two methods. This involves turning on automatic crossposting and disabling it at the individual post level for the posts you don’t want to share. If you plan to share the majority of your posts between accounts, the automation will save you time.

From here, you can enter the “Accounts Center” settings to select the posts that will automatically crosspost. You can toggle on feed posts, Stories, and, as of 2025, you’ll have the option to share Instagram Reels as Facebook Reels.

While crossposting is a great way to maximize your resources, there are ways you can go wrong. Here are my top tips to get the most out of Facebook and Instagram sharing:

• Don’t crosspost everything: To avoid your content feeling spammy, always keep both audiences in mind when posting. If you’re unsure whether your Instagram followers will appreciate the content, it’s best to err on the side of caution.
• Tailor your captions to each platform: After publishing, it’s a good idea to optimize your posts’ captions and hashtags to each platform. This can be done by clicking “Edit post.”
• Schedule in advance: This year, Meta added scheduling to crossposts, which allows you to plan for future opportunities and bulk out your content calendar.
• Experiment with posting times: Since Facebook and Instagram have different audiences and algorithms, it may take some trial and error to find the best time to post on both social media platforms.
• Some Instagram features, such as music, quiz, and donation stickers, aren’t compatible with Facebook: Hold off crossposting unless you’re confident that Facebook users can see and interact with the elements properly.

Crossposting on Facebook and Instagram is certainly beneficial for businesses looking to increase their reach and earning potential with minimal resources.

However, be wary of overreliance on crossposted content, since it’s less tailored to your unique audiences and can feel spammy when overused. Both Facebook and Instagram also have certain features and post formats that aren’t compatible with sharing.

Prioritize experimenting with the capabilities of each platform and speaking to your unique audiences, and use crossposting to support this strategy.