Facebook’s new(ish) tool that allows you and your partners make the most of video content

Have you heard of crossposting? It’s Facebook’s new(ish) feature that allows you and your partners to share the same video and pool the views. That’s a pretty handy tool to have at your disposal, when you’re working in an industry that has a lot of fingers in the pie.

We know that video is one of the most engaging forms of content online, and giving your audience visual content is one of the best ways to educate, inform and ultimately, convert.

We also know that beyond being a method of social proofing, engagement determines the reach of your posts, drives further engagement and maximises results. However, our case studies show that engagement and reach tend to drop on posts that are shared, rather than posted organically.

So why is this a problem? You can just get a copy of the original file, and upload it yourself, right? In theory, yes. But this has serious ramifications when it comes to measuring the impact of your video, because its metrics are spread across so many accounts.

Picture this. A festival announces its lineup, and posts a video alongside the announcement. The same video is then provided to all lineup artists, plus promoters, media partners, sponsors, festival organisers and a myriad of other stakeholders to post on their own social channels. You’ve now got the same video reaching a huge audience, who are all potential ticket buyers. But, at the end of the campaign when you want to report on the success of the video, you can only report on one tiny fragment. This makes it really difficult to know what the audience actually likes, and where you should be spending your content production dollars in the future.

This is where crossposting comes in. By crossposting a video, you and all you partners can post the same video ‘organically’ but pool the view count and the metrics. This means you can see just how big of an impact you’ve really made, and which pages have been the most influential. That’s a powerful tool in determining where your spend is best placed, who your influencers are and ultimately, what your audience is actually responding to.

To get started with crossposting, you’ll first need to establish a crossposting relationship with your partner’s pages. Then, you can allow these select pages to cross-post videos you add to your page.

Need a hand with this? Get in touch with our social team, they’re sassy, but also savvy.

BLSTR Group.