I do like a little bit of creative problem-solving. And here’s an example… (and it’s no coincidence that I’m posting this on a Wednesday!)
Instagram’s visual nature makes it different to fellow platforms like Facebook and Twitter. But this doesn’t mean cross-posting (posting the same content on more than one platform) won’t work. Personally, I’m not a fan of simply posting identical content on multiple platforms. It’s lazy, for starters, and the same key messages can – and should – be optimised for different channels. But there is an overlap.
For example, at work (The Open University) we’d been posting regular #WednesdayWisdom posts (every Wednesday in fact, go figure) on both Instagram and Twitter, developing a very simple quote-on-a-block-colour-background-with-logo-in-the-corner style for both: square for Instagram, rectangular for Twitter. And we were getting good engagement on both platforms.
So how could we do this more efficiently – posting the same content in two different places but optimised for both? In comes IFTTT, a series of ‘recipes’ you can set so if you do something to A, something will also happen to B.
Rather than posting twice on two channels, I wanted to see if we could use an IFTTT recipe to auto-post an image from Instagram directly onto Twitter using a single hashtag, saving time and helping to drive traffic from Twitter to Instagram. You can do this via Instagram directly but it posts the image as a link, meaning you have to click the link to see it, rather than embedding the image for all to see.
In principle this was a simple idea. In reality, it caused three problems:
- Firstly, finding a style that would complement both Instagram’s square layout and Twitter’s wide layout.
- Secondly, finding a way to optimise that style to work for mobile Twitter (quotes on a regular 1024 x 512 pixel Twitter card will be chopped off when viewing on a mobile. 700 x 400 pixel works well on mobile if you want to avoid any chopping.
- And thirdly, how to write a caption in our current Instagram style with up to 30 hashtags which would also fit Twitter’s 140 character limit.
The first and second issues were tackled by creating multiple layouts and testing them on Instagram and Twitter mobile, over and over again, until we found one that worked for both.
The third issue was solved by posting a short caption with two hashtags: #WednesdayWisdom (the whole reason for doing these posts as it’s a popular hashtag) and #OU, the hashtag set up via IFTTT that enables the auto posting to Twitter. Any image we now post on Instagram with the hashtag #OU will automatically post to Twitter. I then posted the remaining hashtags, to aid search, in a comment below the original Instagram post. Job done.
These #WednesdayWisdom posts are now created in batches of 10 and loaded onto scheduling tool Buffer. The get good engagement on both Twitter and Instagram, and posting in this way helps us to promote our Instagram account – which we’re actively trying to grow – weekly on Twitter.
This method could also be used for other department’s social media too, posting an image of the OU in Scotland’s Edinburgh office, for example, but setting up an IFTTT recipe for it to autopost to the OU in Scotland’s Twitter account, helping to drive traffic to the corporate Instagram account from different Twitter accounts, and therefore different audiences.