Definition
The practice of publishing the same piece of content — or a lightly adapted version of it — across multiple platforms simultaneously or in sequence. Crossposting is a content efficiency strategy that maximizes the reach of a single piece of content without requiring additional production effort. Effective crossposting involves adapting content to the native format and audience expectations of each platform — a YouTube video description does not translate directly to an Instagram caption — rather than identical copy-paste distribution. Crossposting is distinct from content atomization, which involves breaking a single piece into multiple different formats.