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When Facebook organic reached started dropping years ago, this led to more focus on Instagram…which led to brands beginning the repost era. Sharing content they created for Instagram to Facebook.

There has always been a huge debate about this. Posting content to a social channel that you created for another – is that ok? Does it even matter or get engagement? Is it ok if you optimize it for that channel? Obviously your analytics should be the first place you go to help make that decision on your own.

Now, it seems TikTok is our Instagram, and Instagram is our Facebook, and don’t forget about Youtube Shorts!

As we work to really figure out strategies for our clients around introducing Youtube Shorts, we were curious as to what brands are using all three channels – and if they are sharing the same content.

Before we dive in, here are some best practices we have across these channels and the content:

• No downloading from the channel and uploading to a new one or watermarks – the channels want you to upload clips and edit within (even if you are choosing to do the same content)
• Use sounds native on the channel
• Use as many features as you can for that channel
• Cater your hashtags to the strategy specific to the channel (this approach definitely varies across channels)

Here are 5 brands we found using all three platforms:

1. Food52 (Instagram Reels + Youtube Shorts + TikTok)
   • Content: Some content is the same, but looks like they have completely different content across all three channels. Obvious to their brand, all content is related to recipes. TikTok felt more specific to recipes, Instagram felt it had more of a lifestyle twist, and Youtube Shorts seems to connect to longer videos (which I have suggested as a strategy) and saw more people (compared to food) in the cover images. On TikTok they also participate in trends when they can.
   • Frequency: Overall they are producing a TON of content, posting about 2x a day on each channel.
2. Graza (Instagram Reels + Youtube Shorts + TikTok)
   • Content: They post the exact same content across all channels, and seems to do it at the same time. I am not seeing a problem with this as some videos perform very differently. For example this video on Reels got 21k views, when posted on TikTok got 47.4k views, and on Shorts got 664 views. If you dive into their accounts, you will also see they are doing testing with small changes to videos (basically two videos of the same content with slight edit changes) to see what does best.
   • Frequency: Pretty consisent with 1x per day
3. Glossier (Instagram Reels + Youtube Shorts + TikTok)
   • Content: Some content is the same, some is not. They are definitely still new to Youtube Shorts and seem to be testing the waters. They don’t get nearly the visibility as they do on Youtube Shorts vs TikTok and Instagram. They indulge in a trend every now and then on TikTok.
   • Frequency: For TikTok and Instagram they post a few times a week
4. Danessa Myricks Beauty (Instagram Reels + Youtube Shorts + TikTok)
   • Content: Danessa is also new to Youtube Shorts, testing it out to see what this can do for them. However, it looks like they uploaded content from Instagram here – maybe that’s why it’s not performing as well? They don’t seem to have this channel as a priority. Their Instagram Reels content seems to be in templates, either a video they shot at a shoot or the founder doing a selfie video. TikTok has some of the same content as Instagram, but it definitely feels like the content is more “TikTok-ified”
   • Frequency: Instagram has 1-3 Reels posted a day, while TikTok is about 10x a month
5. Scrub Daddy (Instagram Reels + Youtube Shorts + TikTok)
   • Content: TikTok is full of trends and being weird, which has totally worked for them. Their Reels content is a little more tame, but some posts are the same. They only have 4 videos on Youtube Shorts, so I am really interested to see what they end up doing there.
   • Frequency: TikTok 3-5x per week and Instagram Reels 2-4x a week

Our takeaway: Consistency is key – posting at least once a day can do wonders for your brand. I would suggest starting here, posting to all three channels, and then as you can grow your band witch to more videos and chasing up the content across channels do it!