Is repeating the content of all social media channels advisable?

Content creation and dissemination on social media can be a tricky thing. Creating good original content takes a lot of time and money. It is important to make the most of the content through social media assets for a brand. There are pros and cons of adapting and sharing the same content on all social media channels at the same time.

Pros of sharing the same content

It ensures consistency in communication. This is a critical thing when it comes to integrated marketing communication.
All your audiences following your channels on various platforms get access to the same message.
Consumers want a great story and it works every where (be it any channel).

Cons of sharing the same content

Every social media channel has a unique audience and (effective) content formats vary across channel. What works on Instagram, does not work on Twitter (The content format).
Each social media channel has separate properties when it comes to information diffusion. E.g. Twitter is great for breaking news. Information diffusion is relatively slower on Facebook. Twitter can be a great channel for new announcements and can act as a hub.
Timing is another issue. The number of active users differ across platforms. However I think it shouldn’t be much of an issue. It can play a small part if your content (and its ability to spread) is extremely sensitive to time such as breaking news.

Possible solution
For any integrated social media campaign, make sure you choose a hub(s), which will be the central place where your story will be told. Other channels can serve as extensions. For video, I’d recommend go for Facebook and YouTube. For information rich content such as an announcement, you can try your blog as a hub. It is also recommended to focus on a few social media channels relevant to your business rather than focusing on all platforms.

P.S. This is an answer by me to a question posted on Quora. I will be sharing more of my top voted content on Quora. You can follow me on Quora through this link

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