One post can say something different on each platform. Each channel you select gets its own content, so the LinkedIn version can be measured and the Instagram version can be short.
When to bother
| Same everywhere | Worth tailoring |
|---|---|
| An announcement, an opening hours change, an event date. | Anything you actually want engagement on. |
| Time-sensitive posts where speed matters more than polish. | LinkedIn, where the tone is different from everywhere else. |
| Instagram, where the caption does the work the link cannot. |
Practical differences
- Instagram — links in a caption are not clickable. Say where to go instead of pasting a URL.
- LinkedIn — a professional audience; lead with the point, not the offer.
- Facebook — shorter than you think. Long posts get truncated behind a "see more".
- Google — your Business Profile. Practical information beats marketing language.
Images across channels
When you change an image or a video on one channel you are asked whether to update it for all of them. Say yes when it is the same campaign asset — it saves repeating the upload — and no when a channel genuinely needs its own crop.
CHECK EVERY CHANNEL BEFORE YOU SCHEDULE