30 August 2023 Video Marketing Strategy

Cross-Promotion Strategies for Social Media

Discover the art of cross-promotion on social media. Dive into strategies, best practices, and collaboration ideas to amplify reach and engagement.

We've all been there – scrolling through our feeds, and suddenly, there's a post from our favourite coffee brand promoting a trendy local bakery. That's cross-promotion, and it really has the power to pack a punch. Done right, it can amplify reach, boost engagement, and create win-win situations for brands.

Whether you're an SME or working with a state-of-the-art video production company, cross-promotion can be your secret weapon. Intrigued? Let's dive in.

1. Why Cross-Promotion?

In a cluttered digital landscape, standing out is a challenge. Cross-promotion:

  • Expands Reach: Introduce your brand to a new, yet relevant, audience.
  • Cost-effective: Less spendy than traditional advertising, with often better results.
  • Builds Trust: If Brand A vouches for Brand B, fans of Brand A are more likely to trust Brand B.

2. Choosing the Right Partners

Collaboration is the heart of cross-promotion. But it's essential to choose wisely:

  • Shared Audience: Ensure there's audience overlap but not direct competition.
  • Complementary Products/Services: A fitness brand and a health food store? Perfect match!
  • Shared Values: If one brand is eco-conscious, partnering with an eco-friendly video production company makes sense.

3. Cross-Promotion Ideas to Get You Started

  • Shared Giveaways: Collaborate on a giveaway where fans need to follow both brands to enter.
  • Takeovers: Swap social media accounts for a day. Offer insights, promotions, or behind-the-scenes peeks.
  • Content Collaboration: Work with a video production company to produce joint content. Think: videos, infographics, podcasts.
  • Bundle Offers: Combine products/services for a special discount.

4. Best Practices for Cross-Promotion Success

  • Clear Communication: Ensure both parties understand goals, responsibilities, and deliverables.
  • Quality Over Quantity: Don't cross-promote with everyone. Select a few strategic partnerships.
  • Consistent Messaging: If you're promoting a joint product, ensure both brands communicate it similarly.
  • Monitor & Adjust: Track performance. What's working? What isn't? Pivot accordingly.

5. Potential Pitfalls to Avoid

  • Mismatched Audiences: A trendy nightclub and a children’s toy store? Probably not the best fit.
  • Over-Promotion: Don't bombard your audience with constant cross-promotions. It can lead to fatigue.
  • Not Reviewing Content: If partnering with a video production company for joint content, always review before publishing to ensure brand alignment.

Wrapping up

Cross-promotion on social media isn't just a strategy; it's an art. It's about understanding audiences, crafting joint narratives, and producing content – be it a simple post or a high-quality video with a video production company – that resonates.

In a world where digital noise is at an all-time high, cross-promotion is your chance to cut through, create synergies, and make social media magic. So, ready to play matchmaker? 

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Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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