Not exactly the same, but you don't need completely different content either. Keep the same core message. Then adjust the length, tone, and formatting to fit where you're posting.

Different content for every platform is too much work

I don't believe in creating completely different content for every platform. That's an enormous amount of work for small business owners who are already stretched thin.

The core message can stay the same. But it's worth adjusting the length, tone, and formatting to fit each place you post.

Each platform has its own limits

Here's what each platform's own help pages say:

I couldn't find an official character limit for Facebook posts or Google Business Profile posts, so I'm not going to guess.

A post written for LinkedIn won't fit on X. And a post with 15 hashtags won't work on Instagram. That's why one copy pasted everywhere doesn't hold up.

Google Business Profile is the big exception

Google Business Profile is the biggest exception for me. People finding you on Google are often actively searching for a service, not just scrolling.

So I focus those posts on a specific service, relevant local information, and a clear call to action. Facebook and Instagram can be more conversational. I wrote a full guide on how to post on your Google Business Profile.

Sharing from Instagram to Facebook

Meta lets you automatically share your Instagram posts to Facebook. It's a real time saver.

Just know that Meta says the audience for Instagram posts you share to Facebook "may be different from the audience for posts you create on Facebook." Check your settings so the right people see your posts.

Keep it original

Posting your own message on more than one platform is different from reposting someone else's content.

Meta says Facebook prioritizes original content, and that third-party content posted without substantial changes gets reduced distribution. Instagram says it's less likely to recommend reposted reels and content with noticeable watermarks. So if you move a video from one app to another, don't leave the other app's watermark on it.

I go deeper on what cuts your reach in why did my social media reach drop.

A simple way to adjust one message

  1. Write the core message once. What do you want people to know?
  2. For Google Business Profile, name the service and add a clear next step.
  3. For Facebook and Instagram, make it more conversational.
  4. For LinkedIn, add a little more of your expertise.
  5. Trim it for X, and keep hashtags to a few on Instagram.

Need a message to start with? Try one of my 20 post ideas for service businesses. If AI helps you rewrite for each platform, here's how to keep it from sounding fake.

Writing a different version for each platform is exactly what I built Hey Ada to do. Ada writes a version of each post for every platform you use.

Sources

All sources were checked on October 23, 2026.