How to Cross-Promote a Video on Facebook

You’ve just hit ‘publish’ on an amazing video, but the work isn’t over - it’s just getting started. Simply putting a video on your Facebook Page and hoping for the best is a quick way to get lost in the noise. This guide will give you a clear, step-by-step strategy for cross-promoting your Facebook video to get the views, engagement, and results it deserves.

Why Does Cross-Promotion Matter So Much?

Cross-promotion isn't about spamming your links everywhere. It’s a smart strategy for getting your content in front of different segments of your audience where they already hang out. Maybe your most avid email subscribers missed your Facebook post, or your Instagram followers don't frequent Facebook. Meeting them on their preferred platform expands your video’s reach dramatically. This approach not only boosts your video's immediate views but also signals to the Facebook algorithm that your content is valuable, which can lead to even greater organic reach over time.

Step 1: Get Your Foundation Right on Facebook

Before you share your video anywhere else, you need to make sure it's perfectly set up on Facebook. A shaky foundation will undermine all your promotion efforts.

Optimize Your Native Facebook Post

First impressions are everything. Dial in these details to make your video as clickable and shareable as possible:

• A Captivating Thumbnail: Facebook will suggest a few frames from your video, but they are rarely the best option. Upload a custom thumbnail that is bright, clear, and includes a title or intriguing image related to the video's content. Think of it as the cover of a book - it needs to grab attention instantly.
• An Engaging Title and Description: Your title should be direct and benefit-driven. Instead of "New Company Video," try "5 Marketing Mistakes Costing You Sales." In the description, add context, tag relevant people or Pages, and ask a question to encourage comments.
• Use Relevant Tags: Add tags (keywords) that describe your video's topic. This helps Facebook understand what your video is about and show it to people interested in those subjects.
• Add Closed Captions: A huge percentage of users watch videos with the sound off. Uploading an SRT file or using Facebook’s auto-captioning tool is non-negotiable. It makes your content accessible and viewer-friendly for every situation.

Prep Your Assets for Other Platforms

One video size doesn’t fit all. To effectively cross-promote, you need versions that look great everywhere.

• Create a Vertical Cut (9:16): Trim your primary video into a 15-60 second, action-packed vertical clip. This is perfect for Instagram Reels, YouTube Shorts, and TikTok. It acts as a trailer for your main feature.
• Create a Square Cut (1:1): A square version is ideal for the Instagram feed. It takes up more screen real estate than a horizontal video, making it harder to scroll past.

Step 2: Promote Your Video Within the Facebook Ecosystem

Once your video is live and optimized, it's time to leverage all the tools Facebook gives you to amplify its reach on the platform itself.

Share to Relevant Facebook Groups

Facebook Groups are communities of people actively interested in a specific topic. Sharing your video here can drive highly engaged viewers. But there's a right way and a wrong way to do it.

• Read the Rules: Always check the group rules before posting. Many groups have strict policies against self-promotion. If promotions are only allowed on certain days, respect that schedule.
• Add Context, Don't Just Drop a Link: When you share, write a personalized message explaining why you think the group members will find the video valuable. Ask a question to spark a discussion. This shows you're there to contribute, not just to advertise.
• Engage with Comments: If people comment on your share, respond to them. It builds goodwill and keeps your post visible in the group’s feed for longer.

Feature the Video on Your Own Turf

Your Facebook Page is your home base. Make your video the star of the show.

• Pin it to the Top of Your Page: A pinned post is the first thing visitors see. By pinning your new video, you give it prime real estate and maximize its visibility for anyone who lands on your Page.
• Create a Teaser for Facebook Stories: Use that vertical clip you created earlier. Post it to your Facebook Story with a "See More" link that directs viewers straight to the full video post. Stories get a lot of eyeballs, and this is a low-effort way to funnel those viewers.
• Share It from Your Personal Profile: Your personal network can be a powerful amplifier. Sharing your Page's video to your personal timeline (with a genuine note about why you're proud of it) can introduce it to an entirely new set of people.

Step 3: Branch Out - Cross-Promote on External Platforms

Now it's time to bring audiences from your other channels over to your Facebook video. Remember, the key is to create native promotional content for each platform that leads back to your main video.

Promote on Instagram

Instagram is a visual powerhouse, making it one of the best places to promote your video. Here’s how:

• Use Your Vertical Teaser on Reels: Post your 15-60 second vertical trailer clip as an Instagram Reel. Make the clip attention-grabbing from the first second. In the caption, use a strong call-to-action like, "This is just a preview! Watch the full breakdown on our Facebook page. Link in bio!"
• Use the Instagram Story Link Sticker: Post your promo clip or a compelling graphic to your Instagram Story and use the "Link" sticker. You can customize the sticker text to something like "Watch Full Video Here" and link it directly to your Facebook video post.
• Post a Thumbnail Image to the Feed: Post the awesome custom thumbnail you created earlier to your main Instagram grid. Treat it like any other photo post, but make the caption a billboard for your video: "We just dropped a new video on Facebook covering [video topic]. If you want to learn [benefit], head over via the link in our bio to watch!"

Leverage Your Email List

Your email subscribers are your most dedicated audience. They gave you permission to contact them directly, so don't leave them out.

• Embed a Clickable Thumbnail: Don't just paste a link to your video in an email. It looks boring. Instead, take a screenshot of your video with the play button visible, embed that image in your email, and make the image a clickable link that goes to the video on Facebook. People are visually wired to click play.
• Sell the 'Why': Your email copy should build anticipation. Briefly explain what the video is about and what problem it solves or what value it provides. Create curiosity that makes clicking the link feel essential.

Use Your Website and Blog

Your own website is a valuable piece of digital real estate. Use it to give your video a permanent home.

• Embed the Video in a Blog Post: Find a blog post on your site related to the video's topic and embed your Facebook video directly into the article. This adds dynamic content to your blog post and drives views to your video from your website traffic. It's a win-win.
• Add it to a "Resources" Page: If you have a dedicated page for resources, tutorials, or guides, add your video there. This is an excellent way to capture views from people actively looking for information on your site.

Create Buzz on Other Social Networks

Adapt your promotional content to fit the culture of other platforms like X (formerly Twitter), LinkedIn, and even Pinterest.

• On X: Post your teaser clip directly to X with a short, punchy message and a link to the Facebook video. Ask an engaging question to spark replies.
• On LinkedIn: LinkedIn is all about professional value. Share your video trailer and write a more detailed, thoughtful caption explaining the business takeaways or skill-building insights a viewer will get from watching.
• On Pinterest: Create a striking vertical "Idea Pin" from your video's content that links back to the full version on Facebook. This works exceptionally well for tutorials, DIY projects, or visually-driven topics.

Final Thoughts

Creating great video content is half the battle, the other half is making sure people see it. By building a thoughtful cross-promotion strategy that spans across Facebook's own ecosystem and your external channels, you give your video the best possible chance to find its audience, spark conversations, and achieve your goals.

When juggling posts for Facebook feeds, stories, Reels, and all your other platforms, things can get chaotic fast. We built Postbase to solve this exact problem. As a platform designed for today's video-first world, we make it easy to plan and schedule all your promotional content - from your core video to your Reels and Shorts teasers - in one simple, visual calendar, so you can focus on creating instead of getting bogged down in scheduling.