How to Crosspost on Facebook

Crossposting on Facebook lets you share a single video across multiple Pages as a native post, massively amplifying its reach without the repetitive work. Instead of sharing a link, which Facebook's algorithm often deprioritizes, crossposting publishes the original video on each Page, complete with its own separate insights while still showing aggregated performance. This guide covers how to set up crossposting relationships and the exact steps to share your videos, new and old, across all your connected Pages.

What is Facebook Crossposting (And Why Isn't It Just a "Share"?)

In the world of social media, seeing your content's reach plateau can be frustrating. You've created a fantastic video, but it's only reaching one Page's audience. The instinct is to hit "Share," but that's not always the best move. Understanding the difference between sharing and crossposting is a game-changer for your video strategy.

When you share a video from another Page, you're essentially creating a new post that contains a link back to the original. Viewers see that it's "shared from" another source, and frankly, the organic reach is often significantly lower. Facebook tends to favor original, native content over shared links.

Crossposting is completely different. It's a built-in Facebook feature designed for creators and businesses managing multiple Pages. When you crosspost a video, it appears as a completely original, native upload on the other Page. There's no "shared from" tag attached. The video autoplays in the feed, looks perfectly at home, and gets the organic reach of a native upload.

Key Benefits of Crossposting:

• Maximize Your Reach Organically: Your video gets the full potential for organic reach on every Page you crosspost to. You're no longer putting all your eggs in one audience basket.
• Consolidate Your Analytics: While each crossposted video has its own individual performance stats (likes, comments, shares on that Page), Facebook also provides an aggregated view. You can see the total performance of a single video across all the Pages it was published on.
• Save a Ton of Time and Effort: This is the big one. You only have to upload your video once. No more manually re-uploading the same file to five different Pages, each time re-writing the copy and adding thumbnails. Upload once, publish everywhere.
• Maintain Full Brand Control: For businesses with multiple pages (e.g., a main corporate page and several regional franchise pages), crossposting ensures the core video content is consistent and high-quality everywhere. Partners can share your official content without having to download and re-upload, which often degrades quality.

Setting Up Your First Crossposting Relationship

Before you can crosspost, you first need to establish a crossposting "relationship" between two Pages. This is a one-time setup that gives one Page permission to crosspost content from the other. You have to initiate this from the Page that owns the video, and the other Page needs to accept it.

The easiest place to manage this is through Meta Business Suite. Here’s how to do it:

Step 1: Get to Your Page Settings

From your Meta Business Suite dashboard, look for the "All tools" menu (it often looks like a hamburger icon with nine dots). Click it, and then find and select "Page settings." Make sure you've selected the correct Facebook Page you want to manage first.

Step 2: Find the Crossposting Tool

This setting seems to move around, but it is typically located within your Page settings. If the interface has updated, look for menus related to "Content" or "Video." For most updated Pages, the path might be: Go to your Facebook Page > Settings > New Pages Experience > Page Access and then look for cross-page permissions.

A more direct and reliable method can often be found in the old Creator Studio layout accessible via Meta Business Suite. Navigate to Creator Studio > Content > Videos. In this section, there should be crossposting options.

The key thing to search for within your Page settings is the term "Crossposting".

Step 3: Add the Page You Want to Connect With

Once you locate the crossposting section, you'll see a box where you can add another Facebook Page. Start typing the name of the Page you want to partner with (it could be another Page you manage or a partner's Page). When the correct page appears in the dropdown list, select it.

At this stage, you will decide on the type of crossposting relationship. You'll typically be presented with two choices:

1. Allowing the other page to crosspost your videos manually.
2. Allowing the other page to crosspost your live videos automatically.

Select your preference and send the request.

Step 4: The Other Page Must Accept the Request

Your work is half done. The admin of the Page you invited will receive a notification. They need to go into their own Page settings to the same crossposting section. There, they'll see your request waiting for them. Once they click to "Accept" the request, the relationship is active, and you can start crossposting videos.

How to Crosspost a Video Already on Your Page

Let's say you have a popular video that's already performing well on your main Page, and you want to give it a second life on a partner Page. Here’s how you do it through Meta Business Suite:

1. Go to Your Content Library: In Meta Business Suite, navigate to the "Content" tab. Here you will see a list of all your published posts.
2. Find Your Video: Filter by "Video" or scroll until you find the video post you want to crosspost.
3. Edit and Distribute: Click the three dots "..." next to the post and select "Edit Post." In the post editor, look for the distribution options on the right-hand panel. You'll find a section named "Crosspost to more Pages."
4. Select Your Pages: You will see a list of all the Pages you have an active crossposting relationship with. Simply check the box next to each Page where you want this video to appear.
5. Publish: Save your changes. The video will then be published natively on the selected Pages. The engagement clocks on those posts start from zero, but the aggregated analytics are tracked back to the original video.

How to Crosspost When Uploading a New Video

The most efficient way to use crossposting is right at the moment of upload. This saves you from having to go back and edit the post later. The process is simple and integrated directly into the video upload workflow.

1. Start a New Post: In Meta Business Suite, click "Create post." Start by uploading your video file.
2. Add Your Video Details: While the video is uploading, fill in all the essential details just as you normally would: a compelling title, a descriptive caption with relevant hashtags, and choose or upload a custom thumbnail. This information will be carried over to all Pages you crosspost to.
3. Find the Crossposting Option: As you move through the video optimization steps, you'll see an option for "Distribution" or "Posting options." Inside this section, you'll see the "Crosspost to more Pages" setting.
4. Choose Your Pages: Just like with a pre-published video, simply tick the checkboxes for the Pages you want to post to. You can even customize the caption for each Page if you want to slightly tailor the message to that specific audience.
5. Publish or Schedule: You can choose to "Publish Now," or you can schedule your video (and all its crossposts) to go live at a future date and time. This is invaluable for campaign planning. Once you hit publish or schedule, your work is done.

Going Live? Amplify Your Reach with Live Crossposting

Crossposting isn't just for pre-recorded videos - it’s an exceptionally powerful tool for live streams. Imagine hosting a live Q&A, a product launch, or a major announcement and having it stream simultaneously across your main brand Page, your CEO's Page, and three influencer partner Pages, all at the same time. The combined reach can be enormous.

Here’s how to set up Live Crossposting:

1. Open the Live Producer: Navigate to Facebook's Live Producer tool. This is your command center for managing all aspects of a live broadcast.
2. Look for Crossposting Settings: In the dashboard on the left-hand side, before you go live, you’ll see a settings menu for your stream. Find the "Crossposting" section.
3. Select Your Pages: All of your approved partner Pages will be listed. Simply check the ones you want to stream to. You only need to set this up once per live stream.
4. Start Your Broadcast: Once you go live, your stream will automatically and natively appear on every Page you selected. Comments and reactions from all pages will appear in your live feed, allowing you to engage with multiple audiences from one central hub.

Best Practices for a Smart Crossposting Strategy

Knowing how to crosspost is one thing, knowing when and why to do it is another. Using this feature strategically will make it far more effective.

• Be Selective With Your Content: Don't crosspost every single video you make. Reserve it for your "pillar" content - the videos with the highest value, production quality, or a message relevant to all audiences. Think product launches, brand anthems, major announcements, or a viral-potential piece.
• Establish Clear Partner Guidelines: If you're crossposting with external partners, communicate clearly. Set expectations for the type of content you'll share and the frequency. Nobody likes a partner who spams their Page with irrelevant content.
• Tweak Your Captions: While the video remains identical, Facebook allows you to customize the descriptive text for each crosspost. Take advantage of this! A caption on a tech community Page might be more technical, while the caption for a general consumer Page could be more benefit-focused.
• Monitor Aggregated Analytics: Pay attention to which Pages are driving the bulk of your views and engagement. Head to your creator studio's video insights and look for the 'crossposted views' breakdown. This data tells you where your content truly resonates and can help you make smarter partnership decisions down the road.
• Build Up Newer Pages: Have a new Facebook Page with a small following? Crossposting high-quality video content from your well-established main Page is a fantastic way to deliver value and build your new audience much faster than starting from scratch.

Final Thoughts

Crossposting is a powerful, native Facebook tool built to help you work smarter, not harder. By setting up crossposting relationships, you unlock a streamlined way to distribute your best video content, saving you immense time while maximizing organic reach and keeping all your analytics neatly organized. It turns your content strategy from uploading to single audiences to broadcasting across a network.

The time you save by streamlining content on Facebook is huge, but we know the work doesn't stop there. Most creators and marketers are juggling Instagram, TikTok, YouTube Shorts, X, and more. Taming that multi-platform chaos is why we created Postbase. We designed a clean, modern tool that lets you schedule your content everywhere from one visual calendar, built from the ground up to handle the video formats that actually drive engagement today. It lets you upload once, customize the caption for each network, and publish your content reliably across all your social channels at the same time.