Also called multi-posting
Cross-posting is publishing the same content on several platforms, either identically or adapted to each one.
The efficiency is real and so is the cost. Identical posts carry the wrong aspect ratio, the wrong caption length and often a competitor's watermark, and several platforms demote content visibly exported from another.
Adapting rather than duplicating recovers most of the loss for a fraction of the effort of making new work: reframe for the aspect ratio, rewrite the first line for the platform's reading pattern, remove foreign watermarks.
The one thing worth keeping identical across platforms is the destination. One link in bio page behind every profile means one place to update and one set of analytics.
In practice
A vertical video reframed and recaptioned per platform outperforms the same file uploaded three times with a visible logo from a fourth.
Common mistake
Exporting with the source platform's watermark. Several platforms explicitly reduce distribution for it.
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