Cross-promotion

Cross-promotion has two common meanings, both concerned with routing an existing audience to a new surface.

First, platform cross-promotion: posting a TikTok to Reels, stitching an X thread into a YouTube Short, or funneling podcast listeners to a newsletter. The reason is resilience — one platform's algorithm shift cannot take down an audience spread across four surfaces.

Second, creator-to-creator cross-promotion: shout-out trades, joint lives, co-written posts, or mutual tagging with a peer of similar size. This transfers warm audience between profiles at near-zero cost, which is typically cheaper per follower than any paid channel.

Clean cross-promotion respects platform-native form — a repurposed TikTok with the watermark still visible underperforms a natively re-uploaded version. Track the inbound with UTMs where possible.