What Marketers Really Want From a Crossposting Tool

A common way Storrito users think about social media tooling solutions is as follows. During the working day, they work by hand. Then, for evenings and weekends, they want to use scheduling or auto-comment functions when no one on the team wants to be at a laptop.

We want the platforms to work for us, so the team can actually be off.

What “saves time” actually means when you schedule Instagram Stories

The phrase “saves time” pretends you would otherwise be doing the same work yourself, in the same place, just slower. But, in reality, you probably wouldn't be. The work tools replace is the work you would otherwise be doing on a Sunday at 8pm when your partner asks if you're seriously about to open Instagram again. The hour you get back belongs to you, not to your desk.

That changes what many are actually measuring social media marketing tools against. The marketer running an e-commerce brand isn't grading tools on whether posts or comments went out at the right time alone. They are grading them on whether the funnel converts on Monday morning, after they actually slept, and on whether they have the energy to be in the comment thread when they get there.

What saved time gets spent on

Here's the thing most people get wrong about saved time. They assume the hour a tool gives back gets redeployed into more work. Smarter work, sure, but more of it. Reply automation, AI-generated DMs, scheduled engagement. As if we all want to be on at all hours, just more efficiently.

What I actually hear from customers, including the one I quoted at the top, is the opposite, though. They want the tool to handle the off-hours so they can actually be off. Then, during work hours, they want to be in the comment thread themselves, not spending time running an inbox tool that pretends to do it for them (for example).

The better solution is to automate the parts of the funnel which aren't compromising your business values - so, if posting at the right time is something you can automate but isn't as visible, this is a chunk of time you can plough back into replying to comments, providing excellent customer service or, you know, taking a coffee break once in a while.

Being picky about the parts of the funnel you handover to tooling solutions is better than feeling obliged to automate everything and give yourself the marketing ick in the process.

The Storrito setup pain customers constantly ask us about

The thing customers actually ask Storrito about a lot is not auto-anything. It's more often than not about account setup itself, which is a maze if you have ever sat down to do it for more than one brand.

Take Facebook Crossposting, for example. Which Instagram business account connects to which Facebook page? Which toggle in Meta's Accounts Center is on for Stories versus Posts versus Reels? Wading through all of this can be a real headache.

If you run an Instagram account and a Facebook page, you will spend the next several years - and it will feel like decades - inside Meta Business Suite, the Accounts Center, and the Instagram's own creator dashboard, whether you like it or not.

The true aim of useful social media tools isn't to replace these, but to make the basis of work underneath them calm enough that those Meta tools on top become a usable place.

So, why is it so rare to find an all-in-one solution?

Our team has a phrase for this:

Storrito deals with its niche, so the marketers can deal with theirs.

It's a bit cheesy, but it's not just a nicety. In the case of Storrito, the publishing layer is a real engineering problem, and it's a small enough one to do well - as long as you dedicate the time and resources to it. A tool that tries to stack more and more features on top of core functionality ends up being a worse version of three other products at once.

Our experience has shown that marketing professionals don't want one product that does five things badly. They want their tool stack to work as well - and with as little interference - as possible, so that it makes running their sales funnel easier, not harder.

The customers who get the most out of Storrito

Back to the customer quoted at the beginning of this article. Fundamentally, they wanted the platform to work for their team so they could all actually be off in the evenings and on weekends.

The marketers who get the most out of Storrito are the ones who already know this about their own work. They're not trying to automate their expertise or replace themselves. They want the publishing side handled cleanly, so the rest of their week can be spent on focused work and talking to their communities.

To find out more about Storrito, don't hesitate to get in touch via support@storrito.com or simply sign up here to try it for free!