A reuse checklist for four global platforms

The laziest way to put one asset on four platforms is to post it unchanged four times. That is not the most effective way.

The difference is the first three seconds and the ending

On TikTok the first three seconds decide completion rate, so put the conflict right out front. Instagram Reels viewers care more about craft, so the opening can breathe. On X the video is the sidekick and the post text carries the weight. Facebook is the most community-driven, so ending on a question works.

The middle can be identical. Which means the unit of reuse is not "the whole video" — it is "one middle section plus four sets of heads and tails".

Scheduling is not an even spread

Allocate posts by platform weight rather than giving each the same count. Our defaults are TikTok 40 / Instagram 28 / X 17 / Facebook 15 — numbers that come from actual organic traffic distribution, not a guess.

Posting density has three settings: light is one post per channel, standard two, heavy three. Start with standard for the first month, then adjust after two weeks of completion-rate and CPA data.

Two ways to handle copy

One shared caption is less work; rewriting per platform performs better. The gap shows up mostly in hashtags and register — "we found that" on X becomes "you will not believe this" on TikTok.

If one person is running all four platforms, start with the shared caption. Optimize a platform separately once it starts producing volume.