How to Cross-Post Between Facebook and Instagram Using Meta Business Suite
About This Article
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SUMMARY: Cross-posting between Facebook and Instagram using Meta Business Suite helps tourism businesses save time, stay consistent, and reach more prospective customers. Once your accounts are connected, you can share posts, photos, or Reels to both platforms at once, schedule content in advance, and track what works best. When you post thoughtfully, with accurate details, proper tags, and with respect for cultural stories, your content travels further, builds trust, and keeps your business top of mind for future visitors.
Tourism businesses often juggle a lot with modest marketing budgets and tight schedules. Cross-posting keeps things simple by letting you share one post to both Facebook and Instagram at once, saving time and helping more travellers discover your content.
Meta owns Instagram and Facebook (along with Messenger and WhatsApp), and provides a free tool called Meta Business Suite to manage cross-posting, scheduling, insights and more. Think of it as a central control room for your business’s Meta channels.
Why Cross-Posting Matters for Tourism
Travellers don’t just browse one platform anymore. They bounce between Facebook, Instagram, Google, Reddit and countless other platforms before choosing where to go or who to book with. Your Instagram visuals may draw some in, while others check Facebook for reviews, events, or opening hours. Meta is more likely to show your posts to a broader audience when your Facebook Page and Instagram account are linked and you post consistently on both. Active, well-connected accounts tend to get better visibility in feeds, which helps more travellers see your content.
Tourism Tip: Treat each post as a stepping stone in the customer journey. A traveller might see your Instagram Reel first, save it for later, then check your Facebook page for booking info or reviews. Keep the thread between the two platforms clear, so they work together to guide travellers from curiosity to action.
Set Up Meta Business Suite
Set up Meta Business Suite at business.facebook.com or in the mobile app. This handy tool lets you create, schedule, and analyze posts for both Facebook and Instagram. Click on the “Get Started” button, then follow their instructions to set up your account.
How to Get Started With Cross-Posting
- Log in to both your Facebook and Instagram business accounts.
- In Meta Business Suite, click the Home 🏠 button, and follow the prompts to connect your pages. Or scroll down to “Settings.” (Note – Meta makes frequent updates, so you may have to hunt around to find “Settings”. Linked Pages and Accounts are typically managed within the central Accounts Center, accessible via Meta Business Suite or the Instagram/Facebook app Settings.)
- In “Settings,” add or view your Facebook page under “Pages,” and your Instagram Account via “Instagram Accounts.”
- On Instagram, the original post and sharing settings are typically set up in the mobile app, though content can be scheduled and managed via Meta Business Suite on desktop. On mobile, go to your profile page (tap the 👤 icon in the bottom right). Tap the “≡” icon in the upper right corner, select “Accounts Center, Sharing Across Profiles” and add the relevant Facebook account(s).
- From Facebook, navigate to your business’s Facebook page. On mobile, tap on your profile’s photo to access your Main Menu. Scroll down the page to “Settings & Privacy.” Select “Settings.” Scroll down and, under “Permissions, select “Linked Accounts”, and follow the prompts. On a desktop, go to your Facebook page. At left, under Manage Page, click “Settings.” Scroll down to Permissions and choose “Linked Accounts” and link your account there.
- Meta Business Suite on desktop makes it super easy to create content and cross-post once your accounts are connected. Log in, and choose from the content options:
It will ask you which profiles you wish to post to.
Once linked, you can post to both platforms from one dashboard, track performance side-by-side, and even reply to messages from both platforms in a single inbox.
Tourism Tip: Before posting, check that your Facebook Page is the one travellers expect to find. Many small businesses accidentally link to an old or personal Facebook Page, which confuses users and may impact their perception of your business.
What You Can and Can’t Cross-Post
- You can cross-post photos, Reels, and videos between a professional Instagram account and a Facebook Page using the Meta Business Suite or the Instagram app.
- Features like automatic scheduling, link customization, and Reels monetization eligibility may vary by region or account type.
- Content features like licensed music, interactive Story stickers (e.g., polls, quizzes), and specific link formats will often not transfer properly, or at all, between platforms. You must add these manually to the post on the second platform.
Tourism Tip: Always preview your cross-posts to ensure critical information, like your location, hours, or booking link, is visible and accurate. If posts appear cropped or formatted incorrectly, travellers might miss key details or assume that your business isn’t active. Over time, this can lead to fewer bookings, reduced trust, and a weaker online presence.
Adapting Your Content for Each Platform
Even though cross-posting saves time, it’s important to keep in mind that Facebook and Instagram audiences engage differently.
Instagram works best when your visuals lead the way, but captions add depth to your story. A quick caption can capture attention, but longer ones can draw travellers into the experience. The correct caption length depends on your goal; keep it short for quick updates or promotions, but take your time when telling a story that connects people to a place.
Facebook is where travellers slow down to read, plan, and connect. Unlike Instagram, which relies on visual impact, Facebook audiences often expect more context, like details about your location, a link to your booking page, or a story. Longer captions can work here, especially when paired with helpful information or an invitation to engage, like asking visitors to share their favourite trail, memory, or season to visit.
Use Meta Business Suite to tweak captions for each platform before publishing, as this can improve post performance. There is a “Customize Post for Facebook and Instagram” button you can toggle on the “Post Details” block. Customizing posts helps ensure you tag the right people, collaborators, and businesses, since tags or handles can vary across platforms. It also lets you tailor the amount of text, the tone, or the detail you’d like to include for each audience.
Tourism Tip: When cross-posting, think about what travellers on each platform are looking for. On Instagram, a stunning visual might inspire them, but on Facebook, they may be closer to the planning stage. Add a brief call to action, like “Book your stay” or “Find us on the map,” to turn that inspiration into action.
Managing and Scheduling Content
Scheduling posts in Meta Business Suite helps you stay consistent, especially during busy seasons. You can:
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- Draft a post once and schedule it to go live on both Facebook and Instagram. (Look for “Scheduling Options” under the “Post Details” block.)
- Review your analytics to see which platform gets more engagement. Click on “Insights” in your left-hand menu to see data about engagement, audience demographics and more.
- Adjust your strategy based on performance (e.g., if Reels perform better than photos).
Tourism Tip: Use your own analytics to find the best posting times. While general industry data shows travel content performs well during commute hours (7–9 a.m.) and in the evening (5–9 p.m.), your audience may behave differently. Check Meta Business Suite Insights to see when your followers are most active on each platform, then schedule posts for those peak times.
Cultural and Ethical Considerations
If you’re sharing content featuring First Nations, Inuit, or Métis Peoples, or other cultural communities, share it with care. Always get permission before filming or posting about cultural events, artwork, or traditions, and, even better, work directly with the Peoples or Nations involved. (It’s also best practice to tag and credit the original creator of any content you share, no matter the culture.) Avoid paraphrasing or posting on someone’s behalf without explicit consent, and ensure captions are consistent across platforms. Doing so protects cultural integrity, builds trust, and keeps your storytelling authentic and respectful.
Tourism Tip: When featuring a local Indigenous artist or cultural partner, include their name, Nation, and consent in every version of your post across both platforms. Tagging and crediting them helps travellers learn about the people and places behind the experience and shows that you value collaboration and respect in your storytelling.
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Disclaimer: Digital tools and platforms used in tourism marketing evolve quickly. Features, algorithms, interfaces, AI and even how travellers find or engage with your content may change over time. This article is designed to stay relevant for tourism businesses in BC, but processes, settings, and terminology can shift. For the most accurate and current information, always check the official documentation or help pages of the tools and platforms you use to share, advertise, or manage your tourism business online.
Last updated: December, 2025
