--- title: "Content strategy: Cross-app sharing" description: Content strategy for cross-app sharing --- [Skip to Content](https://arushofwords.com/content-strategy-cross-app-sharing#body) Instagram to Facebook # Cross-app sharing K Increased OBPD % Enabled automatic crossposting % CTR ## The problem Users weren't just ignoring our Instagram crossposting feature—they were actively abandoning the experience, directly impacting original content sharing metrics. The existing upsell messaging focused heavily on automatic crossposting functionality rather than communicating genuine user benefits, creating a perception of loss of control that deterred adoption. ## TL;DR I led a comprehensive content strategy revamp for growth upsells by auditing 200+ existing surfaces, mapping the full user journey, and identifying key pain points. Collaborating across Product, UX, and Growth, we aligned on user-first messaging, simplified complex content, and replaced outdated or overwhelming language. I used content decision trees to tailor messaging to user emotions, ran drip tests to optimize headers and CTAs, and built a reusable upsell playbook to scale impact across teams. Content process ## My approach I undertook a comprehensive strategy overhaul: 1. **Conducted a full content audit** to identify gaps and opportunities in the existing messaging. There were over 200 existing upsells all over the ecosystem, distributed across various orgs 2. **Mapped the complete customer journey** to understand key decision points and pain points 3. **Led a cross-functional brainstorming session** with UX, Product, and Growth teams to align on user-first value propositions 4. **Addressed specific UX pain points** revealed through user research: - Overwhelming bottomsheets with difficult-to-scan content - Outdated messaging that didn't address current user needs - Emphasis on features rather than benefits - Intimidating language like "Share automatically" – automatically caused the impression that this was an irreversible action - Hidden controls for selective sharing 5. **Mapped user emotions** to different stages of their journey using content decision trees to guide how and when we showed our upsells 6. **Ran drip campaigns** to identify best performing headers, simplified body and CTAs 7. Created a **growth upsell playbook** to guide other content designers Drip campaign/user journey ## My approach ![Screen Shot 2025-04-03 at 5.48.10 PM](https://arushofwords.com/hs-fs/hubfs/Screen%20Shot%202025-04-03%20at%205.48.10%20PM.png?width=3146&height=990&name=Screen%20Shot%202025-04-03%20at%205.48.10%20PM.png) ![Screen Shot 2025-04-03 at 5.06.01 PM-1](https://arushofwords.com/hs-fs/hubfs/Screen%20Shot%202025-04-03%20at%205.06.01%20PM-1.png?width=2328&height=746&name=Screen%20Shot%202025-04-03%20at%205.06.01%20PM-1.png) ![Screen Shot 2025-04-03 at 5.06.01 PM](https://arushofwords.com/hs-fs/hubfs/Screen%20Shot%202025-04-03%20at%205.06.01%20PM.png?width=2328&height=746&name=Screen%20Shot%202025-04-03%20at%205.06.01%20PM.png)   Advocating for Facebook users ## Strategic pivot Rather than following Instagram's prescriptive guidelines around automatic crossposting (which our research showed was causing friction), I advocated for a user-first approach: - **Value-led messaging** that highlighted specific benefits rather than the feature itself - **Eliminated intimidating language** like "Always share" from headlines and CTAs - **Clearly communicated user control** by educating users about their ability to change sharing settings for individual posts - **Simplified UI content** to improve scannability and reduce cognitive load   ![Drip campaign 1](https://arushofwords.com/hs-fs/hubfs/Screen%20Shot%202025-04-03%20at%205.20.34%20PM.png?width=2048&height=1144&name=Screen%20Shot%202025-04-03%20at%205.20.34%20PM.png) ![Drip campaign 2](https://arushofwords.com/hs-fs/hubfs/Screen%20Shot%202025-04-03%20at%205.30.02%20PM.png?width=2058&height=1156&name=Screen%20Shot%202025-04-03%20at%205.30.02%20PM.png) ![Upsells with data](https://arushofwords.com/hs-fs/hubfs/Screen%20Shot%202025-04-03%20at%205.24.02%20PM.png?width=2054&height=1160&name=Screen%20Shot%202025-04-03%20at%205.24.02%20PM.png) Research Working with our UXR, I identified that users were significantly more likely to engage when we led with value props highlighting tangible user benefits rather than emphasizing functionality-led benefit. XFN collaboration I set up a weekly meeting series with Instagram's cross-sharing content designer, and collaborated closely with her. I also shared our research notes and metrics to influence the outcome of my content strategy.  ## Key Insights & Results My content strategy produced measurable improvements in: - Converted users to turn on automatic cross-posting by 16% - Increased completion rate of the upsell creation processed - Increased original content cross-sharing from Instagram to Facebook by 6k - Created a growth upsell playbook to guide other content designers     Content as a strategic partner ## This project demonstrates how thoughtful, user-centered content strategy can balance business goals with user needs to drive cross-app sharing. Key stakeholders ### I worked closely with:   - Multiple project managers  - User researcher - Product designers - Engineering team - Data scientist team - Legal team - Design leads   ![](https://arushofwords.com/hubfs/raw_assets/public/@marketplace/Lynton/Framework/assets/images/resource-img1.png) Facebook, Meta ### [How content strategy can influence a net-new product experience](https://arushofwords.com/genai?hsLang=en) Learn more ![](https://arushofwords.com/hubfs/raw_assets/public/@marketplace/Lynton/Framework/assets/images/resource-img2.png) Facebook, Meta ### [How I created a scalable, user-first onboarding experience for AI tools](https://arushofwords.com/ai-content-strategy?hsLang=en) Learn more ![](https://arushofwords.com/hs-fs/hubfs/AI-Generated%20Media/Images/writers%20background%20with%20stylish%20concept-1.jpeg?width=700&name=writers%20background%20with%20stylish%20concept-1.jpeg) Allstate ### [Crafting user-centered content: A cross-functional approach to product design](https://www.example.com) Coming soon © 2025 arushofwords