• by Ben Jeffries , April 9, 2025

We live in a world obsessed with convenience. As with online shopping, it’s tempting to try and find everything in one place -- but ease often comes at the cost of quality. In influencer marketing, that shortcut mentality leads to watered-down, underperforming campaigns.

Here’s the uncomfortable truth: Not every creator thrives equally on every platform -- and each platform treats creativity in its own distinctive way. Yet brands continue to treat channels like interchangeable billboards, expecting creators to copy-paste the same content across TikTok, Instagram, YouTube, and Snap -- as if the algorithm, or the audience, won’t notice.

They do. They scroll past.

The irony? Creators already know this. But bespoke, platform-specific content takes time -- and budget. When brands aren’t willing to invest in doing it right, the shortcuts creep in. And so does mediocrity.

Our recent study found that 76% of creators extensively customize their content for different platforms, and 66% adapt their tone of voice for each one.

Creators are platform specialists. They know what works, what doesn’t, and how to make content feel native rather than forced. When brands cherry-pick creators based on platform fit -- even if it means working with more people -- engagement, authenticity, and performance improve.

Flip the brief: platform before creator

Most briefs start with: Who are the right creators for our brand? But the smarter question is: What platform is right for this message -- and who thrives there?

The best campaigns begin by identifying where the message will resonate most, then selecting creators who are native to that space. Sometimes that means using a creator only on one platform -- even if they have a large audience elsewhere.

It’s not about squeezing the most out of a creator across every channel. It’s about using them where they’re most effective. Fit beats reach.

Platforms are ecosystems

TikTok thrives on fast, trend-driven creativity. YouTube rewards storytelling. LinkedIn amplifies insight. These platforms aren’t interchangeable. They’re ecosystems with their own rhythms, rules, and communities.

What’s clever on TikTok might feel cringeworthy on LinkedIn. What sparks conversation on Reddit might flop on Instagram. Creators embedded in these spaces understand the tone, timing, and trends.

Platforms reward fluency, not frequency.

Co-create, or don’t bother

Still treating the use of creators like a media buy? Good luck with that. The best results come when you bring them in early.

Treat them like product experts. Let them help shape the story.

That’s how you earn trust, spark advocacy, and get content people actually believe.

Creators should be an extension of your team.

Not every platform deserves your brand

Let’s be honest: just because a platform exists doesn’t mean your brand should be on it. You don’t need to chase every trend, jump on every new feature, or awkwardly force your way into a space that doesn’t fit. In fact, trying to be everywhere usually means you end up standing out nowhere.

Platform-first means making confident choices. Say no to the wrong platforms. Say yes to the ones where your story belongs.

Your brand’s relevance depends on knowing the difference.