I was at a party with my oldest daughter recently — she’s also in marketing — and we didn’t know a single person there. So naturally, we decided to play a game.
We started matching everyone in the room to a social media platform. Don’t worry, it was kept between us (and we ended up making a few friends).

But once we started, we couldn’t unsee it.

Instagram showed up in a designer fit with a brand new YSL bag, bragging about her “European summer.” Conveniently left out the part where she’s 10K deeper in credit card debt. Took 47 photos of her drink, disappeared to the bathroom for an hour to get the lighting right, then Irish-goodbyed. Posted the next morning like, “Best night ever” — but talked to no one.

TikTok walked in mid-dance and had everyone learning the trend in 10 minutes. Swore, “This one’s going viral for sure.” (It didn’t.) Chaotic energy, main character vibes, and somehow predicted Rihanna’s baby name before the announcement. Slightly exhausting, but we love them anyway.

LinkedIn pulled up in a polo and khaki shorts — to a house party. Managed to turn every conversation into a talk about synergy and growth opportunities. Handed out QR codes to digital business cards and posted “Grateful for meaningful connections” the next morning.

Facebook is your auntie who brought a casserole, whipped out the grandkid photos, and somehow started a political debate by 9 PM. Been coming to these parties since 2004 and has the blurry group photos to prove it.

Pinterest spent the night asking for recipes, taking aesthetic photos, and planning their own dinner party but elevated. Left with a “Fall Party Inspo” board and a color-coded shopping list.

Twitter (X) stood in the corner roasting everyone. “Instagram’s doing a photo shoot again? Groundbreaking.” Live-tweeted the drama between LinkedIn and Snapchat and had the whole room refreshing for updates.

YouTube showed up with a ring light, three friends, and said, “Can you say that again but make it sound natural?” Filmed a 45-minute vlog that somehow made a chill night look like a motivational documentary. The algorithm loved it.

Snapchat popped in for 15 minutes, took chaotic selfies with LinkedIn’s hot older brother, sent them to the group chat, then vanished into the bathroom for a dramatic three-minute storytime.

Here’s the thing — every platform has main character energy in its own way.
And your content needs to match that energy, or you’re just background noise.

Your Instagram aesthetic doesn’t belong on LinkedIn.
Your TikTok chaos doesn’t translate to Facebook.
Each platform wants different vibes, and brands that understand this?
They’re the ones getting engagement, sales, and actual community.

The ones posting the same thing everywhere?
Just crickets and confusion.

Ready to stop posting into the void and start showing up with purpose?
Let’s build your cross-platform strategy.