One Size Has Never Fit All: Why Platform-Specific Creative Wins

What you can expect in this episode:

With tight timelines and budgets, it’s tempting for marketers to post the same assets on every channel. But it’s the wrong move. If you want your creative to work – to actually improve ROI – it’s time to ditch the cookie cutters and build platform-specific content.

This is the topic of the latest Humanology on Air episode. Listen as host Terri Cameron and creative experts Kate Petrie and Mark Walters weigh in on:

• Why platform-specific creative is critical;
• How to do it well;
• Overcoming potential challenges; and,
• Real-world examples for inspiration.

It’s Time to Ditch the Cut-and-Paste Approach

In today’s saturated digital landscape, creative is still the biggest differentiator for marketing success. Research keeps showing it, and on a gut level, we all know it: creative directly influences campaign ROI. 

But in 2025, it’s not just about the creative idea itself. It’s about making sure that idea is built for the platform where it lives.

This sounds obvious, but we still see a disconnect when it comes to social media. While brands inherently understand that TV is different from radio, there has been a lag in understanding that LinkedIn is different from Reddit, and TikTok is different from Instagram. And, trust us. They are so very different. 

This is the focus of the latest Humanology on Air episode. We are diving into the importance of platform-specific creative and how marketers can effectively build content that meets audience expectations across social channels.

The Challenges

Building platform-specific content isn’t without obstacles. One of the biggest challenges is keeping up with shifting expectations and technical specs across platforms. From image sizes to character limits to the tone of voice, the rules change. Our suggestion? Start with one or two platforms and master those first. Your brand does not need to be on every channel.

Another pain point is the perceived cost of creating unique creative for each platform. However, platform-specific creative doesn’t have to mean high production budgets. It’s about knowing where to invest in tailored content for maximum impact and where to use more scalable solutions.

Strategic Approaches That Work

A successful approach to platform-specific creative involves a few key strategies:

• Deep platform engagement: Actively using platforms as a consumer helps marketers better understand content trends, tone of voice, and audience behavior.
  

• Partnerships and collaboration: Working closely with media teams and platform reps gives marketers early insights into trends, algorithm updates, and beta opportunities.
  

• Balanced production models: It is essential to know when to use bespoke creative versus scalable formats. High-impact moments may warrant custom content, while other initiatives can leverage tools like AI for quick variations.
  

• AI for efficiency: From generating copy variations to animating static assets, AI is playing a growing role in helping marketers create more content without overextending budgets.

Looking Ahead

As emerging technologies like AI continue to evolve, the potential for dynamic, personalized content will only grow. But one principle will remain constant: creative that respects the platform it lives on will always outperform generic content.

To stay ahead, marketers need to stay close to the platforms, embrace experimentation, and prioritize relevance at every touchpoint.