Should we prefer to distribute our content, in a suitable format, on all platforms, or rather target them precisely?

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It depends on the objective and the target audience, but also on the budget. If the budget is limited, you can opt for a vertical 9/16 format, and adapt the codes to a specific platform (where the target audience is located), while distributing the content on others to gain a little visibility, but without expecting miracles.

Making a format that works on all platforms will not work, or only very poorly.

Ideally, there is a message to conduit cn mobile number database in the same format, but we adapt the codes and editorial line to each platform.

The most important thing is to target well...
It's essential. I always base my decision on platform figures. Of course, we fall into certain stereotypes regarding each network. We know that on Pinterest, for example, we'll reach an audience predominantly composed of women. On TikTok, even if the audience is starting to age a little, we know we'll reach a completely different audience. Depending on the objective, the main target, there's an adaptation of the medium and the channel. In agencies, we're there to promise results, so we try to optimize.

This is the basis of all communication and the first point to consider: who is the target? What is the objective? Based on this, we choose our format and platform. Video is not necessarily suitable for all targets and all objectives.

You shouldn't make videos at any cost, you should make them because they are relevant to the target and the objective.

However, today, in the majority of consumption habits, we know that video is consumed much more than the fixed format and that it is better in terms of ROI and engagement. And they are also shared much more easily.

Are the codes of each platform as important as targeting?
Adopting the right platform codes is the third step after analyzing the target and choosing the medium. This is where expertise is required. If you don't use the platforms, you don't know the codes. This is where the question of assigning missions internally or using an agency arises. Trusting a single person may not be relevant for a comprehensive strategy. It's better to be supported by a group of people who are proficient in each platform.

I would tend to say that it's better to master the codes of each platform than to master video editing. It's because it respects the codes, because the format corresponds to the form and expectations that it will work. When you personally consume video content, you can easily detect a video that is broadcast on several platforms without there having been appropriation of the codes. Moreover, when this does not correspond, the reach of the video is reduced because it is less appreciated by the public and therefore less pushed by the algorithm. A Short on YouTube is a short extract whose purpose is to redirect to the original long content. When we find TikTok content in a Short, it does not work very well because it is not what the public and the platform are looking for.

So cross-platform content is not recommended?
With sponsored content, you pay for visibility in all cases, and you can try to find a one-size-fits-all format. It will never be optimized for the platform, but you can create acceptable "advertising" content, but it will have less impact because it will stand out from the user's news feed. By definition, it adapts to what you're watching, so the ads are also targeted.

By sponsoring on the same platform, we could even create one piece of content for audience A and another for audience B, since they don't have the same use for the product. And thus see which works best, or even make the two pieces of content coexist.

What are the pitfalls to absolutely avoid?
Delegating to the wrong people and thinking that because you're young, you know how to do it. This is typical of social media, even if it applies to other fields. Are we going to entrust the management of a plumbing company to someone who has a vocational baccalaureate in plumbing? Knowing who you're delegating to and managing it properly, for me, is essential.

The second thing is to focus on quality and not necessarily on visibility. Today, existing networks and media allow you to qualify your target audience. It's better to spend wisely on a qualified target, rather than trying to build an audience.

And finally, don't make a cross-platform video or a "standard" format that goes everywhere but won't reach anyone. It's better to focus on a platform that matches your target audience, to do something that matches the company's values. Otherwise, there's a big risk of wasting time and money. You shouldn't develop strategies on platforms by thinking, "It's trendy, I'll go on TikTok."