There is no such a thing as a better platform. Each social platform has its own perks and their effectiveness depend on the target you want to reach, the message you want to convey and the conversation you, as marketer, want to initiate. In fact, this difference in platforms is key in the understanding of the kind of content and messages sent through each platform. Marshall McLuhan once said “The medium is the message”; Originally thought for analog media, this great piece of learning can guide us in the way we produce content for each platform. Each social media platform has its own characteristics, and these characteristics will define the nature of the content in each platform. Not all content is created equal for each platform.