Almost every idea we run now lives on three platforms: instagram, tiktok and linkedin. You can shape it for each, or you can cross-post and watch two of the three underperform.

Shaping costs almost nothing. The same idea wants a different first line on linkedin than on tiktok, a different length, and a different level of polish. The idea stays, the packaging moves.

Cross-posting costs reach. A tiktok with a visible instagram watermark gets throttled, and a linkedin post written like a reel caption reads as noise.

Plan the idea once, then dress it three times. It looks like more work and it is not.