Understanding the growing need for platform-specific strategies in a creator’s toolkit

Creators Vriddhi Patwa, Rida Tharana, and Amulya Rattan help us understand the relevance of platform-specific content through their strategic approaches that change with platforms like Instagram and Snapchat.

With platforms like Instagram or YouTube feeling familiar and accessible, that's algorithmically designed to reward early traction with visible reach, the increasing number of people choosing to pursue careers as content creators is not surprising. But as creators grow their audience and begin to understand the value of platform-specific storytelling, it becomes almost inevitable for them to diversify and explore spaces that help them tap into new, engaged audiences. Snapchat, with its Gen Z-heavy base and native tools, often becomes a natural extension. 

Yet many creators in their emerging stage often overlook that not all platforms speak the same language, and what thrives on Instagram may fall flat on Snapchat. Creators Vriddhi Patwa, Rida Tharana, and Amulya Rattan are among the few who have not only built their audiences on Snapchat but also understand that adapting to a platform is just as crucial as showing up on it. They shared about having a different approach, the formats that land well with Snap’s audience, and how letting go of polished perfection and embracing spontaneity can make all the difference. As creators branch out and explore other platforms like Snapchat, they have learned how the rules might be different along with the audience.

Also Read: #Filmstagram: Maroof Umar on framing culture and filmmaking in the age of instagram!

Here's what they have noticed and adapted to -

Learning to speak the platform's language

Vridhhi Patwa points out the stark contrast in how people interact on the two platforms.“The main difference I have seen on Snapchat and Instagram is that on Snapchat, everyone is so much kinder. Everyone is putting their organic selves out there. No one is trying to put on a face. You don’t get as many hate comments.” She noticed that it’s this sense of comfort and ease that makes creators come back. Amulya Rattan, who found her groove on Snapchat, simply opens the app which is camera ready, say what’s on her mind, and shares it with her audience. Rida Tharana adds "I love that I don’t have to sugarcoat anything or stress about aesthetics. It’s just raw, everyday life. 

Rethinking their approach across platforms

For most creators, content planning looks very different depending on the platform they’re working with. Instagram often comes with the need to curate, polish, and present a version of life that feels aesthetically pleasing. But on Snapchat, things shift and the approach becomes more instinctive and less rehearsed.

Rida Tharana adds, “I’m still learning how to use Snapchat, especially with Spotlight and creating separate content for it. For now, I repurpose a lot. But Snap Stories, that’s where it feels super easy. Unlike Instagram, where I filter my posts, Snapchat is literally just about my day.  It feels like chatting with a best friend in a raw, real, and unfiltered manner.”

While many creators start by treating all platforms the same, it doesn’t take long to realise that content strategy isn’t one-size-fits-all. What works well on Instagram often needs a rethink before it can land effectively on Snapchat. The difference lies not just in audience behaviour, but also in the tone and style of the content itself. Patwa mentions, "One of the things that works on Snapchat is that you can just keep the camera anywhere and it’ll work. People there like to see a very raw, organic side of you. But on Instagram, the video needs to be curated. In my opinion, people like to see more filters, edits there. So, the video on Instagram needs to be produced a lot.” For Tharana, the contrast between the two platforms is clear. “With Instagram, I plan strategies, write scripts, and think through every detail – what to say, what not to say.”

Understanding revenue streams 

The audience that engages with creators plays a big role in shaping how and what they choose to share. But beyond engagement and reach, what really makes a difference is how supported these creators feel on a platform, both emotionally and financially. Instagram, being one of the earliest and most established platforms for influencer marketing, still holds its ground with a structured ecosystem. Branded collaborations, affiliate marketing tools, product tagging, and features like Instagram Shopping continue to drive revenue for creators who build a visually appealing and consistent presence. 

On the other hand, creators say Snapchat offers a more positive space to be themselves, with a monetisation model that feels more direct. Amulya highlights how Snapchat's monetization feels more rewarding. "There’s a huge difference in how supportive and beneficial it is compared to Instagram.”

Instagram's monetization is largely driven by external collaborations where brands pay influencers based on engagement metrics, reach, or conversion potential. Features like Instagram Shopping and affiliate tools help creators earn, often depend heavily on followers' buying behavior, in contrast to Snapchat's direct monetization. Through its Stories Revenue Share Program and Unified Monetization Program, creators with at least 50,000 subscribers who post consistently can earn a share of ad revenue simply by posting Public Stories that meet certain viewership and activity thresholds. Snapchat’s Unified Monetization Program takes this a step further by combining revenue from both Stories and longer Spotlight videos, allowing creators to benefit across formats without splitting efforts. 

For creators who have already built a strong presence on Instagram, the idea of adding another platform to the mix can feel like a lot. However, as part of this growing economy, some feel that exploring growing platforms like Snapchat might offer a very different kind of creative freedom and connection that one should not miss out on. Patwa believes that creators who’ve found their rhythm on Instagram should seriously consider expanding to Snapchat. “If you have already grown on Instagram, you should shift to Snapchat also, because you will, first of all, grow more audience, and second, it is the place to be." It's this feeling of ease and freedom that even Rattan connects with, too. She adds that the absence of constant pressure to perform or perfect your content changes the entire experience. “There’s no pressure to be perfect, and that is the best part. From my own experience, the community here is insanely supportive and kind. 

At the end of the day, it’s not just about being present on every platform but about knowing how to show up differently on each. As content creation becomes a serious career option, this platform-specific approach could prove to be the real game-changer. 

What are your thoughts on the relevance of platform-specific strategies? Tell us in the comments below!

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