Chapter 8: Why the Same Ad Fails on Different Platforms — Platform Psychology

1. The Myth of “One Size Fits All”

You cannot film one 30-second commercial and post it everywhere. Why? Because the background noise of each platform is different.

2. Library vs. Dance Floor

• Google (Library): Users want answers. Keep it fast, clear, and relevant.
• TikTok (Dance Floor): Users want fun. If you look like a teacher giving a lecture, they’ll walk away.

3. Brand in Action: Coca-Cola’s Contextual Creativity

1. Google Search: They buy “Party Food” keywords to embed the brand in your answer.
2. Instagram: They post high-aesthetic, filtered photos of ice-cold coke on a beach.
3. TikTok: They launch #ShareACoke challenges, encouraging rough, authentic fan-made videos.

Lesson: Don’t dance in a library, and don’t lecture in a nightclub.

Next Chapter: Chapter 9: What is Target Audience? Moving beyond Age and Gender.