Why every platform needs its own format

Posting the same text everywhere is tempting because it is fast. It is also why so much cross-posted content underperforms. Each platform trains its audience to expect a certain shape, and content that ignores that shape feels out of place.

YouTube

Long-form video lives or dies in the first 30 seconds. State the payoff immediately, skip the long intro, and structure the script into clear sections with an open loop midway to hold attention. Descriptions should front-load the value in the first two lines, since that is all most viewers see.

Shorts, Reels, and TikTok

Vertical video is about pace. Every line should earn the next, on-screen text should reinforce what is said, and the whole thing should fit in under a minute. One idea per video is plenty.

X

Threads work when each post is a complete thought. Lead with tension or a clear promise, number the posts, and end with a single call to action. Keep each post comfortably under the character limit.

LinkedIn

Short paragraphs with plenty of white space, a first line that works as a headline, and a personal lesson rather than a pitch. End with a question that invites people to share their own experience.

Email

Newsletters reward depth and a friendly voice. Cold emails reward brevity: a relevant first line, one clear benefit, and a small ask. In both, the subject line is the hook.

Let the tools carry the rules

Remembering every platform's rules is exactly the kind of repetitive work software should do. Each Refract tool has these rules built into its instructions, so you can focus on the idea and let the format take care of itself.