Platform

In the context of social media, the term platform refers to an online service, application, or website that provides individuals or groups with the technological tools and digital space to create and share content while they interact and communicate with one another. The most well-known social media platforms (by user count) are Facebook, Instagram, and X (formerly Twitter). There are also platforms, like Pinterest, that are primarily or entirely visually driven, and others, like TikTok, that focus on video content.

For brands, businesses, and creators, each platform is a virtual stage where they can perform, promote, and build an audience; a platform is also a digital ecosystem where a user’s audience can interact with them. But the platforms differ from one another in distinctive ways—mostly, in terms of what kind of content you can create and share and how you can (or have to) express yourself. Because of these differences, and also because each platform has its own algorithm, features, and set of built-in monetization opportunities, it’s essential to understand the unique characteristics of a platform if you’re going to engage with it optimally and with a communicative strategy tailored to whatever goals you've set.