Platforms demand differenceThe first thing you notice when you spam your content across platforms is that it’s rare, in 2015, for one thing to do extraordinarily well in more than one or two venues without significant modification. The next thing you learn is that the best way to succeed on a given platform is to write/film/record/aggregate with that platform explicitly in mind. The next thing you learn is that doing so makes that content extremely weird when taken out of context, which makes it incompatible with other venues. A Vine video might work on Facebook, if you’re lucky, but a Facebook video probably won’t work on Vine. Quizzes that explode on Facebook seem strange on Twitter. A tweet might seem powerful and informative in the Twitter timeline, but look small and pathetic embedded in a website; a tweeted joke might do decently on Twitter but function better as a screen-cap on Tumblr, if at all. The article or video or object that functions well across all contexts is either transcendently newsworthy or shocking—and therefore rare—or extensively adapted.