Codie Sanchez recently gave her take on which social media platforms work the best
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LOS ANGELES - Californer -- Here is a summary of what Codie Sanchez said in her YouTube video about the best content for each platform...

​X (Twitter)

• ​Persona & Tone: X is described as cerebral and fast-paced. You need to be a little smarter and "rudder" than feels comfortable, targeting an audience that wants to be challenged.
• ​Content Style: Post contrarian takes, one-liners, and predictions that invite debate or "a little fight" in the comments. Horizontal videos clipped from podcasts also perform very well

​TikTok

• ​Persona & Tone: Described as having "zero patience," meaning you only have 2 to 4 seconds to grab attention before the viewer swipes away.
• ​Content Style: Use strong, contrarian hooks right away. Super stripped-down, zero-production "yapping" videos—where you are casually talking to your phone in a car or propped up on a water bottle—are "crushing" on the platform. Videos must present a clear problem and solution framework.
• ​Business Value: TikTok is great for top-of-funnel awareness but terrible for off-platform sales (unless you have a highly visual, viral consumer product or a book). TikTok reaches cold audiences much more than it reaches your actual followers.

​LinkedIn

• ​Persona & Tone: A high-signal, professional environment where users want to get smarter, richer, and promoted.
• ​Content Style: Combine professional aspiration with tactical education. High-performing content includes business-related quotes, hiring mistakes, and repeatable frameworks. Currently, professional inspirational quotes stylized to look like tweets are highly effective. Delivering free solutions via "lead magnets" also works well.

​Instagram

• ​Persona & Tone: The vibe is relatable yet aspirational, allowing users to peek "behind the curtain" of an aesthetic life. Instagram heavily prioritizes highly shareable content.
• ​Content Style: Create casual, behind-the-scenes content that feels like you and the viewer are just hanging out. While Reels are necessary for growth, carousels are currently very hot and gaining significant reach.

​YouTube

• ​Persona & Tone: Targeted heavily toward an aspirational crowd looking for deep, tactical playbooks, case studies, and structured education.
• ​Content Style: Focus on story-driven education, detailed breakdowns, and documentary-style lessons. Use fast, creative, and tactical frameworks that apply broadly. Hooks should be counterintuitive and immediately promise value that you deliver without repeating yourself. Additionally, utilize the YouTube Community tab, which is a highly underused feature for growth and sales.

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