Media mix involves selecting the right message for a medium, coordinating messages across media to reinforce basic concepts, and choosing useful points of entry for customer engagement by media. Sometimes, for example, a short Snap ad could lead to a deep customer experience on a site or in an app — at which point the relationship turns into a transaction. Media are like steps between levels in a home, they can be arranged in many ways.
Besides thinking about the type of content that will perform well on each platform, brands also need to think about the length and visual style of each soundbite.
Source: Why Brands Need to Tailor to Each Social Platform to Win – Adweek