Social platforms are almost at parity when it comes to features. The major social networks all allow for photography, some kind of text updates and now, even video. Feature-for-feature, they all look nearly identical, but when you look at the nuances of each platform, the differences are stark.

Twitter is the latest player on the native video scene or at least it will be. The platform is planning an upcoming launch for a new feature that will allow users to share videos on Twitter without the video needing to be a Vine embed or a YouTube link. Content will be stored and played natively on Twitter.

There are a few approaches marketers can take to this development, and the one many choose will be to share the same video content they share on YouTube to Facebook to Twitter and then on to Platforms A, B and C. This approach, in most cases, is not the right one.

Content does not stand on its own. It’s defined by the platform on which it is being viewed, and platforms come with different user behaviors as well as functions.

Let’s take Twitter Video as an example. A video is not viewed the same way on Twitter, Facebook, YouTube or even Instagram. For example, YouTube and Facebook with new featured video capabilities allow brands to set up video destinations. People go to them seeking out certain content and then viewing it. They go to spend time watching video.

Facebook (and Instagram) videos when they’re viewed in the News Feed autoplay, which means visuals need to be compelling enough to make users open them as they come upon them serendipitously, activate sound and watch. Twitter Video, on the other hand, will likely have looping six-second video previews, meaning those first six seconds will be critical if marketers hope users will activate and watch them. The videos on Facebook, Twitter and YouTube will, in most cases, need to be different to succeed across platforms.

Different platforms place content in different context. Don’t share the same piece of content across all channels without first considering the context in which it will be shown. The same content behaves differently on unique platforms.