What are the pros/cons/differences in content creation on different platforms?

I talk about exactly this here! [Case Study] Building An Engineering Brand - Why And How (LinkedIn, YouTube, Twitter, Substack)

LinkedIn is the easiest platform to grow on: [Case Study] How Alex Gets 500,000+ LinkedIn Post Views Per Week. (I agree Twitter is harder to grow unless you're already well-known.)

The other thing to consider is how much "competition" is there on the platform. It's much harder to create a long-form YouTube video compared to a LinkedIn post, which means it's a bit easier to stand out relative to other creators who are crowding LinkedIn.

The value of a follower on YouTube is the highest since it engages so many more senses and therefore your subscribers will know you (and trust you) much more than LinkedIn/Twitter. However, a Substack (email newsletter) follower is also high-value, and comes with the benefit that you have the audience's email address; you're not at risk of the algorithm preventing your reach.

I would decide your platform preference based on what you'll be able to stick to. The creator game is pretty easy to "win" (or at least show progress) as long as you're persistent. If you commit to several years of high-value, original content, it's hard to fail.

• LinkedIn: Far more about quantity rather than quality. I'm a huge fan of LinkedIn as the barrier to entry is low and it's far more about consistency. Once you get good at pattern matching, you'll take off. I have coached several people within the Taro community to becoming big on LinkedIn.
• Twitter: Even though Twitter is known for small posts, it's surprisingly deep. The most viral tweets tend to be long threads where you reply to yourself several times on 1 tweet and it's a big narrative.
• YouTube: YouTube is incredibly hard and far more about quality over quantity. For years, I've been coaching Rahul with his YouTube channel. MrBeast entirely overhauled the "meta" around YouTube, and you need to make incredibly in-depth, narrative-driven videos to survive for the most part. However, YouTube subscribers are incredibly valuable as the depth of relationship is strong (people see your face and watch you for several minutes per interaction).
• Instagram: We haven't dabbled in Instagram, but I worked there and know that you can build a huge brand/business from it. Instagram content isn't very deep though as it's snappy. Originally, people scrolled by your nice pictures, gave a like and moved on. Traffic is moving to Stories and now Reels, but both of those mediums are short-form.
• TikTok: TikTok's algorithm is the most swingy. You can be a channel with 5k followers with 1 video that has 1 million views and all your other videos have 250 views. Everything is short-form so depth of relationship is low. But of course, TikTok is growing the fastest and has a massive audience. You can also build a giant brand/audience from it.

When it comes to value of followers:

• High: YouTube
• Medium: Instagram, TikTok
• Low: LinkedIn, Twitter

There is generally a direct relationship between value of follower and barrier to entry. YouTube subscribers are incredibly valuable, but making videos is hard, easily 5+ hours of work if you want a chance of hitting the algorithm. You can write a viral LinkedIn post in 10 minutes (I have had many low-effort posts get 500k+ views), but LinkedIn followers aren't that valuable (i.e. you need a lot of them before you can parlay it into anything meaningful).

To put things into perspective, I would rather be a YouTuber with 25k subscribers getting 25k views on every video instead of a LinkedIn influencer with 100k follower getting 100k views on every post. But I'm too lazy to make YouTube videos, so I don't do it haha.

Lastly, I highly recommend this playlist: [Taro Top 10] Building An Engineering Brand And Content Creation