As Bleacher Report celebrates its 8th birthday, it is the No. 2 sports publisher on the Web (behind ESPN) and the No. 1 social media publisher, as measured by engagement and interactions.

The key to its success? Bleacher Report strives to be authentic on each of its key platforms, Chris Nguyen, vice president of product at the San Francisco-based digital start-up, explained at the INMA Mobile Strategies Conference in Seattle, Washington, USA.

“We’re creating great experiences, whether it’s on Instagram, Facebook, Snapchat, Twitter, or within our own site or our own app,” Nguyen says.

His advice?

“Really think about what’s the right voice, the right content, to approach different platforms. For us it’s all about finding the right voice, for the right platform, in order to build the right experience.”

That content is different on Facebook, Instagram, Twitter, or other platforms. Speaking of Instagram, Nguyen has specific advice about strategy in that space. Again, it comes back to authenticity.

The content on Instagram has to be different than youd find on Twitter or Facebook. People want to be wowed on Instagram. They want something unique.