Online video is no longer just about YouTube. Facebook, Instagram and Snapchat are all options for brands creating video, which must keep the characteristics of each in mind when producing and formatting. Snapchat and Instagram are best for short snippets aimed at millennials with a short attention span, and Snapchat is best when brands want to communicate “authentically” (as in less polished, more spontaneous). YouTube and Facebook are best for targeting, and for brands with big budgets. To simplify all video platform options for brands, L2 has published an interactive platform diagnostic tool that compares Snapchat, YouTube, Facebook and Instagram videos in Duration, Publishing Cadence, Content Creation, Targeting Capabilities, Millennial Engagement, and Ability to Drive Organic Reach. Explore the interactive visual here.
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