Most brand posts on Snapchat are videos, but video accounts for just a few Instagram brand posts. However, that could change as the platform rolls out more ad-friendly features.
L2’s Instagram vs. Snapchat report finds that the majority of brand posts on Snapchat are videos. In contrast, video accounts for only 6-14% of branded Instagram content, depending on the category.
Snapchat’s impromptu vibe lets brands be more experimental with video content. In contrast, Instagram content has high production standards that are difficult and costly to reach. Photos also garner more engagement than videos on the platform, compounding brands’ reluctance to invest in the medium.
But that could change as Instagram alters its video features to lure advertisers. The platform extended video ads from 15 to 30 seconds and began supporting the landscape format in September, making it easier for brands to re-use 30-second TV spots. In the lead-up to the Super Bowl, ads were further extended to 60 seconds in a bid to net major Super Bowl advertisers such as T-Mobile and Warner Bros.
Most recently, Instagram began displaying video views rather than likes to give brands a snapshot of the reach of their media investments. This new metric could give Instagram an edge over Snapchat, where targeting and measurement capabilities remain limited.