Deployment is no longer the issue when it comes to digital video—98% of brands deploy on three or four of the major social platforms (Facebook, YouTube, Instagram, and Snapchat). But digital platforms aren’t simply TV 2.0, and therefore necessitate new approaches to video content.

After parsing through 201 brands, 60,000 videos, and 293 video campaigns, L2 identified three main video content archetypes: Micro-Targeting, Scaled Engagement, and Mass. Each category conforms to particular levels of spend and engagement, and depends in part on the size of brands’ budgets, along with their utilization of each social platform. The relationship between spend and reach is detailed in this interactive scorecard, which depicts video spend and reach across 164 brands.

Micro-Targeting brands have smaller budgets, but possess a mastery of digital. These brands use smart strategies to spark consumer engagement on social platforms, particularly Instagram. For example, Charlotte Tilbury extensively uses Instagram as a video platform. The brand generated more than a million views and over 106,000 interactions on video posts in Q1, with an average interaction rate of 6.2% per video.

Strategy categorization and scale

Scaled Engagement brands have large budgets and differentiate themselves by prioritizing digital engagement. They rely less on the halo effect of television and instead post bespoke digital videos to engage their audience online. For example, Nike launched its Equality campaign a week after the Super Bowl across TV, YouTube, Facebook, and several of the company’s Instagram handles. On launch day, Nike backed the spot with a significant investment in paid media to boost reach across all digital platforms and TV channels. This provided a noticeable halo effect across digital media, resulting in 57% organic views—more than half of all digital impressions.

Mass brands spend their way to massive reach. The majority of these brands have historically shelled out millions of dollars on TV ads, creating a halo effect of organic interest in digital sites. Many of these brands are now using their deep pockets to invest in video assets across Facebook, YouTube, and digital media. For example, Samsung amplified its marketing efforts for the Galaxy S8 release across traditional and digital advertising channels. To support the product launch, Samsung made 21 paid posts on Facebook featuring a wide array of content, resulting in over 52 million views. Samsung bolstered its campaign with $38 million worth of TV spend, garnering a billion impressions and achieving maximum awareness of its new phone.

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