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While upload frequency on YouTube outpaces Facebook and Instagram, L2’s Intelligence Report on Video finds merits to each platform. Facebook pushes content for interruptive viewing, and YouTube hosts “pull” content that appears when users search for a specific topic. Instagram, is good for short pieces.

However, for maximum efficiency, it’s best that brands post content on all channels. Benefit Cosmetics “Tips and Tricks” tutorial makes a case for video syndication. The series did well on YouTube with 62,163 views, but syndication on other channels increased views to 110,687 (48,524 from Facebook and 26,753 likes on Instagram).

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