This document compares and contrasts 5 platforms for branded video content: YouTube, Facebook, Twitter, Instagram, and Snapchat. For each platform it provides key information on audience size, video time limits, paid media capabilities, strengths for brands, and major metrics to track. The ideal length for videos is generally 60 seconds or less, with YouTube supporting the longest videos at 15 minutes and Instagram the shortest at 6 seconds. Each platform's audience and strengths are also described.

1. Wide audience
1 Billion
Maximum 20 minutes;
Optimal length is 60 seconds
or less
Yes: Robust ad units allow
users to leverage auto-play,
sequential video retargeting
capabilities, and audience
targeting
– Ideal for short-form videos
where a low cost-per-view,
high view rate and fan
engagement is a priority
– Extensive capabilities help
marketers reach a specific
target group
– Good platform for
developing campaigns where
video retargeting helps tell a
larger brand story
Video views, cost-per-
view, view-through-rate,
video completion rates
by percentage, reach and
impressions
Wide audience particularly
including young, male
Millennials
1 Billion
Maximum 15 minutes;
Potentially longer with a
partnership through YouTube
Yes: Auto-play, interest,
remarketing, and purchase
behavior targeting
capabilities; High completion
rates for longer-form content
– Natural hub for long-form
and evergreen video content
that is not time-sensitive
– Opportunities to partner
up with larger YouTube stars
for influencer programs/
campaigns
– SEO capabilities lead to
higher discoverability
Video views, cost-per-
view, view-through-rate,
video completion rates
by percentage, and video
completions by target group
Fairly wide audience,
emphasis on tech,
marketing, entertainment
271 Million
Promoted Video: Maximum
10 minutes (for verified
accounts); Optimal length is
60 seconds or less
Mobile video: Maximum
30 seconds
Yes: Click-to-play capabilities
usually leading to higher
video completion rates;
Niche targeting capabilities
– Opportunity to engage a
broad, but targeted audience
during a specific time frame
by leveraging interest key
words
– Mobile video allows for
real-time content curation
(e.g. around TV events such
as the Oscars)
Video views, cost-per-view,
view-through-rate, retweets,
and favorites
Millennials, with an
emphasis on fashion,
foodies, travel
200 Million
Maximum 15 seconds
In Beta Testing: High
minimum spend and
minimal targeting currently
available
– Limited paid and targeting
capabilities with a higher
buy-in
– Users are most likely to
engage with higher quality
video content.
Video views (paid only)
and Likes
Early adopters, Millennials,
teens, passionate content
creators
40 Million
Maximum 6 seconds
None
– Opportunities to partner
up with younger influencers
for programs/campaigns
targeted to a younger,
Millennial audience
– Natural cross-platform
integration with Twitter
– Allows for creativity to
be condensed into a short,
looped time frame
– Nearly all mobile
engagement
Loops and Revines
Millennials, teens
100 Million
Maximum 10 seconds per
“Snap”; Stories allow for
unlimited number of Snaps
over 24-hour period
In Beta Testing: High
minimum spend and
minimal targeting currently
available
– “Opt-in” format of Snapchat
Stories means ads are
viewed by those who are
interested, ensuring a
preemptively engaged
audience
– Young user-base provides
value to Millennial-focused
brands
– Snapchat Stories allow
for creative combination of
“scrappy” short-form video
and image-based content
– Very little discoverability
due to lack of content
longevity
View count
WHO’S
ON IT
MAU WORTH
VIDEO
TIME LIMIT
PAID MEDIA
STRENGTHS
NEED TO
KNOW
MAJOR KPIs
f w u
360i’S BRANDED VIDEO CONTENT CHEAT-SHEET