U.K. digital video advertising is rapidly catching up with TV and is projected to become a £1.9 billion industry by 2020.

As the major social platforms vie for dominance with new video ad products, brands face tough choices about where to invest.

With over a billion users, YouTube continues to offer unparalleled scale. However, to reach a significant portion of those viewers, brands need to back videos with substantial spend. (The average video with more than 47,000 views receives 62% of those views from advertising.)

While some brands partner with vloggers  to tap into larger, more engaged communities, these partnerships also come at a cost.

Unlike YouTube, where videos have long shelf lives, video advertising on Facebook provides a short-term boost.

For example, Kate Spade won eight times more views on Facebook than YouTube for the season premiere of its Miss Adventure Series.

Meanwhile, Luxury brands have excelled organically, often focusing on product details.

On instagram video content does not perform as well as static photo content.

Top-performing Instagram videos tend to be either slightly animated shorts or montages of static photos, rather than repurposed television collateral as on YouTube or Facebook.

However, since Instagram increased video length to 30 seconds, brands have jumped on the bandwagon. Uploads of videos from Luxury brands have grown 172%, Activewear uploads have grown 154%, and Retail brand uploads have grown 129%.

Large video advertisers, traditionally dominant on television, have transitioned that dominance to Snapchat.

For example, L’Oréal Group has invested heavily in video ads on Snapchat, accounting for 16% of all Snapchat videos.

But Instagram’s launch of Stories could represent a serious threat. A recent Nike campaign received just 66,000 views on Snapchat, compared to 800,000 on Instagram Stories.

 

 

 

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