I recently read a article which kind of always confirmed my suspicions about who were the leaders in video platforms. That study showed that YouTube and Facebook were considered the first- and second-most effective video platforms for marketing—in that order. Instagram, LinkedIn and Twitter were middle-of-the-pack finishers when it came to effectiveness. But one interesting result was that Snapchat was in last place for usage. Nearly 90% of respondents said they'd never used Snapchat's video advertising features. Snapchat has long focused its efforts on mature markets in North America and Europe, where more money is spent on video advertising and where consumers tend to have more advanced smartphones capable of handling the app's intense data and processor requirements. The study also showed another weakness of spending advertising dollars on Snapchat at least those who were trying the platform for marketing. Only 27% thought it was an effective channel, raising questions about the platform's ability to deliver a solid ROI.
The article also showed that LinkedIn was an often overlooked as a video advertising platform. In the study, just 38% of marketers polled posted video content on LinkedIn, 75% of them thought it to be a successful way of reaching target audiences. While LinkedIn is most often thought of as a business-focused platform, it has also avoided many of the brand safety problems recently suffered by YouTube and Facebook, perhaps increasing its appeal among marketers. Kind of food for thought on using video and where marketing and advertising dollars seem to be most effective.