Study: Instagram offers marketers best engagement on videos

When it comes to content marketing, videos are ruling the roost. However, not all social platforms are created equal: Each offers brand managers a different strength.

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Adding videos to your content marketing strategy has become crucial for success.

The content type has taken over as the medium of choice for brand managers looking to make a splash on social platforms, but how do you know which venue is right for your goals?

In terms of video content, a new study from L2 identifies Instagram as the best for engagement, Facebook as best for reach and YouTube as best for organic views (via search). The company parsed the data from 60,000 videos and 293 campaigns from 201 brands.

Instagram performed far better in the engagement category, with 16 percent of users taking an action on Instagram videos, compared to Facebook’s 1.5 percent and YouTube’s 0.3 percent.

Online video marketing success looks very different when you consider a video’s total views, however. Facebook led with 18.8 million, then YouTube with 14.8 million and Instagram with 5.2 million.

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