The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

Continue leaning into long-form video. Shorts is getting a lot of attention right now, but long-form video still has a bigger audience on YouTube. Longer video also allows for a larger selection of video ads, including pre- and mid-roll ads that many advertisers find preferable to other formats. Play to the strengths of each format when creating video.

Creators already receive 55% of ad revenues generated from ads displayed during their long-form videos. There is no direct revenue share from Shorts ads right now. Read the full report.

An app consisting primarily of short videos (with some that reach 10 minutes) now racks up as much time spent as a platform built on long-form video. But there’s plenty of room for both services in the lives of video-loving young people.

Instagram has rolled out Instagram Shopping for its long-form video platform IGTV, part of the company's push to make social commerce more central to the app.

The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.

Subscription models are driving customer loyalty in online sales of groceries and other essential goods, but fatigue among consumers threatens long-term growth.

The ByteDance-owned app rolled out 3-minute videos last year, then 5-minute videos a few months later. And in February, the app took a clear step toward long-form content with the introduction of 10-minute videos. Over 40% of Gen Z spends more than 3 hours a day on TikTok, per Joy Ventures and getWizer.

Among US social video viewers, YouTube is the top platform for watching short-form content, with 77.9% of those ages 16 and older going there to stream videos less than 10 minutes long. The No. 2 spot goes to Facebook, which captures a 60.8% share, while TikTok takes third with 53.9%.

TV still commands the highest average daily time spent for consuming long-form content. However, video time is eating into TV hours and now accounts for more than one-third of time spent with long-form viewing, which includes TV and digital video. Has video ad spending followed the growth in viewership? Digital video ad spending is growing in kind with viewership.

Long-time Olympics advertisers face controversy, waning viewership: Brands sponsoring the event are staying hushed to avoid upsetting domestic and international consumers.

Amazon’s expanded agreements with Universal Music Group chip away at long-standing tensions: Creators on Twitch have grown increasingly frustrated with harsh music rebroadcasting rules.

This penetration rate is a sign of the platform’s versatility including entertainment, news, and short- and long-form content. The subscription OTT video space is crowded and offers viewers almost limitless choice. Led by Netflix’s 19.0 million viewers in Canada, healthy audiences also exist for other services, like Amazon Prime Video (13.3 million).

Even before COVID-19 caused a spike in TV time in Canada, TV continued to be a strong medium of choice. But amid stay-at-home measures, consumers turned to a blend of TV and digital video for long-form content.

But it’s also because the number of long-form video entertainment options has expanded. Traditionally, YouTube accounts for a hefty chunk of digital video viewing. The platform will have 25.2 million monthly viewers in Canada this year, or 65.9% of the population, according to our estimates. More recently, however, OTT streaming services have been the ones driving digital video consumption.