Platform Recap: Ads you can run on YouTube, Snapchat, Facebook, Instagram, TikTok, and Pinterest

Are you looking to broaden your marketing efforts across new channels in response to Apple’s recent changes Or would you just like a quick refresher regarding the ad opportunities on the leading platforms?

If so… here are the ads that can run on YouTube, Snapchat, Facebook, Instagram, TikTok, and Pinterest.

As you know, these platforms are dynamic and their ad offerings change, but this should be enough to get you started on your next marketing campaign on the platform of your choice.

YouTube’s Marketing Elevator Pitch

YouTube is the largest video platform and in digital marketing, size/scale do matter.

Here are the six types of video ads available on YouTube:

• Skippable In-Stream Ads: Also known as “pre-roll” or “mid-roll” because they run before or during a video, and they must be 12 seconds long. Advertisers only pay for ads that a user has watched for 30 seconds (or the full length if the video is less than 30 seconds), OR if the user interacts with the video.

• Non- Skippable In-Stream Ads: Run before, during, or after videos for up to 15 seconds, and as the name suggests, they aren’t skippable for the user. Payment is based on ad impressions.

• Video Discovery Ads: Appearing as YouTube search results, these ads consist of a thumbnail image from the video with some text. Marketers pay when viewers click on the thumbnail to watch the ad.

• Bumper Ads: Non-skippable ads that are six seconds or less, which play before, during, or after a video. Payment is based on ad impressions.

• Outstream Ads: Mobile-only ads which begin playing with the sound off. Viewers tap on the ad to unmute it. Marketers pay after the viewer watches two or more seconds of the video on a viewable cost-per-thousand-impressions (vCPM) basis.

• Masthead Ads: Run on the top of the YouTube homepage or feed autoplay with sound. Marketers pay on an impressions basis and must book masthead ads via a Google sales representative.

Snapchat’s Marketing Elevator Pitch

Snapchat is a multimedia messaging innovator known for images and messages which are only available for a limited length of time and has an ad offering that has matured in recent years.

Here are six types of ads available on Snapchat:

• Single Image or Video Ads: A full-screen mobile ad that appears in between or after content on Snapchat, like User Stories, Publishers, Creators, and Our Stories. These ads can be up to three minutes long, though the company recommends keeping the ads 3 – 5 seconds in length when using video. Marketers can add an image or video to enable audiences to take immediate action such as installing an app.

• Filters: Artistic overlays appearing after a user takes a Snap and swipes left or right. Filters can include stylized text and images conveying where the Snap was taken, like the city, store, restaurant, event, etc.

• Lenses: Placement of objects and animated characters in Snaps by using augmented reality. Users can also use Lenses to transform themselves in fun and engaging ways.

• Story Ads: Branded tiles that can open up to a collection of three to twenty images or videos in Snapchat’s Discover section. Well-suited for showcasing a range of products or a new movie.

• Product Catalog Ads: Shoppable ad formats showcasing products, services or experiences sold online.

• Commercials: Appearing in Snap’s curated content, these video ads are non-skippable for the first six seconds (though they can run up to three minutes).

Facebook’s Marketing Elevator Pitch

With 2.85 billion monthly global users and 1.88 billion daily global users, Facebook is the most-used social network working with nine million+ advertisers.

Here are the four types of ads available on Facebook:

• Image Ads: To show off a product, brand, or service in Facebook’s constantly updating News Feed, marketers can run an image ad. Ads include texts and a range of calls-to-action including brand awareness, reach, engagement, event responses, and app installs.

• Video Ads: Like Image Ads, video ads in Facebook’s News Feed enable marketers to run ads with texts and moving images/videos to achieve the same calls-to-action.

• Carousel Ads: To showcase a product or service in up to 10 images or videos within a single ad appearing in the Facebook News Feed, Carousel ads provide more creative space to highlight different products or to showcase specific details about one product.

• Collection Ads: To run an ad with a cover image or video followed by three product images in the Facebook News Feed, which leads users to an Instant Experience – a full-screen landing page that generates engagement, interest, and intent. The sales and marketing value is delivered when users click on Collection Ads.

Instagram’s Marketing Elevator Pitch

Instagram is a photo and video-sharing social network reaching over a billion users globally and is owned by Facebook.

Despite being a social network, 200 million Instagram users visit at least one business profile daily with 130 million users tapping on shopping posts monthly and 81% of surveyed users using Instagram to research products and services.

Here are the four types of ads available on Instagram:

• Photo Ads: Run ads with images and even a carousel showcasing up to 10 images in the Instagram Feed, and enabling marketers to achieve a range of calls-to-actions including brand awareness, reach, traffic, app installs, lead generation, messages, and conversions.

• Video Ads: Whether through Instagram Stories or IGTV, video ads on Instagram and Reels enable marketers to provide interactive ad vehicles which enable achieving a broad range of calls-to-action from branding to conversions.

• Shop Ads: To increase sales, marketers can run ads that drive users to discover, browse, and ultimately purchase products directly from their Instagram Shop.

• Creator Ads: Partner with Instagram creators to create authentic and trustworthy branded content ads that run across Instagram and Reels to grow your business.

TikTok’s Marketing Elevator Pitch

For marketers, TikTok is the fast-growing mobile video-powered social network that enables reaching global users with short-form videos.

TikTok is known for generating strong engagement metrics for creators and marketers, which prompted The Wall Street Journal to do a deep-dive into the company’s algorithm.

Here are six types of ads available on TikTok:

• In-Feed Ads: 9-15 second video ads appearing between user videos, which users view when they scroll through their For You page.

• Brand Takeover Ads: Shown to users upon opening the app as a full-screen video for the targeted audience, Brand Takeover ads also appear on the For You page as still images, GIFs, or videos. Users will only view one Brand Takeover ad per day.

• TopView Ads: These ads appear as the first in-feed post after three seconds at the top of the For You page

• Branded Hashtag Challenge Ads: These ads are user-generated, incorporating the marketer’s logo and other instructions defined in the challenge using TikTok’s editing tools and a massive song library. Users compete for views.

• Branded Effects: These include branded and shareable stickers, AR filters, and lenses as well as custom branded effects designed by the marketer.

• Lead Generation Ads: An In-Feed video ad with an instant form that appears when the user taps the call-to-action. In the instant form, users can provide contact info, answer questions or schedule a call.

If you think TikTok could be right for your company, check out this post on the company’s ad offerings.

Pinterest’s Marketing Elevator Pitch

Pinterest is a full-funnel solution and is the only platform where people actively plan for what’s next. This makes the platform a great way to reach people at critical moments throughout the decision-making process. Interested? Click here for more on Pinterest.

Because Pinterest is a digital bulletin board with images, GIFs, and videos, ads are also pins or posts.

Here are the five main types of ads available on Pinterest:

• Standard Pin Ad: Ads promoting a standard JPEG or PNG image

• Carousel Ad: Similar to standard pins, carousel ads enable users to swipe through multiple images or videos (known as “cards”) in a single pin.

• Video Pin Ad: Similar to standard pins, but uses video instead of JPEG or PNG images.

• Shopping Pin Ad: Ads which retailers/marketers can upload directly from their product catalog and turn them into pins, which can be uploaded with product details.

• App Install Pin Ad: Pin Ads which link to the Apple App Store or Google Play app URL, which enable a user to download the app without leaving Pinterest.

Do you have any questions regarding how to optimize your advertising on one or more of these platforms? Feel free to reach out to Creative Clicks and have one of our platform specialists answer your questions and even manage your next campaign.