YouTube Ads vs Facebook Ads: Key Differences

Online advertising gives businesses several ways to reach potential customers, build brand awareness, generate leads, and increase sales. Among the most widely used advertising platforms are YouTube Ads and Facebook Ads. Both offer powerful targeting options, flexible budgets, and access to large audiences. However, they operate differently, attract users in different ways, and support different marketing objectives.

Choosing between YouTube Ads and Facebook Ads is not simply a matter of deciding which platform has more users. The better option depends on the type of product or service being advertised, the audience a business wants to reach, its creative resources, and the results it expects from its advertising budget.

YouTube is primarily a video-sharing and viewing platform where advertisements can appear before, during, or alongside video content. Facebook, on the other hand, is a social networking platform where businesses can advertise through feeds, Stories, Reels, Marketplace, and other placements across Meta’s advertising network.

Both platforms can help businesses reach potential customers, but their strengths are not identical. Understanding their differences makes it easier to develop an advertising strategy that produces meaningful results.

1. Overview of YouTube Ads

YouTube Ads are paid advertisements displayed across YouTube and, depending on campaign settings, eligible Google video advertising placements. Businesses use them to promote products, services, websites, applications, events, and other commercial offerings.

Because YouTube is built around video consumption, advertisers can communicate through demonstrations, tutorials, product presentations, customer testimonials, storytelling, and other visual formats.

For example, a software company can create a video explaining how its platform works. A viewer watching a tutorial about business automation may encounter the advertisement and become interested in the product.

YouTube advertising supports several formats, including:

• Skippable in-stream ads: Video advertisements that appear before, during, or after other videos. Viewers can generally skip them after five seconds.

• Non-skippable in-stream ads: Short video advertisements that viewers must watch before continuing to the selected content.

• In-feed video ads: Advertisements that appear in YouTube discovery environments, such as search results and recommended video areas.

• Bumper ads: Short, non-skippable video advertisements designed to deliver a quick message.

• Masthead ads: Prominent placements that appear in the YouTube Home feed, generally used for large-scale campaigns.

• Shorts ads: Video advertisements shown between eligible videos in the YouTube Shorts viewing experience.

The exact availability and campaign setup depend on the advertising objective, account configuration, and current Google Ads options.

YouTube Ads are particularly useful for businesses that need to explain something visually. Products with multiple features, technical services, online courses, and consumer products can benefit from video demonstrations.

2. Overview of Facebook Ads

Facebook Ads are paid advertisements managed through Meta Ads Manager. They allow businesses to promote products, services, websites, applications, and content to audiences across Facebook and other eligible Meta placements.

Unlike YouTube, Facebook is not exclusively a video platform. It supports multiple advertising formats, including images, videos, carousels, collections, and other interactive experiences.

A retailer, for example, can advertise a product using a single image, show several products in a carousel, or publish a short demonstration video. A service provider can use a lead generation advertisement to collect inquiries without requiring visitors to complete a separate website form.

Common Facebook advertising formats include:

• Image ads: Single-image advertisements designed to communicate an offer or promote a product.

• Video ads: Advertisements that use video to demonstrate products, explain services, or tell a brand story.

• Carousel ads: Advertisements containing multiple images or videos that users can browse individually.

• Collection ads: Mobile-focused advertising experiences that combine a main visual with a selection of products.

• Stories ads: Full-screen advertisements displayed within the Stories experience.

• Reels ads: Short-form video advertisements shown within eligible Reels placements.

• Lead ads: Advertisements designed to collect customer information through forms.

• Click-to-message ads: Advertisements that encourage users to start conversations through supported messaging channels.

Facebook advertising is particularly useful for businesses that want to reach defined audiences, encourage engagement, generate inquiries, and promote products through social media environments.

Its integration with Meta’s advertising system also gives advertisers access to placements beyond Facebook itself, including Instagram and other eligible inventory.

3. YouTube Ads vs Facebook Ads: The Main Differences

Although both platforms support video advertising, their advertising environments are fundamentally different.

YouTube is designed around watching videos. People often visit the platform because they want to learn something, enjoy entertainment, follow a creator, or research a subject. Advertisements are therefore commonly placed within or around video-viewing experiences.

Facebook is designed around social interaction and content discovery. Users scroll through posts, interact with friends, follow pages, browse groups, watch videos, and discover products. Advertisements appear within these activities.

The following table summarizes some of their major differences.

The most important distinction is how audiences encounter advertisements. YouTube often reaches people while they are consuming video content, while Facebook places advertisements within a broader social and discovery experience.

4. Audience Reach and User Behavior

Both platforms offer access to large audiences, but their users may have different intentions when encountering an advertisement.

YouTube audience behavior

Many YouTube users arrive with a specific purpose. They may want to watch a product review, learn a new skill, follow a creator, understand a technical subject, or find entertainment.

This behavior creates opportunities for advertisers to reach people based on the content they consume.

For instance, a company selling professional photography equipment may advertise alongside camera reviews and photography tutorials. Someone watching these videos may already have an interest in photography and could be more receptive to relevant product advertising.

YouTube can also reach audiences who are interested in topics that are difficult to communicate through a single image or short social media post.

Facebook audience behavior

Facebook users often discover advertisements while browsing their feeds, participating in groups, watching Reels, or interacting with other content.

They may not be actively searching for a particular product. Instead, an advertisement can introduce them to something they did not previously know they needed.

A clothing retailer, for example, can use attractive product photography to introduce a new collection. A person who was not actively shopping may become interested after seeing the advertisement.

Facebook’s social environment can also support discussions, comments, reactions, and sharing, giving businesses additional opportunities to build relationships with potential customers.

Which platform has better audience reach?

Neither platform is automatically better for every business. YouTube is attractive when video consumption and subject-based discovery matter. Facebook is useful when businesses want to reach people through social content, product discovery, and interactive advertising.

5. Advertising Formats and Creative Flexibility

Creative flexibility is one of the biggest differences between the two platforms.

YouTube Ads are video-focused

YouTube advertising is especially effective when the advertiser has a message that benefits from movement, sound, narration, or demonstration.

A business can create a video showing how a product works, explaining its features, comparing different solutions, or presenting customer experiences.

For example, a company selling accounting software could create a two-minute demonstration showing how customers can generate invoices, manage expenses, and prepare financial reports.

This gives viewers a clearer understanding of the product than a basic promotional image might provide.

However, producing effective video advertisements requires planning. Businesses may need scripting, recording equipment, editing software, presenters, voiceovers, and professional production support.

Not every campaign requires an expensive production. Simple, well-presented demonstrations can also work effectively.

Facebook Ads support multiple creative formats

Facebook gives advertisers more options when selecting how to present an offer.

A business can use:

• A single product image.

• A short promotional video.

• A carousel displaying several products.

• A customer testimonial.

• A graphic explaining a service.

• A collection of products.

• A short vertical video for Reels.

This flexibility makes Facebook suitable for businesses with different creative resources.

An online clothing store, for instance, can promote several products through a carousel. A consulting company can use a simple image with a clear call to action. An educational business can publish a short video explaining the benefits of a course.

Which platform offers more creative flexibility?

Facebook generally provides more variety in advertising formats. YouTube offers a more specialized environment for video communication and storytelling.

6. Audience Targeting Capabilities

Targeting determines which people are eligible to see an advertisement. Both YouTube and Facebook provide sophisticated targeting capabilities, but their approaches differ.

YouTube targeting

YouTube advertising is managed through Google Ads, giving advertisers access to Google’s advertising ecosystem.

Depending on the campaign type and available settings, businesses can target audiences using:

• Demographic information.

• Geographic locations.

• Language preferences.

• Interests and affinity audiences.

• In-market audience segments.

• Custom segments.

• Relevant topics.

• Video or content-related placements.

• Remarketing audiences.

Custom segments can help advertisers reach people based on relevant search activity, interests, and other eligible audience signals.

For example, a company selling project management software may want to reach people researching business productivity tools or consuming content about project management.

YouTube’s connection to Google’s wider advertising ecosystem can also help businesses coordinate video campaigns with Search and Display advertising.

Facebook targeting

Facebook advertising uses Meta’s audience and advertising data to help businesses reach relevant users.

Common targeting approaches include:

• Age and location.

• Demographic characteristics.

• Interests.

• Custom Audiences.

• Website visitor audiences.

• Customer lists, where permitted.

• Video engagement audiences.

• Page and account engagement audiences.

• Lookalike Audiences, where available.

A business can upload an eligible customer list and create a Custom Audience. It can also build an audience of people who previously interacted with its Facebook or Instagram content.

For example, an online training provider may create an audience of people who watched a particular promotional video and then show them another advertisement encouraging course registration.

Meta’s targeting and optimization capabilities are affected by privacy requirements, platform policies, consent, and changes in data availability. Advertisers should not assume that every user action can be tracked or used for targeting.

Which platform has better targeting?

The answer depends on the audience and campaign. YouTube is valuable for reaching people through interests, content contexts, and Google’s audience ecosystem. Facebook is particularly useful for social engagement audiences, customer lists, and remarketing.

7. Advertising Costs and Budget Requirements

Advertising cost is an important consideration for businesses comparing YouTube Ads and Facebook Ads.

However, there is no universal price that applies to every advertiser. Costs depend on the industry, audience, location, competition, campaign objective, advertisement quality, bidding strategy, and time of year.

YouTube advertising costs

YouTube campaigns may use different bidding and payment models.

Depending on the format and campaign settings, advertisers may pay based on:

• Cost per view (CPV).

• Cost per thousand impressions (CPM).

• Cost per action (CPA).

• Conversion-focused bidding strategies.

In skippable in-stream campaigns, eligible views or interactions may determine when an advertiser is charged, depending on the selected bidding model and campaign configuration.

YouTube can be attractive for businesses that want to generate substantial video exposure or communicate detailed product information.

However, advertisers must consider the cost of producing video content in addition to the media budget.

Facebook advertising costs

Facebook advertising commonly uses auction-based delivery. Advertisers establish budgets and bidding strategies, while Meta’s system determines how advertisements compete for available placements.

Common cost measurements include:

• Cost per click (CPC).

• Cost per thousand impressions (CPM).

• Cost per lead (CPL).

• Cost per acquisition (CPA).

• Cost per conversion.

Facebook can be relatively accessible for businesses starting with limited budgets because advertisers can test different images, videos, audiences, and campaign objectives without necessarily investing in expensive video production.

Nevertheless, competitive industries can experience high advertising costs, and poorly designed campaigns can consume budgets without producing valuable customers.

Which platform is cheaper?

Neither platform is consistently cheaper.

A YouTube campaign may produce affordable views but struggle to generate purchases. A Facebook campaign may produce inexpensive clicks that do not convert. Conversely, a more expensive campaign may generate highly qualified leads or profitable sales.

Businesses should compare the cost of meaningful outcomes rather than focusing only on the cost of views or clicks.

8. Brand Awareness and Visibility

Brand awareness is an important objective for companies introducing new products, entering unfamiliar markets, or trying to establish credibility.

YouTube can be particularly useful for brand awareness because video allows businesses to communicate more than a short advertising message.

A company can explain its mission, demonstrate its products, introduce its employees, and show customers how its services solve problems.

Video storytelling can also help audiences remember a brand’s identity and understand its value proposition.

Facebook supports brand awareness through repeated exposure to advertisements across feeds, Stories, Reels, and other placements.

Businesses can use consistent images, videos, messaging, and visual identity to make their brands recognizable.

Facebook’s social environment also creates opportunities for people to react to advertisements, comment on posts, follow business pages, and share content.

Best choice for brand awareness: YouTube is often a strong option for detailed visual storytelling, while Facebook can support frequent exposure and social interaction. A combined campaign may provide broader coverage.

9. Lead Generation and Customer Acquisition

Generating leads is a major reason businesses invest in paid advertising.

A lead may be someone who submits an inquiry, requests a quotation, registers for a webinar, downloads a resource, or expresses interest in a product.

Lead generation with YouTube Ads

YouTube can generate leads by introducing services to relevant viewers and directing interested people to landing pages.

For example, a company offering professional certification training could create a video explaining the career benefits of a particular qualification. The advertisement could encourage viewers to visit a registration page or request course information.

YouTube is also useful for businesses with complex products that require explanation before a prospect is ready to make contact.

The challenge is that viewers may need additional steps before becoming leads. Advertisers should therefore create clear calls to action and landing pages that make registration easy.

Lead generation with Facebook Ads

Facebook offers several approaches to lead generation.

Businesses can direct users to external landing pages or use eligible instant forms that allow people to submit information within the platform.

A real estate company, for example, can advertise available properties and invite interested buyers to request more information.

A professional training institution can promote a course and collect inquiries through a lead form.

Facebook also supports click-to-message campaigns, allowing potential customers to begin conversations through supported messaging services.

This can be useful for businesses that rely on direct conversations to qualify prospects and close sales.

Which platform is better for lead generation?

Facebook often has an advantage when businesses want to collect inquiries through native forms or encourage direct conversations. YouTube can be effective when prospects need education and product demonstrations before submitting their information.

10. E-commerce and Product Sales

Online retailers can advertise on both platforms, but the best choice depends on the product and buying journey.

YouTube for e-commerce

YouTube works well for products that benefit from demonstrations, comparisons, and reviews.

An electronics retailer could advertise a video explaining the features of a new laptop. A beauty brand could demonstrate how a skincare product is used. A fitness equipment company could show how its equipment supports different exercises.

These demonstrations can help customers understand product benefits before visiting a store.

Eligible YouTube shopping integrations and Google product advertising solutions can also support product discovery and purchasing activity.

Facebook for e-commerce

Facebook supports product discovery through image ads, carousel advertisements, video campaigns, and catalog-based advertising.

An online store can display several products in one advertisement or use product catalogs to promote relevant items to eligible audiences.

Retargeting is also useful. A retailer may show advertisements to people who previously visited its website, viewed products, or interacted with eligible shopping content.

For example, someone who viewed a pair of shoes without purchasing may later encounter an advertisement featuring that product or similar items.

Which is better for online stores?

Facebook can be particularly effective for visual product discovery, catalog advertising, and remarketing. YouTube is valuable for products that require demonstrations, explanations, or detailed reviews.

11. Video Advertising and Storytelling

YouTube has a natural advantage in long-form video storytelling because users visit the platform specifically to watch videos.

Advertisers can use this environment to create structured messages with introductions, demonstrations, explanations, testimonials, and calls to action.

For example, a cybersecurity company could produce a video showing how its software identifies suspicious activity and helps protect business systems.

This approach can communicate the value of a technical product more effectively than a small advertisement containing only a few lines of text.

Facebook also supports video storytelling, particularly through Reels, Stories, and feed placements. Short videos can attract attention quickly and communicate a simple message.

However, Facebook users are often browsing multiple types of content. Advertisements may need to capture attention within the first few seconds.

For businesses with a strong video production strategy, using both platforms can be beneficial. The same central message can be adapted into different formats rather than simply publishing an identical video everywhere.

12. Retargeting and Remarketing

Many potential customers do not make a purchase the first time they encounter an advertisement. Retargeting allows businesses to reach eligible people who have previously interacted with their brand.

YouTube remarketing

Through Google Ads, advertisers can use eligible audience segments to reconnect with people who have interacted with their website, YouTube channel, videos, or other supported Google properties.

For example, a person who watched a product demonstration may later see another advertisement explaining pricing or offering a free trial.

This approach can help move potential customers from initial awareness toward consideration and conversion.

Facebook retargeting

Meta Custom Audiences allow advertisers to reach eligible people who have interacted with their business.

These audiences may include website visitors, customer lists, video viewers, and people who engaged with Facebook or Instagram content.

A business could create one campaign for people who visited a product page and another for people who added an item to their shopping cart.

The advertising message can then reflect the person’s previous interaction.

Which platform is better for retargeting?

Both platforms provide useful remarketing capabilities. Facebook offers convenient social engagement audiences and catalog-based retargeting. YouTube can reconnect with audiences through Google’s broader advertising ecosystem.

Privacy restrictions, consent requirements, tracking limitations, and audience eligibility affect what advertisers can collect and use on either platform.

13. Measuring Advertising Performance

Successful advertising requires more than launching campaigns and waiting for results. Businesses need to measure performance and determine whether their advertising investment is producing valuable outcomes.

YouTube Ads metrics

Important YouTube advertising measurements include:

• Impressions: The number of times advertisements are served.

• Views: The number of qualifying video views under the applicable advertising measurement rules.

• View rate: The proportion of eligible impressions that result in views.

• Watch time: The amount of time viewers spend watching video content.

• View-through conversions: Conversions attributed under the relevant view-through measurement rules.

• Click-through rate: The proportion of impressions that result in clicks.

• Cost per view: The average cost of a qualifying view under the campaign’s bidding model.

• Conversions: Valuable actions completed after interacting with an advertisement, as configured for measurement.

These metrics help advertisers understand whether their videos are attracting attention and contributing to business objectives.

Facebook Ads metrics

Important Facebook advertising measurements include:

• Reach: The number of people who saw an advertisement.

• Impressions: The number of times an advertisement was displayed.

• Frequency: The average number of impressions per person reached.

• Link clicks: The number of clicks on links within advertisements.

• CTR: The percentage of impressions that resulted in clicks.

• CPC: The average cost per click.

• CPM: The cost per thousand impressions.

• Cost per lead: The average advertising cost for each lead generated.

• Cost per purchase: The advertising cost associated with purchases attributed under the selected measurement setup.

• Return on ad spend (ROAS): The revenue attributed to advertising relative to advertising expenditure.

Advertisers should evaluate metrics according to their objectives. A video campaign designed for awareness should not be judged exclusively by immediate purchases. Similarly, a lead generation campaign should not be considered successful simply because it receives many likes.

For both platforms, conversion tracking and attribution settings must be configured carefully. Reported results may differ between platforms because they use different measurement systems and attribution rules.

14. Advantages of YouTube Ads

YouTube advertising offers several benefits for businesses.

Strong video storytelling: Businesses can explain products, demonstrate services, and communicate complex ideas through video.

Large content-based audience opportunities: Advertisers can reach people based on relevant interests, topics, and content contexts.

Multiple video formats: Skippable ads, bumper ads, in-feed placements, and Shorts advertising offer different ways to communicate.

Product education: Demonstrations and tutorials can help customers understand how products work.

Integration with Google Ads: YouTube campaigns can complement Search and other Google advertising activities.

Brand building: Repeated exposure to relevant video content can help businesses establish familiarity and communicate their identity.

Limitations of YouTube Ads

Despite these benefits, YouTube advertising has some disadvantages.

• Producing good video advertisements can require additional resources.

• Some viewers skip advertisements as soon as they can.

• Video views do not automatically translate into website visits or sales.

• Advertisers must compete for attention alongside popular content.

• Measuring the direct commercial impact of awareness campaigns can be challenging.

Businesses should therefore connect video campaigns to measurable objectives rather than treating view counts as proof of profitability.

15. Advantages of Facebook Ads

Facebook advertising also offers important advantages.

Multiple advertising formats: Businesses can use images, videos, carousels, collections, and other creative options.

Flexible campaign objectives: Advertisers can pursue awareness, engagement, traffic, leads, app promotion, and sales.

Lead generation features: Eligible instant forms can simplify the process of collecting inquiries.

Social interaction: Advertisements can encourage comments, reactions, sharing, and conversations.

Remarketing opportunities: Custom Audiences help businesses reconnect with eligible people who previously interacted with their brand.

E-commerce capabilities: Product catalogs and shopping-related advertising features can support online retailers.

Limitations of Facebook Ads

Facebook advertising also comes with challenges.

• Competition can increase advertising costs.

• Users may scroll past advertisements quickly.

• Poor creative quality can reduce engagement.

• Frequent exposure to the same advertisement may cause creative fatigue.

• Privacy changes can limit tracking and audience targeting.

• Engagement does not necessarily indicate purchase intent.

Businesses need to monitor campaign performance, refresh creative assets, and ensure that advertising reaches people who are likely to become customers.

16. Which Businesses Should Use YouTube Ads?

YouTube Ads are particularly suitable for businesses whose products or services benefit from visual demonstrations and detailed explanations.

Examples include:

Technology companies: Software providers can demonstrate features and explain how their products solve business problems.

Educational institutions: Schools, training providers, and online learning companies can promote courses through instructional and testimonial videos.

Consumer electronics brands: Businesses selling phones, computers, cameras, and appliances can use demonstrations to communicate product differences.

Automotive businesses: Dealers and manufacturers can showcase vehicle features, performance, design, and driving experiences.

Fitness and wellness brands: Companies can demonstrate equipment, training programmes, and relevant products.

Professional service providers: Consultants and agencies can use video content to explain their services and build credibility.

YouTube is also useful for companies investing in content marketing. A business can develop a library of educational videos and use paid advertising to introduce those videos to relevant audiences.

17. Which Businesses Should Use Facebook Ads?

Facebook Ads can support a wide range of businesses, particularly those that want to promote offers, generate inquiries, and encourage product discovery.

Examples include:

Retail stores: Businesses can advertise clothing, accessories, household products, and other consumer goods.

Real estate companies: Agents can promote properties and encourage prospective buyers to request additional information.

Restaurants: Restaurants can showcase menus, special offers, events, and delivery services.

Professional service providers: Consultants, agencies, repair businesses, and other service providers can generate inquiries.

Online stores: E-commerce businesses can use catalog advertisements, product images, and remarketing campaigns.

Training providers: Educational companies can promote programmes and collect student inquiries.

Local businesses: Companies serving specific geographic areas can use location-based targeting to reach potential customers.

Facebook can be particularly attractive to businesses that have clear promotional offers and want to encourage users to take immediate action.

18. Can Businesses Use YouTube Ads and Facebook Ads Together?

Yes. Businesses do not necessarily have to choose only one advertising platform.

Using YouTube and Facebook together can create a more comprehensive advertising strategy because each platform can support a different stage of the customer journey.

For example, a software company launching a new business application could use YouTube to introduce the product through a detailed demonstration. The advertisement could explain the problem the software solves and show how customers can use its main features.

The company could then use Facebook to promote shorter videos, customer testimonials, product benefits, and trial registration offers.

People who interact with the company’s content may become eligible for further advertising through supported remarketing audiences, subject to privacy and platform requirements.

A practical combined strategy might look like this:

1. Awareness: Use YouTube videos to introduce the product to relevant audiences.

2. Consideration: Use Facebook advertisements to highlight benefits, customer experiences, and important features.

3. Lead generation: Direct interested users to a registration page or eligible lead form.

4. Remarketing: Reach eligible previous visitors and content viewers with relevant follow-up advertisements.

5. Conversion: Promote a free trial, consultation, product offer, or purchase opportunity.

The purpose is not to advertise everywhere without a plan. It is to use each platform where it can contribute meaningfully to the customer journey.

19. How to Choose Between YouTube Ads and Facebook Ads

Before selecting a platform, businesses should consider several factors.

Define the advertising objective

Start by identifying the result the campaign should produce.

If the primary objective is video awareness, product education, or storytelling, YouTube may be a strong option.

If the objective is to generate leads, promote products, encourage social interaction, or drive traffic through different creative formats, Facebook may be more suitable.

Understand the target audience

Consider where potential customers spend their time and what type of content they consume.

A company targeting people researching software solutions may benefit from YouTube’s video and topic-based advertising opportunities.

A retailer promoting fashionable accessories may find Facebook’s social discovery and product advertising formats more appropriate.

Evaluate creative resources

Businesses with strong video production capabilities may find YouTube attractive.

Companies that primarily have product images, promotional graphics, and short videos may prefer Facebook’s broader range of formats.

Consider the customer journey

Some products require considerable explanation before customers make a purchase. Others are relatively simple and can be purchased after viewing a clear offer.

Longer decision-making processes may benefit from YouTube’s educational content, while direct-response offers may work well with Facebook campaigns.

Test before making large investments

Instead of committing the entire advertising budget to one platform immediately, businesses can run controlled campaigns.

They can compare audience quality, lead costs, conversion rates, and revenue generated. The results should determine how the budget is distributed.

20. Final Verdict: YouTube Ads vs Facebook Ads

YouTube Ads and Facebook Ads are both valuable advertising options, but they serve different purposes and provide different opportunities.

YouTube is particularly strong for video storytelling, product demonstrations, educational content, and brand awareness. It allows businesses to communicate detailed messages through visual content and reach audiences within a video-focused environment.

Facebook is particularly useful for product discovery, lead generation, social engagement, promotional campaigns, and e-commerce advertising. Its variety of creative formats makes it accessible to businesses with different budgets and marketing resources.

There is no universal winner. The best platform depends on the advertiser’s objectives, audience, product, creative assets, and ability to convert advertising attention into business results.

A company selling a technical software product may benefit from YouTube demonstrations supported by Facebook remarketing. An online fashion store may prioritize Facebook product advertising while using YouTube videos to demonstrate new collections.

Ultimately, businesses should evaluate both platforms based on the quality of customers they generate, the revenue they contribute, and the overall return on advertising investment. Rather than choosing a platform simply because it is popular, advertisers should choose the one that best supports their marketing strategy—and expand to the other when doing so creates additional value.