This column originally appeared in PM360.

Over the past year, social video platforms such as YouTube, Facebook, Instagram, Twitter, and Snapchat have rapidly innovated—adding new ad products and user features at dizzying speeds. While many of these updates resemble the competition in functionality, key differences remain in viewer behavior, marketing strategy, and advertising outcomes. But it’s crucial that marketers seek to understand these distinctions, and move toward a comprehensive, cross-platform video advertising approach. Frankly, it’s essential: more than 1B hours of video are streamed on YouTube daily, while Facebook sees 8B daily video views.

Marketers must approach these platforms holistically, and capitalize on the strengths of each through an understanding of each platform’s specific nuances. For example, marketers can capture audience attention on Facebook with video optimized for mobile and muted playback, take advantage of extended user viewing sessions on YouTube by producing long-form content, and grow subscribers through a frequent publishing schedule.

Read more at PM360.