The question is not "which platform should we post on", but "where does the video end up being seen". The two answers hardly ever coincide.
The base: paid social advertising
That is where most of the material ends up.
That point changes everything else: the format, the length, the number of variants, and above all the rights to buy. A video intended for the creator's account and a video intended for paid advertising are not bought at the same price or under the same licence.
So ask the question first, before even choosing a creator: where will this video run, and for how long.
Short video for discovery, long for intent
Two uses, two lengths, one shoot.
The short format makes something known: two seconds to hook, one idea, one demonstration, nothing else. The long format convinces somebody already searching: comparison, duration of use, objections handled one by one.
Shoot the long one, then cut the short one out of it. The reverse does not work.
The francophone audience does not behave the same way
That is the Canadian specificity, and it is expensive to ignore.
Consumption habits, the creators followed and the cultural references all differ. Translated content is recognised immediately and loses the credibility that makes the format worthwhile.
The requirements about the language of communication depend on the province and the type of message and are checked before distribution. In terms of effectiveness, the practical rule is simple: two creators, two shoots, the same brief, never a dub.
What changes by platform in your deliverables
Three things only.
The maximum useful length. Whether there is on-screen text, which must stay in the central zone. And the pace of the hook, faster where the scroll is faster.
Everything else, the substance, the tone, the demonstration, does not change. Those who redo everything for each platform spend three times for the same message.
What always has to be delivered
A standard set, whichever platform is targeted.
The source file with no burnt-in text or music, the subtitled version, four different openings for the same body, a vertical version and a square version, and a set of stills pulled from the video.
That set serves every platform and revives a tired advert without going back for a shoot.
What a platform brings and what it takes
| Element | What it brings | What it costs |
|---|---|---|
| Visibility | Enquiries with no prospecting | A commission |
| Payment | Secured after approval | A fixed delay |
| Traceability | Brief and delivery archived | Nothing |
What remains yours to handle
The quality of the profile, the speed of reply, the rights line and an invoice that fits the client's accounting.
What it combines with
Clients found on a platform often come back directly: that is the moment to propose a monthly rhythm.
Where the brand actually sells
Rarely where the video is seen.
Discovery happens on the feeds, the decision is taken on the product page, and the purchase often closes somewhere else again: online shop, marketplace, physical store.
So measure conversion at the arrival, not audience at the departure. A video seen a hundred thousand times that brings nothing is worth less than one seen ten thousand times that fills a basket.
Sources
Checked on 27 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
