Social networks have become multimedia channels where video messages have taken a stellar role in recent years, generating more audience than other information formats. However, the characteristics of each network are not the same in audience or in the video formats they can handle (duration and content). This forces advertisers to know the specific characteristics of each network in order to draw up an effective strategy to guarantee optimal advertising investment for video content. In summary: Each social network has its clearly defined audience and its video duration formats and context. These particular characteristics must be part of the brand strategy to be successful in social media management. Next we will see the particularities of each network in relation to the video content that they can assimilate and the market segment they serve...