Video advertising is no longer optional.

If your brand is not using video, you’re invisible in most competitive markets.

But here’s the real question:

Should you run video ads on YouTube
or
Facebook (Meta)?

Both are powerful.
Both are scalable.
Both can waste money fast.

The difference is not “which is better.”

The difference is when to use which.

Let’s break it down properly.

1️⃣ Core Platform Difference

This is the most important distinction.

YouTube

Intent + long-form consumption.

Users come to YouTube to:

Learn
Research
Watch reviews
Explore content

Attention span is longer.

They tolerate longer ads.

Facebook / Instagram Video Ads

Scroll-based interruption.

Users are:

Browsing
Scrolling
Chatting
Killing time

Attention span is short.

If your first 3 seconds fail, you lose.

2️⃣ Audience Behavior Difference

On YouTube:

User is actively watching content.
They expect video.
They often watch with sound on.

On Facebook:

User scrolls fast.
Sound is often off.
Video competes with memes, reels, and posts.

YouTube = Focused viewing.
Facebook = Distracted viewing.

That changes creative strategy completely.

3️⃣ Cost Comparison (India 2026)

YouTube Ads Cost

Cost per view (CPV): ₹0.30 – ₹2
Cost per click: ₹5 – ₹25
CPM: ₹120 – ₹400

You pay when:

User watches 30 seconds
Or interacts

Longer watch = stronger intent.

Facebook Video Ads Cost

CPC: ₹5 – ₹20
CPM: ₹80 – ₹300
Cost per 3-second view: very cheap

Facebook views are cheaper.

But many are shallow.

YouTube views are more intentional.

4️⃣ Conversion Intent Comparison

YouTube works better when:

People are researching
Product needs explanation
Trust is required
Demo is important

Example:

SaaS product
Real estate project
Coaching program
Tech gadgets

YouTube users often watch reviews before buying.

Facebook works better when:

Impulse buying
Lifestyle products
Fashion
Local promotions
Event marketing

Short emotional hooks work well.

5️⃣ Funnel Role Comparison

YouTube Funnel Role

Awareness
Education
Consideration

Rarely direct impulse purchase.

Better for mid-to-high ticket offers.

Facebook Funnel Role

Awareness
Retargeting
Direct sales (low-ticket)

Better for e-commerce and quick conversions.

6️⃣ Example Scenario – Real Estate Project

YouTube Strategy

Run 60-second walkthrough video.

Target people searching:

“Best plots near Hyderabad”

Educate + show trust.

Higher watch time builds credibility.

Facebook Strategy

Run 15-second reel.

Show visuals + price highlight.

Drive traffic to WhatsApp.

Faster but less depth.

Which converts better?

If project is ₹60 lakh villa → YouTube.

If plot ₹6 lakh booking → Facebook may work faster.

7️⃣ Lead Quality Comparison

YouTube leads often:

More informed
Watched longer
Know details

Facebook leads often:

Cold
Curious
Less educated about product

But Facebook gives more volume.

YouTube gives more qualified leads.

8️⃣ Creative Requirements

YouTube Creative Needs:

Longer storytelling
Strong hook in first 5 seconds
Authority
Educational angle

Example:

“Before you buy a villa in Hyderabad, watch this.”

Facebook Creative Needs:

Hook in 2 seconds
Fast visuals
Bold text
Subtitles

Example:

“Plots from ₹8,999 per sq yard – Limited units!”

Different mindset.

Same video rarely works on both platforms without editing.

9️⃣ Retargeting Power

Facebook has stronger retargeting flexibility.

You can retarget:

Video viewers
Profile visitors
Website visitors
Cart abandoners

YouTube retargeting exists but is less granular.

For performance marketing, Facebook retargeting is powerful.

🔟 Scaling Potential

YouTube scales well for:

High-ticket services
Educational funnels
Brand authority

Facebook scales well for:

E-commerce
Local offers
Impulse products

Scaling wrong platform increases cost per conversion quickly.

11️⃣ Budget Example

Assume ₹50,000 budget.

YouTube

CPV: ₹1
50,000 views

If 5% click → 2,500 visitors

Conversion 2% → 50 leads

Facebook

CPC: ₹12
4,166 clicks

Conversion 1.5% → 62 leads

Facebook gives more clicks.

YouTube gives stronger brand authority.

Depends on goal.

12️⃣ When YouTube Is More Effective

Use YouTube if:

Your product needs explanation
You want trust building
You sell high-ticket services
You want authority positioning
Your audience researches deeply

13️⃣ When Facebook Video Ads Is More Effective

Use Facebook if:

Your product is visual and simple
You want direct response
You sell low to mid-ticket items
You want fast testing
You rely on retargeting

14️⃣ The Smart Strategy in 2026

Don’t compare platforms in isolation.

Best structure:

YouTube for awareness
Facebook for retargeting
Google Search for intent

Multi-channel beats single-channel.