Each year the UK’s leading retailers challenge their creative agencies to conjure up the most captivating, tear-jerking, share-worthy ads, competing with each other for social likes, content views and ultimately sales. But this year, there was one clear winner – Facebook.

Research into the top 10 most talked about Christmas ads of the year identified that Facebook drove 90% of all interactions and 60% of all views of the adverts on social media in the UK, with YouTube lagging behind at 40%.

But interestingly, it also revealed the longevity of content on the platforms. So, whilst Facebook was the most successful platform for sharing and viewing, it also had a short shelf-life, of just two days, meaning that marketers need more compelling content in the pipeline, to keep the momentum going.

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