60+ social media video statistics marketers need to know in 2025

Videos have taken over content on social media.

They’re dynamic, engaging and drive incredible results. In fact, social networks across the board are dominated by video content that showcases the latest trends. According to the 2025 Sprout Social Index, when it comes to keeping up with cultural moments, 51% of consumers prefer Facebook and Instagram while 37% prefer YouTube and TikTok—all social networks with video-focused content.

If you’re still not making the most of this medium, your brand is missing out big time. In this article, we’ll share top social media video statistics from reputable sources to inform your social content creation efforts and highlight the true value of video.

Social media video marketing statistics

Anyone who’s scrolled through TikTok, Facebook, Instagram Reels, LinkedIn or X (formerly Twitter) recently knows that videos play a major part in your experience with these social media networks.

Video has been a buzzword in marketing for years, and today brands are using it to carve out devoted followings on social media. Did you know users will retain 95% of a message watched on video as opposed to only 10% read in text?

Understanding the latest data and trends is so important for an effective video marketing strategy. It’s about knowing what kinds of videos truly stop the scroll, spark engagement and drive results.

1. An overwhelming 89% of businesses use video as a marketing tool in 2025.
2. Short-form video delivers the highest ROI compared to other marketing trends and will secure more investment in 2025 than any other format.
3. Across platforms, short-form video is popular, but the ideal length varies, according to The 2024 Social Media Content Strategy Report. On Instagram and X, very short videos (under 15 seconds) do well; on TikTok, videos of 15-60 seconds are preferred; and on YouTube, longer videos (over 60 seconds) are most popular.
4. Sprout’s 2024 Content Benchmarks Report found that a majority of consumers, 81% of them, want to see more short-form videos from brands in 2024.

5. The average daily time US adults spend watching social video content is increasing. In 2024, social video platforms recorded around 52 minutes of daily engagement. In 2028, this number will reach 57 minutes.
6. Users watched an average of 17 hours of online video content per week in 2023.
7. Among US consumers, 79% of them prefer watching videos on a smartphone, making it the top device for digital video consumption.
8. A majority of marketers, (some 68%) who currently don’t use video plan to start in 2025, according to Wyzowl.
9. Explainer videos, which are the most popular video marketing type in 2025, are favored by 73% of video marketers, according to Wyzowl.
10. More than half of all video marketers (51%) have used AI tools to create or edit marketing videos, according to Wyzowl.
11. Video production is the second most common service social media marketers outsource, following closely behind paid social.

What this means for your social media marketing video strategy

Video will continue to dominate social media, especially short-form video. Marketers need to double down on snackable videos optimized for mobile. However, since overall video consumption is expected to grow, brands need to work harder to create content that stands out.

Be consistent, track your performance and experiment to see what resonates with your audience. Pay close attention to what types of videos your audience wants to see, such as explainer videos. And if you’re new to creating videos, consider outsourcing to video production experts.

Bonus resource: We created a guide and worksheet to help you extend the life and value of a branded video by turning it into a suite of teasers, clips, GIFs and more. Download it today to ensure you’re getting the most out of your video assets.

Download the guide

Instagram video statistics

​​Instagram offers a wealth of video marketing opportunities. With formats like Reels, Stories and posts, marketers have many options when it comes to sharing Instagram content. Meta continues to expand video options on Instagram, with longer Reels up to three minutes. The company is also offering major incentives for content creators such as cash bonuses—a great reason to create more video content.

However, it can also be overwhelming for those less experienced with the medium. The following social media video stats shed light on where brands should focus their efforts on Instagram for maximum impact.

12. Users are most likely to engage with short-form videos (less than 15 seconds) and static images when interacting with brands on Instagram, according to the 2024 Sprout Social Media Content Strategy Report.
13. Instagram users spend 50% of their time on the app watching Reels.
14. According to the 2025 Sprout Social Index, 29% of all social consumers anticipate making more purchases based on something they saw on Instagram in 2025.
15. Most social media users say Instagram Reels and Stories are the video formats they engaged with most, as researched in the 2024 Sprout Social Media Content Strategy Report.
16. The average Instagram post gets 513.37 likes, 15.66 comments and 19.79 saves.
17. Reels account for 50% of time spent on Instagram from users, according to Adam Connell.
18.  Some 56% of industry professionals increased their video activities on Instagram as of 2024.
19. Influencers find Instagram Reels to be the most engaging types of social media posts, followed by Instagram static posts then Stories.
20. Brands posted 11% more Reels in 2024 than they did in 2023.

What this means for your Instagram video marketing strategy

With Stories, Live streams, Reels and in-feed videos, Instagram offers a variety of options for social media marketers to consider. However, with so many available video options, the key isn’t to pigeonhole your brand into using only one. Provide value by using videos across networks to find your ideal audience regardless of the tab they frequent most.

TikTok video statistics

TikTok has taken viral video marketing to new heights.

However, with trends evolving at breakneck speed, marketers need to have a data-driven pulse on what performs on TikTok and how their audience is using the platform. The social media video statistics below will help you keep your TikTok marketing competitive.

21. Half of TikTok users bought something after watching TikTok LIVE.
22. According to the 2024 Sprout Social Media Content Strategy Report, when users interact with brands on TikTok, they’re most likely to engage with short-form videos, ranging from 15-60 seconds long.
23.  Some 74% of Gen Z users would seek more information about a product after seeing a Dynamic Showcase Ad on TikTok.

24. Some 58% of TikTok users shop directly on the platform.
25. TikTok videos are getting longer. In 2024, the average video length was 42.7 seconds. In 2023, it was 39 seconds.
26. TikTok is the second-largest social media platform for purchases, after Instagram, among Gen Z users.
27. The average engagement rate of content creators and accounts with over 10 million followers on TikTok was around 10.5%. Creators and TikTok accounts with lower follower counts had an average engagement rate of 9.74%.
28. More than a quarter, 28% of marketers, reported increasing investment in TikTok content in 2025.
29. The majority of social users, 68%, have a TikTok profile. That number jumps to 86% of Gen Z and 73% of Millennials, according to the 2024 Sprout Social Media Content Strategy Report.

What this means for your TikTok video marketing strategy

TikTok is Gen Z’s go-to platform for product research, shopping and more. Brands targeting younger audiences should prioritize TikTok for product promotion—use formats like LIVE and dynamic ads, and create engaging content that highlights your products/services without being salesy.

Keep in mind that engagement rates for accounts with millions of followers are not too far ahead of the engagement rates of smaller accounts. This shows that users don’t necessarily react to certain accounts because they are popular. Instead, they interact with content that appeals to them personally. This is a great opportunity for smaller brands to stand out.

X/Twitter video statistics

If you’ve scrolled through your X feed lately, you know video is integral to the network’s appeal. Whether it’s a glossy brand announcement, a blockbuster movie trailer or a recording of your neighbors’ kid snuggling their cocker spaniel, X users engage with videos more than any other content type. The social media video stats below offer insights into how brands can jump on the bandwagon and use X/Twitter for marketing effectively.

30. According to the 2024 Sprout Social Content Strategy Report, users are most likely to engage with text posts on X, followed by static images and then short-form video (less than 15 seconds).
31. Four out of every five user sessions on X now include watching video.
32. Video views are growing at an average rate of 35% year over year, according to X.

33. X video ads that are 15 seconds long garner three times higher completion rates compared to 30-second video ads.
34. Long-form video is making a splash on X, with users watching 130 years’ worth of videos 30 minutes or longer.
35. Immersive Video, a recent X product, has more than 100 million users daily, according to X.
36. X launched a full-screen video tab in 2025, available to its 100 million+ American users.

What this means for your X/Twitter video marketing strategy

Video is king on X, with the majority of sessions including some kind of video content. And while other networks succeed with shorter videos (which also excel on X), this network is finding that users love watching longer videos that are over thirty minutes long. No matter the length of video, you’ll see increasing X/Twitter engagement if you focus on content that entertains, educates and excites your target audience.

YouTube video statistics

As the second-largest search engine (behind Google), YouTube, now more than ever, enables brands to showcase their unique value propositions in an engaging way.

But because video is the only kind of content supported, it can also be a bit resource-intensive for many marketing teams. These next few statistics lay out some insights to help brands optimize their YouTube marketing efforts.

37. More than 500 hours of video are uploaded to YouTube every minute.
38. Users are 87% more likely to take action after finding a product or service on YouTube.
39. According to the 2024 Sprout Social Content Strategy Report, 51% of YouTube users are most likely to engage with brands’ long-form videos (longer than 60 seconds). Next, 31-60 second videos are the second most popular format for brand content on YouTube.
40. The majority of users (61%) say they’re more likely to use YouTube versus other social sites to research brands.
41. Viewers rate YouTube as the #1 platform for delivering personalized video content.
42. Brands can drive 3x greater impact on purchase intent by using advanced data in YouTube.
43. Over half of users (53%) say YouTube Shorts Ads introduce them to new brands and products.
44. Per The 2025 Sprout Social Index, 76% of social media users have a profile on YouTube.

45. To reach around 100,000 viewers through YouTube Ads, brands need to spend an average of $2,000.

What this means for your YouTube video marketing strategy

YouTube is where consumers are going to learn more about your brand—what you stand for, what you do and how you do it. This presents a major opportunity for brands that want to reach new audiences on this network. When drafting your YouTube video ideas, be sure to consider both organic and paid videos. Users are greatly influenced by both types of content they see on YouTube, so the time to ramp up your efforts on this network is now.

Facebook video statistics

Over the past few years, Facebook has expanded its suite of video options. Its Watch option enables users to view and engage with focused video content, while Stories offer a chance for brands to connect and interact with their audience.

Brands can also use Facebook Live to host live events, give a peak behind the scenes or engage in real time with their audiences. The following statistics highlight opportunities for social media marketers to optimize their Facebook marketing strategy with video.

46. On Facebook, users are most likely to engage with text posts, followed by static images and then short-form video (less than 15 seconds), according to the 2024 Sprout Social Media Content Strategy Report.
47. Over 2 billion people watch In-Stream eligible videos on Facebook each month.
48. Facebook users spend 50% of their time on the app watching videos.
49. Live video currently dominates Facebook, garnering 3x the median interactions compared to carousels, the next most engaging post type.

50. Most marketers (66%) use Facebook for video marketing, according to Wyzowl, making it the second-most popular platform for that purpose after LinkedIn.
51. Over half of all marketers (51%) find Facebook to be the most effective video marketing channel, after Instagram and LinkedIn, according to Wyzowl.
52. Facebook videos (Reels) have an average engagement rate of 0.08%, making them the third-most engaging post type on the platform.
53. Users who watched under three seconds of a video ad on Facebook created up to 47% of the total campaign value. Users who watched a video ad on Facebook for fewer than 10 seconds created up to 74% of the total campaign value.
54. Five hundred million people use Facebook Stories every day.
55. Facebook video ads with speech had 3% more conversions per dollar compared to video ads without speech.
56. The vast majority (74%) of Facebook videos are watched without sound.

What this means for your Facebook video marketing strategy

With Live video winning on the platform, marketers should prioritize real-time, interactive sessions with their audiences. Facebook Stories are also garnering a lot of views, and present a fun, casual way for brands to get eyes on their offerings. When it comes to paid media, creating mobile-first ads can boost Facebook video metrics.

Finally, since a big chunk of users are watching Facebook Reels without sound, brands should focus heavily on visual storytelling and use captions and text overlays to make their content more accessible. For video ads, though, you’ll want to prioritize ads that include speech.

LinkedIn video statistics

What started off as a buttoned-up network for professional connections is slowly loosening up to include more casual content formats, such as short-form video and live video as well as video ads.

Brands can have fun with video while captivating users with entertaining clips on corporate life, work humor, relatable stories and so much more. These LinkedIn statistics will open your eyes to the different ways you can incorporate video into your LinkedIn marketing strategy.

57. Over a third of all social media users (39%) have a LinkedIn profile, according to the 2024 Sprout Social Media Content Strategy Report.
58. A quarter of LinkedIn users typically engage with brand content on a daily basis or more, as found in the 2024 Sprout Social Media Content Strategy Report.
59. Videos are the most shared type of content on LinkedIn.
60. As per the 2024 Sprout Social Media Content Strategy Report, when interacting with brands, LinkedIn users are most likely to interact with text posts and static images, suggesting video is still an emerging medium on LinkedIn, leaving more untapped potential on the table for brands to explore.
61. Videos garner the third highest amount of impressions on LinkedIn, after polls and multiple-image posts, according to Social Insider.
62. LinkedIn users rate educational product information as the top form of content they want to see from brands, as found in the 2024 Sprout Social Media Content Strategy Report.

63. Over a quarter of marketers (26%) plan to increase their investment in LinkedIn in 2025, according to Social Insider.
64. Users will engage with video ads for nearly 3x longer than other types of ads on LinkedIn.
65. Most B2B marketers (73%) say that video positively impacts their marketing return on investment on LinkedIn.
66. Live video on LinkedIn gets 24x more comments than native video.
67. The average video watch time on LinkedIn is between 13 and 15 seconds.

What this means for your LinkedIn video marketing strategy

Looking at these social media video stats above, it’s clear that video is the most shared type of content on LinkedIn—which makes it a good way to get more eyes on your brand. Users want to see educational product information from brands, so be sure to create videos that inform users about your products in a captivating way. Users love video ads, so if you’re planning paid campaigns, having a video ad is sure to garner engagement. Keep in mind that users enjoy interacting with live video on LinkedIn, making it a good choice for brand announcements, product releases and other important information.

How will you transform your strategy with these social media video statistics?

Ready to incorporate what you’ve learned from these social media stats into your video marketing strategy? There’s a lot to take in, but the message from social media users is clear: They love watching videos across networks and want to see more video content from brands.

Since video content creation can be resource intensive, it’s best to start by establishing your goals for video on each network, and then selecting the type of video format that is best for achieving your goals.

This Social Media Video Metrics & Ideas Cheat Sheet will help you get started, so you can get the best results from your video marketing efforts.

And if you’re ready to drive higher impact from your social media efforts, take advantage of Sprout’s free 30-day trial.

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