Crucial Social Media Video Data for Marketers in 2025: More Than 60 Vital Observations

Video content has become the leading form of engagement on social media platforms.

They’re lively, captivating, and yield remarkable outcomes. Indeed, video content is prevalent throughout social networks, highlighting contemporary trends. The 2025 Sprout Social Index states that to stay attuned to cultural events, 51% of consumers favor Facebook and Instagram, whereas 37% opt for YouTube and TikTok—all platforms where video is at the forefront.

If you’re not leveraging this medium effectively, your brand is certainly missing significant opportunities. This article aims to present leading social media video statistics from credible sources to enhance your creation of social content and emphasize the undeniable impact of video.

Statistics on Social Media Video Marketing

Anyone who has recently browsed through TikTok, Facebook, Instagram Reels, LinkedIn, or X (formerly Twitter) is aware of the critical role videos play in the user experience on these platforms.

Video has been a key term in marketing for several years, with brands adopting it to develop loyal followers across social media. Did you know that viewers remember 95% of a message when viewed in video format compared to just 10% when read as text?

Grasping the latest statistics and trends is vital for a successful video marketing strategy. It’s essential to know which video types can effectively grab attention, foster interaction, and deliver results.

1. A resounding 89% of companies utilize video as a marketing tool in 2025.
2. Short video formats offer the best ROI relative to other marketing tactics and will attract greater investment in 2025 than any other format.
3. While short videos gain popularity across various platforms, the optimal length depends on where they’re shared, as stated in The 2024 Social Media Content Strategy Report. Very brief videos (under 15 seconds) perform well on Instagram and X; TikTok users favor videos of 15-60 seconds; while longer content (over 60 seconds) is preferred on YouTube.
4. According to Sprout’s 2024 Content Benchmarks Report, a significant 81% of consumers express a desire for more short-form videos from brands in 2024.

5. The average time that US adults spend daily consuming social video content is on the rise. In 2024, platforms dedicated to social video recorded approximately 52 minutes of daily usage. By 2028, this figure is anticipated to grow to 57 minutes.
6. Users were estimated to have watched an average of 17 hours of online video weekly in 2023.
7. Among US consumers, 79% prefer viewing videos on their smartphones, making it the leading device for digital video consumption.
8. A large portion of marketers—around 68%—who are not currently utilizing video plan to start doing so in 2025, as reported by Wyzowl.
9. Explainer videos rank as the most favored type of video marketing in 2025, preferred by 73% of video marketers, according to Wyzowl.
10. Over half (51%) of video marketers have employed AI tools for creating or editing marketing videos, per Wyzowl.
11. Video production is the second most commonly outsourced service by social media marketers, closely following paid social.

Implications for Your Social Media Video Marketing Strategy

The prevalence of video, particularly short-form, will persist on social media. Marketers must concentrate on producing quick, mobile-optimized videos. Yet, as overall video viewing is projected to increase, brands must strive to create standout content.

Maintain consistency, monitor your results, and experiment to determine what resonates with your audience. Pay attention to the types of videos your audience desires, such as explainer videos. If you’re new to video creation, it might be wise to hire video production professionals.

Bonus resource: We’ve prepared a guide and worksheet to assist you in extending the reach and value of a branded video by transforming it into a series of teasers, clips, GIFs, and more. Download it today to maximize the utility of your video content.

Download the guide

Instagram Video Insights

Instagram provides a vast array of video marketing opportunities. With features like Reels, Stories, and posts, marketers have endless options for sharing Instagram content. Meta continues to enhance video features on Instagram, now allowing Reels to be up to three minutes long. The platform is also offering significant incentives for content creators, such as cash bonuses—excellent motivation to produce more video content.

However, this can be daunting for those less familiar with the medium. The following statistics about social media video provide clarity on where brands should concentrate their efforts for maximum effect on Instagram.

12. Users are most likely to engage with short-form videos (under 15 seconds) and static images when interacting with brands on Instagram, according to the 2024 Sprout Social Media Content Strategy Report.
13. Instagram users dedicate 50% of their time on the app to watching Reels.
14. As per the 2025 Sprout Social Index, 29% of all social consumers expect to make more purchases based on things they see on Instagram in 2025.
15. The majority of social media users claim Instagram Reels and Stories are the video formats they engage with the most, based on the 2024 Sprout Social Media Content Strategy Report.
16. The average Instagram post receives 513.37 likes, 15.66 comments, and 19.79 saves.
17. Reels account for 50% of the time spent on Instagram by users, as noted by Adam Connell.
18. Approximately 56% of industry experts have increased their video activities on Instagram as of 2024.
19. Influencers find Instagram Reels to be the most engaging social media post type, followed by static posts and then Stories.
20. Brands shared 11% more Reels in 2024 compared to 2023.

Implications for Your Instagram Video Marketing Strategy

With features like Stories, Live streams, Reels, and in-feed videos, Instagram offers numerous avenues for social media marketers to explore. Yet, with this abundance of video options, brands shouldn’t limit themselves to only one. Deliver value by using videos across various networks to discover your target audience, irrespective of the tab they prefer.

TikTok Video Insights

TikTok has elevated viral video marketing to unprecedented levels.

However, as trends progress rapidly, marketers must maintain a data-driven understanding of popular content and audience behavior on TikTok. The following social media video statistics will aid you in keeping your TikTok marketing competitive.

21. Half of TikTok users have made purchases after viewing TikTok LIVE.
22. The 2024 Sprout Social Media Content Strategy Report indicates that when users engage with brands on TikTok, they primarily stick to short-form videos, typically between 15-60 seconds long.
23.  Approximately 74% of Gen Z users express interest in seeking further details about a product after seeing a Dynamic Showcase Ad on TikTok.

24. About 58% of TikTok users shop directly on the platform.
25. TikTok videos are lengtheningin duration. In 2024, the average video length was 42.7 seconds, compared to 39 seconds in 2023.
26. TikTok ranks as the second-largest social platform for purchases, trailing Instagram and catering primarily to Gen Z users.
27. The average engagement rate for accounts with over 10 million followers on TikTok is approximately 10.5%. Those with fewer followers average a rate of 9.74%.
28. More than a quarter, about 28% of marketers, noted a rise in investment in TikTok content for 2025.
29. Approximately 68% of social media users have a TikTok profile. The figure rises to 86% among Gen Z and 73% for Millennials, according to the 2024 Sprout Social Media Content Strategy Report.

TikTok has established itself as Gen Z’s preferred platform for product exploration, shopping, and beyond. Brands targeting younger demographics should prioritize TikTok for product advertising—utilize features like LIVE and dynamic ads while crafting engaging content that showcases your offerings in a non-pushy manner.

It’s important to remember that engagement rates for accounts with millions of followers are only slightly higher than those of smaller accounts. This indicates that users engage with content that personally resonates with them, rather than merely following popular accounts. Therefore, smaller brands have a fantastic chance to stand out.

X/Twitter Video Insights

If you’ve perused your X feed recently, it’s evident that video content is central to the platform’s attraction. Whether featuring a polished brand launch, a high-profile movie trailer, or a clip of your neighbor’s child cuddling their dog, X users engage with video more than any other type of content. The following statistics reveal how brands can effectively leverage X/Twitter for marketing.

30. The 2024 Sprout Social Content Strategy Report highlights that users primarily engage with text posts on X, followed by static images, and lastly short-form videos (under 15 seconds).
31. Four out of five user sessions on X now include video viewing.
32. Video views are increasing at a yearly average of 35%, according to X.

33. X video ads that run for 15 seconds achieve completion rates that are three times higher than 30-second ads.
34. Long-form video is gaining traction on X, as users have viewed 130 years’ worth of videos 30 minutes or longer.
35. The new Immersive Video feature on X has over 100 million daily users.
36. X introduced a full-screen video tab for its more than 100 million American users in 2025.

Implications for Your X/Twitter Video Marketing Strategy

Video reigns supreme on X, with most sessions featuring some type of video content. While shorter videos perform well on other platforms, X users have an affinity for longer videos exceeding thirty minutes. Regardless of length, focusing on content that entertains, informs, and excites your target demographic will enhance X/Twitter engagement.

YouTube Video Insights

As the second-largest search engine (following Google), YouTube enables brands to prominently display their unique offerings in an engaging format.

However, due to the resource-intensive nature of video content, many marketing teams find it challenging. The following statistics provide insights to assist brands in optimizing their YouTube marketing strategies.

37. More than 500 hours of video are added to YouTube every minute.
38. Users are 87% more likely to take action after discovering a product or service via YouTube.
39. According to the 2024 Sprout Social Content Strategy Report, 51% of YouTube viewers are most inclined to interact with long-form brand videos (over 60 seconds), while 31-60 second videos follow as the second preferred format for brand content.
40. The majority of users (61%) express a preference for YouTube over other social platforms for researching brands.
41. Viewers consider YouTube the top platform for delivering personalized video experiences.
42. Utilizing advanced data on YouTube can yield 3x more impact on purchase intentions.
43. More than half (53%) of users indicate that YouTube Shorts Ads introduce them to new brands and products.
44. According to The 2025 Sprout Social Index, 76% of social media users maintain a profile on YouTube.

45. To capture approximately 100,000 viewers through YouTube Ads, brands typically need to invest an average of $2,000.

Implications for Your YouTube Video Marketing Strategy

YouTube is a prime destination where consumers seek insights about your brand—what it stands for, what it offers, and how it operates. This presents a substantial opportunity for brands looking to connect with new audiences on this platform. When formulating your YouTube video concepts, consider both organic and paid video strategies. Users are influenced by all types of content seen on YouTube, making it essential to increase your efforts on this platform now.

Facebook Video Insights

In recent years, Facebook has broadened its array of video options. Its Watch feature lets users view and engage with curated video content, while Stories present an opportunity for brands to interact with their audience.

Brands can also utilize Facebook Live to conduct live sessions, offer behind-the-scenes views, or engage in real-time with their followers. The statistics below showcase opportunities for social media marketers to refine their Facebook marketing strategy through video.

46. On Facebook, users are most inclined to interact with text posts, followed by static images, and then short-form video (under 15 seconds), according to the 2024 Sprout Social Media Content Strategy Report.
47. Over 2 billion users watch In-Stream eligible videos on Facebook every month.
48. Facebook users spend half of their time on the platform watching videos.
49. Live video currently leads on Facebook, producing three times the median engagement compared to carousels, which are the second most engaging post type.

 

50. Most marketers (66%) utilize Facebook for video marketing, as per Wyzowl, making it the second most favored platform after LinkedIn.
51. More than half (51%) of marketers deem Facebook to be the most efficient video marketing channel, following Instagram and LinkedIn, according to Wyzowl.
52. Facebook’s video ads (Reels) boast an average engagement rate of 0.08%, ranking as the third most engaging type of post on the platform.
53. Users who watched less than three seconds of a video ad on Facebook contributed up to 47% of the total campaign value. Those who viewed a video ad on Facebook for fewer than 10 seconds generated up to 74% of the total campaign value.
54. 500 million users engage with Facebook Stories daily.
55. Facebook video ads that incorporate speech have 3% more conversions per dollar than those without speech.
56. A significant majority (74%) of Facebook videos are watched without sound.

Implications for Your Facebook Video Marketing Strategy

With Live video excelling on the platform, marketers should focus on real-time, interactive sessions with their audience. Facebook Stories are generating substantial views, providing a fun and informal avenue for brands to capture attention. When it comes to paid campaigns, creating mobile-optimized ads can enhance Facebook video metrics.

Finally, given that many users are watching Facebook Reels without audio, brands should heavily concentrate on visual storytelling while employing captions and text overlays to enhance content accessibility. For video advertisements, it’s wise to prioritize ads featuring voice.

LinkedIn Video Insights

Initially a formal platform for professional connections, LinkedIn is gradually embracing more casual content formats like short-form videos and live sessions as well as video advertising.

Brands can engage users with entertaining clips related to corporate life, relatable stories, and a host of other themes. These LinkedIn statistics illustrate the various methods you can use video within your LinkedIn marketing strategy.

57. According to the 2024 Sprout Social Media Content Strategy Report, over a third of all social media users (39%) have a LinkedIn profile.
58. A quarter of LinkedIn users engage with brand content on a daily basis or more, as reported in the 2024 Sprout Social Media Content Strategy Report.
59. Videos are the most shared content type on LinkedIn.
60. The 2024 Sprout Social Media Content Strategy Report indicates that when interacting with brands, LinkedIn users are most inclined to engage with text posts and static images, suggesting video is still emerging on LinkedIn and leaving substantial untapped potential for brands to explore.
61. Videos attract the third most impressions on LinkedIn, trailing behind polls and multiple-image posts, according to Social Insider.
62. Users on LinkedIn express a desire for educational product information as the primary type of content they would like to see from brands, as identified in the 2024 Sprout Social Media Content Strategy Report.

63. More than a quarter of marketers (26%) plan to amplify their investment in LinkedIn in 2025, according to Social Insider.
64. Users will engage with video advertisements for nearly three times longer than with other ad types on LinkedIn.
65. The majority of B2B marketers (73%) assert that video positively influences their return on investment on LinkedIn.
66. Live video on LinkedIn generates 24 times more comments compared to native video.
67. The average watch time for videos on LinkedIn is between 13 and 15 seconds.

Implications for Your LinkedIn Video Marketing Strategy

The statistics presented here clearly show that video is the most shared content type on LinkedIn, making it an excellent medium for increasing brand visibility. Users desire insightful product information from brands, so prioritize creating informative videos about your products in a compelling manner. Video ads are well-received, hence if you are planning any paid campaigns, using video is likely to drive engagement. Additionally, given users’ interest in engaging with live video on LinkedIn, it’s a perfect medium for brand announcements, product launches, and essential updates.

How will you adjust your strategy based on these social media video statistics?

Are you ready to implement the insights gained from these social media stats into your video marketing initiatives? There’s much information to digest, but the underlying message from social media audiences is clear: they love viewing videos across platforms and desire more video content from brands.

Since the creation of video content can be resource-intensive, it’s advisable to first define your objectives for each network and then determine which video format is best suited to reach those objectives.

This Social Media Video Metrics & Ideas Cheat Sheet can serve as a starting point, enabling you to maximize the effectiveness of your video marketing endeavors.

And if you’re looking to enhance the impact of your social media strategies, consider taking advantage of Sprout’s complimentary 30-day trial.

 

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