It’s no secret that video is becoming a staple in innovative brands’ marketing strategies. The sheer number of available formats and venues for social media video illustrates the point well (think TikTok, Instagram Reels and Facebook Stories, just to name a few). Of those social media marketers who use video, 93% say it’s a vital component of their strategies. But the format is still underused across the major social media networks.

In this article, we’ll share the social media video statistics from the Sprout Social Index™, Edition XVII: Accelerate and other reputable sources to help you make sense of video’s value and feel confident incorporating it into your social media strategy.

Social media video marketing statistics

Anyone who’s scrolled through Facebook, Instagram or Twitter recently (let’s be honest, who hasn’t?) 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.

Whether you’ve already had a handful of videos go viral, you’re staunchly loyal to static image posts or you’re totally new to video, the following social media video marketing statistics can help you determine how, when and why to use this type of visual content.

  • More than half (54% to be exact) of marketers say that video is the most valuable content type for achieving social media marketing goals.
  • Yet video is also the most underutilized format across Facebook, Instagram and Twitter, comprising 14%, 11% and 5% of each network’s content respectively.
  • 93% of companies have acquired new customer(s) via social media video.
Types of content marketers say are most valuable for social goals: Video, images, text-based posts, Stories and live video

What this means for your social media marketing strategy

We’ve already established the benefits of video, but the data indicates brands are still struggling to make them a regular feature of their social media content calendars. If you want to stand out on social, be one of the few to make the most of the many video options out there. As you build your social media marketing strategy for the upcoming year, pepper in a few Reels or pencil in a plan to activate your Stories. Be consistent, track your performance and experiment to see what resonates with your audience.

Facebook video statistics

Over the past few years, Facebook has expanded its suite of video options. Today, the Watch tab allows users to view and engage with focused video content. Stories offer a specific brand of immediacy and interaction. And Facebook Live allows brands to host live events, give a peak behind the scenes or engage in real time with their audiences. The following statistics highlight the many opportunities for social media marketers to optimize their Facebook video strategies.

Healthy Cucumber, Tomato, and Avocado SaladFULL RECIPE:

Posted by Tasty on Friday, February 26, 2016

Behind the Scenes of How Samsung Tests the Galaxy Z Fold3 | Flip3 5G

The Galaxy Z series devices undergo rigorous folding tests to outlast 200,000 folds. Here is a sneak view of what Galaxy Z series devices undergo to ensure they meet the highest standards possible #GalaxyZFold3 #GalaxyZFlip3

Posted by Samsung Electronics on Monday, October 11, 2021

What this means for your social media marketing strategy

Facebook Live continues to be a hotbed of engagement on the platform. But many marketers aren’t taking advantage of it yet. If you’re looking for a place to start, consider broadcasting to a small, targeted audience first to gauge the response. Take what you learn and expand from there. Extra credit if you use a moderator to help facilitate person-to-person conversations throughout your live video—a step the network says can increase engagement as well as distribution.

Instagram video statistics

Like Facebook, Instagram delivers a smorgasbord of opportunities for video marketing, which gives busy social media marketers a great deal of choice about where they show up with content. But it can also be overwhelming for those less experienced with the medium. The following statistics shed light on where brands should be spending their time when it comes to Instagram video.

What this means for your social media marketing strategy

With Stories, Live streams, Reels and in-feed videos, Instagram offers a variety of options for social media marketers to consider. With so many available video options, the key is not to pigeonhole your brand into using only one. Provide value via videos across the platform to find your ideal audience regardless of the tab they frequent the most. We all have our preferences! That said, if you’re dealing with resource limitations or struggling to get buy-in from your team, prioritizing Stories is likely to give you the biggest bang for your buck.

Twitter video statistics

As anyone who has ever scrolled through their Twitter feed knows, video is integral to the platform’s appeal. Whether it’s a glossy brand announcement, a blockbuster movie trailer or a recording of your neighbors’ kid snuggling their cocker spaniel, Twitter users engage with videos more than any other content type on the platform. This list offers insights into how social media marketers can jump on the bandwagon.

What this means for your social media marketing strategy

While not all of your Twitter videos should be product-focused, these statistics do make clear that users are not opposed to a sales message when it’s delivered via a well-crafted video. Of course, your brand’s specific mix of entertaining, educational and product-centric content will depend largely on your industry’s standards and your audience’s preferences. But, as you define that blend, consider sprinkling in a few Twitter videos that highlight your problem-solving products in a positive way.

YouTube video statistics

As the second-largest search engine (behind Google), YouTube is more than just a platform where you can watch dog videos after work. It’s a platform that allows 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 time on YouTube.

What this means for your social media marketing strategy

YouTube is where people are going to learn more about your brand—what you stand for, what you do and how you do it. And those users are clamoring for more video content from the brands they follow. This presents a major opportunity for businesses that aren’t already active on the platform to jump in. Or for those who have only tested out YouTube to be consistent here. Planting your brand’s flag in this platform promises opportunities for businesses willing to invest in video.

Set clear goals and track performance to optimize your social media video strategy

There are a ton of social media video statistics out there, but they are only helpful if you gain insights from them to inform your strategy. An important first step is to develop clear goals for your social media video strategy so that you have benchmarks to measure against as you track your progress.

If you’re looking for a starting point, download our social media video metrics and ideas cheat sheet. In it, you’ll find recommended indicators to track along each stage of the marketing funnel, along with content ideas and relevant examples from brands that are winning with social video.