Video isn’t just a trend anymore—it’s the beating heart of social media strategies. As algorithms evolve and audience appetites shift, brands must rethink how they capture attention and stretch their budgets. To truly thrive, leaning into dynamic video content is a must.
Whether you’re navigating short-form dominance on TikTok or AI-driven feeds on Facebook, understanding the latest social media statistics for video marketing gives your team a major competitive edge.
Ready to level up? We’ve rounded up the essential social media video statistics you need to boost your ROI and keep your brand relevant in 2026.
General social media video marketing statistics
The consensus across the marketing industry is clear: video drives results at every stage of the funnel. Brands are doubling down on video investments because these formats consistently deliver strong, measurable returns.
Marketer adoption and strategy
- According to Wyzowl, 91% of businesses use video as a marketing tool in 2026.
- 93% of marketers see video as an important part of their overall marketing strategy, a slight decrease from 95% in 2025, but still signaling widespread adoption and maturity across industries.
- 69% of video marketers favor social videos, making it the most popular video marketing type in 2026.
- 67% of marketers who currently do not use video plan to start in 2026.
- 37.1% of marketers plan to increase their investment in video marketing in 2026, according to HubSpots 2026 State of Marketing Report.
- Nearly 20% of marketers say their biggest challenge with using video in their content strategy is finding the time to create it.
- 63% of video marketers have used AI tools to create or edit marketing videos.
- 37% of non-users abandon video efforts simply because they lack a clear starting point.
Video marketing ROI and consumer behavior
- 82% of marketers say social media video marketing gives them a positive ROI.
- 85% of consumers say video has helped them make a buying decision.
- 93% of video marketers acknowledge video definitively increases users’ understanding of their offerings.
- 80% of US consumers ages 18-24 prefer watching videos on a smartphone, making it the top device for digital video consumption among the age group. This is compared to the 76% of US adults ages 25-54 who also prefer smartphones for viewing video content.
- Social networks outpace traditional search engines for discovery among 15 to 24-year-olds in the EU, as 65% rely on social media as their main source of information.
- Music videos account for 50% of the most watched video content type worldwide. This was then followed up by 35% of global audiences watching comedy, meme or viral videos.
- Real-time engagement holds strong, drawing 26.8% of global internet users to live streams every week.
Marketer takeaway: Scale smartly with AI
Video has shifted from a “nice-to-have” experiment to the foundational core of your social marketing strategy. For sophisticated practitioners, the conversation is no longer about whether to use video, but how to scale it effectively without burning out your creative team.
Time remains one of the biggest bottlenecks in production. Forward-thinking brands are integrating AI tools to streamline production, allowing teams to focus on balancing content strategy that pairs snappy, top-of-funnel entertainment with deeper educational content.
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.
Social Media Video Statistics by Platform
While video is universally popular, a one-size-fits-all approach no longer works. Each network has unique audience expectations, distinct algorithms and preferred content lengths.
- When measuring monthly app sessions in the US as of August 2025, YouTube dominates with 11.32 hours, followed by TikTok at 9.05 hours, Facebook at 5.15 hours, and Instagram at 4.41 hours.
Facebook Video Statistics
Facebook isn’t just a legacy network; it is an AI-driven discovery engine where video reigns supreme.
- Optimizations Meta had made in Q4 2025 resulted in a 7% lift in views for organic Feed and video posts on Facebook, according to their latest quarterly earnings call. 15% of all Facebook feed content is now recommended by AI, heavily leaning toward video.
- Facebook’s algorithm is now surfacing over 25% more Reels published that day than the prior quarter.
- According to the Sprout Social 2026 Content Strategy Report, 48% of social users are most likely to interact with short-form video (under 60 seconds) on Facebook.
- 22% of social users are most likely to interact with live video on Facebook.
- Across all industries, video accounts for 24% of all brand content published on Facebook, according to findings in the Sprout Social 2025 Content Benchmarks Report.
- The percentage of video content published by brands increased by 3 percentage points on Facebook in 2024.
- Government and healthcare brands post the least video content on Facebook compared to other industries at 16%.
- 74% of Facebook videos are watched without sound.
- 66% of businesses use Facebook as a channel for video marketing.
- Over half of all marketers (55%) find Facebook to be the most effective video marketing channel after YouTube and Instagram.
Marketer takeaway: Design for sound-off discovery
If you are still treating Facebook as a chronological feed for your existing followers, you are leaving massive reach on the table. Facebook has evolved into an AI-driven discovery engine that heavily favors and recommends short-form video.
Brands need to align with what the Facebook algorithm is actively pushing, meaning a consistent, daily publishing cadence of Reels. And because the majority of users scroll through their Facebook feed in public or shared spaces with their volume off, your videos must be engineered for “sound-off” consumption. You have to hook the viewer visually in the first three seconds and rely on dynamic text overlays or captions to tell your story completely silently.
Instagram Video Statistics
Instagram is fully cementing its identity as a video-first platform in 2026.
- 52% of social users gravitate toward short-form video (under 60 seconds) on Instagram to drive their interactions, according to the Sprout Social 2026 Content Strategy Report.
- Only 19% of the Instagram audience favors long-form content exceeding 60 seconds, indicating a sharp preference for bite-sized media.
- Brands are currently publishing single video content for only 28% of their total Instagram posts, lagging behind consumer demand.
- Reels make up more than half of all content consumed on Instagram, accounting for 38%
- Multi-media and multi-video posts remain the least utilized formats on Instagram across all industries.
- The average Instagram post in 2025 gets 377.1 likes, 11.82 comments, 17 saves, and 39.96 shares.
- Compare that next to a typical Reels interaction in 2025 yields 475.93 likes, 91.51 shares, 38.9 saves, and 18.07 comments.
- Video time spent on Instagram has increased by more than 30% year-over-year as of Q3 2025.
- 22% of social users actively interact with Instagram Live, making it the third most interacted-with content format on the platform.
- According to Meta, Reels has reached an annual revenue run rate of over $50 billion across both Facebook and Instagram.
- 69% of businesses use Instagram for their video marketing.
- 63% of industry professionals increased their video activities on Instagram as of 2025.
- The percentage of video content published by brands increased by 3 percentage points on Instagram in 2024.
Marketer takeaway: Close the content gap
There is a glaring disconnect on Instagram right now between what users want to see and what brands are actually publishing. While the audience is overwhelmingly gravitating toward the quick, dynamic motion of Reels, many brands are still clinging to static posts or single-video formats.
To win on Instagram, brands need to close this content gap by reallocating production resources away from long-form content and doubling down on short-form Reels. By giving the Instagram algorithm the high-engagement formats it craves, and mixing in underutilized formats like multi-video carousels to stand out in a saturated feed, you can stand out in a saturated feed.
YouTube Video Statistics
YouTube bridges the gap between quick-hit entertainment and deep-dive education better than any other platform.
Audience and consumption
- 85% of US adults say they ever use YouTube, making it the most widely used online platform.
- Roughly 90% of US teens say they use YouTube, making it the most popular platform among teens.
- 61% of US users say they are more likely to use YouTube versus other social sites to research brands.
- US users are 87% more likely to take action after finding a product or service on YouTube.
- Users spend an average of 2.5 hours per day watching videos on YouTube and TikTok and a weekly average of 18 hours and 36 minutes per user.
- In the UK, YouTube commands 51 minutes of daily average watch time in 2025, an increase from 47 minutes the previous year.
- YouTube is a dual-engine powerhouse: 52% of social users are most likely to interact with short-form video, while a substantial 49% still heavily engage with long-form video over 60 seconds.
Marketer adoption and advertising
- A striking 82% of video marketers leverage YouTube as a cornerstone of their strategy.
- Nearly 7 out of 10 marketers consider YouTube to be the most effective video marketing platform.
- 67% of marketers globally planned to expand their YouTube presence in 2025.
- YouTube’s total potential advertising reach hit 2.58 billion users globally, reaching 42.8% of all internet users.
- YouTube’s global advertising reach grew by 53 million users year-over-year, marking a 2.1% increase.
- Males aged 25 to 34 constitute the single largest demographic segment for advertising at 11.5%.
- YouTube ad reach via Connected TVs (CTV) is exceptionally high in the United States, where 84.6% of the platform’s ad audience can be reached on a television screen, compared to the global average of 40.5%.
- YouTube Short ads have a 2.3x higher long-term ROAS than paid social.
- Brands can drive 3x greater impact on purchase intent by using advanced data in YouTube.
Creators & Channels
- 98% of users are more likely to trust YouTube creators’ reviews and recommendations than those on other platforms.
- MrBeast reigns supreme with 451 million subscribers in January 2026, while T-Series trails at 307 million subscribers.
- T-Series captured unrivaled monthly volume in January 2026, amassing 319.41 billion views worldwide, surpassing Cocomelon Nursery Rhymes which only amassed 212.48 billion monthly views.
Marketer takeaway: Master the dual-engine powerhouse
To master YouTube in 2026, embrace its unique identity on both ends of the content spectrum. Use YouTube Shorts to capture the massive top-of-funnel audience that prefers quick hits. But, the real ROI happens when you pair that with long-form, highly searchable videos.
Because 87% of US users are likely to take action after finding a product on YouTube, investing in in-depth tutorials and educational content is essential for driving serious bottom-of-funnel conversions. Finally, optimize your production quality for the living room, as nearly 85% of the US ad audience watches via Connected TVs.
TikTok Video Statistics
TikTok is rapidly shifting from pure entertainment to a primary news and discovery hub for Gen Z and Millennials.
Growth and audience behavior
- TikTok surpassed 3.5 billion global monthly active users (Sofina Group ByteDance Project.
- According to the Sprout Social 2026 Social Media Content Strategy Report, 50% of social users have a TikTok profile and 72% of Gen Z have a TikTok profile, showing the app’s popularity with younger audiences.
- 1 in 5 Americans (20%) now say they regularly get news on TikTok, up from just 3% in 2020.
- Among US adults under 30, 43% say they regularly get news from TikTok, and nearly 55% of all US adult TikTok users (18+) say they regularly get their news from the platform.
- Younger demographics in the UK power the network’s retention, with 18 to 34-year-olds spending 49 minutes daily on TikTok in 2025.
Video content formatting and economics
- 60% of TikTok users cite short-form video (under 60 seconds) as their most frequent interaction format.
- Even with extended upload limits, only 32% of users prioritize long-form video on the network.
- In 2024, the average TikTok video length was 42.7 seconds, up from 39 seconds in 2023.
- High-volume publishing correlates with audience size; “Huge” TikTok accounts post an average 29.79 posts weekly compared to just 2.49 for “Tiny” profiles.
- 28% of marketers reported increasing investment in TikTok content in 2025, according to HubSpot.
- Financial incentives matter for creators, as TikTok Live shares 50% of virtual item revenue compared to Kick’s 95% and Rumble’s 100%.
Marketer takeaway: Publish frequently and authentically
TikTok has fundamentally shifted into a massive search and discovery engine. If you are trying to reach Gen Z or Millennials, treating TikTok as a primary news and informational hub is no longer optional. While the audience overwhelmingly prefers short, punchy content, the substance of those videos needs to be value-driven. Aim for a higher publishing cadence, lean heavily into authentic storytelling, and collaborate with creators to scale your reach and build trust within niche communities.
LinkedIn Video Statistics
The B2B landscape is experiencing a massive visual renaissance, and LinkedIn is at the very center of it.
- 27% of social users are most likely to interact with short-form video on LinkedIn.
- Research from the Sprout Social 2026 Content Strategy Report found that over half of LinkedIn users still gravitate toward text-based posts and are significantly less likely to engage with video, images or influencer content.
- LinkedIn users rate educational product information and updates from company leadership as the top forms of content they want to see from brands.
- Live video on LinkedIn gets 24x more comments and 7x more reactions than native video.
- The average video watch time on LinkedIn is between 13 and 15 seconds.
Marketer Takeaway: Elevate your executive presence
While over half of the professional audience still relies on traditional text posts, short-form LinkedIn video is becoming a pattern disruptor. Ditch the text-heavy company updates and put your executives and subject matter experts on camera to deliver concise educational insights (13 to 15 seconds). For major announcements or deep-dive Q&As, pivot to LinkedIn Live, which generates 24x more comments and 7x more reactions than standard native video.
X (Twitter) Video Statistics
Once the absolute domain of the written word, X is aggressively pivoting to capture video viewership.
- Despite its text-heavy origins, 37% of social users prefer engaging with short-form video on X, narrowly beating written posts at 36%.
- Video content currently accounts for 20% of all brand publishing on X across industries.
- X launched a full-screen video tab in 2025, available to its 100 million+ American users.
Marketer takeaway: Capitalize on the content gap
Despite a clear shift in consumer behavior toward video on X, there is a massive content gap: video accounts for only 20% of brand publishing. In fact, user preference for short-form video (37%) has actually edged out traditional written posts (36%). This gives savvy marketers a distinct advantage. By integrating relevant video clips into Twitter marketing strategy, brands can capture the attention of the 100 million+ American users utilizing the new full-screen video tab.
Emerging Platforms: Threads, Snapchat, and Bluesky
The social ecosystem is fragmenting, giving rise to platforms like Threads, Bluesky, and a revitalized Snapchat.
- Despite adoption, 68% of marketers globally planned to ignore Threads entirely in 2025.
- Threads users say they’re most likely to interact with short-form video (<60 seconds) and text posts, followed by user-generated and influencer content.
- Snapchat’s Spotlight feature reached over 946 million monthly active users, according to Snap Inc. Investor Reports.
- The number of US Snapchatters posting to Spotlight increased 47% year-over-year in Q4 2025.
- According to the Sprout Social Q3 2025 Pulse Survey, 47% of consumers are most likely to engage with short-form brand video (under 60 seconds) on Bluesky.
- Alternatively, 19% of Bluesky users are likely to engage with long-form video, proving video appetite extends beyond micro-content.
Marketer takeaway: Test and repurpose efficiently
Investing in emerging networks is a long-term play focused on community building and niche targeting. Fortunately, you don’t need to reinvent your production process to succeed.
Early adopters show a strong appetite for the exact same short-form video formats that dominate other networks. Strategically repurpose your top-performing clips from TikTok or Instagram Reels to use these emerging spaces as low-risk testing grounds.
Influencer Video Marketing Statistics
Creators hold the keys to audience trust, acting as modern-day brand ambassadors.
- Content creators drive digital culture, as 74% of users aged 15 to 24 in the UK actively follow influencers.
- Sponsored influencer video and image content outperforms traditional organic brand content in reach by an impressive 92%, according to the Sprout Social 2025 Influencer Marketing Report.
- 53% of influencers prefer to create short-form video between 15 and 30 seconds for brand partnerships.
- 50% of creators prefer delivering videos in the 31 to 60-second range for brands.
- Ultra-short deliverables under 15 seconds remain highly popular, with 43% of influencers happy to produce them for brand partnerships.
- 42% of influencers actually prefer broadcasting live for brands.
- Producing content over 60 seconds introduces friction, favored by only 27% of influencers due to heavier resource demands.
Marketer takeaway: Align with creator workflows
Influencer partnerships efficiently scale visibility. To maximize influencer campaign ROI, align your creative briefs with how creators actually work. The sweet spot for collaboration is short-form video, with the majority of creators preferring deliverables under 30 seconds. Forcing long-form production introduces unnecessary friction. Build authentic partnerships by respecting their workflow and leaning into ultra-short trends.
To find the right creator partners and manage these video campaigns from end-to-end, use the Sprout Social Influencer Marketing platform to identify influencers whose audiences align perfectly with your target demographic.
Turn these social media video statistics into your strategy
The numbers don’t lie: video is the most powerful tool in your marketing arsenal right now. But creating great videos is only half the battle. To truly stand out in today’s crowded feeds, you need to balance snappy, entertaining clips with value-driven content that your audience actually wants to watch.
Stop guessing what your audience wants and start measuring your own network performance against these industry benchmarks. With Sprout Social, you can seamlessly schedule video content across all major networks, track video views and engagement in one unified analytics dashboard, and uncover trending audio through social listening.
Ready to turn these insights into action, streamline your video publishing, and prove your bottom-line impact? Start a free trial of Sprout Social today and take the guesswork out of your social media video ROI.
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