One of the most significant shifts in social media content consumption is the overwhelming dominance of video. From short clips to live streams, videos have captured the attention of users across various platforms.
It is no secret that video has become an integral part of forward-thinking brands' marketing approaches, swiftly surpassing all other content forms on various social media platforms.
The diverse array of video marketing formats available further emphasizes this trend (think of platforms like YouTube Shorts, Instagram Reels and Facebook Stories). Despite its pivotal significance, it's noteworthy that video remains largely untapped across major social media networks.
This blog explores social media video statistics, shedding light into insights that highlight the undeniable impact of video content in shaping the online experience.
Navigating the video landscape: From social media feeds to branding strategies
If you've been active on platforms like Facebook, Instagram or X lately, you're well aware of the integral role that videos play in shaping your interaction with these social networks. The concept of video has been a cornerstone in marketing strategies for a considerable period and in today's landscape, brands are leveraging their potential to cultivate dedicated followings across social media platforms.
Surprisingly, did you know that viewers can retain up to 95% of the information conveyed through video, whereas text-based information retains only a mere 10%?
Whether you're familiar with the process of crafting a viral video, inclined towards traditional static image posts or just taking your initial steps into the world of video content, gaining insights into the video landscape is invaluable. This understanding can empower you to make informed decisions about how, when and why to incorporate this form of visual content into your endeavors.
Why do social media video statistics matter?
Before delving into the statistics, it's crucial to understand why these numbers matter. Social media video statistics provide a comprehensive view of how audiences engage with content, how brands market their products and how trends emerge and spread.
Whether you're an individual seeking to enhance your social media strategy or a business aiming to connect with potential customers, these statistics offer invaluable insights into what works and what doesn't in the world of social media videos.
General social media video usage statistics
Let's explore usage-related statistics that illustrate the demographics of video content consumers and the extent of their average viewing habits. This data underscores the fact that a substantial number of individuals are actively engaging with online videos, providing marketers with a compelling incentive to integrate video creation into their content strategies.
According to Statista, the amount spent on video marketing will reach $92.253 billion in 2023
Over 85% of internet users watch online videos each month
Research shows that an average person spends about 100 minutes per day watching online videos
91% of people prefer online video content over other forms of content from brands
96% of video marketers think that video marketing has increased a user's understanding of the product/service
A staggering 60% of businesses make use of video as a marketing tool
Social media video has proven to be a successful avenue for customer acquisition, with an impressive 93% of companies reporting the acquisition of new customers through this medium
91% of marketers report that video marketing has contributed to a boost in their website traffic
90% say that video marketing has helped them generate leads
Platform-specific video engagement statistics
On social media, audience engagement with video content varies significantly across different platforms. Understanding these platform-specific video engagement statistics is crucial for tailoring your content strategy to maximize reach and impact.
Let's take a look at the video engagement statistics of popular platforms and understand how users interact with videos on each of them.
Facebook video engagement statistics
With a user base of over 2.8 billion monthly active users, Facebook continues to be the cornerstone of social media engagement. The platform boasts impressive statistics in terms of video content:
Facebook Watch attracts 1.2 billion users per month.
Videos on Facebook receive 10 times more shares than other types of posts. This viral potential is a testament to the power of compelling visual content.
After watching a Facebook video related to a product, 62% of users express heightened interest in the said product.
Video ads on Facebook are used by over 73% of marketers for the promotion of their products or services.
Live videos garner a superior average engagement rate of 1.59%, outperforming pre-recorded videos on the platform which hold an engagement rate of 0.92%.
A surprising 85% of Facebook videos are watched without sound. This stresses the importance of visually appealing content that can convey a message even in the absence of audio.
More than 300 million people use Facebook Stories every day.
According to a survey, 62% of respondents expressed an increased level of interest in a product or brand after encountering it on Facebook Stories.
Native Facebook videos have a 186% higher engagement rate than linked videos.
You can go through Facebook's official guide to video ads to know more about it.
Instagram video engagement statistics
With over 2 billion monthly active users, Instagram has solidified its position as a visual haven for both individuals and brands. Video content takes center stage on Instagram according to these statistics:
A global survey of marketing professionals conducted in 2020 found that Instagram videos were utilized by 58% of marketers.
A remarkable 74% of users take action after viewing a brand's video on Instagram. This includes visiting a website, making a purchase or sharing the content with their network.
In 2019, Instagram Stories had 500 million daily active users.
Video posts on Instagram Stories have an 86% completion rate.
Weekly, 91% of users engage with videos on the platform.
Among young adult social media users in the U.S., 43% exhibit a preference for watching Instagram Live over other forms of video content available on the platform.
The reach of Instagram Reels among accounts with up to 500 followers is an astonishing 892%, while images in the same accounts only achieve a reach of 77%.
Carousels, which can include photos or videos, was the type of content that had the highest engagement on Instagram in 2021 and 2022.
X video engagement statistics
X attracts 238 million daily active users, creating a unique platform for real-time interaction. Video content is extremely popular on X, as reflected in these statistics:
Posts with video receive 10 times more engagement.
A significant 93% of video views on X occur on mobile devices. This mobile-first approach underscores the importance of optimizing videos for smaller screens.
Video ads on the platform are 50% cheaper in cost per engagement than other formats.
Videos accompanied by a short text have a 13% higher brand and message recall over longer texts.
Videos that highlight positive human interactions or evoke a sense of desire for a product contribute to a 40% surge in overall engagement.
Videos designed to convey their message without relying on sound (through closed captions or text overlays) experience a 28% increase in view time and yield a return on investment that is 1.8 times higher.
The First View function on X leads to 1.4 times the viewing duration of videos on competing platforms.
YouTube video engagement statistics
As the second-largest search engine with over 2.5 billion logged-in monthly users, YouTube is synonymous with video content. Its engagement statistics are a testament to its influence:
The total number of hours people spend watching YouTube on TV screens has almost doubled year over year. This trend highlights YouTube's integration into the entertainment ecosystem.
72% of the total users viewed YouTube on their phones in 2022.
YouTube witnesses an influx of content with over 500 hours of video being uploaded every single minute.
75% of users say that YouTube enhances their awareness of new brands.
70% of persons surveyed have reported making a purchase after encountering a product on YouTube.
In 2022, YouTube ranked among the top global media and entertainment brands, boasting a valuation exceeding $86 billion.
YouTube has a highly engaged audience with billions of hours of videos being consumed every day.
In 2021, YouTube Shorts reached a daily global viewership of 30 billion.
Marketers predict an increased usage of YouTube for advertising in the next few years.
Platform-specific video engagement statistics reveal the diverse ways audiences interact with video content across social media. From the shareable nature of Facebook videos to Instagram's action-oriented audience, X's real-time conversations and YouTube's educational influence, each platform offers a unique canvas for brands and creators to captivate their audiences.
Understanding these differences is important for crafting a tailored video strategy that resonates with users, fosters engagement and drives results in the ever-evolving world of social media.
What is the impact of video on audience engagement?
The impact of video on audience engagement is profound.
According to a Forbes study, incorporating video in content leads to a 300% increase in email click-through rates and an 80% rise in conversion rates on landing pages.
Notably, 64% of consumers make purchases after watching videos. Videos are also exceptionally effective in conveying brand messages, with viewers retaining 95% of information compared to 10% through text.
This underscores the pivotal role played by video in capturing attention, fostering connections and driving meaningful actions.
Video advertising and marketing statistics
As consumer preferences shift towards visual content, these statistics underscore the power of video in capturing attention, conveying messages and driving engagement in the digital realm:
Video ad spends has increased by 12% in 2023
87% of marketers say that video marketing has increased the dwell time on their website
71% of B2B marketers use video content, with product demos being the most popular type of video
Video consumption behavior and trends
In today's fast-paced digital landscape, video consumption has become a staple of online interactions.
53% of users aged 18-34 watch online videos daily. Video content holds immense sway.
There was a 99% growth in live streaming in 2020, partly due to the pandemic. This shows the importance of live streams in creating a personal connection with the audience.
The preference for video-based learning is rising, as 96% of users used explainer videos to learn about products or services.
As mobile devices continue to dominate video views and the appetite for brand-related video content increases, staying attuned to these evolving trends is crucial for content creators and marketers.
Read More: Your Complete Guide to Social Media Video Ads
In a world where attention spans are fleeting and competition for engagement is fierce, social media videos can pave the way for success. These statistics provide a good understanding of the preferences and behaviors of the modern online audience.
Whether you're a content creator, a business owner or simply someone looking to stay relevant in the digital realm, let these statistics be your guide to harnessing the power of social media videos.
As you set out to fine-tune your social media strategy, consider using the comprehensive tools and solutions offered by Sprinklr.
With its suite of services, including the Social Media Content Calendar, you can enhance your video strategy and engagement across various platforms, almost guaranteeing your success.
Book a demo today!