Even taken separately, social media and video can give your business more than you can imagine. What do you think will happen if you use social networks as a platform, and video as a tool to achieve your marketing goals?
Below we have collected research results that provide a complete answer to your question. What is more, these success indicators can be yours in a very short term, so let’s get started now.
The most popular social media platforms for video marketing
- YouTube - 90%
- Facebook - 86%
- Linkedin - 79%
- Instagram - 79%
- Webinar - 60%
- Twitter - 54%
- TikTok - 35%
Social Media Videos Consumption Facts and Figures
- As of October 2023, there were 5.3 billion internet users worldwide, which amounted to 65.7 percent of the global population. Of this total, 4.95 billion, or 61.4 percent of the world's population, were social media users. - Statista
- Every day, users spend 2 hours 24 minutes on social media on average (users age from 16 to 64 years). Moreover, hanging on social networks and watching videos are the most popular activities on the Internet at the moment.
- Teens and millennials consume 40% less television content than five years ago. Their focus has shifted to social networks, YouTube, and Netflix.
- 75% of millennials, that is, users with the highest purchasing power at the moment, watch videos on social networks every day. All you have to do is segment them correctly, customize and personalize your video in order to hit the target.
Useful Recource
77 Video Marketing Statistics Every Marketer Must Know
Stats around social Media Video Usage
- 26% of marketing professionals highlight Stories as the premier form of social media content.
- 25% of marketers pinpoint live video as the most beneficial type of social media content.
- 50% of social media users show a preference for video content over other forms.
- 35% of North American B2C marketers are utilizing live video in their marketing strategies.
- 58% of viewers are likely to watch a business video to the end if it's shorter than 60 seconds.
- The length of content is crucial. Short-form videos are perceived as 2.5 times more engaging than long-form content.
- 66% of consumers in 2022 report short-form video as the most captivating type of social media content, a rise from 50% in 2020.
- 37% of social media users find live video the most engaging type of content.
- 24% of users are most engaged by long-form video content.
In the context of TikTok's user base growth, in 2023, the platform had about 102 million users in the United States. This figure is anticipated to grow by over 5%, reaching 107.8 million users in 2024. TikTok continues to be one of the quickest-growing social media platforms in the U.S., particularly popular among younger audiences.
Social Media Video and Shopping Statistics
- 54% of users use social media to find out more about the brands they already know or to research new products or services.
- 80% of Instagram users follow at least one business profile, and 200 million customers visit at least one business profile every day. (Adespresso)
- 71% of users will recommend your company if they are satisfied with their social media experience while making a purchase from you.
- 62% of Facebook users would like to find out more about your offer if they have seen it in Facebook Stories. (Facebook)
- 64% of digital buyers noted that social media video helped them to make a final decision and purchase from a brand.
Social Media Video Statistics That Will Surprise You
If you are looking for the most effective platform to promote your brand with videos, you should know that it is Instagram – even not YouTube as you may guess. Surely, you should not leverage your Facebook and YouTube presence, but according to recent studies, Instagram is going to become the most promising platform for video marketing and sales-driving.
- Compared to Facebook and Twitter, top Instagram brands see 58 and 120 times higher per-follower engagement rate accordingly.
And here is one more approach to take into account that is directly connected with IGTV and Stories. Vertical videos are becoming trendy, and what is more, they are really effective.
Compared to horizontal videos, they are able to provide a 90% higher competition rate and 13.8% more audiences than square videos.
- We have already explained why vertical videos make sense, so be sure to consider this approach for your new video marketing strategy as well.
As for Facebook videos, they can also be powerful enough if you use them correctly.
- An average Facebook video post has up to 86% higher reach.
- Live video streaming of Facebook may provide you with a 26% engagement rate. What is more, it is forecasted that Facebook is going to become a video-only platform in the recent few years.
- If you compare shared YouTube links and native videos uploaded to Facebook, the latter shows a 10 times higher reach level.
Global Internet Usage Insights: Trends and Demographics
- Northern Europe leads in internet usage: 99% penetration rate in 2023.
- Norway, Saudi Arabia, UAE: 99% of the population online as of April 2023.
- North Korea: Lowest internet usage, virtually zero penetration.
- Asia: Largest online population, over 2.93 billion users.
- Europe: Second largest, around 750 million internet users.
- Top countries by internet users: China, India, US.
- Female internet users worldwide: 63% in 2022, 6% less than men.
- Gender disparity: Larger in Arab States and Africa, around 10% difference.
- Smaller gender gap: Commonwealth of Independent States and Europe.
- Youth (15-24 years) internet usage: Highest in Europe at 98%, global average at 75%.
- Income impact: 92% of high-income countries' populations use the internet vs. 26% in low-income countries.
Conclusion
93% of marketers said video on social media helped them to convert a lead into a loyal and paying customer. The research results that we shared with you prove that social networks and videos are the perfect match with very strong marketing potential. What is more, this trend will only intensify, so let’s think about your social video marketing strategy today to be sure of success tomorrow.
