11 Social Media Video-Marketing Statistics

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1. Composition of YouTube videos by length

Videos of less than 1 minute now comprise 57% of YouTube views, compared to only 11% two years ago (2020).

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Image showing the view percentages for videos of less than one minute on YouTube

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2. Short Video Creation Source

95% of short videos on YouTube are created by individuals and creators, rather than brands or media companies.

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Pie showing the distribution of short-video creation sources

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3. TikTok advertising revenue worldwide from 2020 to 2027

The chart shows the extent to which TikTok advertising revenues are expected to exponentially grow, from 2023 all the way until 2027.

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Chart showing the revenue of TikTok (in billions) from its advertising business

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4. Popularity of Video Content

Marketers Using Video Content: This metric indicates that 91% of marketers are incorporating video content into their marketing strategies in 2023. This highlights the widespread adoption and recognition of video as a valuable marketing tool.

Facebook Usage: Among marketers, 86% are using video marketing on the Facebook platform. This suggests that Facebook is a highly popular platform for running video marketing campaigns, likely due to its extensive user base and advertising capabilities.

YouTube Usage: YouTube is the most popular social media platform among marketers, with 90% of them utilizing it for marketing purposes. This underscores YouTube's significance as a platform for reaching a wide audience through video content.

TikTok Usage: Approximately 35% of marketers surveyed are using TikTok for their marketing efforts. TikTok's inclusion in marketing strategies highlights its growing popularity as a platform for short-form video content and engagement with younger audiences.

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Graph showing the usage of video content by marketers

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5. Most valuable social content for marketers

Research shows that, 26% of marketers state that Stories are the most valuable type of social content, while 25% of marketers say live video is the most valuable type of social content. Additionally, studies show that 58% of viewers will watch the entirety of a business’ video if it’s less than 60 seconds long.

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Image showing the average distribution of content type on social media, made by marketers

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6. Most valuable social metrics for marketers

The 'Number of Monthly Active Users' showcases a platform's reach, with Facebook leading at 2.96 billion, followed by Instagram at 2 million and TikTok at 834,300. Meanwhile, 'Time Spent per Day' reveals user engagement, with TikTok's users spending 45.8 minutes daily, surpassing Facebook and Instagram's 30-minute average. These metrics guide marketers in choosing platforms based on audience size and engagement potential.

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Image showcasing most valuable social metrics.

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7. YouTube shorts growth globally

Launched first in India after the TikTok ban in August 2020, YouTube Shorts rolled out globally in June 2021. The feature, which is accessible via the YouTube app, reached two billion monthly logged-in users as of July 2023.

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Image comparing the growth of YouTube Shorts in June 2022 and July 2023

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8. Ideal monthly video posting comparison

This graph highlights the ideal amount of posts and content to be produced per platform in order to maximise your marketing efforts.

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Graph comparing the number of videos posted per month on TikTok, Instagram Reels, and YouTube Shorts

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9. Preferred types of content on Instagram, April 23’

This graph illustrates the monthly video posting frequency across three popular short-form video platforms: TikTok, Reels (Instagram), and Shorts (YouTube). The data highlights that on average, the user posts 15 videos per month on TikTok, 10 videos on Reels, and 8 videos on Shorts, providing insights into content production strategies across these platforms.

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Graph showing the monthly video posting frequency across TikTok, Instagram Reels, and YouTube Shorts

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10. Most popular TikTok videos based on total global likes, March 23’

The most popular TikTok videos, driven by content types like lip-syncing, dancing, and creative visual elements, offer valuable insights for marketers to understand trending themes and engage audiences effectively.

By analysing the success of videos with billions of likes, marketers can harness the power of popular content themes, such as entertainment, creativity, and humour, to tailor their strategies and connect with TikTok's engaged and diverse user base.

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Image showing the 10 most-popular TikTok video types, along with their creators

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11. The Digital Video Market

This is a visual representation of the digital video advertising landscape of the United States. Keeping the timeline of 2021 and 2024 the following can be understood. In 2021, the market size was a mere 80.1 billion dollars, whereas research shows that there is an expected growth of to a whopping 120 billion dollars by the year 2024. This allows brands to understand the importance of leveraging this opportunity for growth.

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