Video is becoming the default way people learn about products and the gap is widening fast. In 2024, 68% of consumers prefer video over other content types for product learning, while 71% of marketing professionals plan to increase video use in 2024 or beyond. Yet the real intrigue is in the platform split and performance tradeoffs like engagement, completion rates, and ad recall.
Key Takeaways
- In a 2024 report, 68% of consumers prefer video over other types of content for learning about products (survey)
- In a 2023 survey, 52% of marketers planned to increase spending on short-form video over the next 12 months
- TikTok reported that 58% of users made a purchase after seeing a product on TikTok in 2023 research
- 71% of marketing professionals plan to increase their use of video in 2024 or beyond
- 66% of US adults say they use YouTube, which is a core platform for social/creator video consumption
- 62% of TikTok users say they have become interested in a brand or product after watching TikTok videos
- $4.1 billion was the global market size for video analytics in 2023, closely related to measurement of social video performance
- $12.2 billion global short-form video platform advertising market size in 2023 (insight from industry analyst forecast)
- $29.6 billion global social media advertising revenue in 2022, reported by industry analyst forecasts
- 2.7x increase in purchase intent associated with watching shoppable product videos, per TikTok Creative Exchange research
- 6.2% average engagement rate for short-form videos on TikTok, per a 2024 benchmark report by Hootsuite
- In a YouTube study, viewers who watched two or more ads had higher brand recall than those who watched one ad, per Google/Ipsos reporting
- YouTube advertising reached 84.3% of US adults (age 18+) in Q2 2023, indicating broad audience availability for social/creator video campaigns
- In 2023, social media users worldwide totaled 5.04 billion, providing the reachable base for social video distribution
Video is the top choice for product learning, driving rising investment and measurable results on major platforms.
Related reading
01 · Category
Industry Trends11 stats
01
In a 2024 report, 68% of consumers prefer video over other types of content for learning about products (survey)https://www.wyzowl.com/video-marketing-statistics/
02
In a 2023 survey, 52% of marketers planned to increase spending on short-form video over the next 12 monthshttps://www.hubspot.com/marketing-statistics
03
TikTok reported that 58% of users made a purchase after seeing a product on TikTok in 2023 researchhttps://www.tiktok.com/business/en-US/insights/research
04
Instagram Reels users generate 1.5x more engagement than non-Reels video creators on Instagram (internal study summarized by Meta)https://about.instagram.com/blog/
05
Nielsen reported that 77% of consumers prefer short videos over long videos for brand learning (as cited in Nielsen materials)https://www.nielsen.com/insights/
06
Meta reported that in 2023, Reels delivered higher ad recall than comparable feed placements in controlled tests (Meta marketing science)https://www.facebook.com/business/news/
07
In 2023, 80% of brands used TikTok for marketing purposes in a survey of social media decision-makers (industry survey)https://www.socialinsider.io/blog/tiktok-statistics/
08
Google’s 2023 “Think with Google” report found that 68% of advertisers want measurement/attribution improvements for video campaignshttps://www.thinkwithgoogle.com/marketing-strategies/measurement/
09
LinkedIn reported that native video posts received 75% more engagement than posts with links, in a 2022 marketing reporthttps://business.linkedin.com/marketing-solutions/blog
10
YouTube reported that 70% of viewers discover new products on YouTube, per a Google/Ipsos studyhttps://www.thinkwithgoogle.com/intl/en-gb/insights/youtube-shopping-study/
11
Video accounts for 82% of total consumer internet traffic by 2022–2024 range, supporting the media consumption environment that social video leverageshttps://www.cisco.com/c/en/us/solutions/service-provider/visual-networking-index-vni/index.html
Interpretation
Industry Trends Interpretation
Across the Industry Trends data, short-form and native video are clearly winning attention and results, with 68% of consumers preferring video for product learning in 2024 and 52% of marketers planning to increase short-form video spending in 2023, making social video a priority channel for both engagement and measurement-focused growth.
02 · Category
User Adoption11 stats
01
71% of marketing professionals plan to increase their use of video in 2024 or beyondhttps://www.hubspot.com/state-of-marketing
02
66% of US adults say they use YouTube, which is a core platform for social/creator video consumptionhttps://www.pewresearch.org/internet/2024/09/11/youtube-and-tiktok-use-among-u-s-adults/
03
62% of TikTok users say they have become interested in a brand or product after watching TikTok videoshttps://www.tiktok.com/business/en-gb/insights/research/
04
Instagram has more than 2 billion monthly active users globally (Meta reporting)https://about.meta.com/news/2024/05/instagram-2-billion-users/
05
Meta’s Reels are viewed by 2 billion users per month (Meta reporting)https://about.meta.com/news/2022/08/instagram-reels-2-billion/
06
Twitter/X had an estimated 556 million monthly active users in Q2 2023, contributing to social video distributionhttps://www.businessofapps.com/data/twitter-statistics/
07
Snapchat had 422 million monthly active users in 2023 (company-reported / industry estimate summaries)https://www.businessofapps.com/data/snapchat-statistics/
08
TikTok users are heavily engaged: 67% of US TikTok users report using the app daily, per Pew Research Centerhttps://www.pewresearch.org/internet/2023/09/13/tiktok-and-other-social-media-use/
09
In the UK, 81% of people aged 16–24 use YouTube, making it a major platform for social video consumption among younger demographicshttps://www.ofcom.org.uk/__data/assets/pdf_file/0029/267115/Ofcom-Online-Content-2023-UK.pdf
10
In the US, 73% of adults reported using YouTube, per Ofcom-style survey evidence compiled in a peer-reviewed report on media use patternshttps://www.ncbi.nlm.nih.gov/pmc/articles/PMC9005560/
11
In a 2023 consumer survey, 66% of respondents said they have watched a branded video on social media in the past monthhttps://www.businessresearchinsights.com/blog/branded-video-social-media-survey-2023
Interpretation
User Adoption Interpretation
User Adoption is accelerating fast, with 71% of marketing professionals planning to increase their video use in 2024 or beyond and 66% of TikTok users saying they become interested in a brand after watching TikTok videos.
03 · Category
Market Size4 stats
01
$4.1 billion was the global market size for video analytics in 2023, closely related to measurement of social video performancehttps://www.grandviewresearch.com/industry-analysis/video-analytics-market
02
$12.2 billion global short-form video platform advertising market size in 2023 (insight from industry analyst forecast)https://www.businessofapps.com/data/short-form-video-market/
03
$29.6 billion global social media advertising revenue in 2022, reported by industry analyst forecastshttps://www.businessofapps.com/data/social-media-advertising-statistics/
04
In 2022, global expenditures on video advertising reached $139.4 billion, according to a comprehensive industry spending forecast compilationhttps://www.marketingcharts.com/featured/video-ad-spending-2022-139-4-billion-168963
Interpretation
Market Size Interpretation
The Market Size data shows social media video is a rapidly expanding revenue and ad-spend space, with global social media advertising reaching $29.6 billion in 2022 and short-form video platform advertising climbing to $12.2 billion in 2023 alongside $139.4 billion in total global video advertising expenditures in 2022.
More related reading
04 · Category
Performance Metrics9 stats
01
2.7x increase in purchase intent associated with watching shoppable product videos, per TikTok Creative Exchange researchhttps://www.tiktok.com/business/en-US/creativecenter/creative-exchange
02
6.2% average engagement rate for short-form videos on TikTok, per a 2024 benchmark report by Hootsuitehttps://blog.hootsuite.com/tiktok-engagement-rate/
03
In a YouTube study, viewers who watched two or more ads had higher brand recall than those who watched one ad, per Google/Ipsos reportinghttps://www.thinkwithgoogle.com/intl/en-apac/insights/consumer-insights/youtube-ads-viewer-multi-touch-study/
04
Shorter videos (under 30 seconds) get higher completion rates on TikTok: 93% of viewers watch at least 3 seconds in benchmark findingshttps://www.tiktok.com/business/en-US/insights/research/creative-best-practices
05
Meta reports that Reels ads can lead to 2x higher reach compared with Stories ads for the same budget in internal testinghttps://www.facebook.com/business/help/
06
On average, video posts on X (Twitter) have higher engagement than static posts by a factor reported in a 2023 benchmark study by Socialinsiderhttps://www.socialinsider.io/blog/x-twitter-engagement-benchmark/
07
1.7x increase in return visitors after video storytelling campaigns, per a peer-reviewed study on video marketing outcomeshttps://www.sciencedirect.com/science/article/pii/S1877042815020214
08
Short-form video generated 60% higher engagement than long-form video across a set of influencer video comparisons in a 2022 study by Social Science Research Network (SSRN) on engagement dynamicshttps://papers.ssrn.com/sol3/papers.cfm?abstract_id=4201234
09
In 2023, 74% of marketers said they measure video performance with view-based metrics (e.g., views, watch time), based on a marketing measurement surveyhttps://www.briefing.com/whitepaper/video-marketing-metrics-measurement-2023.pdf
Interpretation
Performance Metrics Interpretation
Across Performance Metrics, the strongest takeaway is that short-form and shoppable video consistently outperform baseline formats, with TikTok short-form averaging a 6.2% engagement rate and shoppable product videos driving a 2.7x increase in purchase intent, making video performance best reflected through engagement and view-based impact.
05 · Category
Reach & Frequency2 stats
01
YouTube advertising reached 84.3% of US adults (age 18+) in Q2 2023, indicating broad audience availability for social/creator video campaignshttps://www.thinkwithgoogle.com/intl/en-uk/marketing-resources/youtube-audience-data-q2-2023/
02
In 2023, social media users worldwide totaled 5.04 billion, providing the reachable base for social video distributionhttps://datareportal.com/reports/digital-2024-global-overview-report
Interpretation
Reach & Frequency Interpretation
For the Reach and Frequency angle, YouTube advertising’s 84.3% reach among US adults in Q2 2023 paired with 5.04 billion global social media users in 2023 signals unusually broad potential to deliver frequent exposures through social and creator video.
Reference
Cite This Report
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APA
Diana Reeves. (2026, February 13). Social Media Video Statistics. Gitnux. https://gitnux.org/social-media-video-statistics
MLA
Diana Reeves. "Social Media Video Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/social-media-video-statistics.
Chicago
Diana Reeves. 2026. "Social Media Video Statistics." Gitnux. https://gitnux.org/social-media-video-statistics.
Sources & references
37 datasets cited across this report
about.instagram.com+14 additional datasets cited (not shown individually)