20 stats that show why video content on social media is important

As more video content is being watched and interacted with on social media, as a business the demand for creating and using video content is increasing. With consumers preferring to watch videos over reading when learning about products and services, it’s vital that brands get on board.

We've collected twenty social media statistics that show how important video content is for the customer and how it impacts their purchase journey.

Why video content is so important for connecting with customers on social media


  • Roughly 50% of online shoppers search for videos related to a product before buying it in-store. (Source: Google)


  • 53% of consumers engage with a brand after viewing a video on social media. (Source: SmartInsights)


  • 72% prefer video over text when learning about a product or service.  (Source: SmartInsights)


  • 54% of consumers want to see more video content from a brand or business they support. (Source: Oberlo)


  • 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision. (Source: Oberlo

Facebook statistics


  • 64% of consumers say that watching a marketing video on Facebook has influenced a purchasing decision. (Source: Socially Sorted)


  • People spend 3x as much time watching a Live video than a pre-recorded one. (Source: Sprout social)


  • 65% of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, and 45% will watch for 30 seconds. (Source: Facebook).


  • 62% of people said they were more interested in a product after seeing it in a Facebook Story. (Source: Marketing Land)


  • Facebook video receives, on average, 135 percent more organic reach than a Facebook photo. (Source: Buffer)

Twitter statistics


  • Video content has been growing on Twitter and generates +31% higher emotional connection and +28% higher levels of memorability versus the social media average. (Source: Twitter)


  • Videos are 6X more likely to be retweeted than photos and 3X more likely than GIFs. (Twitter)


  • 82% of Twitter users watch video content on Twitter. (Source: Twitter)


  • Tweets with images receive 150% more retweets than tweets without images. (Source: Hubspot

Instagram statistics


  • 60% of Instagram users discover new products on the platform. (Source: Hootsuite)


  • Over 500 million Instagram accounts are using Instagram Stories every day and ⅓ of the most viewed Instagram Stories are from businesses. (Source: Instagram)


  • 39% of people have become more interested in a brand/product after seeing it on Instagram Stories. (Source: Instagram)


  • 15–25% of people swipe up on the links in branded Stories. (Source: 99Firms


  • 47% of people find that Instagram Stories helps them be more authentic in their communication with friends and family. (Source: Instagram)