Video is taking over social media.

In our end of 2016 social media survey, 83 percent of marketers said they’d like to create more video content if they didn’t have restraints such as time and resources. We also found that 30 percent of marketers are looking to spend more time focused on Facebook video in 2017.

To help you make the fullest use of video marketing on social media and create a successful social media strategy for 2017, we’ve pulled together 50 of the most relevant video marketing statistics for social media marketers.

Did you know, for example, that Facebook video receives, on average, 135 percent more organic reach than a Facebook photo? Or that 73 percent of B2B marketers say that video positively impacts marketing ROI?

Check out more fascinating video statistics covering topics like marketing trends, user behavior, engagement, and much more below!

video-stats@2x

50 video Marketing statistics for 2017

The statistics are categorized into:

  1. Trends
  2. Marketers’ Usage
  3. Video Watching Behavior
  4. Engagement
  5. Live Videos
  6. Video Ads
  7. Purchasing Behavior
  8. ROI

Feel free to use the quick links above to jump to the section you’re most interested in.

Let’s jump right in!


1. Trends

1) Online videos will account for more than 80% of all consumer internet traffic by 2020 (CISCO, 2016).

2) Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016; TechCrunch, 2016).

3) 10 billion videos are watched on Snapchat every day (Bloomberg, 2016).

Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016; TechCrunch, 2016). 10 billion videos are watched on Snapchat every day (Bloomberg, 2016).

(Image from KPCB)

4) Video views on Twitter grew 220X from December 2014 to December 2015 (Twitter, 2015).

5) Periscope users have created more than 200 million broadcasts (Periscope, 2016).

6) Periscope users watch over 110 years of live videos every day (Periscope, 2016).

Periscope users have created more than 200 million broadcasts (Periscope, 2016). Periscope users watch over 110 years of live videos every day (Periscope, 2016).

7) More than 500 million hours of videos are watched on YouTube every day (Business Insider, 2016).

8) Searches related to “how to” on YouTube grew 70% from 2014 to 2015 (Google, 2015).

9) More than 100 million hours of how-to YouTube videos were watched in North America in the first five months of 2015 (Google, 2015).


2. Marketers’ usage

10) 60% of marketers used videos in their social media marketing in 2016 (Social Media Examiner, 2016).

11) 14% of marketers used live videos in their social media marketing in 2016 (Social Media Examiner, 2016).

60% of marketers used videos in their social media marketing in 2016 (Social Media Examiner, 2016). 14% of marketers used live videos in their social media marketing in 2016 (Social Media Examiner, 2016).

12) 73% of marketers plan on increasing their use of videos (Social Media Examiner, 2016).

13) 50% of marketers plan on using live videos. (Social Media Examiner, 2016).

14) 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2017 (Animoto, 2016).

15) 83% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer, 2016).

16) 43% of marketers said they’d create more live videos if there were no obstacles like time, resources, and budget (Buffer, 2016).

83% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer, 2016). 43% of marketers said they’d create more live videos if there were no obstacles like time, resources, and budget (Buffer, 2016).

17) 1 in 4 marketers and SMB owners feel behind on video marketing (Animoto, 2016).


3. Video watching behavior

18) Videos up to 2 minutes long get the most engagement (Wistia, 2016).

Videos up to 2 minutes long get the most engagement (Wistia, 2016).

19) 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 (Facebook, 2016).

20) 55% of people consume videos thoroughly — the highest amount all types of content (HubSpot, 2016).

55% of people consume videos thoroughly — the highest amount all types of content (HubSpot, 2016).

21) 85% of Facebook videos are watched without sound (Digiday, 2016).

22) More than 50% of videos are watched on mobile (Ooyala, 2016).

23) 93% of Twitter videos are watched on mobile (Twitter, 2016).

24) Half of 18- to 34-year old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator (Google, 2016).

Half of 18- to 34-year old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator (Google, 2016).


4. Engagement

25) Facebook is rated as the most impactful social channel for video — 8.4X higher than any other social channel (Animoto, 2016).

26) A Facebook video receives, on average, 135% more organic reach than a Facebook photo (Socialbakers, 2015).

A Facebook video receives, on average, 135% more organic reach than a Facebook photo (Socialbakers, 2015).

27) In an average week, YouTube reaches more 18+ year-olds on mobile alone during prime-time TV hours than any cable TV network (Google, 2016).

28) 43% of people want to see more video content from marketers in the future (HubSpot, 2016).

29) Native videos on Twitter drive 2.5X replies, 2.8X retweets, and 1.9X favorites than third party players (Twitter, 2015).

30) Videos are 6X more likely to be retweeted than photos and 3X more likely than GIFs (Twitter, 2016).


5. Live videos

31) People spend, on average, more than 3x more time watching a Facebook Live video than a video that’s no longer live (Facebook, 2016).

32) Facebook users comment 10X more on live videos than they do on regular videos (Facebook, 2016).

33) 80% of Lifestream’s survey respondents would rather watch live video from a brand than read a blog (Livestream, 2016).

34) 82% of Lifestream’s survey respondents prefer live video from a brand to social posts (Livestream, 2016).

35) Video of a live event increases brand favorability by 63% (Twitter, 2016).


6. Video ads

36) Captions on Facebook video ads increase video view time by an average of 12% (Facebook, 2016).

37) Snapchat video ads capture over 2X visual attention than Facebook video ads, over 1.5X than Instagram, and 1.3X than YouTube (MediaScience, 2016).

Snapchat video ads captures over 2X visual attention than Facebook video ads, over 1.5X than Instagram, and 1.3X than YouTube (MediaScience, 2016).

38) Snapchat video ads deliver over 2X the lift in purchase intent compared to TV, YouTube, Instagram, and Facebook video ads (MediaScience, 2016).

Snapchat video ads deliver over 2X the lift in purchase intent compared to TV, YouTube, Instagram, and Facebook video ads (MediaScience, 2016).

39) Snapchat video ads receive 5X more swipe up rate than average CTR on comparable platforms (Snapchat, 2017).

40) Twitter video ads are deemed to be 10% more relevant, 8% more favorable, and 8% less intrusive, compared to similar skippable pre-roll ads on publisher sites (Twitter, 2016).

Twitter video ads are deemed to be 10% more relevant, 8% more favorable, and 8% less intrusive, compared to similar skippable pre-roll ads on publisher sites (Twitter, 2016).

41) Video ads are nearly 2X as memorable on Twitter than skippable pre-roll ads on premium sites (Twitter, 2016).

Video ads are nearly 2X as memorable on Twitter than skippable pre-roll ads on premium sites (Twitter, 2016).

7. Purchasing behavior

42) 6 in 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality (Google, 2017).

YouTube research 2

43) 4X as many consumers would rather watch a video about a product than reading about it (Animoto, 2015).

44) 4 in 5 millennials consider video content when researching a purchase decision (Animoto, 2015).

45) 70% of millennials are likely to watch a company video when shopping online (Animoto, 2015).


8. ROI

46) Companies which use videos in their marketing grow revenue 49% faster year-on-year than those which don’t (Aberdeen Group, 2015).

47) 76.5% of professional marketers and SMB owners are seeing results with video marketing (Animoto, 2016).

48) 73% of B2B marketers say that video positively impacts marketing ROI (Tubular Insights, 2015).

49) Having a brand logo in a video can increase purchase intent by 9% (Twitter, 2016).

50) Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion rates than those which don’t (Aberdeen Group, 2015).

How will you be using video in 2017?

Wow, that’s a lot of video marketing statistics! Hope you are now pumped about video marketing and have found a tip or two (or 50) to improve your video marketing efforts in 2017.

How will you be using video as a part of your marketing strategy in 2017? We’d love to hear in the comments below.

Thank you!

Looking for a better way to share on social media?

Schedule, publish & analyze your posts across the top social networks, all in one place.

Get started for free
Written by Alfred Lua

Content Crafter at Buffer. I swim, cycle, and run a lot. When I’m not doing all those, I love to read and try new things.

  • WOW! Ridiculous video stats there Alfred! If marketers aren’t getting their clients on video in 2017, they’re missing the boat. Happy to have my clients on the video train this year. Thanks again and 3 cheers to the Bufferoos out there! I’ll be sharing this with my network today. 🙂

    • Hey @stevehedstrom:disqus, thanks for the continuous support! Have you experimented with videos for your clients? It’ll be awesome to hear if videos have been effective for your clients. 🙂 Thanks again, Steve!

  • Thanks for that summary. Now that we can convince our bosses to do video, does anybody have similar comprehensive lists about which kind of content works great? I think many content marketers would appreciate some ideas about how we should best allocate our budgets. 😉

  • Fantastic stats! Honestly not that surprised by the jump in video viewing either – simply easier to watch and create than ever before. Curious if you have anything or re-purposing? For example, what about sharing Facebook Live videos to your YouTube channel?

    • Thanks, @KevinKolbeDude:disqus! Good question. Now I’m curious, too. I did a quick research and can’t seem to find any stats on re-purposing – sorry!

      Curious if anyone else reading this post might know of any? 🙂

  • Miljana Mitic

    Great roundup, I was surprised to read that Snapchat ads has 2x uplift in purchase intent. It will be interesting to see how Snapchat will influence people’s engagement with companies. So far YouTube was the leader, with 76% of millennials following companies on YouTube (as opposed to 47% on Twitter and 42% on Instagram http://bit.ly/2lREEoF)

    • Thanks for reading this post and sharing those stats, @miljanamitic:disqus! Does your company use Snapchat as part of your social media strategy? How has it been for you all? 🙂

  • The stats are nice, but is there really a market for social videos? Well I am trying it out, I am now doing some free samples to get the word out. http://jakumedia.com/social-video/ But at the moment, still unsure if it’s a valid idea to make a specialized service out of this. What do you think? (hope it’s okay to self-promote here a little :))

    • Hey @johny115:disqus, I do believe there’s a market for social videos. From our State of Social Medi 2016 survey (https://blog.bufferapp.com/social-media-2016), we found that 83 percent of marketers said they’d like to create more video content if they didn’t have restraints such as time and resources. Perhaps if the price is right, marketers would outsource video creation. 🙂

      How have the free samples performed?

      Thanks for being so mindful about being self-promotional. I think that’s a great question so it feels alright. 🙂

      • What do you personally think would be right price? I am really interested in that. I am not social media marketer, so I don’t even know how much would comparable content like outsourcing high quality image creation for social media cost.

        The examples I have on my twitter account perform way better than my other tweets, 10x engagement at the minimum. But my account is fairly empty with little followers, so this is very little data. I am curious too how will the client samples perform on stable facebook/twitter accounts with large followings.

        • Oh, wow, 10x engagement at the minimum is awesome! Great one on that!

          Great question about the right pricing. I imagine it might depend on the type of customers you are targeting? I’m guessing that big corporates might be willing to pay much more than startups and small-medium businesses.

  • Nwook

    This is useful! We at nwook.com have been using video ads on Facebook for the last 3 months and the engagement is way more than any other format. There are also a bunch of great tools to make videos. You can write to me at arpit@nwook.com if you’d like to get some made! Check out youtube.com/nwook to see some of my works.

  • Jack Hodge

    Hi Alfred, I’m a bit of a triathlon junkie myself 🙂
    Anyways, this is an awesome collection of super helpful stats. You guys always put out the most helpful numbers and facts.

    It’s crazy to see the trends here, I mean, over 500 million hours of hours of videos viewed on YouTube on a daily basis is just insane. That’s more than a lifetime of viewing for anyone. And it doesn’t even include the 100 million hours of videos watched on Facebook.

    I guess it just shows us how important it is to craft and publish videos that are super high quality and searched for. I mean clearly the majority of content consumers prefer video which means more and more marketers are creating videos. That leads to a lot of noise and clutter where marketing videos and messages can get seriously lost and/or ignored. So creating the best possible videos with content that gets people to either stop scrolling and watch or that appears at the top of search results is super important. It’s definitely not impossible, but it can be challenging. It means doing lots of research on your target audience and using engaging footage, music, and copy that’s concise but memorable.

    For those of you looking, luckily there are a ton of great tools online to help create and manage video, so that kinda eliminates some of the struggle. Tools like Wistia (wistia.com), WeVideo (wevideo.com), Vimeo (vimeo.com), and Promo by Slidely (slide.ly/promo) are really great resources that I have found in the research I did when I started making, publishing, and managing videos. I assume that as the amount of video grows, tools like these (and others yet to come) will likely start to play a bigger role in marketers and businesses creating and growing with videos.

    • Hey @disqus_fqBsDyVapo:disqus! Nice, awesome to “meet” a fellow triathlete 😄

      Thanks for checking out this post and for leaving such a great comment!

      Yes, our video consumption feels so incredible, and like you said, that also creates a great opportunity for us, marketers. I believe that more and more content will be in video format and platforms like Facebook and YouTube would try to make watching videos even easier in the future.

      Thanks for sharing those video-making tips and tools, Jack! How has video content been performing for you? 😊

    • Oh, @disqus_fqBsDyVapo:disqus, I just featured your comment as I think it’s valuable for others to read it, too. Thanks, again! 😄

      • Jack Hodge

        Thanks, Alfred!

  • jaywi

    Hi Alfred,
    Brilliant article with a lot if interesting points. Very informative and helpful post.
    I recently created my own website veloceinternational.com and it would mean a lot if you could take a look and let me know of things I could improve.
    Thank you so much!
    Jay

  • Emma Waldron

    Great article full of very useful information! I find it very interesting how fast video views are growing on Facebook and Snapchat.

    • Thanks, @emma_waldron:disqus! Yeah, me too! It feels like most social media consumption are moving towards the video format.

  • Nice Article.

  • thanks its amazing keep sharing

  • Roshan Singh

    Nice trick Bro, Thanks for sharing such a great article – Try Free Facebook Social Toolkit Premium Extension for Chrome

  • Yes, Video Marketing play an important role in SMO.

  • It is good to read , Thanks for such amazing article.

  • Lindsay Galang

    Hi Alfred!

    That sure is a lot of statistics. When it comes to marketing, it is a plus to have an edge among your competitors and what better way to reach out to a wider range of audience than making visuals work! After all, we’re visual creatures. I remember when video marketing was still on its infancy, business owners are a bit skeptical to whether they should or should not try it, now everyone’s up for it! But admittedly, video animation is time consuming and sometimes expensive. Good thing there are video marketing agencies that are willing to create better marketing videos for businesses without costing an arm and a leg like http://www.viheo.com