The Rise of Video Marketing on Social Media
Content is an incredibly vital component of any marketing campaign. The content you post on your website, blog, or social media is crucial in terms of brand perception and visibility. Your content is the means through which effective SEO strategies are implemented. People find your web pages by way of your content, and when they explore your pages, they discover your business. In the past, the focus was generally on written content. Written marketing material is still essential; however, it must now be integrated with video if you want to truly reach your audience where they are. In many ways, video marketing represents the content marketing of today.
Why You Should Add Video
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Video is expected online. Internet users now spend roughly 100 minutes per day watching video, sometimes up to 100 minutes. 82% of all internet traffic will be video in 2025 (DemandSage).
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89% of businesses already use video marketing. 68% of those not using it yet plan to in 2025 (HubSpot).
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93% of video marketers report positive ROI (HubSpot).
Written content retains authority, but attention spans demand video. Short‑form video excels at grabbing and holding attention.
Short-Form Video Trends
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Short videos (under 90 seconds) produce over twice the engagement of long‑form ones (Lifewire).
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57% of Gen Z and 73% of all consumers use short videos for product research (Lifewire).
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66% of video ads are under 30 seconds (Lifewire).
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Marketers increasingly lean on Reels, Shorts, TikTok-style clips. Reels, for instance, account for a growing share of Meta’s ad revenue—Instagram is projected to derive over 50% of its U.S. ad revenue from it in 2025 (Reuters).
Reach and Platform−Level Metrics
Facebook (Meta)
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Daily Facebook video views approach 8 billion (Motionplay Studio).
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1.25 billion people visit Facebook monthly to watch videos (Social Media Curve).
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Reels reshares across Facebook and Instagram hit 3.5 billion daily (Sprout Social).
Instagram Reels
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Reels generate approximately 150 billion views per day as of November 2024 (Wikipedia).
Types & Formats of Video Marketers Use
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In 2025, 73% of video marketers produce explainer videos. Social media videos follow closely at 69% (Wyzowl).
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Live‑action dominates formats (54%), followed by animated (24%) and screen recorded (15%) (Wyzowl).
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Educational, product, social media videos, and webinars are most common in 2024 (Wistia).
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AI is present: 51% of video marketers use AI tools; previously it was 75% (Wyzowl). Still, nearly 90% of advertisers will use GenAI in video ad creation; by 2026, GenAI may produce 40% of all video ads (TV Tech).
Growth vs Legacy
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In 2015, Facebook daily video views were about 4 billion. Today, they’re ~8 billion—double the old numbers .
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Written content still matters, but user behavior favors video. Brands that only write risk lagging.
What to Do Now
| Action | Insight |
|---|---|
| Prioritize short video | Short video delivers high engagement and better retention |
| Mix formats | Combine explainers, webinars, product demos, live-action and animation |
| Monitor ROI by platform | Reels, Shorts, TikTok offer high ad performance and daily reach |
| Use AI sparingly | 51% of marketers use AI; GenAI expanding rapidly—from smart to savvy |
| Vertically optimize | Mobile-first, vertical short-form dominates attention |
| Complement with written | Long-form remains needed for SEO and authority, integrate not replace |
Revised Summary
Video is dominant in digital marketing success as of 2025. Video traffic represents ~82% of internet usage. Short-form video is highly effective. Facebook clocks ~8 billion video views daily. Reels redefines Instagram’s growth. AI (especially GenAI) is rapidly changing ad creation. Marketers must use diverse video formats. Written content remains supportive but no longer central.