8 Crucial Social Video Insights for Marketers in 2020

By Victor Blasco - February 24, 2020
5 mins read time
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In terms of inbound marketing, if content is king, video is definitively its crown. A sentiment that becomes hard to argue with once you stop to consider videos are among the most important marketing assets for businesses nowadays.

We humans, as visual creatures, are hardwired to respond to audiovisual stimuli, so we’ve embraced video as the perfect way to digest information. Whether that’s entertainment, news or a product description makes little difference — a well-made video is quick to catch and hold our attention.

Whether we are talking about testimonials, How-tos, whiteboard videos or any of the other popular styles, most businesses can benefit from a cool video — especially when you add social media into the mix!

Combining video content and social is a bit more nuanced than what most initially assume, at least for marketing. So, to help you with your social video strategy, we’ve compiled a list of 8 crucial social video metrics you should be aware of for 2020.

Instagram Social Video Stats

Video ads work wonders on Instagram users

I think we can all agree on the fact that the average social media user hates ads. Most regard advertising on their Instagram feeds as an interruption of their friends’ stories…except for video ads.

In fact, 72 percent of Instagram users buy a product or service after having watched a video ad. Great video pieces give you a dependable way to leverage Instagram advertisements without running afoul of its audience — it’s a format that catches their attention, and it works seamlessly with the visual nature of the platform.

If you want to improve your sales, don’t hesitate to use video ads on Instagram feeds and stories. On this platform, you’ll need to catch your audience’s attention within the first few seconds of your piece, but once you’ve done it, you’ve won.

So be direct, get to the point and invest in video ads that your audience feels are worth watching; you’ll see the return on that investment really soon!

Instagram provides the best ROI for video marketing

Video content, when used correctly, becomes a reliable investment. Yes, you need to create high-quality content if you want to get actual results, but there’s potential for big returns — especially on Instagram!

Of the interviewed companies in Yum Yum Videos’ recent research, 35 percent chose Instagram as the platform with the highest ROI on their video marketing strategies — albeit for a narrow margin. Instagram was followed closely with 33 percent on Facebook, and 28 percent on YouTube.

What does this mean? That video content has a great ROI on every major platform, so businesses can choose the one that best fits their overall approach.

Twitter Social Video Stats

Tweets with video attract 10x more engagement

There are over 2 billion video views on Twitter each day. Slowly but surely, video has taken over this former text-only platform as well. And Twitter users love it — tweets with video are 10x more engaging than tweets without it.

This applies to organic tweets as much as advertised ones. Using video content on promoted tweets is something that you shouldn’t miss if your core audience is most active on Twitter.

Don’t forget to make your video mobile-friendly… You’ll need it on Twitter

Talk to any skilled video production agency that specializes in social content and you’ll find out that, nowadays, it’s completely crucial to make video content mobile-friendly.

That means creating pieces that are relatively short and interesting from the start, taking into account that users may stop watching after the first few seconds. Making sure that your video can be understood without sound — through captions or in-video graphics — is also a priority.

And this is especially important for Twitter, because 93 percent of Twitter video views happen on mobile, according to Twitter’s internal data. And they won’t always be in environments where audio is an option. More accessibility and approachability means more reach!

Facebook Video Stats

Users prefer video over static content

Facebook users have a clear preference: when they have to choose between video or static content, they definitely prefer video on a whopping 5:1 ratio.

This has shaped the way that Facebook’s algorithms work; they know that video is the kind of content that generates more interactions, so they’ve shifted to a more video-centric focus.

With default features like autoplay and native uploading, there’s really no excuse for marketers anymore. If you are uploading great video content on Facebook, chances are it will find its way to your audience — one way or another.

The average engagement rate for video posts on Facebook is 6.13%

It doesn’t look like a cool number until you consider that the average Facebook engagement rate overall is just 3.6 percent. Video posts almost double that with a 6.13 percent engagement rate.

On Facebook, people like to engage and interact with the content that they love, and they surely love video content. So, when you are building top-of-the-funnel strategies to generate engagement, Facebook might be the go-to platform.

YouTube Video Stats

YouTube has 2 million monthly active users 

YouTube is surely a one of a kind: it’s a social media platform, a streaming service and a search engine all at once. As a search engine, it’s so good that it comes right after Google in scope and popularity; and as a social media platform; it’s even more popular than Twitter and Instagram.

With its 2 billion active monthly users, you can be sure that your brand can find its audience there.

Better than Facebook? For some, it is

YouTube has millions of active users, and a lot of them prefer it over any other platform. In fact, it is the most popular online platform in America.

Seventy-three percent of adults use YouTube, which is more than Facebook (at only 69 percent), and it’s almost twice as much as Instagram (coming in third place with 37 percent).

Not only do adults prefer YouTube, but this platform gets more and more popular the younger the age group. Users between 15-25 years old use YouTube consistently.

The bottom line is that everyone is on YouTube — whether they’re uploading content, commenting on their favorite videos or looking at cat videos. This opens up a number of opportunities for smart businesses to capitalize on.

Time to Put These Numbers To Work!

Video content is one of the most important parts of any good social marketing strategy. But if you want to be strategic with your video usage, you need to base your actions on hard data.

Take these insights into account when you’re deciding where to put your marketing efforts for the year. Don’t forget, though: video will only work if you combine a solid strategy with flawless execution. This means making high-quality content that grabs users’ attention and doesn’t let it go until it’s done.

Being associated with high-quality content is essential for any business that wants to grow their social presence — and that’s exactly what video lets you accomplish.

So, what are you waiting for? Go out there and start populating your social presence with awesome videos. You won’t be disappointed with the results!

Victor Blasco

Victor Blasco is an audiovisual designer, video marketing expert and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.

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