Video content has become an important element of social media marketing. Brands can use it to engage with audiences. From short-form videos to live streams, videos can deliver news, tutorials, product reviews, and entertainment.
According to a 2025 Wyzowl survey, 78% of consumers prefer video content for learning about products, and 89% have purchased after watching a video. These statistics highlight why video marketing is essential for brand awareness and customer engagement.
YouTube, Instagram, and TikTok deliver the highest ROI for video content. Short-form videos lead the pack, with 29% of marketers identifying them as their most frequently used format, and 21% highlighting their greater ROI. With the rise of video consumption, brands must master video content to remain competitive in social media marketing.
Where Are Consumers Watching Video Content?
Consumers turn to YouTube, Instagram, and TikTok for video content, attracted by their compelling formats and vast user bases. These platforms are particularly effective at providing short-form videos, which are trending on social media because of their quick, engaging format. The report indicates that short-form video content ranks as the preferred option for marketers, delivering unparalleled audience engagement and boosting brand visibility.
Videos are a primary source of information for consumers, covering everything from news to DIY tutorials. Wyzowl survey found that 89% of consumers have been influenced to purchase a product after watching a social media video, which is the power of video marketing. As platforms introduce new video features, understanding where and how audiences consume video content is crucial for developing a successful digital marketing strategy.
12 Top Social Media Platforms for Video Content
1. YouTube
YouTube is the world’s largest video-sharing platform and the second-largest social media platform, with over 2.85 billion global users in 2025. It’s a powerhouse for video marketing, capturing a significant share of the TV streaming market. In February 2025, CEO Neal Mohan announced that YouTube surpassed mobile viewing with a greater number of users watching on TVs, surpassing media giants like Disney and FOX, according to Nielsen’s Media Distributor Gauge.
YouTube supports diverse video formats, including live streams, short-form videos, and long-form content, making it ideal for content creators and brands. Key features include:
- AI-generated captions and transcriptions for accessibility.
- Comprehensive analytics through YouTube Studio.
- Monetization through the YouTube Partner Program.
- Promotion options across YouTube and Google Ads.
- A vast audio library for video production.
If you want to learn more about YouTube algorithm marketing, read our article on this topic.
2. TikTok
TikTok is a magnet for Gen Z customers. 48% of people prefer short-form videos to discover products. TikTok Shop has a 26% rise in social commerce in 2024, according to EMARKETER. Features include:
- Live stream shopping for real-time sales.
- Monetization via viewer gifts and brand partnerships.
- Hashtags for community engagement and content discovery.
- A growing library of trending sounds for viral videos.
3. Instagram
Instagram is a favorite among Gen Z, with 72% of users engaging with the platform in the past three months. Its Reels feature has evolved, now allowing videos of up to three minutes, which is a significant increase from the previous 90-second limit. Features include:
- Ecommerce integrations via Instagram storefronts.
- Live streaming for real-time engagement.
- Shoppable Stories for seamless sales.
- Advanced video editing tools for Reels.
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4. Facebook
Facebook continues to be a dominant force across generations, engaging 82% of users on the platform. It is particularly beneficial for local businesses, enabling service providers to interact with community pages. Key features include:
- Facebook Live for interactive streams.
- Stories for temporary video content.
- Paid video ads for targeted reach.
- Community pages for audience engagement.
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5. X
In January 2025, X introduced a new video tab that resembles TikTok’s setup. Non-subscribers are allowed to upload videos of up to 140 seconds, while subscribers can post longer videos—up to four hours on iOS and desktop, and 10 minutes on Android. X is suited for sharing real-time content and creating trend-focused videos.
6. Snapchat
Snapchat appeals to Gen Z, with nearly 40% of its users from this demographic. Its ephemeral video content fosters authentic connections. Marketing features include:
- Snap Ads and Story Ads for brand visibility.
- Customizable AR filters for brand awareness.
- Collections Ads for product showcases.
7. Bluesky
Bluesky, which is considered an X competitor, introduced three-minute video uploads and customizable video feeds in 2025. With no ads and a strong community focus, it draws in early adopters such as Netflix and The New York Times, positioning itself as a valuable platform for video marketing.
8. LinkedIn
LinkedIn has prioritized video content, launching in-feed video carousels and a video tab in 2024. Its Wire Program enables pre-roll ads with publishers like Bloomberg. LinkedIn’s algorithm favors video content, especially for B2B and professional topics. Features include:
- Video carousels for engaging feeds.
- Analytics for performance tracking.
- Targeted ad options for businesses.
If you want to learn more about social media analytics, read our article on this topic.
9. Pinterest
Pinterest is known as a visual discovery platform, with video content enhancing product showcases. Features include:
- Shoppable video ads for targeted promotions.
- Personalized collection ads blending photos and videos.
- Boards for curated video content.
10. Tumblr
In 2025, Tumblr reintroduced Tumblr TV, a video channel alongside mixed-media carousels that include GIFs and images. With 50% of its users from Gen Z, Tumblr acts as a center for viral video content and creative branding.
11. Discord
Discord marketing is a way to introduce products. Features include:
- Stage channels for presentations and Q&As.
- Text chats for real-time audience engagement.
- Custom servers for branded communities.
12. Nextdoor
Nextdoor is a hyperlocal platform that allows video ads of up to three minutes with dynamic local substitution for personalized ad copy. With a 79% influence rate, it’s perfect for service-based businesses looking to promote video content to local markets.
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Tips for Optimizing Video Content
- Prioritize Short-Form Videos
Short-form videos are the backbone of social media trends, with platforms like YouTube, Instagram, and X rolling out vertical video feeds. Experiment with these formats to boost content discovery. - Experiment with Diverse Formats
Although short-form videos are prevalent, longer formats such as live streams, Q&As, and product demonstrations can effectively capture audience attention. According to our 2024 report, 46% of Gen Z enjoy participating in live shopping events. It’s essential to monitor metrics like views, drop-off rates, and engagement to assess effectiveness. - Target the Right Platforms
Choose platforms based on your audience. TikTok is ideal for e-commerce and appealing to Gen Z, whereas LinkedIn is better for B2B brands. - Customize Content for Each Platform
Avoid repurposing identical video content across platforms. Tailor videos to each platform’s time limits and features, and always upload original files to avoid watermarks, which can lower content visibility on TikTok and Instagram. - Utilize influencers and content created by users
Collaborate with micro-influencers (those with fewer than 100k followers) to create genuine video content that connects with niche audiences. Motivate customers to share their own videos related to your brand, as 89% of consumers rely on video-based purchase recommendations, according to Wyzowl.
Final Thoughts
Video content is the future of social media marketing, with short-form videos taking the lead. As platforms develop, it is essential to keep up with algorithm updates and video trends to enhance brand visibility.
By mastering video marketing on platforms like YouTube, Instagram, and TikTok, and partnering with experts like Dimarketo in Dubai, brands can achieve audience engagement.
Start creating video content today to boost brand awareness, drive social commerce, and lead your industry. Monitor analytics, experiment with formats to ensure your video strategy thrives in 2025 and beyond.
