Top Social Video and User Engagement Trends of 2025
75% of video consumption happening on smartphones
Social video consumption has surged in recent years, with 65% of people globally now consuming social video content in 2025, up from 52% in 2020. This growth is largely driven by the popularity of short-form video platforms like Instagram Reels, TikTok, and YouTube Shorts, where users spend a significant portion of their time engaging with dynamic, fast-paced content.
According to the 2025 Sprout Social Index, when it comes to keeping up with cultural moments, 51% of consumers prefer Facebook and Instagram while 37% prefer YouTube and TikTok—all social networks with video-focused content.
On Instagram, for example, users spend about 50% of their time on the app watching Reels, and short-form videos under 15 seconds are the most engaging formats for brand interaction.
Platform-Specific Trends
- Instagram: Reels dominate user engagement, with short-form videos being the preferred content type for both personal and brand interactions. Around 29% of social consumers anticipate making more purchases based on Instagram content in 2025.
- TikTok: The platform continues to grow, with users watching videos that are increasingly longer (averaging 42.7 seconds in 2024). TikTok is also a major platform for direct shopping, especially among Gen Z users.
- YouTube: Over 65% of all video consumption globally happens on YouTube, with both long-form and short-form videos gaining traction. YouTube Shorts ads are effective at introducing users to new brands and products.
User Behavior and Habits
Most Instagram users are found to be habitual users rather than addicted, indicating that social media use is becoming more routine and integrated into daily life, rather than leading to compulsive or problematic behaviors. Users are increasingly watching videos on mobile devices, with 75% of video consumption happening on smartphones, and 92% of viewers sharing what they watch. Millennials and Gen Z are the biggest consumers of social video content, with over 90% of video viewers falling within these age groups.
Engagement and Impact
- Long-form videos (over 60 seconds) are now outperforming short-form videos in terms of views and engagement, signaling a shift in user preferences towards more in-depth content.
- Social video platforms are becoming key drivers of brand discovery and purchase intent, with users more likely to take action after seeing products on platforms like YouTube and Instagram.
These trends show that social video is not only a dominant form of entertainment but also a powerful tool for communication, commerce, and brand engagement in daily life.
