The HubSpot Blog’s Social Media Video Trends Report: Data from 1,000+ Social Media Marketers

2025 is upon us, and a new year brings new trends and new challenges. If you‘re a brand looking to leverage social media video this year, you may not know what to expect but don’t worry.

I, your resident content creator and social media expert, have the expertise you need to prepare for social media video marketing in 2025. I also have stats from HubSpot’s handy-dandy Social Media Trends Report, which includes data from 1,000+ social media marketers.

In other words, you‘ve come to the right blog. Let’s get started by answering a burning question.

Is social media video marketing effective in 2025?

The short answer? Absolutely. Our data shows the top three social media platforms for driving site traffic, social media engagement, and audience growth are all video platforms —specifically, Instagram, YouTube, and TikTok.

Instagram shines the brightest, with our survey showing the majority of marketers say it’s the best for driving site traffic (28%), social media engagement (25%), and audience growth (23%).

YouTube ranks second in boosting site traffic and third in social media engagement and audience growth. Meanwhile, TikTok ranks third in site traffic but second in both social media engagement and audience growth.

With this data in mind, according to our survey, it’s no surprise that TikTok, Instagram, and YouTube are the top social media platforms for short-form videos and will see more investments from marketers than the other platforms in 2025.

4 Top Social Media Video Trends to Watch in 2025

I meticulously combed through our Social Media Trends report for the latest trends, and here’s what I found.

1. Brands will prioritize partnering with smaller influencers to create social media videos.

Here’s my hot take: Influencer marketing will always be among the top strategies for marketers.

They’re the new generation of celebrities but are more relatable and accessible than their predecessors. As such,…