40+ Instagram Video Marketing Statistics and Trends [2025]

It’s surprising how fast video consumption on Instagram is rising. Instagram users spend over 60% of their time watching videos on the app, and over 76% of marketers believe that Instagram has the highest video ROI and engagement.

After combing through thousands of Instagram stats, facts, and trends, we’ve hand-picked a list of over 40 Instagram video marketing statistics and trends in 2025 and beyond.

So, let’s dive in!

Key takeaways

• Instagram has the highest year-on-year audience growth of 25%.
• Videos on Instagram account for 60% of the time users spend on Instagram.
• Videos that receive the highest engagement are over 26 seconds.
• Ad creatives with human presence have a 25% higher click-through rate (CTR).
• Instagram offers the best ROI, engagement, and lead generation, according to 76% of marketers.
• Ads with catalog product video features had a 41% increase in Return on Ad Spend (ROAS) and a 45% decrease in cost per purchase compared to those without.

Why is video content marketing effective on Instagram?

Here are the top five reasons why Instagram video content marketing works:

1. Users prefer video content over other formats

Research shows that the time users spend watching online videos has doubled since 2018 and is expected to grow further. In the 1st quota of 2024, Meta reported that Instagram users spent 60% of their time on video.

2. Instagram algorithms favor video content

Instagram head Adam Mosseri recently announced a shift to video on Instagram. Videos on Instagram have 21.2% more engagement on average than image posts. Instagram capitalizes on this data by using AI to recommend over 50% of content to its users. These AI video recommendations led to a 24% increase in the time users spend on Instagram.

3. Instagram videos have a higher engagement rate

According to the Mention Instagram Engagement Report, their videos generated an average of 150 comments, 30% higher than carousel posts. 

4. Instagram has powerful video marketing features

Instagram has put an effort into building robust tools and features that strongly support your video marketing goals. From shoppable video ads that receive 47% higher purchase rates to AI recommendations that expose 50% of content to non-followers, it’s no wonder 76% of marketers consider it to have the highest ROI.

Instagram facts and statistics

Instagram’s user base is over 2 billion active monthly users. This number makes Instagram the third most popular social network worldwide, after Facebook and YouTube.

India has the highest Instagram audience of over 360 million users. The United States ranks second with 169 million users, followed by Brazil with 134 million users.

The most avid Instagram users are people aged 18–24, making up 31% of the total user base.

Instagram has the highest year-on-year audience growth of 25% compared to Pinterest, X, LinkedIn, Snapchat, Facebook, and YouTube.

General Instagram video marketing statistics

Videos on Instagram have a 57.4% year-over-year growth, and users reshare Reels over 3.5 billion times every day. 

Videos on Instagram account for 60% of the time users spend on Instagram, and the most popular posting time on Instagram is at 6 pm.

82% of marketers agree that a marketing video should be under 6 minutes. Videos with over 26 seconds tend to have the highest engagement compared to videos with less. Hubspot recommends 30 seconds for an Instagram video for best performance.

If your goal is higher retention rates, consider videos between 1 and 2 minutes long, as they have proven to have an average retention rate of 56%.

Stats around social media video usage

According to a recent Statista survey, Instagram is the third most popular video content marketing channel, with 79% of marketers saying they’re using it, following YouTube (90%) and Facebook (89%).

In addition to its popularity, Instagram is the third most effective video marketing channel, according to Wyzowl. YouTube leads with 78% of marketers saying it’s the most effective, followed by Facebook at 71% and Instagram at 64%. These social media video statistics show that Instagram has a good potential for better video performance.

According to 500+ marketers surveyed by Hubspot, 76% of the marketers cited that Instagram has the highest ROI, engagement, and lead generation. These video marketing stats about Instagram make it an ideal social media platform for sharing videos.

B2B video marketing statistics

According to Google, 70% of B2B buyers and researchers use video content to make decisions. This means that videos are crucial for many B2B buyers to make decisions.

Over 52% of B2B marketers believe video marketing yields the highest ROI. Wordstream also reported that businesses leveraging video received a 49% growth in revenue.

An impressive 85% of B2B marketers have confidence that video can effectively attract the user’s attention, according to Vidyard video marketing data. Meta advises that the first 2 seconds of a video is the ideal time to capture your audience’s attention. Also, include calls to action within 5 to 6 seconds to increase your video conversion rates.

B2C video marketing statistics

According to 45% of B2C marketers, videos produced the best results for their business in the last 12 months.

According to a 2023 CMI research, Instagram is a marketing platform that 73% of B2C marketers use to create and distribute their content organically, and over 50% use it as a paid social media platform for content distribution. 

E-commerce video marketing statistics

Over 130 million Instagram users tap to reveal product tags in shopping posts each month.

Shoppable video ads on Instagram have 47% higher purchase rates than other product posts.

According to Meta, A/B tests on the performance of ads with catalog product video features against those without show that it led to a 41% increase in Return on Ad Spend (ROAS) and a 45% decrease in cost per purchase.

Reel ads with audio had a 20% higher cost per click, 56% higher CTR, and 93% higher ThruPlay rate than those without audio.

A 9:16 video with audio had 12% higher conversions per dollar compared to ad sets containing other types of video and/or images. 

Another meta-analysis study showed that ad sets with both video ads with audio and Advantage+ Catalog ads had 20% more conversions per dollar compared to those without Advantage+ Catalog ads.

Ads made from new video uploads led to 8% more conversions per dollar than those created by reusing videos from other campaigns.

Instagram video advertising statistics

Vertical Reel ads have a 48% lower cost per action (CPA) than non-vertical video ads.

According to Kepios, Instagram ad reach has a 12.2% year-over-year increase.

Reel ads campaigns reach nearly twice the audience as those on TikTok. More so, over 30% of consumers turn to Instagram to find brands.

User behavior video stats on Instagram

Ad creatives with human presence resulted in a 25% higher CTR.

About 50% of Instagram users discover new products or brands through Instagram.

In a recent survey of Instagram users, 50% said they prefer funny content, 46% creative content, and 41% informative content.

Users view Reels with sound 80% more than those without. Nonetheless, consider using captions to make your videos more accessible to the 20% who view your videos without sound.

Impact of AI stats on Instagram content

AI recommendations have increased the time spent on Instagram by more than 24% since the launch of Reels.

Over 50% of the content users see on Instagram are AI content recommendations from non-followers.

46% of marketers use generative AI to create short-form videos, and 55% use generative AI to assist in producing video content.

Instagram video engagement stats

Engagement is an important video marketing metric to watch, according to 43% of marketers. Instagram video posts receive 21.2% more engagement than image posts. 

Reels have an average reach rate of 30.81%, 2x greater than other post types.

Instagram Reels have an average engagement rate of 1.23%, higher than Carousels with 1.025%, and image posts at 0.72%. Videos receive an average of 150 comments compared with carousel posts with 80 and image posts with 65.

Instagram video marketing trends

Explore the trends below, showing the shifts in how users consume video content and the emerging technologies that shape the future of video marketing on Instagram.

Short-form video

It’s almost a cliche to say, ‘Keep it short and sweet.’ Reels, or short-form video content, is an excellent implementation of this old marketing advice. Short-form video content works best because it engages users quickly and delivers the message in seconds.

Through recent short-form video consumption trends, Instagram has seen the power, potential, and ROI of short-form videos. That’s why it is at the forefront of competing with short-form video platforms like TikTok and YouTube shorts.

AI in Instagram video marketing

The role of AI in Instagram video marketing is undeniable. AI powers Instagram’s discovery engine, ads management, content creation and moderation, account recommendation, and more.

While many of these capabilities are still evolving, these AI-powered features and other third-party AI video generation tools can automate your campaign setup, generate videos, and optimize your video elements.

Shoppable videos

The future of shoppable videos is promising: a 2024–2029 projection reveals a 21% compound annual growth rate. Shoppable videos integrate shopping features that make it easier for viewers to buy your products.

Product Video Catalog ads

Product videos can help viewers visualize your products or services more clearly. When used with Advantage+ catalog ads, product videos make it easier to showcase your products to millions of users who are more interested in videos than plain images.

FAQs

How effective is video marketing on Instagram?

Video marketing on Instagram is highly effective, generating 21.2% more engagement than image posts and influencing 50% of users to visit a website after watching a promotional video.

What types of videos work best on Instagram?

Reels work best on Instagram. This short-form, engaging content has a higher reach and engagement. They’re also delivered with immersive experiences to allow users to focus on this content longer.

How can I promote videos on Instagram?

To promote videos on Instagram, you can boost them through ads and influencer partnerships or create high-quality, shareable content that attracts lots of engagement and exposure.

How do I increase my Instagram video views?

To increase your Instagram video views, ensure that you create high-quality video content and optimize your captions, tags, and other video elements for discovery.

What are the best times to boost reels?

The best time to boost Reels on Instagram is at 7 am on Monday to Thursday, 5 pm on Friday, 7 am on Saturday, and 7 pm on Sunday. Mondays and Fridays are the best days of the week to post on Instagram.

Wrapping up

There you have it. From over 37 Instagram video marketing statistics to tips and best practices, we hope this content has significantly impacted how you see and approach your video marketing strategy.

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