Every year, my company, Animoto, conducts a survey of 500 marketers and 1,000 consumers to learn more about current social media marketing trends, how they’re impacting consumer purchase behavior, and the way brands communicate with their audience. This year’s results included a range of insights.

For consumers, video was the favorite form of content from brands on social media. Video also consistently helped businesses find new clients on Facebook, Instagram, and YouTube. In fact, marketers said it was the #1 way to attract new clients on social.

Here are some more key findings from the report:

  • 91% of marketers are satisfied with the ROI of video marketing on social media.
  • 58% of consumers visit a brand’s social media pages before visiting their website, an 81% increase from last year.
  • 70% of businesses say they’re creating more videos now compared to the same time last year.

In terms of social platforms that help brands get results, Facebook, YouTube, and Instagram continue to forge ahead. Here’s what marketers had to say about platforms that drive purchase:

  • 64% of marketers said a video ad on Facebook led to a new client.
  • 79% of marketers said they reached a new customer on Instagram.
  • 73% of marketers landed a new client from Instagram Stories.

Though both Facebook and Instagram continue to grow in popularity, YouTube has become the go-to platform for consumers looking to discover and research products. According to consumers, YouTube is also the top purchase driver on social media. Youtube also outranked Facebook as the #1 platform consumers think is increasing in popularity.

  • YouTube is the top platform where consumers are spending their time.
  • 90% of marketers post a video on YouTube once a week or more.
  • More than half of the marketers surveyed placed video ad spend on YouTube over the past 12 months.

To learn more about how consumers are interacting with brands on social, check out Animoto’s Social Video Trends: Consumer Insights for 2020 report here. For more marketer insights, see the infographic below.

Read more: Social Media Marketing Trends