What social media users want in 2022

You don't need to look far to realize what kind of growth video on social media has gone through.

TikTok, Instagram Reels, Facebook Reels, Snapchat Spotlight, are just some of the examples. According to a recent article by Sprout Social, video and social media will likely go hand-in-hand in 2022.

Here are some statistical highlights of Sprout Social's latest report:

• More than half (54%) of marketers say that video is the most valuable content type for achieving social media marketing goals.
• Video is also the most underutilized format across Facebook, Instagram and Twitter, comprising 14%, 11% and 5% of each network’s content respectively.
• 93% of companies have acquired new customer(s) via social media video.
• Half of social media users prefer video over other types of content.
• 85% of social media users want more videos from brands.
• People share video content with friends twice as much as any other type of content.
• 58% of viewers will watch the entirety of a business’ video if it’s less than 60 seconds long.