In the 8th annual Social Media Marketing Industry Report Michael Stelzner stated that 60% of the social marketers used video content in 2015 and 73% of the total respondents planned to use it in 2016. And they sure did.
Social networks also encourage video content with their new features. Facebook has launched 3600 Video, Live Video, and Lifestage (A Video-Centric App for Teenagers). Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope. And YouTube is the second most popular social network in the world.
However, in social media context video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.