Social Snapshot: The short-form video obsession

Short-form video is dominating social content. With TikTok holding its ground in the U.S., and YouTube Shorts, Instagram Reels, and Snapchat Spotlight innovating at breakneck speed, the opportunities have never been greater.

Or riskier.

But it’s not just about the platform. Competition is stepping up and there is more you need to do if you want your video to deliver impact (Because a shaky iPhone clip isn’t going to cut it anymore). So here is the latest hard data, fresh insights, and no-nonsense advice.

Firstly, before we get into the detail, you need to know why the stats on short-form video are impossible to ignore.

• Short-form videos deliver 2.5x more engagement than long-form content (Yaguara).

• TikTok users in the U.S. spend an average of 56 minutes daily, while Instagram Reels sees 53-minute average sessions (SocialBee). YouTube Shorts draws over 1 billion hours watched daily, largely driven by its integration with YouTube’s search engine (Measure Studio).

• 57% of Gen Z prefer short-form videos for discovering products, and 75% of internet users consume short-form weekly (Outbrain).

Brands that aren’t investing in short-form video are missing out on the format that consistently delivers higher engagement, deeper audience connection, and stronger conversion rates.

Who’s winning and how to win

TikTok is still the original disruptor TikTok remains the benchmark for short-form innovation, with its hyper-relevant algorithm and unmatched audience reach.

Videos using trending audio see 120% higher viewership, making virality a science (SocialInsider). There are some useful insights (especially if you want to make the most of the current reprieve…)

  • Prioritise authenticity over polish. The best-performing TikToks are unfiltered and relatable.
  • Partner with creators who already understand the nuances of TikTok’s culture.
  • Make the most of the platform’s interactive features, like polls and Q&A, to build active engagement.

YouTube Shorts where search meets stories

With 2.6 billion monthly active users, Shorts is positioning itself as the go-to for narrative-driven, discoverable video content (Because we all love a good “how to make sourdough” story on repeat). And if you’re looking to guard yourself from a TikTok ban then this is the platform to consider.

Shorts benefits from YouTube’s robust search engine, giving your content built-in discoverability. That means you need to use keywords and hashtags strategically to surface your content to the right audience.

Instagram Reels leads for engagement Instagram Reels isn’t just chasing TikTok; it’s carving its niche by focusing on interactive and cross-posted content. Reels allows for effortless cross-posting to Facebook,

But it is super competitive. So, experiment with interactive features like polls, stickers, and collaborative posts to drive engagement.

Don’t ignore LinkedIn video

Video content on LinkedIn garners 5 times more engagement than static content Measure Studio (Apparently, even suits like a bit of video sparkle)

The latest insight shows that

·      Videos under 30 seconds achieve a 200% higher completion rate, emphasising the importance of brevity. Soocial

·      According to Financial Times, while LinkedIn is embracing more personal and humorous content, maintaining a professional tone in videos is crucial to align with the platform’s audience expectations.

·      Oh, and executives are increasingly using short-form videos to communicate directly with stakeholders. The Australian

Snapchat Spotlight is the quiet giant It is still underrated, but it’s carving out a loyal Gen Z audience. And it works because unique functionality like AR filters and ephemeral content, drive 3x more engagement than traditional videos (Snapchat).

New Innovations and Trends in Short-Form Video

2025 is bringing new tools, features, and strategies for brands ready to capitalize on the short-form wave.

  • Instagram edits

Launching in March 2025, this new editing tool from Meta is designed to rival TikTok’s CapCut, offering streamlined video production within the Instagram ecosystem (Vulture).

  • Ad spend explosion

Global ad spend on short-form video is projected to hit $111 billion in 2025, with an expected growth to $145.8 billion by 2028 (Yaguara).

  • Cross-platform creator migration

Creators are diversifying their efforts across Reels, Shorts, and LinkedIn, making partnerships more competitive, and more valuable. (Get in quick before the big brands scoop them up.)

If you’re planning now, then consider

  1. Diversify your strategy Over-reliance on a single platform is a risk you can’t afford. Establish a presence across TikTok, YouTube Shorts, Instagram Reels, etc to hedge against disruptions and tap into unique audiences.
  2. Commit to Consistency Post 3-5 videos per week per platform. Regular posting isn’t just about volume; it’s about staying top of mind with your audience.
  3. Experiment with Bold Creativity Platforms reward experimentation. Use trending audio, AR tools, and interactive features to make your videos stand out. Don’t be afraid to break conventions as audiences reward originality (Go on, surprise them).
  4. Use the analytics Use data to refine your strategy. TikTok, Instagram, and YouTube offer advanced analytics to track performance metrics like retention, engagement, and click-through rates.
  5. Focus on quality While short-form is often perceived as “casual,” production value matters. Crisp visuals, clear audio, and tight editing are the hallmarks of successful content.

Short-form video isn’t just a tactic. Right now, it’s the backbone of modern marketing. It’s where brands win attention, build loyalty, and convert viewers into customers.

If you’re ready to make your short-form strategy unstoppable, we can help.

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