Keeping Up With Short-Form Video Statistics

Short-form videos are becoming popular in social media, specifically with platforms like Tiktok, Instagram Reels, and YouTube Shorts. TikTok videos originated this type of content with its 1.53 billion users. This quick and engaging way of consuming content allowed brands to give a personal touch to their ads.

If you are an aspiring content creator or advertiser, keep reading these short-form video statistics to learn more about this emerging content format. 

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• 26% of marketers leverage short-form video as an advertising format. 
• In 2023, 90% of global advertisers will increase their investment in short-form videos.
• In 2022, U.S. adults used TikTok for an average of 45.8 minutes long.
• In 2023, 21% of marketers will use short-form videos for the first time. 
• Short-form videos are the most effective format, according to 85% of marketers.
• Short-form videos are 2.5 times more engaging than long-form. 
• 66% of marketers’ companies partner with influencers on the TikTok app.
• Only 16% of influence marketers work with celebrities. 
• 63% of marketers say cultural moments and news stories generate the most video engagement.
• 40% of marketers rank UGC as a high-ROI format in social media. 

Overview of Short-form Video Statistics

Videos up to 2 minutes and 30 seconds are considered short-form. According to a report, the 30% ROI for this content type is significantly higher than other social media strategies. 

Since its inception from the TikTok app, short videos continue to be the most effective format for social media marketing. Many social media apps also tried to hop on the trend. This gives video marketers alternative platforms for their short-form ads. 

To get a better look at short-form videos, let’s break down their usage, impact, and trends. 

Short-Form Video Usage Statistics

Videos are becoming increasingly vital to every content marketing strategy. In a 2020 study, people share video content twice the rate of other content. 

In addition, 84% of people admit to buying a product or subscribing to a service after watching a video. The latter is gaining traction between the two types of videos - long-form and short-form. 

These statistics and data will help you learn more about how short-form videos’ traction. 

1. 26% of marketers leverage short-form video as an advertising format. 

(Woo Suite)

The increasing popularity of short-form videos gave marketers alternative avenues to promote their brands. In 2022, 26% of advertisers took advantage of this content type, making it vital for engagement.  

2. In 2023, 90% of global advertisers will increase their investment in short-form videos.

(The Leap)

Short-form videos won’t be going away any time soon. Most global advertisers are expected to increase marketing spending on short-form videos. Platforms like TikTok, Youtube, and Instagram are good starting points for increasing engagement. 

3. In 2022, U.S. adults used TikTok for an average of 45.8 minutes long.

(Exacta Media)

TikTok is still the frontrunner in terms of short-form videos. This makes sense since TikTok started the content format. Youtube ranks second with 45.6 minutes of usage. It also incorporated short-form videos quickly since it is already a video platform.

Short-Form Video Impact Statistics

Short-form videos are a complete game-changer. Through this content format, varied ideas were born, including video marketers partnering with micro-influencers to promote their brand instead of the usual celebrity promoters. 

It is also reported that 95% of people retain messages from video. This makes videos not just for engagement but for brand building. 

The following data will show you short-form videos’ impact statistics:

4. In 2023, 21% of marketers will use short-form videos for the first time. 

(The Indie Practice)

More video marketers are getting on board with this new content format. This proves how short-form videos will gain solid growth in the following years. In addition, most of the marketers’ spending will be focused on producing promotions using short-form videos. 

More marketing tactics will be discovered, but short-form videos are going nowhere. Marketers and content creators understand the gains of using this format, and they are leveraging it for their brands. 

5. Short-form videos are the most effective format, according to 85% of marketers.

(Exacta Media)

Most advertisers report that short-form videos are the most effective format compared to others. With marketers partnering with influencers, they make a solid campaign of presenting their brand as relatable as possible. This explains why most consumers buy a product after watching short videos. 

6. Short-form videos are 2.5 times more engaging than long-form. 

(Sprout Social)

93% of marketers admit that videos are essential to their social media marketing strategy. More notably, if it is a short-form video, engagement is 2.5 times higher than long-form. 

Short videos' briefness and concise quality hook the audience's attention, so marketers utilize these formats for engagement. 

Short-Form Video Trends

With the gaining popularity of short-form videos, marketers utilize different trends to promote their brands. The creativity in social media is unending. The emergence of these bite-sized and easy-to-digest videos creates a space for content creators to make entertaining videos while keeping them engaging. 

Curious how they do it? The statistics below will help you learn more about the different trends marketers use in leveraging short-form videos. 

7. 66% of marketers’ companies partner with influencers on the TikTok app.

(HubSpot)

Companies commonly use influencer marketing campaigns to increase brand awareness. Influencers then use short-form videos to showcase the relevance of products or services in their daily lives. 

With short-form videos in native advertising, brands are likelier to create conversions. Influencers make the product more relatable and amusing with short-form videos. 

8. Only 16% of influence marketers work with celebrities. 

(HubSpot)

Marketers are partnering more with micro-influencers compared to celebrities. Only 16% of marketers tap on stars to promote their brand. The majority pushes for content creators with 100,000 followers and lower. 

This shift to micro-influencer works in brands’ favor since it is less expensive. Both parties can also establish long-term partnerships and a loyal consumer base. 

9. 63% of marketers say cultural moments and news stories generate the most video engagement.

(HubSpot)

Brands need to align their video with their target audience. Content that has products alongside trends has the most video engagement. Marketers must quickly hop on the trend to ensure their brand stays relevant and seen on their chosen social media platforms. 

10. 40% of marketers rank UGC as a high-ROI format in social media. 

(HubSpot)

Aside from influencer-generated content, the public loved UGCs. It even has more influence on buying decisions compared to influencer-generated posts. 40% of marketers admit that UGC is a high-ROI format in social media which supports the claim. 

This kind of short-form video is popular with Gen Z. Besides, UGC is also budget-friendly and allows brands to post emotion-evoking content.

Wrapping It Up

Indeed, short-form type of video is on the rise. Even with lesser time, higher retention of messages can be done. Short-form videos are here to stay, and the statistics back that up. 

From their popularity among social media users to their effectiveness in generating sales, short-form videos are a precious tool for brands and content creators. 

As the trend grows, it will be interesting to see how brands and creators continue to innovate and create engaging content in this format.