Keeping Up With Short-Form Video Statistics

Short-form videos are becoming popular in social media, specifically with platforms like Tiktok (which originated this type of content), Instagram Reels, and YouTube Shorts. 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, US 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 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 

Since its inception from the TikTok app, short videos have been the most effective format for social media marketing. In fact, 66% of consumers label short-form videos as the most engaging social media content. 

Also, According to a report,  30% ROI for this content type is significantly higher than other social media strategies. Many social media apps also tried to hop on the trend giving marketers alternative platforms for their short-form ads. 

To make your ad campaigns efficient, here is a closer look at short-form videos’ usage, impact, and trends.

Short-Form Video Usage Statistics

Learning the numbers for your marketing campaign is vital for every business. As short-form videos take the spotlight as a content format, it is timely for brands to leverage this in their ad campaigns.

Discover what’s behind short-form videos’ popularity through the following figures and predictions:

1. 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. 

2. 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, especially with the younger generation. In 2022, 26% of advertisers took advantage of this content type, making it vital for engagement. However, long-form text format is still preferred by the older generation. 

3. 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 will increase marketing spending on short-form videos. Platforms like TikTok, Youtube, and Instagram are good starting points for increasing engagement. 

4. In 2022, US 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, ideas were born, including 93% of video marketers partnering with micro-influencers to promote their brand instead of the usual celebrity promoters. 

Also, 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:

5. 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, marketers will focus most of their spending on producing promotions using short-form videos.

Jim Merk, brand director of Eyebuydirect, intends to focus on Instagram Reels as part of their marketing plan for the year 2023. In an interview, he said,

The engagement is always very high for video content. Our millennials and Gen Z audiences eat it up. And so Reels is going to be a huge part of what we do for 2023,

Technology will discover more marketing tactics, 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. 

6. 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 90% of marketers planning to increase their budget for influencer marketing, they can make a solid campaign to present their brand as relatable as possible. This explains why most consumers buy a product after watching short videos. 

Check out this LinkedIn post of Prateek Lohiya of Sumitomo Corporation India Pvt. Ltd. He discussed how short-form videos have helped the fashion industry increase its sales conversion rate. 

7. 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. 

The statistics below will help you learn more about the different trends marketers use in leveraging short-form videos. 

8. 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 TikTok having 689 million active monthly users, the influencer marketing strategy of short-form videos can likely lead brands to create conversions. Influencers make the product more relatable and amusing with short-form videos. 

9. Only 16% of marketers work with celebrities. 

(HubSpot)

Marketers partner more with micro-influencers than 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. 

10. 63% of marketers say cultural moments and news stories generate the most video engagement.

(HubSpot)

According to TikTok, effective ads use TikTok-specific features like green screens, duets, text overlays, and voiceovers.

So when creating TikTok ads, it’s important to lean into these elements and make videos that feel natural and seamless to the platform…They also experience a significant lift across brand outcomes and drive 3.3x more action such as clicks, likes, and shares compared to other platforms.

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 in the direction to ensure their brand stays relevant and seen on their chosen social media platforms. 

11. 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 Up

Indeed, short-form type of video is on the rise. Even with lesser time, it can have higher retention of messages. 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.

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By Muninder Adavelli

Muninder Adavelli is a core team member and Digital Growth Strategist at Techjury. With a strong background in marketing and a deep understanding of technology's role in digital marketing, he brings immense value to the TechJury team.