Understanding Short-Form Video
Short-form videos, often defined as clips lasting under a minute (though some even stretch to three minutes), are in high demand. They’re typically around the sweet 15-second mark. But why have they gained such immense popularity?
Key Attributes of Short-Form Videos:
- Digestibility: They offer quick, bite-sized content that audiences can easily consume.
- **Entertainment Value: **These videos frequently encompass humor, trends, or captivating stories.
- Scroll-Driven Nature: Platforms present these videos in an infinite scroll mode, resulting in extended viewer engagement.
Platforms like Instagram Reels and YouTube Shorts have emerged to challenge TikTok’s dominance in this vertical video arena, leading to a diversified market for short-form video content.
Why Marketers Cannot Ignore Short-Form Videos
For marketers striving to engage with audiences or penetrate new market segments, short-form videos are the weapon of choice. The data speaks volumes:
- HubSpot’s 2023 report reveals that short-form videos are seen as the most promising marketing trend. Additionally, 33% of marketers are planning to capitalize on short-form videos in 2023.
- A staggering 90% of marketers currently using short-form videos aim to sustain or boost their utilization in 2023.
- TikTok remains the favorite platform, with 42% of marketers using it and a projected 56% planning to augment their engagement in 2023.
- Seeking virality? Almost half (47%) of video marketers believe that short-form videos hold the highest potential to become viral.
These insights compile an irrefutable case for the integration of short-form videos into…
The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance. In Q3 earnings, Meta suggested it will pivot its strategy from Reels to video more holistically. Meanwhile, Alphabet’s Q3 earnings implied that YouTube Shorts had trouble growing beyond the 2 billion users it announced in Q2. Even TikTok is toying with 15-minute videos. And by ending its Creator Fund, the app will pay creators only for videos longer than 60 seconds—another sign of short-video monetization problems.
Direct messages (DMs) and group chats will heat up. Users spend over half their social time watching videos, but they’re increasingly accessing that content and engaging with each other through DMs. That’s likely one reason why Meta folded Messenger back into Facebook.
- Sharing videos via DM is problematic for short-video advertisers. Short-video ads are served primarily between videos, limiting where users can see those ads. Content shared via DM, for example, appears in isolation.
- Marketers have few paid options to reach users in DMs overall. Meta is banking on AI-driven business messaging tools to monetize WhatsApp, Messenger, and Instagram DMs, but it’s still a nascent business in the US.
3 Short-Form Video Trends you should know in 2024
What kinds of video should you create for promoting your brands?
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More User-Generated Content Without using up too many resources, brands can publish videos that evoke emotion. Another benefit? It’s budget-friendly.
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More Behind-the-Brand Videos Consumers seek out authenticity and transparency in brands. With short-form video, you only have a few seconds to connect with your audience. In one Sprout Social study, 70% of consumers said they felt more connected to brands whose CEO is active on social media platforms. So, brands should engage with their audiences on a more personal level.
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More Explainer or Educational Videos A 2020 Wyzowl report found that viewers want to see more of this video style from brands. Educational videos are great added-value content because they help audiences in their day-to-day lives. Similarly, explainer videos target users who are at the decision-making stage of the buyer’s journey and, if done right, they can turn decision-makers into customers.
Short Form Video Statistics Of 2024 (Usage & Spending)
By Albert Mosby / July 23, 2024 / Data Statistics
Social media platforms such as TikTok and Instagram Reels are leading the way, prompting more marketers to invest in creating short-form videos to better connect with their target audience.
Plus, nearly 7 in 10 marketers believe that short-form videos are one of the most engaging forms of content.
Whether you’re a content creator or a brand looking to enhance your online presence, read on to discover the latest short-form video statistics and their impact in current times.
Short Form Video Statistics: Top Picks (2024)
- 73% of consumers prefer short-form videos to search for products or services.
- 60% of short-form videos are watched for 41% to 80% of their length.
- 44% of the marketers are expected to use short-form videos in 2024.
- 57% of Gen Z prefer short videos to learn about products and services.
- Short-form videos receive 2.5 times more engagement than long-form videos.
- 66% of marketers believe short-form content to be the most engaging format.
- 26% of marketers plan to invest more in short-form video content in 2024.
- 47% of marketers say short-form videos are more likely to go viral.
**Short-Form Video Usage Statistics **
73% of consumers prefer short-form videos to learn about products or services.
Short-form videos allow consumers to quickly receive the information they need about a product or service. This helps people to consume content on the go.
Source: Hootsuite.
57% of Gen Z prefer short videos to learn about products and services.
Short-form video is the most preferred format by Gen Z and Millennials to learn about new products.
Most Gen Z (57%) and a significant portion of Millennials (42%) prefer short-form videos over other formats to learn about products and their features.
Source: Hubspot.
**47% of marketers say short-form videos are more likely to go viral. **
Keeping videos short increases the chance of them going viral. Nearly Half of video marketers believe short-form videos are the most likely to achieve virality.
**Source: **Hubspot
Short Form Video Length Statistics
What is the duration of a short-form video?
An ideal length for short-form video is between 11 to 60 seconds.
33% of marketers believe the optimal length for a short-form video is 31 to 60 seconds. Meanwhile, the second-highest share of marketers said a short-form video must last between 21 to 30 seconds.
The following table displays the optimal length of short-form marketing videos.
| Length Of Video | Percentage of marketers |
| Under 10 seconds | 1% |
| 11 to 20 seconds | 18% |
| 21 to 30 seconds | 31% |
| 31 to 60 seconds | 33% |
| 1 to 2 minutes | 13% |
| 2 to 3 minutes | 3% |
**Source: Hubspot. **
Nearly 6 in 10 short-form videos are watched at 41% to 80% of their length.
59% of these videos are watched for 41% to 80% of their total length, indicating they can retain viewers’ attention for a considerable time.
Moreover, 30% of short-form videos have an average watch rate of over 81%, suggesting they are highly engaging and can captivate viewers until the end.
Source: Hubspot.
Effectiveness Of Short-Form Videos
85% of marketers believe short-form videos are the most effective format on social media.
According to the majority of advertisers, short-form videos are the most effective format compared to others.
By partnering with influencers, marketers can create a solid campaign that presents their brand as relatable. This may explain why many consumers purchase a product after watching a short video.
Source: Neal Schaffer.
Short-form videos receive 2.5 times more engagement than long-form videos.
It’s no secret that videos are critical to a solid social media marketing plan, as 93% of marketers claim.
What’s more, short-form videos outperform their long-form counterparts, with engagement rates up to 250% higher.
Short videos’ brief and to-the-point nature makes them so effective at capturing an audience’s attention, which is why marketers often use them to drive engagement.
Source: Social Sprout.