As we embrace the digital age, the popularity of short-form video content continues to soar.
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.
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 on today’s digital landscape.
Without wasting time, let’s get into it.
Short Form Video Statistics (Top Picks)
Explore compelling short-form video statistics, revealing their rising popularity and profound impact on digital content consumption trends.
- 90% of marketers worldwide will increase their short-form video budget in 2023.
- 73% of consumers prefer short-form videos to search for products or services.
- 57% of Gen Z prefer short videos to learn about products and services.
- 85% of marketers believe short-form videos are the most effective format for video content.
- Short-form videos receive 2.5 times more engagement than long-form videos.
- 66% of marketers or companies use influencer marketing on TikTok.
- 26% of marketers use short-form videos for advertisement.
- 33% of social media marketers plan to invest in short-form videos in 2023.
- 47% of marketers say short-form videos are more likely to go viral.
- Short-form video ad revenue will cross $10 billion.
Short-Form Video Usage Statistics
Short-form videos are crucial to the success of many social media platforms. In 2022, 30.98% of all internet users utilized short-form videos.
This section will provide all the essential statistics regarding the usage of short-form videos.
- 90% of marketers worldwide will increase their short-form video budget in 2023.
Short-form videos are here to stay. Most global advertisers are expected to increase their marketing budget for short-form videos.
Platforms such as TikTok, YouTube, and Instagram are ideal for boosting engagement.
- In 2023, 21% of marketers plan to utilize short-form videos in their marketing strategy for the first time.
Research shows that 21% of marketing professionals plan to invest in short-form videos for the first time this year.
Moreover, more than half of marketers (51%) who utilize short-form videos intend to augment their investment by 2023, while 38% anticipate keeping their current level of investment.
It has become so popular that around 30% of social media marketers plan to invest more than any other trend in 2022.
This indicates that short-form video is expected to experience the highest growth among various marketing strategies used this year.
- 73% of consumers prefer short-form videos to search for products or services.
This statistic should convince you that short-form video is worth considering. After all, if customers prefer short-form videos, it makes sense for businesses to invest in them.
Short-form videos are concise and engaging, allowing consumers to receive the information they need quickly and enjoyably.
- Video traffic will contribute 82% of all internet traffic worldwide.
This provides additional evidence that brief video content is gaining traction among audiences.
In 2017, video traffic comprised 72% of global internet traffic.
Nevertheless, this percentage has grown significantly in the last five years and currently stands at approximately 82%.
- The adults in the United States use TikTok an average of 45.8 hours monthly.
TikTok remains the leader in short-form videos, which is understandable given that it pioneered the format.
YouTube comes in second with 45.6 minutes of usage, and it quickly integrated short-form videos into its existing video platform.
- 59% of short-form videos’ watch time is 41% to 80%.
Short-form videos are increasingly popular amongst viewers.
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.
- 57% of Gen Z prefer short videos to learn about products and services.
Short-form video is the preferred format for Gen Z and Millennials to learn about new products.
Most Gen Z (57%) and a significant portion of Millennials (42%) prefer short-form videos to any other format for learning about products and their features.
Source: Tech Jury. LinkedIn.
Impact Of Short-Form Video Statistics
- 85% of marketers believe short-form videos are the most effective format for video content.
According to most 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.
- 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 2.5 times higher.
Short videos’ brief and to-the-point nature make them so effective at capturing an audience’s attention, which is why marketers often use them to drive engagement.
Source: Tech Jury, Influencer Marketing Hub.
Short-Form Video Trends
Numerous short-form video trends are happening in 2023. In this section, I’ve compiled some significant short-form video trends to assist you in developing your short video marketing strategy.
- 66% of marketers or companies use influencer marketing on TikTok.
Many companies use influencer marketing campaigns to raise brand awareness. Influencers use short-form videos to showcase how products or services are relevant in their daily lives.
By incorporating short-form videos into their native advertising, brands are more likely to generate conversions.
Influencers make the product more relatable and entertaining through these videos.
- 16% of influencer marketers work with celebrities.
It has become increasingly common for marketers to collaborate with micro-influencers instead of celebrities.
Only 16% of marketers work with famous personalities to promote their brands.
The majority of marketers instead prefer to partner with content creators with a following of 100,000 or less. This trend towards micro-influencers is advantageous for brands, as it is less costly.
Moreover, it allows both parties to establish long-term partnerships and build a loyal consumer base.
Note: This article will provide details related to influencer marketing for e-commerce stores.
- 63% of marketers found that video engagement is generated by cultural moments, and news stories are more effective.
To effectively engage their audience, brands should align their video content with their target demographic.
Incorporating products into current trends has been shown to generate the most video engagement.
Marketers should act quickly to capitalize on these trends and ensure their brand remains relevant and visible on social media platforms.
Source: Tech Jury.
Short-Form Video Advertising Statistics
The short-form video format is a popular advertising strategy among many marketers, and its use has continued into 2023.
In this article, we will explore essential statistics regarding short-form video advertising.
- 26% of marketers use short-form videos for advertisement.
The growing popularity of short-form videos has given marketers new ways to promote their brands.
In 2022, 26% of advertisers utilized this content type, highlighting its importance for driving engagement.
- 66% of video ads are less than 30 seconds.
Brands on YouTube typically aim for shorter ads that are under 30 seconds long.
The objective of a video ad isn’t to provide a comprehensive explanation of your product or service to customers. Instead, it’s about sparking their interest and prompting them to seek further information.
- 75% of the surveyed respondents’ top clients used TikTok for video advertisements.
Instagram Reels was the second most popular short-video platform for ad placement, with approximately 70% of the surveyed major clients utilizing the in-app video feature of the popular social media site.
Only 13% of the respondents reported that their clients did not place online ads on short video platforms during the period.
Here are some insights into the same topic.
| Short-Form Video Platform | Share Of Respondents |
| TikTok | 75% |
| Instagram Reels | 67% |
| YouTube Shorts | 43% |
| None of the above | 13% |
Source: Statista, Tech Jury, HubSpot.
Short-Form Social Media Video Statistics
- 33% of social media marketers plan to invest in short-form videos in 2023.
In 2023, most social media marketers plan to invest in short-form videos, with only 11% planning to invest in long-form videos.
The table below illustrates the various marketing strategies that social media marketers intend to invest in.
| Marketing Strategies | Share Of Respondents |
| Short form videos | 33% |
| Long-form videos | 11% |
| Live audio chat room | 10% |
| VR or AR | 9% |
| Memes | 8% |
| Interviews/Podcasts/Expert Channel | 7% |
| Infographics | 7% |
| Others | 15% |
Additionally, 85% of social media marketers say short-form videos are the more effective social media format.
- Short-form videos have been found to yield the highest return on investment (ROI) among all social media marketing strategies, with a percentage as high as 30%.
Short-form videos are a cost-effective and convenient way to market and have the highest ROI of any social media marketing strategy at 30%.
Compared to other marketing channels, these videos are more likely to provide a higher ROAS (Return On Ad Spend), with an average CPC of £0.64, as opposed to Facebook and Instagram’s average CPC of £1.
Short-form videos are particularly effective for marketing purposes, given the current nature of media on social platforms.
- Instagram users spent an average of 53 minutes on short-form videos.
Among social media platforms that offer short-form videos, Instagram was found to have the highest average session time, with users spending an estimated 53 minutes per session.
By comparison, TikTok users spent an estimated 45 minutes per session.
- 1.6 billion people have used short-form videos in 2022.
20% of the world’s population have used short-form videos in 2022.
According to projections, short-form videos are anticipated to represent 80% of all mobile data traffic in North America.
Additionally, they are expected to become the most popular type of content on social media, accounting for 40% of all videos.
Note: Read our post on social media marketing to get valuable insights on how you can use social medial marketing to increase reach.
Source: AOV UP.
Short-Form Video Ad Revenue
Revenue from short-form video ads is rising annually due to the increase in their usage for advertising purposes. This section will provide information on short-form video ad revenue.
- Short-form video ad revenue will cross $10 billion.
Woosuite predicts that short-form video ad revenue will exceed $10 billion. There are several ways to monetize short-form videos, which makes this a fascinating field to explore. For instance, you can secure brand deals or sponsorships for your videos.
There are also platform-specific opportunities to earn money. YouTube Shorts funds offer bonuses to creators.
Note: If you want to know more about how to monetize TikTok, then you can check out this post.
Source: Woosuite.
General Short-Form Video Statistics
Below are some general statistics on short-form videos that will help you better understand the details in this article.
- 47% of marketers say short-form videos are more likely to go viral.
It is essential to keep videos short if you want them to go viral. 47% of video marketers believe short-form videos are the most likely to achieve virality.
What is the duration of a short-form video? Most video marketers agree it should be less than 60 seconds.
The majority (33%) believe the ideal length is 31-60 seconds.
A table shows here the optimal length of short-form marketing videos.
| Length Of Video | Share Of Respondents |
| 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% |
- 49% of businesses’ videos are less than a minute long.
The duration of business videos, on average, is decreasing. Nowadays, consumers prefer bumper ads and short-form videos that are entertaining and informative, all within a short time.
How much you can convey in just 15 or 30 seconds is incredible.
Colormatics published an article highlighting the most influential trends in short-form video content, which can significantly improve Ad recall lift.
- 72% of individuals prefer video content over written text when seeking to learn about new products or services.
Video is a beautiful tool that saves time and allows the audience to see what is being sold instead of just being told about it.
Short-form videos are just as informative as written guides but faster to consume.
When given a choice between watching a video or reading text to learn about a product or service, 72% of people prefer video, while the remaining 28% prefer text.
Source: Hubspot.
Related Read:
Conclusion: Short Form Video Statistics (2023)
Short-Form videos are becoming increasingly popular as they allow for higher retention of messages in less time.
From their effectiveness in generating sales to their popularity among social media users, short-form videos are a valuable tool for both brands and content creators.
As this trend continues to grow, it will be interesting to see how brands and creators innovate and create engaging content in this format.
FAQs
Consumers find short-form videos 2.5 times more engaging than long-form videos. Socialinsider reports that TikTok, a platform for short-form videos, has the highest engagement rate among social media platforms. Additionally, 55% of TikTok users have purchased after seeing a brand on the app.
Short-form videos are widely popular across social media platforms, including TikTok, Instagram Stories and Reels, YouTube shorts, and Snapchat Spotlight and stories.
Around 1.6 billion people have used short-form videos to communicate in 2022.
One of the main disadvantages of short-form videos is that they can reduce your attention span. With the constant stream of information and entertainment readily available, it’s simple to become hooked on these videos’ immediate satisfaction.
Today’s audiences have limited time and seek quick answers. Short-form content is the perfect solution to deliver this. It is usually easy to understand and covers a particular topic without delving too deeply into the specifics.
