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.
Short-Form Video Advertising Statistics
The short-form video format is a popular advertising strategy among many marketers, and its use has continued into 2024.
In this article, we will explore essential statistics regarding short-form video advertising.
44% of marketers are expected to use short-form videos as of 2024.
The growing popularity of short-form videos has given marketers new ways to promote their brands.
In 2022, only 26% of advertisers utilized this content type, highlighting its importance for driving engagement.
Source: Hubspot, Techjury.
26% of marketers plan to invest more in short-form video content in 2024.
It is the highest investment in any format so far.
Plus, 57% of the marketers who are already taking advantage of short-form videos will increase their investment in the format. Furthermore, 30% of the marketers who did not invest in short-form videos will start investing in 2024.
Source: Hubspot.
31% of the marketers believe that short-form videos offer the highest ROI.
Short-form videos have become the top format for marketing and advertisement.
Images follow the short-form videos in the list with an ROI of 22%.
The following table displays the formats that offer marketers the highest ROI.
| Format | ROI offered according to marketers |
| Short form video | 31% |
| Images | 22% |
| Blog posts | 15% |
| Case studies | 15% |
| Podcasts or other audio content | 14% |
Source: Hubspot
Short-Form Video Ad Spending
Ad spending on short-form videos is predicted to reach $99.4 billion in 2024.
The ad spending on short-form video advertising is forecasted to reach $145.8 billion by 2028. Hence, the market is forecasted to grow at a CAGR of 10.04% between 2024 and 2028.
Source: Statista.
Short-Form Video Platform Statistics
Adults in the United States are estimated to spend 58.4 hours monthly on TikTok in 2024.
TikTok remains the leader in short-form videos, which is understandable given that it pioneered the format.
YouTube has an estimated usage of 48.7 minutes. The time spent on YouTube has increased considerably with the integration of YouTube shorts on the platform.
Source: Statista.
Instagram users spent an average of 53 minutes on short-form videos
Among social media platforms offering short-form videos, Instagram had 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.
The following table displays the time spent per session on different short-form video platforms:
| Short Form Video Platform | Average time spent |
| Instagram Reels | 53 minutes |
| TikTok | 45 minutes |
| Snapchat Spotlight | 30 minutes |
| Triller | 22 minutes |
Source: Statista.
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.
Source: AOV UP.
Note: Read our post on social media marketing to get valuable insights on how to use social media marketing to increase reach.
Short-Form Video Trends
Numerous short-form video trends are happening in 2024. 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 consider short-form content as the most engaging format.
Consumers today prefer to watch more video content, and demand for short-form videos has peaked. Hence, including short-form video content in the marketing strategy is no longer an option.
Only 8% of large businesses use short-form videos as their marketing strategy. In comparison, 70% of small businesses and 22% of medium-sized businesses have adopted short-form videos as one of the crucial marketing strategies.
Source: Marketing Interactive.
Video traffic will contribute 82% of all internet traffic worldwide by 2025.
Further, video streaming is predicted to make up 91% of the global internet traffic.
Hence, incorporating videos and short-form video content in your marketing strategy will help you reach a larger audience share worldwide. Plus, you will also be able to increase the ROI.
Source: Personify.
80% of marketers are expected to use Instagram as their main platform for Influencer marketing in 2024.
This is a 4.1% increase compared to the last year.
Facebook follows Instagram and is the second most preferred platform for influencer marketing in 2024.
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.
The following table displays the top influencer marketing platforms.
| Influencer Marketing Platform | Percentage of marketers expected to use it in 2024 |
| 80.8% | |
| 60.5% | |
| TikTok | 54.0% |
| YouTube | 45.6% |
| X(Twitter) | 25.9% |
| Snapchat | 18.5% |
Source: Oberlo.
Note: This article provides details related to influencer marketing for e-commerce stores.
80% of individuals prefer video content over written text.
The majority of consumers worldwide are visual learners, and 8 in 10 people prefer to watch a video instead of reading a blog.
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, only 28% preferred text.
Source: Neal Schaffer.
With the increased adoption of short-form video platforms, almost 50% of marketers plan to invest in short-form videos.
This has led to the growth of influencer marketing worldwide and increased the number of creators.
That was all about the short-form video statistics from my side. Here are some related reads you can check out:
FAQs
Consumers find short-form videos 2.5 times more engaging than long-form videos.
Short-form videos are widely popular across social media platforms, including TikTok, Instagram Stories and Reels, YouTube shorts, and Snapchat Spotlight and stories.
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.
