6 Short-Form Video Trends Marketers Should Watch in 2024 [New Data]

In the 2024 HubSpot State of Marketing Report, we found that short-form video is king. It‘s the top format marketers are using, and it’s set to grow the most in 2024.

No surprise there — short-form videos are everywhere.

With Google and other popular platforms boosting their short-form content, how can you tap into this trend to grow your business? And what trends should you watch for in the coming year?

In this post, I’ll share advice from video marketing experts. Read on to discover how to make short-form video content work hard for your brand.

Table of Contents

• What are short-form videos?
• Why use short-form video?
• How do short-form videos fit into your content strategy?
• Short-form Video Content Strategy
• Short-form Video Trends to Look Out For
• Short-form Video Best Practices
• Takeaways for Video Marketers
• Best Platforms for Short-Form Videos

Brandon Sanders, former digital marketer for HubSpot Academy, notes that the definition of short-form can vary by platform. With the rise of TikTok, Instagram Reels, and YouTube Shorts, “short-form video is actually getting shorter, leaning towards 60-second to two-minute videos,” Sanders explains.

Before YouTube Shorts, the 10-minute mark was the “sweet spot because content on YouTube tends to be more comprehensive.” But now, you're limited to 60 seconds if you want to be featured in Shorts.

According to our 2024 State of Marketing Report, opinions on the optimal length for marketing videos vary: 36% of video marketers believe the sweet spot is one to three minutes, 27% prefer four to six minutes, and 15% think seven to nine minutes is best.

Regardless of the duration, one thing's clear: shorter videos really are the star of 2024 marketing trends.

Why use short-form video?

People are short on time, but that doesn’t take away their desire for content. They want it — just faster.

Here’s how investing in short videos can impact your business:

High Engagement Rates

We’ve all...