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.
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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.
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:
We’ve all heard about the shrinking attention span. And with various studies supporting it, it’s fair to say short-form is the way to go.
During my time at Videowise, I discovered that one client had over 250,000 videos watched on their site. Each visitor spent an average of 1 minute and 40 seconds watching these short-form videos, adding up to 5,800+ hours of total viewing time.
Impressive, right?
Concise, multisensory video content is a game-changer because it sticks with you. By blending visual, auditory, and textual elements, these videos tap into multiple cognitive channels, making the information more memorable.
I’ve noticed that these videos grab attention effortlessly, engaging our brain's intuitive and quick processing networks. Movavi, a free video editing software with a built-in template library and stock media, can help create compelling content. HubSpot also provides the Clip Creator, another free video editing software. Storykit, with its text-to-video AI tool, also makes it easy to turn written content into short-form videos.
The result? A richer, more engaging experience that’s hard to ignore. Frequent exposure and repetition of brand elements further solidify brand recall.
I strongly believe that social media platform algorithms favor short-form content, pushing it out to a broader audience.
Just look at the latest features — YouTube’s Shorts, Meta’s post-loop ads, and Reels, or even the entire premise of TikTok. They’re all about quick, engaging content.
Another reason is shareability. The brevity of shorter videos makes them perfect for social sharing and boosting brand awareness.
Influencer Vipasha Malhotra shared her experience with The Economic Times, confirming this preference: “If I get 10,000 views on long-form YouTube videos, I receive 500,000 views on Shorts. Even on Instagram, my reels typically get over 100,000 views on average.”
According to our survey, short-form videos have the highest return on investment (ROI), outperforming other marketing trends.
This isn't surprising when you consider consumer preferences. Your audience craves quick, effective access to useful information, and short-form content delivers just that. From my experience, investing in short-form video has always paid off by meeting this demand and driving higher returns.
HubSpot’s Marketing Trends Report for 2024 found that short-form video is the top leveraged media format in marketers’ content strategies.
We already know video content is increasingly essential for every brand’s content marketing strategy.
However, when we look at short-form video specifically, the data (gathered from the HubSpot 2024 State of Marketing) speak for themselves:
Short-form videos offer a unique way to showcase content. Sanders notes, “The growth of social media is shortening human attention spans. Leveraging short-form content will give you a competitive edge and engage your audience.”
Aside from length, one thing that sets short-form videos apart is the trend culture.
On TikTok, for instance, viral songs, trends, and challenges dominate. To get on the “For You” page, brands must join the fun. TikTok and similar apps are also influenced by AI, offering tools like AI-narrated voices and the Creative Assistant.
As with any new trend or platform, former HubSpot Senior Content Strategist Amanda Zantal-Wiener says you should always consider your audience first:
“It all goes back to an ancient question: Which channels are your audiences using and for what? And therefore, for which channels does it make the most sense for your business to create this short-form content?”
This means that while short-form video is known for its entertainment value, you can adapt it to align with your brand.
If you consider your audience and sufficiently prep for your short-form videos, there’s no trend you can’t tackle in 2024.
A short-form video content strategy is a well-thought-out plan aimed at leveraging the power of brief, engaging videos (typically under 60 seconds) to achieve specific marketing goals. It covers creating, distributing, and analyzing video content to make the most impact.
Here's how to create a robust short-form video content strategy.
Your strategy's foundation lies in clear objectives. Without specific goals, your efforts might lack focus.
Here’s how I define my video content goals:
You can't create resonant content without knowing your audience.
I use Google Analytics, Facebook Insights, and Instagram Analytics to gather demographic data — age, gender, location, and interests.
To gain deeper insights, I analyze psychographic factors — values, attitudes, interests, and lifestyles — by gathering feedback through reviews, comments, and direct messages.
You can also use social listening tools to monitor conversations and sentiments about your brand, identifying common themes and interests.
Next, you need to stay informed about your competitors and current trends. This will keep your brand relevant while helping you capitalize on popular content formats.
Here’s my step-by-step approach:
First, I define the main content themes or categories my videos will cover, like tutorials, behind-the-scenes looks, or product demos.
This structured approach helps me brainstorm specific video concepts for each theme, ensuring they align with my brand voice and objectives.
💡 Pro tip: Think about how each idea can provide value to your audience while promoting your brand.
Then, I establish content pillars to represent my client's core topics and reinforce their brand message over time. Each pillar should cover different aspects of your brand to provide variety. For instance, one pillar would focus on educational content, while another highlights customer success stories.
I also plan the resources needed for video production, including time, budget, and personnel. This gives me a realistic view of what can be published without compromising quality.
Determining the video posting schedule is another crucial factor — how often I’ll post. Remember, consistency is key to keeping your audience engaged. My go-to tool for scheduling posts in advance is Buffer — it's user-friendly and offers multi-platform support.
Even in a short time frame, a well-told story makes a lasting impact.
The key is having structured videos with a clear beginning, middle, and end. I also try to evoke emotions — whether it’s humor, inspiration, or curiosity — since emotional content is more likely to be shared.
I also like to do as much prep work as I can before a video shoot. Video marketer Tanner Francom describes this as “gathering inspiration.”
He says this “helps to craft shots in both pre-production and on set. Before putting together a shot list, we gather an inspiration board full of shots we want to replicate or have certain aspects we’d like to include in the video.”
Each social media platform has its own unique style and user habits. To make the most impact, I tailor my videos to fit each platform’s format and aspect ratio.
I also use platform-specific features like polls, questions, and stickers to boost interactivity and engagement.
Here’s a quick guide to help you:
Once my video posts are live, I share the links in my email newsletters to keep my audience engaged. I respond to comments, participate in discussions, and share user-generated content to build a loyal community around my brand.
Cross-promotion is another great strategy — I include video snippets in my blog posts and podcasts, guiding my audience to watch the full content.
If you have the budget, don't forget paid advertising. Facebook, Instagram, and YouTube can help your videos reach the right people, especially for new campaigns or key promotions.
The last step is continuous analysis, where I refine my short-form video content strategy to ensure ongoing improvement and relevance.
I rely on analytics tools — Google Analytics, TikTok Analytics, and Instagram Insights — to track performance metrics like views, engagement, shares, and conversions. Regular performance reviews also help me identify what’s working and what needs improvement.
Additionally, I conduct A/B testing with different video formats, lengths, and styles to see what resonates most with my audience. This provides valuable insights into their preferences and behaviors.
💡 Pro tip: Encourage viewers to leave comments and suggestions to help adjust the content strategy. I’ve found that asking for direct feedback not only improves content quality but also increases engagement.
Short-form videos first gained popularity through viral content based on dances, songs, and sounds. Today, brands can make their own sounds, filters, and challenges go viral.
According to our social media trends report, 20% of marketers surveyed leveraged branded challenges, and 42% said they performed better than expected. In addition, marketers rank them among the most effective social media trends of 2024.
To celebrate Mother’s Day, Colgate launched the #MakeMomSmile challenge, which encourages users all around the world to share videos in which they did something special for their mothers.
It’s also a great play on words, as Colgate is all about providing beautiful smiles to its customers.
What I like: Brand challenges, like Colgate’s, should be fun and accessible to all.
In my experience, it’s important you announce winners promptly and feature the winning videos on your page so those who participated don’t forget about the campaign.
Brands have been leveraging influencer marketing for years. That’s nothing new. However, I'm now seeing more brands use them in a short-form format.
Influencer marketing is here to stay. Of companies, 88% using influencer marketing say it’s effective, and 55% of those surveyed said, “My company will invest more in influencer marketing in 2024.”
For instance, popular TikTok influencer TiffFoods starred in an ad for the food brand Fly by Jing to promote its product.
With short-form content lending itself well to native advertising, brands can create videos that are more likely to generate conversions.
💡Pro tip: Choosing which influencer to represent your product isn’t easy. You want someone who stands for the same values as your business. Check out this blog on how to choose the best influencer for your brand.
Think about the average commercial you see: It’s usually anywhere between six seconds to 60 seconds. This also happens to be the average length of a short-form video.
Because of this, brands can leverage short-form video platforms to promote their products organically.
It can be incredibly effective because it doesn’t require a large budget, it has the potential to go viral, and it builds anticipation around your brand.
Crumbl Cookies is notorious for teasing new products and then revealing them as the cookies of the week. They’ve even branched out into pies and cakes recently.
Product teasers are great because they create suspense by getting users even more invested in the launch as they wonder what the reveal is.
💡Pro tip: Rotating product reveals with consistent teasers is a great marketing strategy for building anticipation. Whenever you have a new product to launch or a short-lived/seasonal product, be sure to hint at what’s coming at least a week before the launch.
Video marketer George Haddad's advice resonates with me: “Consistency matters. But high-quality consistency is crucial.”
Consumers adore UGC. In a HubSpot survey of over 500 marketers using social shopping features, 92% said user-generated content boosts brand awareness.
HubSpot Blog research backs this up, showing UGC offers fantastic ROI, with 40% of marketers calling it a high-ROI format on social media. It’s especially loved by Gen Z, TikTok’s largest demographic.
Why is UGC so effective? It’s simple — brands can publish videos that evoke emotion and feel genuine and relatable without burning through resources.
This video is a fantastic example of using UGC in your strategy. In this instance, Chipotle teamed up with these content creators to make a fun, viral-worthy video.
One of Chipotle’s target audiences includes young college students looking for affordable meals. The video features two creators who resonate with the audience they want to attract.
When considering UGC, brands should ask, “Will my audience relate to this?” If the answer is yes, go for it.
Note that not all UGC campaigns are equal, and it can be hard to get participation. Check out this blog for more examples of UGC campaigns that work to inspire your UGC strategy.
Consumers seek out authenticity and transparency in brands. With short-form video, you only have a few seconds to connect with your audience.
So, how do you do that? Well, there’s no exact science to it, but consumers tend to feel more connected to brands that show the people behind the brand.
A Sprout Social study found that 70% of consumers felt more connected to brands whose CEO is active on social media platforms. So, going into 2024, brands should pull back the curtain and engage with their audiences on a more personal level.
Not sure how to personalize your content in a way that suits your audience? I recommend A/B testing videos to see which ones perform better — and so does video content marketer Ernie Santeralli:
“What do dynamic duos such as peanut butter and jelly have in common with A/B testing and personalization? They’re better together. And in the case of A/B testing and personalization, the benefits to the online experience (and results) become exponential when you combine them.”
No other sport gives viewers as much BTS action as Formula One.
With their Netflix special and thriving social media accounts (like YouTube), Formula One uses short-form video content to engage with viewers on a daily basis.
Viewers feel extra invested because they feel like they know each driver and each car brand intimately, giving the races higher stakes.
💡 Pro tip: Brainstorm with your marketing team on how you can pull back the curtain on your company and let customers know more about what makes your brand tick.
This might look like an interview with your CEO or a video explaining the history of your company. Let your viewers see why you’re passionate about what you do and what you have in plan for the future.
Add: “The Ultimate Video Marketing Starter Kit” CTA
In 2024, brands will likely focus on educational content in their short-form videos. Think: how-to’s, DIYs, and explainer videos.
A 2024 Wyzowl report found that viewers want to see more of this video style from brands.
Wondering where we currently stand? Our social media trends report found that 32% of marketers surveyed say they currently leverage educational content, and 57% of those who do say it's one of the most effective content types.
Educational videos are great added-value content because they help audiences in their day-to-day lives. Brands that prioritize education in their marketing strategy can improve lead generation and build stronger brand loyalty.
Similarly, explainer videos target users at the decision-making stage of the buyer’s journey. When done right, they can turn decision-makers into customers.
It’s a win-win situation: Brands get to address their audience’s pain points and offer solutions, which is (surprise!) them. Not sure what I mean? See the example below.
Soy Yo Candle used the formula mentioned above to create this short-form video. Presumably, one of the biggest struggles of owning candles is making them last.
In just a few seconds, the brand presented a problem, offered a solution, and promoted its product. It can be as simple as that.
Another highlight of this video is that it caters to viewers who may be discovering the brand and those who already know it. Because of the value it offers, the brand can reach a broader audience organically.
Not sure how to sell an educational video? Short-form video marketer Charis Maimaris says you should create short and engaging content.
His top tips for engaging content include “using an emotional or intriguing hook, keeping it short and to the point, using strong visuals and sound effects, and telling a story.”
💡 Pro tip: Rehash and recycle your content. If you’ve written an informational piece of content in the last year, use this to create an educational video for your subscribers and customers.
There’s no reason to reinvent the wheel when you’ve already spent time perfecting content that can be reused.
You can shoot your videos horizontally, but I recommend you don’t.
Platforms like YouTube, Instagram, and TikTok prefer vertical videos because they fill the entire screen and look more natural on mobile devices.
When you shoot horizontally, you need to crop them, which can make it look awkward and reduce overall quality.
The first few seconds of your video are crucial for capturing your audience’s attention. Start with a strong hook, like a question or surprising fact, and use eye-catching visuals to pique curiosity.
For example, if you're doing a branded challenge or funny video, start with a preview of the funniest moment. For a tutorial, immediately address the problem that needs solving. Make sure to get the main message or value proposition across quickly — no unnecessary filler.
When I say quality content, I mean stable footage, good lighting, and crisp audio.
Poor audio and video quality distract from your message and reduce engagement. Invest in basic equipment like a good camera, proper lighting, and a microphone before you start filming content.
Think of the quick transitions and dynamic scenes in movies like Quentin Tarantino’s Django Unchained or Charli XCX's Boys music video.
Try recreating the same fast, engaging vibe for your short-form videos. Use fast transitions and avoid long, static shots that can cause viewers to lose interest.
Also, integrate animations, text overlays, and other visual effects to emphasize key points and add dynamism.
Don't go overboard, though. Your video shouldn’t be too busy or hard to follow.
💡 Pro tip: For a crisp, professional touch, I also use editing software like Adobe Premiere Rush and built-in editors on platforms like Instagram and TikTok.
Many viewers watch videos without sound, especially when scrolling social media.
To make your videos accessible and improve viewer retention, use subtitles for dialogue and captions for key points. This simple addition makes your video accessible to those who are hearing impaired or watching in silent environments.
Next, incorporate visual storytelling. Use strong visuals and on-screen text to convey your message effectively without sound.
What works on my website might not work on Instagram Reels, and what works on Instagram Reels might not work on TikTok.
To create a broad reach, I adjust my editing slightly for each platform. For example, I place subtitles higher on a reel so they’re not covered by other elements when published on TikTok.
TikTok and Instagram prioritize trending content, showing it to more users. That's why I regularly check trending challenges and hashtags before suggesting video ideas to my clients.
However, I don’t follow trends blindly — I give them my own spin. The idea is to integrate the trends creatively into your content for a visibility boost, and not to be dictated by it.
Without a CTA, viewers might enjoy your content but take no further action, defeating the purpose of your video.
My advice is to be direct, specific, and seamless: Clearly state what you want viewers to do, whether it’s visiting your website, following your account, or making a purchase.
Use phrases like “Shop now” or “Click the link in the bio.” Ensure the CTA fits naturally into the video, whether it’s a visual cue at the end, on-screen text, or a verbal prompt.
Social Media Content Manager Kelsi Yamada says using short-form videos is a low-commitment and engaging way to connect with your audience.
“You can get a good laugh or learn something new in a minute or less on TikTok or Reels,” said Yamada.
“On the flip side, it's also relatively easy to create, which means there are more people who can share their humor or points of view. Because of this, brands should figure out what their unique point of view is and how they can stand out in the noise.”
While it’s tempting to jump on every trend, Yamada advises brands to be selective.
"Not every viral TikTok sound or meme format will fit your content strategy or brand, so don't force it,“ she notes. ”Focus on catering to your niche and staying authentic. Don’t be afraid to create something new — trends have to start somewhere!"
Finding the balance between what‘s trending and what’s true to your brand is key. For more on video marketing, check out HubSpot Academy’s courses on Video Marketing and Developing a Video Marketing Strategy.
TikTok is the go-to platform for Millennials and Gen Z, with about 70% of 18-19 year-olds and 56% of 20-29 year-olds using it.
The TikTok homepage has two main tabs: “Following” for videos from accounts I follow and the algorithm-driven “For You” page that curates content based on my activity. I often explore the “Discover” tab for trending topics and hashtags — it’s a great resource for generating new content ideas.
The “Discover” tab on TikTok highlights trending topics and hashtags and, in my experience, is a great resource for marketers to generate new content ideas.
B2B marketers have been hesitant, possibly because success here hinges on emotional appeal. But that might be just what they need. According to a VML insight report, emotional B2B marketing can be seen as “a radical new approach to communicating with business customers.”
Still skeptical about TikTok's potential for your business? Check out this video to see how TikTok has evolved into a top platform for short-form content today:
As a creator, I love how TikTok's algorithm tailors content to my interests, keeping me engaged for longer periods. As a creator, though, standing out can be tough due to the sheer volume of content uploaded every second.
Some call it TikTok 2.0, but for me, Instagram Reels is proving to be its own beast.
Reels is a scrollable video timeline, similar to Instagram's Explore page. Users can tap on the music in a Reel to see other videos featuring the same sound.
With over 2 billion active monthly users, Instagram already commands a vast audience. Since launching Reels in August 2020, it’s become a powerful marketing tool, rivaling TikTok.
Instagram targets a wider age range than TikTok, and with its suite of marketing features, Reels offers brands a way to extend their reach in a snappy, engaging format.
I particularly enjoy how Reels integrates smoothly with the rest of Instagram, making it easy for me to switch between photos, stories, and videos. It's also super user-friendly for quick editing and sharing content.
Shorts is YouTube's answer to the short-form video craze. Launched in September 2020, Shorts has quickly amassed over 2.3 billion monthly active users.
Using the YouTube mobile app, I’ve found the dedicated Shorts tab super convenient. You can easily create and edit videos up to 60 seconds directly within the app. The potential to reach YouTube‘s massive audience and the robust monetization options are other reasons why I’d recommend Shorts.
With its strong music integration, Triller makes content creation really enjoyable.
However, I’ve noticed it’s not as intuitive as TikTok, which can be a bit challenging for new users. Despite this, Triller remains a solid platform for sharing my short videos.
Triller's homepage feels familiar, similar to other short-form video platforms, but with a unique twist — music is front and center. The platform is popular among musical artists and allows me to edit 60-second videos with music, filters, effects, and transitions.
Triller gained traction during the uncertainty around a potential TikTok ban in the U.S. and has since become a worthy competitor. I find it exciting to use music as a storytelling element in my videos.
For example, a song like “You Got It” by Vedo, which is about unlocking potential, could be perfect for creating a video targeting job seekers or promoting business coaching services.
When I want to take short-form video content beyond social media, Hippo Video is my top choice. This platform is a one-stop shop for producing, distributing, and analyzing video content. I can even embed forms, CTAs, and annotations within my videos, making conversions a breeze.
For instance, while working on an email marketing team for a SaaS company, I used Hippo Video for a product launch email campaign.
On launch day, I sent a product teaser video to our current customers with a “Schedule a Demo” CTA, directing them to a meeting scheduling page.
Throughout the campaign, my manager and I tracked key metrics like total plays and average watch rate, which enhanced our video analytics and helped us refine our strategy.
Magisto uses AI to make video editing accessible and efficient, which is perfect for me as I look to create professional videos without heavy investments of time and resources.
To get started, I upload my videos. The software analyzes them and puts them together based on my desired editing style. With over 10 styles to choose from — ranging from real estate and fitness to Facebook and YouTube ads — there's something for everyone.
Once the video is complete, I can distribute it on social media and track its analytics. Overall, Magisto is a great choice for saving time and resources on video marketing.
For my clients who are short on time and resources but want to leverage short-form video, Lately.ai is a lifesaver.
This AI-powered software takes long-form audio, video, and text and transforms them into bite-sized posts for social media. It analyzes what content my audience will most likely respond to based on historical data and creates posts accordingly.
Lately.ai is suitable for users new to short-form content and want to build from their existing library. Personally, I find AI-driven content creation incredibly efficient, although the quality can vary and require some manual adjustments.
Wistia has been my go-to video marketing platform from the start, built specifically for marketers by marketers. It’s especially great for running professional marketing campaigns to grow audiences and boost ROI.
With Wistia, I can create a customizable video player that matches my brand, use lead generation tools, and track video performance for insights. I can also create custom ad audiences for search and social to ensure my content reaches the right audience and sync all my tools with integrations.
I'd recommend Wistia for its comprehensive lead generation and analytics but be prepared for a bit of a learning curve.
There are hundreds of ways to incorporate short-form videos into your marketing strategy. But no matter which trends come and go, it'll always come down to your audience — their preferences, their interests — and your brand — your voice and what you stand for.
Try a few approaches, and listen to where the data tells you to go next.
Editor's Note: This post was originally published in January 2021 and has been updated for comprehensiveness.