In the 2025 HubSpot State of Marketing Report, we found that short-form video remains king. It‘s the top-performing content marketers are using, and it’s set to grow in 2025.
No surprise there — short-form videos are everywhere. Even Google is testing a short-form video tab to boost its short-form content. So, 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
What are short-form videos?
The general consensus among marketers is that any video under 60 seconds is considered short-form, with the optimal length between 31 and 60 seconds.
Erica Santiago, who is spearheading HubSpot's Blog Video Program, considers anything under 60 seconds to be a short-form video.
However, she notes the definition could be changing as platforms like TikTok, Instagram Reels, and YouTube Shorts extend the duration of their short-form content.
“At one point, TikTok, Instagram, and YouTube Shorts only allowed users to upload content that is between 60 to 90 seconds long, depending on the platform,” she explains. “Now, TikTok allows users to record up to 10 minutes of content on the platform. YouTube Shorts and Instagram Reels both recently extended their content durations to 3 minutes.”
She believes this could change the definition of short-form content later down the line.
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“In my opinion, a 3-minute video could eventually fall under the short-form video umbrella because it's still bite-sized content that doesn't require much commitment to watch all the way through,” she says. “And short-form platforms like TikTok, Instagram, and YouTube Shorts seem to agree as they push longer content more and more.”
“But attention spans are getting shorter and shorter, so I still suggest companies stick to 60-seconds-or-fewer videos as they experiment with short-form videos,” Santiago advises.
Regardless of the duration, one thing's clear: shorter videos really are the star of 2025 marketing trends. According to our report, short-form video is the most used content format by marketers, with 30% of both B2B and B2C marketers leveraging it in their marketing strategy.
Furthermore, the majority of marketers agree that short-form video yields the highest ROI compared to other content formats.
Why use short-form video?
People are short on time, but that doesn’t diminish 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 heard about the shrinking attention span. Various studies support this, so it’s fair to say short-form is the way to go.
For example, personal care brand Dr. Squatch reports that 250,000 videos were watched on its 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?
Enhanced Brand Recall
Concise, multisensory video content is a game-changer because it sticks with you. These videos tap into multiple cognitive channels by blending visual, auditory, and textual elements, making the information more memorable.
I’ve noticed that these videos effortlessly grab attention, engaging our brain's intuitive and quick processing networks.
And if creating captivating short-form videos sounds daunting, there are plenty of tools and software available that make video creation accessible to everyone, regardless of experience.
Movavi, a free video editing software with a built-in template library and stock media, can help create compelling content. HubSpot also provides 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.
Increased Reach and Visibility
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.”
Higher ROI
As I said earlier, short-form videos have the highest ROI and outperform other content marketing trends. Even video marketers at HubSpot have noticed the benefits of incorporating short-form content into their strategy.
In the past year, HubSpot invested in a mix of both short- and long-form videos in our YouTube strategy. As a result, Marketing Against the Grain, our video podcast, has 45,000 subscribers, and The Hustle reached 140K subscribers.
“In just a few months, the team grew The Hustle YouTube channel to over 400,000 views per month, created hundreds of sponsored videos, and built six long-term creator partnerships with YouTubers,” says Kyle Denhoff, Sr. Director of Marketing at HubSpot.
None of this is 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.
How do short-form videos fit into your content strategy?
Santiago notes, “Short-form videos can highlight your band's personality, succinctly explain and promote your products and services, and build trust with your audience.”
“One of my favorite videos from the Blog Video Program features my colleague, Alana Chinn, as she casually shares return-to-office information while walking her dog,” she says. “In another video, contributor Ramona Sukhraj does her makeup while giving advice on how to go viral as a brand. This is content that can't be replicated because our creators have unique voices, experiences as marketers, and their own method of storytelling.”
Short-form videos can also help keep your brand in tune with current topics amongst your audience.
On TikTok, for instance, viral songs, trends, and challenges dominate. Brands must join the fun to get on the “For You” page.
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 2025.
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Short-form Video Content Strategy
A short-form video content strategy is a well-thought-out plan to leverage 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.
1. Define your objectives.
Your strategy's foundation lies in clear objectives. Without specific goals, your efforts might lack focus.
Here’s how I approach my content goals:
- Identify Goals: Determine what you want to achieve, such as increasing brand awareness, driving website traffic, boosting engagement, generating leads, or enhancing sales.
- Set SMART Goals: Ensure your objectives are Specific, Measurable, Achievable, Relevant, and Time-bound (SMART goals). For example, my goal might be “increase Instagram engagement by 20% over the next three months.”
2. Understand your audience.
You can't create resonant content without knowing your audience.
I use Google Analytics, Facebook Insights, and Instagram Analytics to gather demographic data, such as age, gender, location, and interests.
I analyze psychographic factors — values, attitudes, interests, and lifestyles — by gathering feedback through reviews, comments, and direct messages to gain deeper insights.
You can also use social listening tools to monitor conversations and sentiments about your brand, identifying common themes and interests.
3. Research competitors and trends.
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 two-step approach:
- Competitive analysis: I start by identifying key competitors and analyzing their video content strategy, observing what works well and where they may be falling short.
- Trend monitoring: It is essential to stay updated with trends on platforms like TikTok, Instagram Reels, and YouTube Shorts. I use a combination of BuzzSumo and Google Trends to identify trending topics and hashtags relevant to my client's industry.
4. Plan your video content calendar.
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.
5. Make compelling videos.
A well-told story makes a lasting impact even in a short time frame.
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 doing as much prep work as possible 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.”
6. Optimize for different platforms.
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:
- TikTok: Keep your TikTok videos fun and casual. Use popular sounds to boost your views. You must also stay updated with the latest trends and try weaving them into your content.
- Instagram Reels: Choose visually appealing content with short, punchy captions and smart hashtags. Consistency is key on Reels—regularly posting and engaging with other users can really pay off. Join in on trends, but always stay true to your brand’s vibe.
- YouTube Shorts: Aim for high-quality production with clear, searchable titles and eye-catching thumbnails. Properly tagged videos with compelling thumbnails can drive traffic to your longer videos.
7. Promote your videos.
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.
8. Analyze and adjust.
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 improves content quality and increases engagement.
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Short-form Video Trends to Look Out For
1. Brand Challenges
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 most recent social media trends report, 20% of marketers surveyed leveraged branded challenges, and 42% said they performed better than expected.
Short-form video example: Fenty Beauty Filters
Fenty Beauty found a clever way to gain traction on TikTok while showcasing its wide range of beauty products. Over the last few years, the makeup brand has created numerous TikTok filters that help users find the right products and try out new looks.
One of their most popular filters is called “Which RiRi are You?” and it shuffles through different lip liner and color combinations worn by the brand's founder, Rihanna.
What I like: Filters, dances, and song trends are catchy, fun, and shareable ways to build brand awareness and steer your audience toward your products and services.
2. Nano- and Micro-Influencer Collabs
Brands have been leveraging influencer marketing for years—that’s nothing new. However, I'm now seeing more brands leverage smaller influencers over mega ones. According to our Marketing Trends Report, marketers greatly benefited from leveraging influencers with audiences smaller than 100K.
For context, there are three types of influencers:
- Nano-influencers have less than 10,000 subscribers/followers
- Micro-influencers have 10,000-99,999 subscribers/followers
- Macro-influencers have 100K - 1 million subscribers/followers
Our trends survey found that 45% of marketers saw the most success with micro-influencers and creators. According to marketers in our survey, the top three benefits of working with smaller creators and influencers are:
- They are more trusted by their followers and subscribers.
- They provide more access to niche, tight-knit communities.
- They are less expensive to work with than influencers and creators with larger followings.
Short-form video example:
Eyewear company Zeelool often partners with micro-influencers to promote their latest glasses designs. In the video below, TikTok influencer @kryspiikreme tries on several pairs and includes a discount code in the caption for her followers to use.
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.
3. Authentic, Value-driven Content
According to our 2025 State of Marketing Report, 1 in 4 marketers are exploring creating content that authentically reflects their brand's values.
This is largely because more brands will target Gen Z and Millennials in their marketing this year, two demographics known to value authenticity and prefer to buy from companies that share their values.
Short-form video example: Formula One
How can you authentically show your audience that you share their values in a short-form video? One way is to send your products to those who may need them the most.
For example, pet product brand Kong sent animal rescuer and foster parent Rachael Robertson a massive bag of Kong products to gift a cat she's fostering named Garbanzo, who recently went viral on TikTok.
This shows that Kong supports animal rescuers, foster parents, and cats like Garbanzo, who need extra attention and resources, things the brand's target audience of pet and animal lovers care about.
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.
Short-form Video Best Practices
Tip 1: Film vertically.
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, making it look awkward and reducing overall quality.
Tip 2: Engage viewers quickly.
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.
Tip 3: Ensure quality content.
When I say quality content, I mean stable footage, good lighting, and crisp audio.
Poor audio and video quality can distract from your message and reduce engagement. Before you start filming content, invest in basic equipment like a good camera, proper lighting, and a microphone.
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Tip 4: Use quick cuts and dynamic editing.
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, animations, text overlays, and other visual effects should be integrated 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.
Tip 5: Optimize for mute viewing.
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.
Tip 6: Optimize for different platforms.
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.
Tip 7: Leverage trends and hashtags.
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.
Tip 8: Include a clear CTA.
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.
Takeaways for Video Marketers
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 jumping on every trend is tempting, 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.
Best Platforms for Short-form Videos
1. TikTok
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.
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.
2. Instagram Reels
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.
3. YouTube Shorts
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.
4. Triller
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.
5. LinkedIn
“If you're a B2B marketer, I absolutely encourage you to post your short-form marketing videos on Linkedin,” Santiago says. “When experimenting with our own short-form videos for the Blog Video Program, we found that we'd get hundreds, even thousands, of more impressions than what we'd see on platforms like YouTube.”
LinkedIn also began testing a vertical video feed on its app and is seeing a lot of success with its push for short-form video content. The company reported a 34% year-over-year increase in video uploads in Q4 2024 and a 36% year-over-year growth in total video viewership in 2025.
Making the Most of Short-Form
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 and 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.
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