Short-form Video – The Media Revolution

Short-form Video – The Media Revolution

Utilizing short-form video in business marketing campaigns is currently a trending approach to reach consumers with trendy audio and eye-catching visuals. It helps convey the message of the business to customers more easily than ever before. Let’s explore the details together with CleverAds!

1. What is a short-form video?

The short-form video refers to the content presented in video format with a duration of under 60 seconds. Currently, marketers tend to categorize short videos as those that can be up to a maximum of 3 minutes long.

Notably, short-form videos are not restricted to any particular genre or field. They allow for diverse and creative formats, making it easier for viewers to interact with and grasp the content. 

Short-form videos have become a popular advertising tool

Especially when distributed on the business’s Social Media platforms. With prominent advantages in duration, integrated trendy sound and music, and engaging content, short form videos are creating a media revolution with a distinct and remarkable prominence. 

2. Why should you use short-form videos?

2.1. Attracting attention

Using short form videos is the fastest way to attract the attention of social media users. These bite-sized videos are highly diverse and cover various fields on social media platforms.

Furthermore, with the rise of Facebook Reels, Instagram Reels, short form videos have become a favorite format among social media consumers.

What businesses need to do is to break through and make an impact on social media users. By creating engaging content, they can quickly capture and retain the attention of social media consumers.

According to statistics from Sprout Social, social media users tend to prefer watching videos over other types of content

Short-form Video

The types of content that attract the highest levels of engagement on social media platforms. 

2.2. Short-form video can be shared

Short form videos with a high shareability factor are one of the key attractions and an ideal format for social media.

Regardless of the age group, social media users tend to share content or videos they find interesting and entertaining.

Certainly, short form videos are a perfect choice for this. This is also an important factor for businesses to consider. It helps increase brand awareness, expand the reach, and enhance the potential to reach potential customers.

2.3. Easy to consume

Short form videos are very easy to watch and can be viewed flexibly on various electronic devices. Social media users don’t need to spend too much time paying attention. The content and messages in the videos are conveyed quickly and effectively. 

2.4. Optimize cost-effectiveness

Short form videos are a cost-effective marketing tool. Creating short form videos doesn’t require much time and resources.

Because of this, they become an ideal choice in marketing activities for businesses. They optimize costs for both small and medium-sized enterprises or businesses with limited marketing budgets.

2.5. Short-form video have better interaction

Short form videos typically have higher interaction rates compared to longer videos. According to social media experts, videos under 15 seconds have the highest interaction rates on platforms like Instagram.

This makes short form videos an effective way to connect with a business’s customers and build brand awareness.

3. Classifying short-form video

According to statistics from Influencer Marketing Hub

Over 96% of social media consumers tend to prefer short form videos to learn about products or services

Marketers see the enormous potential that short form videos bring. Over 47% of marketers agree that short form videos have the capability to spread and reach customers faster.

While short form video content may not be new, its popularity will continue to rise as platforms aim to cater to this unique content consumption experience. Depending on specific needs and industries, the ways in which short form videos are utilized may also evolve.

3.1. TikTok content 

Short-form Video

Sources:, CNBC, Company data 

TikTok reached 1.6 billion users by the end of 2022 and is projected to reach 1.8 billion by the end of 2023. With such a large user base on this Social Media platform, it presents a lucrative opportunity for business growth.

According to a report from Influencer Marketing Hub: 

TikTok is the pioneer of the short form video content movement

This is also the fastest-growing social media platform, surpassing both Facebook and Instagram. It is also the most engaging short form video platform.

Specifically, there were 1.53 billion app users within just 7 years (according to the survey report by Influencer Marketing Hub). This intense competition has led other social media platforms to adapt and keep up with the trends of internet consumers.

According to eMarketer’s statistics:

Short-form Video


TikTok, despite being a relatively new platform, has made a significant impact as the time social media users spend on TikTok has noticeably increased over the past few years.

As a result, this platform has successively surpassed fierce competitors like Facebook and Instagram, becoming a top video-sharing platform on social media. 

3.2. Facebook Reels 

Facebook Reels is still a relatively new platform, recently launched. However, with a large and extensive user base on Facebook, the development opportunities for Facebook Reels are quite promising.

Short-form Video

Source: Statista 

Approach: through stories on Facebook, and it’s quite similar to Instagram Reels. This is also a significant challenge for Facebook Reels.

The notable difference that needs special attention is the target audience on these two platforms. The audio or trending content that appeals to users on Instagram might not be attractive to the audience on Facebook. 

3.3. Reels Instagram 

The format of Instagram Reels on Instagram consists of short form vertical videos with a duration of up to 90 seconds.

Instagram Reels has seen a growth rate of 57.4% YoY (Year over Year – economic indicator comparing data for two years)

Short-form Video

Source: Social Insider data

In 2023, Instagram Reels achieved an average engagement rate of 1.23%.

According to a study by Rival IQ:

Instagram Reels has a reach rate of 14%, while other types of media have a reach rate ranging from 9% to 10%. It has the highest level of interaction reach. This sets Instagram Reels apart and makes it highly effective in marketing.

From this, it is evident that Instagram Reels is undoubtedly the best-performing content on Instagram and a fertile ground for the development of short form videos.

3.4. Youtube Short 

Youtube Shorts was launched in 2005 and has consistently maintained its position as the leading video platform, despite the rapid development of videos on other platforms. Youtube remains the second most-visited website in the world.

Short form videos uploaded on Youtube have a duration ranging from 15 seconds to 60 seconds. Youtube’s Shorts feature allows sharing of available short videos for anyone looking to create engaging content using their mobile phones.

Short form videos appear in various positions on Youtube, providing an effective way to attract viewers. Additionally, viewers can watch these short form videos simultaneously even when watching regular Youtube videos. 

Youtube has a massive and diverse user base, spanning different age groups and interests. 

While other platforms like TikTok and Instagram may lean towards a younger audience, the popularity of Youtube Shorts is broader and more diverse.

Therefore, whether a business is trying to reach any customer segment or target B2B audiences, Youtube Shorts can help businesses connect with the right audience. 

4. Examples of short-form video

As digital content consumption is on the rise, short-form video have become an effective means to attract potential customers.

Prominent platforms like TikTok, Instagram Reels, Facebook Reels, and Youtube Shorts have made rapid strides in building short form videos.

Below are some examples of short form videos that CleverAds has compiled to give businesses an overview of these bite-sized videos:

4.1. TikTok 

Short-form Video

With the increasing popularity of TikTok, it’s no surprise that TikTok has the advantage of a large user base, enticing brands to participate and start experimenting with content on this platform.

According to Socialinsider: TikTok has an average engagement rate of 4.24%, making it the most attractive social media platform at the moment.

4.2. Instagram Reels

Short-form Video

Next is Instagram – a platform that has faced a significant decline in the once-considered excellent level of interaction on this social channel. Despite the reduced engagement, it still maintains a stable level of performance.

4.3. Youtube Shorts 

Short-form Video

Youtube Shorts, with its quick and engaging format, has proven to be effective in capturing viewers’ attention.

This is a potential platform that can help businesses leverage and enhance brand awareness, attract viewers, and ultimately increase conversions and revenue.

5. Conclusion

We hope that the information CleverAds has compiled here will help businesses gain a better understanding of short form videos. Don’t forget to leave your comments below for CleverAds!

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