43 Short-Form Video Marketing Statistics


With 90% of all internet traffic projected to come from short-form videos in 2024, your understanding of this medium is crucial.

As attention spans shrink and mobile usage soars, you face a dynamic marketing environment where short, impactful content is king. Adapting to this trend isn’t just beneficial; it’s indispensable for businesses looking to capture and retain consumer interest.

Videos up to 2 minutes and 30 seconds long bridge the gap between brief messages and engaging storytelling, providing a powerful tool for businesses to boost conversions, go viral, and improve brand recall.

Your plan must evolve to leverage these videos’ high engagement and retention rates, as consumers now prefer to learn about new products or services through this format.

In this article, I discuss the latest short-form video marketing statistics, providing insights into its meteoric rise, its impact on consumer behavior, and the key trends shaping the future of this dynamic medium.

Key Statistics on Short-Form Videos
  • Short-form videos receive 2.5 times more engagement than long-form videos.
  • 26% of marketers plan to invest more in short-form video content in 2024.
  • 73% of consumers prefer short-form videos to search for products or services.
  • Anything up to 2 minutes and 30 seconds long is considered short-form.
  • In 2024, 90% of all internet traffic will be made by short-form video.
  • 47% of Marketers Say Short-Form Videos Are More Likely to Go Viral.
  • 56% of videos created by businesses today are two minutes or less.
  • Video increases conversions and sales by up to 80%.
  • Videos less than 90 seconds long have a 50% retention rate.
  • 82% of Businesses Feel Video Marketing Is Important to Their Strategy.

1. Short-form videos receive 2.5 times more engagement than long-form videos.

(Source: GetMunch)

You’ve likely noticed the surge of short, engaging clips on platforms like TikTok and Instagram Reels. These short-form videos have a firm footing in the current digital space and garner more engagement than their long-form counterparts.

2. 26% of marketers plan to invest more in short-form video content in 2024.

(Source: Yaguara)

As you strategize for the year ahead, consider that a notable amount of your marketing peers are gearing up to increase their investment in short-form video content. This indicates the format’s ability to capture users’ fleeting attention spans and its propensity for higher engagement rates.

3. 73% of consumers prefer short-form videos to search for products or services.

(Source: HubSpot)

Considering the latest trends, consumers lean towards short-form videos when searching for products or services.

This indicates the significant role these videos play in current shopping behaviors. Including these formats in your marketing plan can effectively capture consumer interest.

4. Anything up to 2 minutes and 30 seconds long is considered short-form.

(Source: Found.ee)

This length is considered the sweet spot for maintaining viewer engagement while delivering your message efficiently.

Videos under this length keep the viewer’s attention without overwhelming them with information. Different social media platforms may have varying definitions, but this time frame aligns with current trends.

5. In 2024, 90% of all internet traffic is projected to be made by short-form video.

(Source: Vidico)

You are navigating a digital landscape where short-form videos dominate. By 2024, these quick and engaging clips will constitute most of all internet traffic.

This is a significant increase, reflecting the growing preference for bite-sized content that captures attention within a few seconds or minutes.

The shift towards these videos significantly affects mobile data traffic, especially in North America, where most users consume media via smartphones and tablets.

6. 47% of Marketers Say Short-Form Videos Are More Likely to Go Viral.

(Source: HubSpot)

Understanding the impact of short-form videos can significantly benefit your approach to digital marketing. Many of your marketing peers emphasize the virality potential of such content. The reasons for this are grounded in current social media consumption patterns.

Average attention spans are dwindling. Short-form videos cater to this, keeping viewers engaged long enough to convey a message but brief enough to prevent boredom.

Social media platforms like TikTok, Instagram Reels, and YouTube Shorts favor short, engaging content, giving such videos more exposure and a better chance to spread widely.

Users find short videos less cumbersome to share, leading to increased circulation amongst networks and, sometimes, beyond.

In your video marketing strategy, weigh these insights carefully. Investing in short-form videos could significantly enhance your brand’s reach and engagement, echoing the successful experiences of many marketers in 2023 and 2024.

7. 56% of videos created by businesses today are two minutes or less.

(Source: HubSpot)

This reflects a shift towards concise, engaging content that quickly captures the audience’s attention.

Your audience values their time, and shorter videos cater to this need. By keeping your content under two minutes, you provide information succinctly, increasing the likelihood of retention and engagement.

Shorter videos can often be produced more quickly and frequently, allowing your brand to stay at the top of your audience’s mind.

These bite-sized videos are more likely to be watched in full, boosting your content’s completion rates and, in turn, its reach.

8. Video increases conversions and sales by up to 80%.

(Source: Sales Lion)

Incorporating video content into your marketing strategy can significantly enhance your sales and conversion rates. When you visualize this impact, it becomes clear why embracing video is no longer an option but a necessity in the competitive digital landscape.

Videos naturally hold attention longer. This increased engagement translates to more time spent on your page, which can lead to higher conversion rates.

9. Videos less than 90 seconds long have a 50% retention rate.

(Source: HubSpot)

When considering content length for your marketing videos, understand that brevity can be crucial in maintaining viewer attention. Your audience will likely engage with short-form videos.

Stay concise and clear; you’ll likely hit the retention sweet spot, ensuring that half your viewers stick around until the end.

10. 82% of Businesses Feel Video Marketing Is Important to Their Strategy.

(Source: Wyzowl)

In today’s digital landscape, video marketing is a central element of business strategies. Videos consistently show higher engagement rates than text—or image-based content.

As a business harnessing the potential of video marketing, your strategic goals should align with the content you produce:

Positioning video content as a cornerstone in your marketing strategy is not just a trend; it’s a proven approach to achieving business objectives and staying competitive in an increasingly video-centric online environment.

11. 79% of consumers would rather watch a video than read a text to learn about a new product or service.

(Source: RetailDive)

In today’s fast-paced digital landscape, engagement with media is a prime indicator of content effectiveness.

If you’re a business owner or marketer, these statistics are a clear sign to prioritize video content.

Short-form videos, in particular, have become valuable marketing tools thanks to their brevity and ability to maintain viewer attention. Integrating video into your marketing mix could enhance your audience’s understanding and interest in your product or service.

12. In their spare time, 90% of consumers view videos.

(Source: Vidico)

This preference signifies a substantial shift in how consumers engage with content, with a decisive move toward visual media.

The inclination towards video for information and entertainment underlines the medium’s pervasive influence.

When you delve into platform-specific behavior, YouTube emerges as a leading player. Studies indicate that experience with YouTube is highly mobile-centric. Hefty mobile usage statistics underscore that mobile devices overshadow other modes of consumption.

13. The average person watches 1 hour and 16 minutes of short-form video daily.

(Source: Vidico)

This trend highlights the growing preference for bite-sized content that fits people’s busy lifestyles.

Many people start the day with short videos, serving as quick entertainment or news updates while sipping coffee. Scrolling through video content during transit is expected, making your journey feel shorter.

Quick video breaks provide a mental breather during work or study hours. As they unwind, these videos offer accessible, engaging content that requires minimal time commitment.

While doing all this, the cumulative viewing time contributes to the extensive one-hour and 16-minute average. This represents a personal choice and a broader cultural shift in content consumption.

14. Mobile video ads are estimated to make up 50% of YouTube’s ad revenue.

(Source: eMarketer)

In the rapidly expanding world of online advertising, YouTube has emerged as a dominant force. The trend for mobile video ads has been exceptionally positive.

Video content consumption via mobile devices has influenced this growth, prompting advertisers to allocate more of their budget toward mobile video ads.

The advertisements often appear before (pre-roll) or during (mid-roll) the video content, which is tailored to maximize viewer engagement without being overly intrusive.

15. An estimated 1.6 billion people use short-form videos to communicate.

(Source: Yaguara)

This staggering figure emphasizes the sheer scale of short-form video consumption, cementing its place as a cornerstone in modern communication. Your strategic planning must account for this shift in content preference.

Given these statistics, leveraging short-form video content can significantly bolster your digital presence.

Incorporate this format into your social media strategy to align with current usage trends.

16. 66% of marketers believe short-form content to be the most engaging format.

(Source: Yaguara)

Your marketing strategy stands to benefit significantly from the high engagement levels associated with short-form video content.

The brevity of these videos, typically under 2-3 minutes, aligns with the fast-paced consumption habits of the modern viewer, making them highly shareable and more likely to go viral.

These statistics underline the importance of integrating short-form videos into your marketing mix to maintain relevance and engagement in an increasingly crowded digital landscape.

17. According to a survey by Wyzowl, 86% of businesses now use video as a marketing tool.

(Source: Wyzowl)

Wyzowl’s survey findings underscore the pervasive use of video in marketing strategies. This percentage represents a consistent trend, emphasizing the critical nature of video in contemporary marketing approaches.

Your marketing strategy may already include video, but these statistics suggest a need to adapt and prioritize video content continually,

18. In 2023, Direct-to-Consumer (D2C) brands spent about 231% more on TikTok ads than last year.

(Source: eMarketer)

You’re part of a trend that has collectively poured approximately $30 million into TikTok advertisements. In 2023, your approach to marketing as a D2C brand likely shifted significantly towards TikTok. The platform saw a dramatic increase in brand advertising expenditures.

Why the pivot to TikTok? You know that short-form video content has become a magnet for consumer engagement.

Your target audience, especially the younger demographic, is flocking to TikTok, and your marketing dollars are following. The platform’s unique algorithm and creative format offer a fresh, engaging way to showcase products.

19. In early 2023, Meta launched Facebook Reels to compete against TikTok and YouTube shorts.

In early 2023, Meta made a strategic move to introduce Facebook Reels widely to its users, aiming to tap into the burgeoning market dominated by TikTok and YouTube Shorts.

Recognizing the surge in popularity of short-form video content, Meta expanded the presence of Reels after initial limited availability. Despite skepticism at its inception, Facebook Reels is seen as Meta’s bid to maintain relevance and allure in the fast-paced social media landscape.

By launching Reels globally, Meta has signified its commitment to competing in the short-form video market. It is banking on its vast user base to scale quickly and provide a new arena for content creators and marketers like you.

20. About 93% of marketers say they’ve landed new customers due to short video ads on social media.

(Source: Animoto)

The rise of short video content has dramatically reshaped the landscape of social media marketing. As a marketer, imagine capturing your target audience’s attention within a few seconds; this has become a reality through short video ads.

Marketers report that these concise, engaging formats have been instrumental in acquiring new customers on platforms like Facebook, YouTube, and Instagram.

21. HubSpot Says Short-Form Videos Rank Number 1 for Engagement and Lead Generation.

(Source: HubSpot)

According to recent data from HubSpot, short-form videos are the premier content format for engagement and lead generation in digital marketing. Your approach to leveraging this format could significantly influence the effectiveness of your marketing strategy.

Short-form videos are unmatched when capturing and retaining your audience’s attention, holding the top position. They cater to the diminishing attention spans of modern viewers and endorse higher interaction rates.

As a marketer, your ultimate goal is often to turn prospects into leads. Short-form videos have proven highly efficient in this conversion process, outperforming other content types.

22. 54% of surveyed marketers say their companies use short-form videos in their marketing strategy.

(Source: HubSpot)

A comprehensive survey has highlighted that marketers utilize short-form videos within their marketing campaigns. This statistic reflects the growing significance of brevity in digital content consumption.

Such a concise format aligns with the fast-paced nature of today’s online environments, catering to the dwindling attention spans of your audience.

If you’re considering adopting this strategy, understanding that the average watch percentage for short-form videos tends to fall between 61-80% could guide your content’s length and quality.

These numbers underscore the importance of concise, captivating content that can hold viewers’ interest through to completion.

23. The short-form video has the highest ROI of any social media marketing strategy at 30%.

(Source: WooSuite)

When you engage in social media marketing, you aim to attain the highest possible return on investment (ROI). Short-form videos, typically under two minutes, have emerged as a powerful tool for achieving this goal.

By incorporating short-form videos into your marketing approach, you’ll likely see efficient conversion and high engagement, contributing to this format’s notable ROI.

To keep pace with this trend, consider allocating a portion of your social media marketing budget to short-form video content for potential gains in your digital marketing efforts.

24. Regarding short-form social media videos, Instagram is the platform people spend the most time on, with 53 minutes.

(Source: Statista)

Short-form video content has become integral to your social media strategy, and understanding user engagement across different platforms is critical. Instagram, known for its visually enticing layout, has emerged as a focal point for such content.

The platform’s structure prioritizes visual content, encouraging users to engage more deeply with short-form videos. With simple content creation tools, Instagram lets you produce and consume videos quickly.

Instagram’s algorithm often promotes short-form videos, leading to higher consumption rates.

To adapt to this heavyweight of digital engagement, consider tailoring your content to maximize reach and captivate your audience through compelling storytelling, all within Instagram’s one-minute video format.

25. 71% of Gen Z watch online videos for over 3 hours daily.

(Source: HubSpot)

Understanding Gen Z’s media consumption habits is critical as you develop marketing strategies to engage with this demographic.

Gen Z prefers short-form video content, an ideal format for mobile devices. This generation’s average attention span is approximately 8 seconds, emphasizing the need for concise and engaging videos.

Most Gen Z use smartphones as their primary device for viewing videos. Interactive and relatable content tends to resonate well with this audience.

As you craft your video marketing campaigns, emphasize brevity and mobile optimization. Consider Gen Z’s preferences for engaging, authentic content that can be consumed quickly.

Utilize bold, visually striking elements to capture attention within the first few seconds.

26. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text.

(Source: Insivia)

This disparity in retention rates showcases the profound impact of video as a communication medium. Watching a video significantly enhances one’s ability to remember the message.

Integrating video into your marketing strategy could significantly enhance message retention among your audience. Ensure your videos are purposeful and encapsulate your brand’s message in a way that’s engaging and easy to understand.

27. 55% of consumers watch videos before making purchase decisions.

(Source: Google)

This trend emphasizes the growing importance of video in the consumer journey and how it can influence buying behavior.

Videos offer a rich visual experience that can showcase products in action, which can be more persuasive than static images. Seeing a product used instead of reading about its functionality helps consumers understand its real-world application.

Videos evoke emotions, making consumers feel more connected to a product or brand.
A video can convey a large amount of information quickly and effectively.

28. 60% of people prefer watching online video content to television.

(Source: Think with Google)

This change emphasizes the importance of short-form video content in today’s digital age.

Given consumers’ preference for online content, you should focus on creating engaging short-form videos catering to a digital-first audience’s tastes.

Understanding your consumption patterns is critical for effective marketing strategies, and the online video landscape is poised to grow even further.

29. Video Content on Instagram Receives 49% Higher Engagement Rates.

(Source: Wistia)

In the fast-paced world of social media, your content’s engagement can significantly influence its reach and effectiveness.

On Instagram, a platform initially recognized for photo sharing, incorporating video content has led to a notable increase in user engagement.

Recognize that incorporating video into your Instagram strategy could improve engagement with your audience. Allocate resources to creating short-form videos likely to resonate with your followers.

30. 60% of short-form videos are watched for 41% to 80% of their length.

(Source: KhrisDigital)

Engagement rates are crucial to understanding how your audience interacts with your content. This statistic provides insight into viewer behavior and the effectiveness of short-form content in capturing and maintaining interest.

With more than half of all short-form videos keeping viewers engaged for nearly half to four-fifths of their length, your content is likely making an impact.

Pacing and information density are essential. Making every second count would help maximize the engagement window.

31. Videos up to 2 minutes long get the most engagement.

(Source: Vidico)

In video marketing, your time is precious — and so is your viewers. Engagement is crucial for driving your message home and achieving your marketing goals.

Data suggests a significant decrease in audience engagement after the 2-minute mark. For videos that manage to engage viewers beyond 6 minutes, retention rates surprisingly show fewer drop-offs.

Powerful storytelling doesn’t always require a lot of time. Focused, compelling, concise content can increase engagement rates, ensuring your message is seen and heard.

Keep your videos succinct to maximize the impact within the limited time frame your audience is willing to offer.

32. Mobile YouTube videos reach more 18-19-year-olds globally than any television network.

(Source: Think with Google)

When you consider the media consumption habits of 18 to 19-year-olds globally, mobile YouTube videos have a significant edge over traditional television networks. YouTube reaches more individuals in this age bracket on mobile devices than any TV network.

Understanding these dynamics, you can see why mobile YouTube videos are a critical touchpoint if you aim to connect with this demographic.

Recognizing the value of YouTube as a medium to reach younger audiences effectively empowers your marketing strategy.

33. 54% of people want to see brands create video vs. any other type of content.

(Source: HubSpot)

This number is more than half of the audience, emphasizing video’s dominant role in content consumption.

By understanding these insights, you can tailor your strategies to meet consumer expectations, utilizing video content to forge stronger connections and enhance overall engagement.

34. 60% of Internet Traffic Revolves Around Video.

(Source: Sandvine)

As you navigate the digital landscape, it’s essential to recognize the significance of video content in the current market. Video’s impact is evident across various platforms, with a notable surge in the consumption of short-form videos.

The statistics show the effectiveness of incorporating video into your marketing strategy:

35. Average Consumer Spends 46 min/day Watching YouTube.

(Source: Exploding Topics)

When planning your digital marketing strategy, consider YouTube’s impact on daily media consumption. This level of engagement provides you with a substantial opportunity to reach your audience through this platform.

Incorporate this understanding of YouTube habits into your marketing strategies to capture and retain your target audience’s attention.

36. 49% of Business Videos Are Less Than a Minute Long.

(Source: Colormatics)

This trend demonstrates a growing preference for concise, impactful messaging that delivers value quickly.

Engagement with video content is strongly influenced by its length. As attention spans shorten, businesses adapt their video marketing strategies to accommodate this behavioral shift.

Understanding these statistics is crucial if you work in marketing or content creation. By aligning with this trend, your content strategy can effectively cater to audience preferences, potentially increasing viewership and engagement.

37. Majority of Online Media Consumption Happens on Mobile Devices.

(Source: Exploding Topics)

With the proliferation of smartphones and improved mobile internet, media consumption habits are increasingly skewing towards mobile devices.

By understanding these patterns, you can tap into the benefits of mobile-first strategies for content consumption. Advertisers are adapting, recognizing the preference for mobile-centric media, and leveraging short-form videos to capture attention effectively.

38. YouTube Ad Revenue Reached $31.51 billion in 2023.

(Source: Statista)

In 2023, you witnessed YouTube achieving a significant milestone in advertising revenue. This figure underscores a year-over-year growth, marking a noteworthy increase from the previous year’s $29.2 billion.

Technological advancements and the ever-growing popularity of short-form content have bolstered YouTube’s market position.

39. 66% of Video Ads are Less than 30 Seconds.

(Source: Colormatics)

With the rise of digital marketing, video content has become one of the most potent tools in your advertising arsenal. Interestingly, the duration of video ads has trended toward brevity, and this shift reflects your audience’s preference for concise and engaging content.

You obtain higher engagement rates when your video ads are short and to the point. A brief ad has a better chance of being remembered as the message is concentrated and straightforward.

Short-term ads can be more budget-friendly, allowing you to allocate resources to other areas of your marketing strategy.

To capitalize on this trend, focus on delivering your message succinctly. Make every second of your ad count, and you’ll likely see better engagement and conversion rates.

40. 68% of People will Happily Watch a Business Video if it’s Under a Minute.

(Source: Colormatics)

Your audience’s time is precious, and their attention span for online content can be short. Regarding business videos, brevity can be a key to engagement. This preference highlights an essential strategy for digital marketers.

With a significant portion of your audience willing to engage with content in under a minute, optimize your video marketing strategy to align with their preferences for maximum impact.

41. Mobile-first Video Ads Account for 50% of Facebook’s Ad Revenue.

(Source: Colormatics)

Knowing where the trend is heading is crucial when allocating your marketing budget. Recent data highlights that mobile-first video ads have become a significant revenue generator for Facebook, accounting for more than half of their ad revenue.

This surge underscores the importance of optimizing for mobile users engaging with content on the go.

Your strategy should capitalize on the performance-optimized story arcs these short-form videos offer. Implementing these can lead to effective promotion and potentially drive sales.

42. People Spend Half of Their Time on Facebook Watching Videos.

(Source: Music Ally)

When you log into Facebook, there’s a good chance you’re among the many users who spend a significant portion of your Facebook time engaged with video content.

This is not just a passing trend, as Facebook’s co-founder Mark Zuckerberg has highlighted the medium’s central role in user engagement.

Engagement with videos on Facebook is not limited to passive viewing. Mobile devices enhance interactivity, allowing you to like, comment on, and share videos, further embedding them into the social fabric of the platform.

Remember these numbers when you plan your content strategy or consider where to invest your advertising dollars.

43. Average TikTok User Spends 58 Minutes on the Platform per Day.

(Source: Exploding Topics)

As you navigate the realm of short-form video marketing, understanding user engagement on platforms like TikTok is crucial. This level of user engagement offers a substantial window for marketers to connect with audiences.

This time allocation suggests that users frequently engage with content, though often in shorter sessions throughout the day.

Consider the opportunity this provides for your marketing strategy; your content has the potential to be one of the multiple touchpoints a user encounters during their daily TikTok experience.

Final Thoughts on Short-Form Video Marketing Statistics

In digital marketing, short-form video content has become indispensable for compelling content strategy. Videos under 90 seconds, which retain 50% of viewers, may notably benefit your engagement metrics.

With revenue from short-form video ads projected to surpass $10 billion, incorporating this format into your marketing mix can have a robust impact on your outreach and brand visibility.

Your focus on video content can cater to a growing preference for video over text. Approximately 75% of consumers favor video for learning about products or services, indicating a strong inclination towards more dynamic forms of information consumption.

Short-form videos are not a temporary trend but a staple in video marketing.

Platforms like TikTok, Instagram Reels, and YouTube Shorts have become valuable channels for this content. Adaptation is critical; as new formats like Facebook Reels are introduced, your agility in leveraging these tools can set you apart from competitors.

Remember, the aim is to attract and sustain views, creating memorable content that resonates with your target audience.

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