THE STATE OF SHORT-FORM VIDEO IN 2025

Summary from the TLDR Marketing newsletter

Short-form video dominates social media. Overall video volume is up 71% and accounts publishing is up 51% YoY. TikTok leads growth - video is up 156% and engagement is up 35% despite lower reach. Instagram has seen modest growth but declining Reels metrics, except for small accounts, which gained 30% engagement. YouTube Shorts volume is up 61% but engagement dropped 36%. Facebook favors large accounts, boosting reach and views. Average TikTok view time fell 20% to 3.75 seconds.