Is Short-Form Video Content Still King in 2025?

short-form content graphic. woman looking at phone with fractured attention

If you’re an avid reader of our blogs, you know short-form content has prevailed in 2022, 2023, and 2024. It feels natural to assume that as our ability to focus narrows, the most successful content will only get shorter and snappier. But as we step into 2025, the question looms: is short-form content still the way to go, or are audiences shifting toward longer, more immersive formats?

Let’s understand what’s happening with content consumption trends – and why businesses and creators should be harnessing the best of both worlds.

Short-form content owes much of its success to our collectively shrinking attention spans. TikTok became the poster child for this trend, mastering the art of delivering entertainment or information in just 15 to 60 seconds. It wasn’t long before Instagram Reels and YouTube Shorts jumped on board, solidifying the “shorter is better” philosophy when it comes to grabbing attention.

Here’s a quick look at video lengths in 2025:

  • Instagram Reels: Between 15 and 90 seconds
  • YouTube Shorts: Up to 60 seconds
  • TikTok Videos: 15 seconds to 10 minutes

Yes, TikTok now allows video uploads as long as 10 minutes, which is a pretty interesting development. Could this be a sign that even TikTok is experimenting with longer-form content? 

According to TikTok themselves, they’re “always thinking about new ways to bring value to our community and enrich the TikTok experience. Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok.” 

Part of their explanation also mentioned that “short-form content can be limiting when you’re promoting a brand, product or service.” 

It’s also worth noting that short-form videos still dominate when it comes to audience engagement. Around 30% of short-form videos boast an average watch rate of over 81%, meaning viewers find it not just appealing but genuinely worth their time. 

Instagram Reels is also a key driver of engagement, with 50% of users discovering new brands through Reels.

YouTube Shorts follows suit, offering creators another avenue for short and repurposable storytelling.

In 2025, attention is still a prized commodity. Short videos know how to grab it and keep it, often for longer than we care to admit. 

Not only that, but the “snackable” nature of short-form videos makes them easy to share as their format is inherently portable. Plus, repurposing this type of content across multiple platforms may improve its chances of going viral or getting noticed, multiplying its reach without requiring much extra effort.

Beyond that, short-form content is easy to produce, test, and refine, and the payoffs are quick. In fact, 31% of marketers say short-form videos deliver the highest ROI compared to other formats like images or blog posts. 

It’s clear that short-form isn’t going anywhere anytime soon. But does that mean it’s the only way forward? Not necessarily. As we’ll see, the content landscape is starting to shift, with long-form making some intriguing moves of its own. 

There’s been a noticeable and growing appetite for long-form formats. Podcasts, documentaries, and deep-dive YouTube videos are gaining traction as audiences crave substance, storytelling, and depth. 

Here’s why long-form content is making a comeback (and why you should keep it in mind for your next strategy session):

Deeper Connections

Long-form content offers creators the space to build stronger emotional connections with their audience. Whether it’s an engaging podcast or a thorough tutorial, this extended format fosters trust and loyalty. As Evan Puschak, the creator of NerdWriter, noted in his TEDx Talk on YouTube video essays: “When you are watching the video an essayist makes, what you are really watching is the essayist learning.”

What he likely meant is that long-form videos offer audiences more than polished, prepackaged information – they let viewers observe the creator’s thought process and growth. This vulnerability and authenticity build a unique rapport between creator and audience, something short-form content often doesn’t have time to achieve.

Educational Value

More people are turning to the internet as a primary source for learning, and long-form formats like online courses, webinars, and in-depth tutorials are becoming increasingly popular. This trend is especially noticeable in B2B spaces, where 91% of professionals say webinars are their preferred type of content. For businesses looking to establish authority and provide actionable insights, long-form content remains a solid strategy.

Subscription Platforms Rising

Services like Patreon and Substack are reshaping the long-form content scenario by offering exclusive, premium material to paying subscribers. Initially known as a platform for newsletters and blogs, Substack introduced video publishing in 2022, opening up new possibilities for creators.

A popular strategy among creators today is to use YouTube as a “teaser” platform. They publish short, engaging videos that provide a high-level overview of a topic, attracting a broader audience. For those who want a deeper dive, creators direct viewers to Patreon, where they can access more detailed, long-form content. Beyond maximising reach, this approach also monetises audience interest in a sustainable way.

This shift tells us one thing: audiences are willing to dedicate time (and sometimes money) when the content offers genuine value. 

The Role of Artificial Intelligence (AI) and Personalisation

In 2025, AI-based algorithms play a significant role in curating what we see, balancing short bursts of entertainment with longer, more detailed formats. 

How AI Shapes Content Feeds

TikTok’s famous "For You" page is powered by machine learning (a subset of AI) that learns what you love based on how you interact with content. Every like, comment, share, and even the amount of time you spend watching a video gives TikTok clues about your preferences. From there, its algorithm serves up content based on your tastes, whether that’s a 15-second dance challenge or a calming cooking tutorial. 

Instagram’s Explore page and Reels are no different – they’re built on machine learning as well. Instagram tracks what you engage with (posts, hashtags, accounts) and uses that information to curate content that is essentially a reflection of you.

For creators, understanding how AI impacts discoverability is crucial. The algorithms often prioritise short-form content due to their high engagement potential, making it an effective way to boost visibility.

That said, AI doesn’t just stop at promoting short videos. It can also guide audiences to related long-form content when creators strategically connect the two. For example, a short teaser on Instagram might not only grab attention but also prompt viewers to click through to a full-length YouTube video. By combining short, algorithm-friendly snippets with high-value, longer content, creators can capture attention upfront and maintain it over time.

Audience Preferences by Demographics

Not all audiences engage with content in the same way, making it essential to adapt your approach. Understanding how different groups engage with your content should be a key focus for your 2025 strategy. 

Gen Z

This group, as we all know, prefer quick and digestible videos that align with their equally fast-paced digital habits. TikTok and Instagram remain their number-one platforms for entertainment and discovery. However, long-form content isn’t off their radar entirely. According to an October 2023 survey, 53.1% of US Gen Zers watch long-form videos on social media, but short-form edges out as the favourite, with 61.6% watching shorter videos.

For brands, this dual preference suggests that mixing short and long-form strategies can keep Gen Z engaged without losing their attention.

Millennials

Millennials enjoy both short and long-form formats, but short-form has proven particularly effective when it comes to learning about products. In fact, 42% of Millennials prefer short-form videos over other formats to understand product features. For marketers, this means emphasising clarity and utility in short-form content to capture Millennial attention and encourage action.

Gen X and Beyond

While short-form content is often associated with younger audiences, it’s far from exclusive to Gen Z and Millennials. Gen X and older demographics also appreciate short videos. 

Take YouTube, for example. Gen X logs an impressive 1.5 billion daily views on the platform. With the rise of YouTube Shorts, older generations may also spend their time browsing short-form videos, proving their versatility in reaching even older audiences.

Strategic Focus for Brands in 2025

So, what does all this mean for marketers and content creators? One word: balance

Rather than choosing one format over the other, successful brands in 2025 will blend both short and long-form strategies to meet audience needs.

Blend for Visibility and Credibility

Striking the right balance is important for a well-rounded strategy. Each format plays a unique role in building your brand:

  • Quick, engaging formats like Stories, Reels, and short videos are perfect for grabbing attention and sparking interest. They’re designed to drive engagement and make your brand memorable in seconds.
  • On the other hand, in-depth formats like webinars and hour-long YouTube videos allow you to showcase expertise, tell compelling stories, and create deeper connections with your audience. These formats establish authority and build trust over time.

Tips for Repurposing Content into Short-Form Content

Maximising your content’s impact doesn’t have to mean starting from scratch every time. Repurposing allows you to get more mileage out of every piece of content, like so:

  • Break down long-form videos into smaller clips for social media. These clips can act as standalone pieces while teasing the larger content.
  • Use short-form teasers to drive traffic to your full-length content. For example, a 15-second highlight can generate curiosity and lead viewers to the full story.
  • Turn longer videos or webinars into a series of shorter, easily shareable highlights. This makes your content more accessible while extending its reach across platforms.

Don’t Forget About Multi-Channel Approaches

It’s no secret that you need to meet your audience where they are. Being present across multiple platforms is non-negotiable for scaling your reach and staying relevant.

But multi-channel success goes beyond spreading your content far and wide. You don’t need to be on TikTok, Instagram, or YouTube, running a podcast, and hosting webinars all at once. Trying to be everywhere without knowing where your audience spends time is a waste of resources (and your patience).

Instead, focus your efforts on platforms that matter most to your audience. Start by digging into your data: review metrics like referral traffic, engagement rates, and conversions to identify where your audience is most active. Surveys and feedback can also provide direct insight into their platform preferences.

Once you know where they hang out, double down on those channels. By focusing your energy on platforms proven to drive ROI, you’ll deliver a more focused strategy without spreading yourself thin.

Final Thoughts: Is Short-Form Content Still King?

The answer isn’t black and white. 

Short-form videos grab attention, but pairing them with well-thought-out long-form content is how you keep it. Together, they create a strategy that hooks your audience quickly and gives them the depth they’re looking for when they want more.

Looking to find the right balance for your brand? Let’s chat. We’ll help you craft a video strategy that blends short and long formats to engage and retain your audience where it matters.

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