State of Short-Form Video in Social Media in 2025 [Report]
Reels, TikToks, and Shorts dominate social media in 2025. Millions are published every day, all competing for just a few seconds of our attention. But what’s actually working?
To find out, we analyzed over 5 million videos and 582,000 accounts worldwide. This report shows how short-form video is evolving and what brands and creators can learn from it.
Short-form video isn’t a new trend anymore. Almost every brand and creator is making content in this format. Just this year, short-form video posts have grown by 70%, reaching nearly 6 million videos published just by Metricool users.
But which platform delivers the best results with this format? Is there still room to grow with short-form video?
The data has the answers. After analyzing video performance across 582,456 accounts, a few trends stand out:
- Instagram and YouTube are showing signs of saturation; more content, but drops in reach and views.
- Engagement rises sharply on TikTok, yet reach is spread among a larger number of accounts.
- On YouTube, interactions have declined by nearly 50% compared to last year, despite an increase in Shorts.
Overall, short-form video is still a major part of most social media strategies, but each platform offers different opportunities.
The main lesson: posting isn’t enough. You need to understand how your audience behaves on each platform and adjust your strategy before your competitors do.
Want the full details? Download the report and make decisions based on 6 million data points, not guesses.
Social media marketing isn’t just about posting…
With Metricool, manage your content from start to finish in one place:
Plan your posts, check out what your competitors are doing, track analytics, and create custom reports all from a single dashboard (no jumping between platforms needed).
