Short Videos: The Top Social Media Trend

As we approach the near end of the year, let’s check in on the top social media trend – Short Videos. Has consumer behaviour changed towards Short Videos? Will it remain on top in 2024?

According to Hubspot, video is still the most popular. The number of digital video viewers is expected to reach 3.5 billion globally.

Consumers prefer short videos the most. 36% of video marketers say that the optimal length of a marketing video is one to three minutes.

More than half of marketers surveyed say that short-form videos are viewed the most and have the highest ROI format. Long-form earned the 2nd place (36%) and live-streaming earned 3rd (also 36%).

Research suggests that 33% of marketers are planning to invest more in short videos than any other format.


Video content will continue to grow throughout the year and its popularity will carry over 2024. Here’s why:


Gains Higher Engagement and Reach

Short videos are designed to grab attention and keep viewers engaged. They catch attention in the first 3 seconds and are more likely to be watched in their entirety. This leads to higher engagement rates as compared to longer videos, where viewers may lose interest and stop watching before the video ends.

Due to their concise nature, short videos are highly shareable. Social media users are more likely to share a short video with their friends, family, or followers, increasing its reach.

Form of Entertainment

In today’s fast-paced world, people often prefer shorter content that they can quickly absorb. These “Snackable” content provide an easily digestible way to share funny, adorable or shocking videos.

According to HubSpot Blogs research, viewers mainly watch videos to “help relax and unwind” and “laugh or be entertained”.

Source of Information

Consumers are more likely to rely on short videos for information. According to HubSpot Blogs research, 66% of consumers have watched video content such as product reviews, demos, unboxings and how-to’s to find out more about a brand, product or service. 

Creative storytelling

Short-form videos encourage creators to think outside the box as they have to convey their message in a limited time frame. Many features are also made available for the creator such as available music and graphics to push for creativity, resulting in visually enticing content.

Creating short videos is also less costly compared to longer videos. With time limitations, creators can focus on capturing the essence of their message without the need for expensive production resources.


75% of social media users watch short videos on their mobile devices. They load quickly and can be easily viewed on smartphones without consuming excessive data or storage space.

Tiktok videos and Instagram reels are the types of content format they use the most.


Short videos are flexible. They can be utilised across various industries and content types, from educational tutorials to product advertisements, brand storytelling, or sharing personal experiences. Their versatility enables creators to cater to different audiences and objectives.


There’s so much to gain from using short videos as a marketing strategy. If you haven’t tried this out yet, you’re already missing a lot. 

Don’t be out-of-date! Captivate your audience with short videos! 

Have you tried creating and posting this form of content? How has it impacted your business? Tell us!



Hubspot – Social Media Marketing Report 2023

Hubspot – How Video is Changing in 2023