6 Short-Form Video Trends Marketers Should Watch in 2024 [New Data]

I see short-form videos everywhere nowadays. And now, as platforms like TikTok, Instagram Reels, YouTube Shorts, Google, LinkedIn, and Pinterest expand their short-form offerings, brands are continuing to take notice. In the 2024 HubSpot State of Marketing Report, we found that short-form video is the number one format marketers are using and will see the most growth in 2024. What’s more? Short-form video has the highest ROI of any social media marketing strategy in 2024. So, how can you join in on the short-form video action to grow your business? And what are some trends to look for in the next year? In this post I’ll share advice from video marketing experts. Here’s what we’ll cover: What are short-form videos? The general consensus among marketers is that any video under 60 seconds is considered short-form, with the optimal length between 31 and 60 seconds. Brandon Sanders, former digital marketer for HubSpot Academy, highlights that what’s considered short-form can also depend on the platform. With the rise of platforms like TikTok, Reels, and YouTube Shorts, “short-form video is actually getting shorter and lending itself more to 60-second to two-minute videos,” Sanders said. Before YouTube Shorts, the 10-minute mark was the “sweet spot because content on YouTube tends to be more comprehensive,” but now with Shorts, you are limited to 60 seconds if you want to be featured in that media. According to our 2024 State of Marketing Report, 36% of video marketers believe that the optimal length for a marketing video is between one and three minutes, 27% say the optimal length is four to six minutes, and 15% say it’s seven to nine. So, shorter videos really are the star in 2024 marketing trends. How do short-form videos fit into your content strategy? HubSpot’s Marketing Trends Report for 2024 found that short-form video is the top leveraged media format in marketers’ content strategies. We already know video content is increasingly becoming an important part of every brand’s content marketing strategy. However, when we look at short-form video specifically, the data (gathered from the HubSpot 2024 State of Marketing) speak for themselves: Short-form ranks #1 for return on investment ROI. 56% of marketers using TikTok will increase their investment next year. 25% of marketers plan to invest more in short-form video in 2024. 30% of marketers who aren’t currently using short-form videos plan to start in 2024. Sanders says short-form videos give creators an innovative way to showcase their content. “The growth of social media is causing the human attention span to become shorter and shorter,” he said. “So, leveraging the power of short-form content will give you a leg up on your competition and help engage your audience.” Aside from length, one thing that sets short-form videos apart is the trend culture. TikTok, for instance, is run by viral songs, trends and challenges, and topics of interest. So, to get on the “For You” page on TikTok – which is equal to the “Explore” page on Instagram – brands must join in on the fun. Apps like TikTok have also been influenced by AI. Users generate AI-narrated voices or use AI to ask questions and generate images. TikTok also has tools like its Creative Assistant available for its users so they can benefit from AI. As with any new trend or platform, former HubSpot Senior Content Strategist Amanda Zantal-Wiener says you should always consider your audience first: “It all goes back to a very old question: Which channels are your audiences using and for what? And therefore, for which channels does it make the most sense for your business to create this short-form content?” This means that while short-form video is often known for its entertainment value, you can adapt it to align with your brand. You should also do as much prep work as you can before a video shoot. Video marketer Tanner Francom describes this as “gathering inspiration.” He says “helps to craft shots in both pre-production and on set. Before putting together a shot list, we gather an inspiration board full of shots that we want to replicate or have certain aspects we’d like to include in the video.” If you consider your audience and sufficiently prep for your short-form videos, there’s no trend you can’t tackle in 2024. Short-Form Video Trends to Look Out For 1. Brand Challenges When short-form videos first gained popularity, it was through viral content based on dances, songs, and sounds. Today, brands can make their own sounds, filters, and challenges go viral. According to our social media trends report, 20% of marketers surveyed leveraged branded challenges, and 42% said they performed better than expected. In addition, marketers rank them among the most effective social media trends of 2024. Short-Form Video Example: Colgate @zahra look how beautiful my momma is :’) #MakeMomSmile @colgate_us #ColgatePartner ♬ Children Folk Acoustic – BDKSonic To celebrate Mother’s Day, Colgate launched the #MakeMomSmile challenge, which encourages users all around the world to share videos in which they did something special for their mothers. It’s also a great play on words, as Colgate is all about providing beautiful smiles to its customers. What I Like: Brand challenges, like Colgate’s, should be fun and accessible to all. In my experience, it’s really important you announce winners in a timely fashion and feature the winning videos on your page so those who participated don’t forget about the campaign. 2. Influencer Ads Brands have been leveraging influencer marketing for years; that’s nothing new. However, we’re now seeing more brands use them in short-form video content. Influencer marketing is here to stay. 88% of companies using influencer marketing say it’s effective, and 55% of those surveyed said, “My company will invest more in influencer marketing in 2024.” For instance, popular TikTok influencer TiffFoods starred in an ad for food brand Fly by Jing to promote its product. Short-Form Video Example: Fly by Jing With short-form content lending itself well to native advertising, brands can create videos that are more likely to generate conversions. Pro Tip: Choosing which influencer to represent your product isn’t easy. You want someone who stands for the same values as your business. Check out this blog on how to choose the best influencer for your brand. 3. Product Teasers Think about the average commercial you see: It’s usually anywhere between six seconds to 60 seconds. This also happens to be the average length of a short-form video. Because of this, brands can leverage short-form video platforms to promote their products organically. It can be incredibly effective because it doesn’t require a large budget, it has the potential to go viral, and it builds anticipation around your brand. Short-Form Video Example: Crumbl Cookies Crumbl cookies is notorious for teasing new products and then revealing them as the cookies of the week. They’ve even branched out into pies and cakes recently. Product teasers are great because they create suspense by getting users to be even more invested in the launch as they wonder what the reveal is. Pro Tip: A rotating product reveals with consistent teasers is a great marketing strategy for building anticipation. Whenever you have a new product to launch or a short-lived/seasonal product, be sure to hint at what’s coming at least a week before the launch. As video marketer George Haddad puts it: “Consistency matters. But high-quality consistency is crucial.” 4. More User-Generated Content (UGC) Consumers generally love UGC. In fact, in a recent HubSpot survey of 500+ marketers who sell content via social shopping features, 92% said user-generated content increases their brand awareness. According to HubSpot Blog research, UGC also offers great ROI, with 40% of marketers surveyed ranking it as a high-ROI format on social media. Our research also suggests it’s popular with Gen Z, which is the biggest demographic on TikTok. Why is UGC a winning strategy? Well, without using up too many resources, brands can easily publish videos that evoke emotion, and feel authentic and relatable. Short-Form Video Example: Chipotle @chipotle Out of this world delivery ha @cheekyboyos #chipotle #burrito #space #fyp ♬ original sound Chipotle This video is a great example of how you can leverage user-generated content in your strategy. In this instance, Chipotle collaborated with these content producers to create a fun, viral-worthy video. One of Chipotle’s target audiences might be young college students looking for inexpensive meals. This video features two…



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