Yes, digital marketing trends come and go—some fizzle out, while others reshape the industry. One format that has dominated headlines and strategy sessions for the last few years is short form video. With platforms like TikTok, Instagram Reels, and YouTube Shorts consistently racking up billions of views, many marketers built their entire content playbooks around bite-sized videos.
But as audiences become savvier and platforms evolve, some are starting to question: Is short form video still effective in 2025? Our in-house team of award-winning marketing experts are weighing in, and here’s what they had to say.
The Short Answer: Yes—But With a Twist
Most experts agree that short form video still works—but not in the same way it did when it first exploded. It’s no longer just about chasing trends or copying TikTok dances. Now, it’s about storytelling in a concise, authentic format that resonates with your target audience.
The key, our experts say, is quality over quantity. Brands that push out endless short clips with little substance are seeing diminishing returns. The new formula? Brevity + value + authenticity.
Platforms Are Still Prioritizing Short Video
Social media algorithms continue to favor short video content, particularly when it sparks engagement. According to 2025 trend data from Hootsuite, Reels generate nearly 40% more engagement than static image posts on Instagram, while YouTube Shorts have contributed to a significant boost in mobile watch time.
Simply put, short form isn’t dying—it’s evolving. People still have short attention spans, but they’re also looking for more meaningful, scroll-stopping content.
It’s a Gateway, Not the Whole Strategy
Many marketers now see short form video as a discovery tool rather than a conversion tool. Think of short videos as your ‘hello’ moment. They’re great for introducing your brand or teasing longer content, but they rarely close the deal on their own.
Successful campaigns often use short form videos to funnel viewers to more in-depth content—like podcasts, email newsletters, or long-form YouTube videos. The goal? Build interest quickly, then nurture it through deeper engagement.
Brands Need to Be More Strategic
In 2025, simply jumping on viral trends won’t cut it. Our team at Fable Heart Media are emphasizing the importance of aligning short form content with overall brand goals. That means knowing your audience, measuring ROI, and crafting a cohesive narrative across platforms.
Today, strategy beats spontaneity. The brands that win are the ones that plan their short form videos with purpose—whether it’s driving traffic, building community, or reinforcing brand identity.
What’s Working Now: Pro Tips
Here’s what our digital marketing professionals are focusing on when it comes to short form video:
Educational Content: Quick how-tos and industry tips remain highly shareable and build authority.
Behind-the-Scenes Footage: Gives audiences a peek behind the curtain, adding authenticity and personality.
User-Generated Content (UGC): Leveraging community content increases trust and reach.
Storytelling Series: Creating episodic content keeps viewers coming back for more.
Platform-Specific Customization: What works on TikTok might flop on Instagram—tailor content accordingly.
So, is short form video still working? Absolutely—but with smarter strategies, tighter execution, and a deeper understanding of your audience. The days of thoughtless trend-chasing are over. What remains is a potent, flexible tool for brand awareness and audience engagement—when used intentionally.
As content formats continue to diversify, short form video remains a powerful arrow in a marketer’s quiver. But like all tools, its effectiveness lies in how you wield it. So, are you ready to learn how? Book your free consultation with our award-winning Fable Heart Media team today. We’re local, transparent, and eager to roll up our sleeves, helping brands like YOURS achieve the maximum ROI and growth you’re capable of.
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