Short-form Video: Why Every Platform is Betting on Short & Sweet

Short-form videos are not new, but recent developments on TikTok, Instagram and Facebook herald the next phase. The focus is shifting from pure reach to exclusivity, community and collaboration. Time for a quick deep dive into this trend that you, as a brand, should not ignore.

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What is short-form video?

Short, vertical videos (15-90 sec) that capitalize on how we consume content: fast, intuitive and often without sound. What started on Vine and exploded via TikTok is now the dominant format on every platform.

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Why does it work so well?

Short-form combines speed, creativity and algorithmic precision. Videos with a strong “hook” in the first few seconds get reach. The format lends itself perfectly to storytelling, tutorials and human, real-world content. Below are the latest platform updates.

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TikTok continues to grow

Despite uncertainty in the U.S., TikTok is growing globally. Thanks to entertainment, recognition and smart algorithms, creative brands continue to score here, especially if they also leverage the platform as an e-commerce channel or search engine.

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Instagram tests 'Unlockable Reels'

Reels that are only visible after entering an access code. The Weeknd's campaign was the first. Brands can use it to offer exclusive content to fans or share sneak peeks.

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YouTube Shorts expands

Shorts (60 sec max) are fully integrated into YouTube. Aimed at young audiences and creators, with revenue through ads since 2023 and the Shorts Fund as an additional incentive.

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Meta goes all-in on video

Reels on Instagram and Facebook are shared 4.5 billion times daily. Meta is introducing ads in Reels and bringing back Facebook Live. This positions it as a short-form alternative, now that TikTok is under pressure.

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What does this mean for brands?

- Short-form is a must in your strategy

- Community outweighs reach

- Creators + video = credible visibility

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In short: all major social channels are betting heavily on short-form video. From TikTok to LinkedIn: video is the format where algorithms, users and creators come together. As a brand, you can't stay behind. If you step in now with smart formats and real stories, you build visibility and connection for the long term. Sparring about opportunities for your brand? We like to think along with you.