The State of Short-Form Video in 2025: A Business Guide to Growth

Short-form videos isn't just the future anymore. Every platform is pushing video front and center. In Metricool's latest report, which looked over 5.6 million videos from 582,000+ accounts worldwide, proves it. Short-form video grew 71% in the last year and TikTok is leading the charge with massive jumps in both new acounts and videos posted. Instagram is still the biggest by volume, but its growth is slowing.

Instagram: Small Creators are Winning

Reels views dropped 59% overall, but small accounts seem to be thriving. Bigger brands are losing reach and the smaller ones are keeping things steady and even growing.

What's working?

• Faceless content. People are loving quick, product-focused clips. Show how something's made, packaged, or used with no personality or face required.
• Recycling content. Don't delete old videos. Repost them after 4-8 weeks with a new hook or thumbnail. Instagram is showing more content to non-followers now, so your "old" viral could easily blow up again.
• Consistency. Just 5-8 posts a month is enough to pull in serious reach.

Examples to get inspiration from:

• Handmade Cards by Shairy built a business on Reels by showing her handmade cards in action. Millions of views later, she was landing brand deals.
• Jessica Nguyen turned a chili oil recipe Reel into a full-on product launch. A perfect example of "use content to test, then sell".

Tip: Even if you are a local business, behind-the-scenes clips of your work (like plating a dish or stocking shelves) can hook viewers fast.

Facebook: Don't Count It Out

TikTok: Less Reach, More Engagement

TikTok's reach dropped almost 50%, but engagement is up 35%. Translation: Fewer people see your stuff, but the ones who do actually care.

What's working?

• Fast hooks. You've got less than 4 seconds to grab attention.
• Relatable vibes. Don't just sell, you need to connect. Show daily life, use humor, share struggles.
• Challenges. Jump on trends, but put your spin on them. 

Tip: Keep videos short, casual, and fun. Think of TikTok as the top of your funnel and build trust and personality here before asking for a sale.

YouTube Shorts: Volume is Up, Engagement is Down

Shorts are everywhere, but engagement is sliding. Views are up, but people aren't sticking around.

Tip: Shorts are great for visibility, but don't expect deep engagement. Pair them with long-form videos or other content where people can actually connect with your brand.

What This Means for Businesses

TikTok = fastest way to grow. 24% of accounts "leveled up" last year.

Instagram = harder to stay on top, but small accounts have an edge.

Facebook = best for big brands, toughest for small ones.

YouTube Shorts = high volume, low connection.

Keeping up with short-form trends can feel like a full-time job especially when you're already running your business. At Performance Digital, we help businesses of all sizes plan, create, and launch social media strategies. Our team knows how to turn ideas into scroll-stopping content. Reach out if you want help with content, editing videos, running ad campaigns, or need someone to fully manage your social media.