Why Are Short Videos Becoming More Common?
In recent years, short videos on TikTok, YouTube Shorts, and Instagram Reels have rapidly gained popularity. They are extremely convenient for people who want information during brief gaps in their day, such as commuting or lunch breaks. A survey published in March 2024 found that YouTube Shorts and Instagram Reels had higher usage rates than TikTok, with particularly high rates reported among users aged 15 to 49 (ADK Marketing Solutions survey). Short videos are thus establishing a way to enjoy entertainment and information more efficiently.
Characteristics of Videos People Enjoy
Viewers favor short videos for their convenience and concentrated content. Audience retention on YouTube Shorts is high, at approximately 60%, and some data indicates that 66% of viewers watch videos of 60 seconds or less to the end (HubSpot survey). Popular content includes humorous entertainment, practical cooking and beauty tutorials, and educational videos that teach something quickly. Brisk pacing and creative visuals help capture viewers' interest.
Businesses Are Also Making Greater Use of Short Videos
The short-video trend is influencing corporate marketing as well as individuals. According to a 2023 survey, 73% of consumers said they preferred short videos when learning about products or services, and companies are strengthening their video strategies to meet that demand (Wyzowl survey). For example, advertisements that explain a product's features in just 15 seconds and short videos that introduce brand stories are attracting considerable interest. Using short videos in this way has become an important tool for building closer connections with consumers.
The Future of Short Videos
Short videos have the potential to evolve further. In 2024, average time spent on TikTok per user reached 44 minutes and 13 seconds, an increase of approximately 20 minutes since 2019 (Fuller survey). This trend suggests that short videos are becoming more than simple entertainment. AI-powered personalized videos and new forms of content with interactive elements are expected to increase. Short videos will continue to offer expanding possibilities as an effective tool for connecting more closely with viewers and reaching more people.
Related Articles to Read Next
The following articles and categories also explore related topics in greater detail. Start with the areas you need to make it easier to connect your understanding of planning, shooting, editing, and AI use.
- Video Production Category
- How to Create Social Media Promotional Videos
- Social Media Video Strategy in the Age of Influencers
- Video Structures That Keep Viewers Engaged
Need Help with Video Production?
Connect readers with consultations on planning, shooting, editing, and ongoing management of short social media videos. For specific advice on planning, shooting, editing, or using AI, please feel free to reach out through our contact page.
Get Information on Video Production and AI
Provide a way to receive information on social media videos and video marketing. We also share the latest video production know-how and AI video tips through our newsletter.
