TikTok boasts over 1 billion active monthly users. Instagram users now dedicate half their in-app time to Reels, while YouTube Shorts generate a staggering 50 billion views every single day.

With countless creative opportunities available, influencer marketing through short-form content has never been more versatile.

Short-form video reigns supreme in the world of social media, but turning it into a winning strategy for your brand requires more than just jumping on the bandwagon.

Here's your guide to understanding the unique strengths of short-form video across platforms, and how to partner with influencers to make your campaigns truly stand out.

Short-form video isn’t just a trend; it’s the driving force behind the evolution of social media and marketing as a whole. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become cultural powerhouses, and their bite-sized content has redefined how brands and audiences interact. If your brand hasn’t yet tapped into the world of short-form video, 2025 is the year to jump in headfirst.

But where did this phenomenon come from, and how can brands leverage it effectively? Let’s explore the journey, the platforms, and the strategies that can help you dominate short-form video marketing.

How Short-Form Video Took Over Social Media

The story of short-form video begins in 2010 with Snapchat, where users started sharing fleeting, seconds-long video messages. This idea was amplified in 2013 with the arrival of Vine, the now-defunct app that introduced six-second videos and created a wave of iconic content creators like King Bach, Amanda Cerny, and Lele Pons. These early pioneers demonstrated the power of brevity, setting the stage for a new era of storytelling.

Then came TikTok in 2018, which took the short-form concept and transformed it into a cultural juggernaut. With its trend-driven content, addictive algorithm, and creator-focused tools, TikTok didn’t just spark a revolution; it forced competitors like Instagram and YouTube to adapt with their own versions, Reels and Shorts.

Today, short-form video is everywhere, driven by our ever-present smartphones. Everyone now has a high-quality camera in their pocket, making it easier than ever to create and share content. This accessibility, combined with the desire for quick, entertaining, and authentic content, has cemented short-form video as a must-have format for marketers and creators alike.

Why Short-Form Video Works

Short-form video works because it fits seamlessly into our busy, on-the-go lifestyles. Whether you’re scrolling TikTok during your morning coffee or catching Instagram Reels on your commute, short videos provide a quick hit of entertainment, education, or inspiration.

It’s not just about shrinking attention spans, it’s about maximising time. Viewers want content that delivers value instantly. Short-form videos can tease a product, spark curiosity, or make someone laugh in just a few seconds, while also serving as a gateway to deeper engagement through longer videos or direct interactions.

But here’s the kicker: short-form video doesn’t compete with long-form content, it complements it. A 15-second TikTok can generate interest in a product, while a longer YouTube video can seal the deal with more detailed information.

Breaking Down the Platforms

TikTok: The Epicentre of Short-Form Content

TikTok remains the undisputed leader, setting the standard for short-form video. Its strength lies in its algorithm, which ensures the right content finds the right audience. The platform thrives on trends, challenges, and humour, making it a hotbed for creators like Zach King and Khaby Lame, who have amassed millions of followers and influence.

Brands like Guess and Duolingo have embraced TikTok’s playful, authentic style. For example, Duolingo’s official account uses humour and trends to make learning a language feel accessible and fun, amassing twice as many followers than Nike! Their mascot, the iconic green owl, has become a TikTok sensation, with millions of likes on videos that are as educational as they are entertaining.

Instagram Reels: Where Aesthetics Meet Engagement

Instagram Reels combine the creativity of TikTok with Instagram’s polished, aspirational vibe. It’s the go-to platform for beauty brands, fashion influencers, and lifestyle creators. Think Huda Kattan of Huda Beauty, who regularly uses Reels to showcase makeup tutorials and new product launches in visually stunning ways.

Reels also offer excellent discoverability through Instagram’s Explore page, making them perfect for reaching new audiences. A great example is Revolution Beauty’s campaign with influencers promoting bronzing drops. The before-and-after format is simple yet powerful, offering viewers both inspiration and practical tips.

YouTube Shorts: Short and Sweet with Depth

YouTube Shorts is the perfect complement to YouTube’s long-form videos. Creators like MrBeast and Marques Brownlee use Shorts to highlight key moments from their longer content, driving traffic to their main videos while reaching a wider audience.

One standout example is Fall Guys’ collaboration with creator heyBrandonB. Using Shorts, they created a hilarious augmented reality video that captured the fun chaos of the game. With over 126 million views, it’s proof that Shorts can deliver massive reach and engagement.

How Brands Can Win with Short-Form Video

1. Leverage Platform-Specific Features

While TikTok, Reels, and Shorts share similarities, each platform has its unique flavour. TikTok is trend-driven and playful, Instagram is polished and aspirational, and YouTube Shorts works best when integrated with longer content. Tailoring your strategy to each platform ensures your content feels authentic and resonates with its audience.

2. Partner with Influencers Who “Get It”

Short-form video is where influencers shine. From Charli D’Amelio’s dance trends to NikkieTutorials’ beauty tips, creators bring personality, trust, and authenticity to your brand. Don’t just focus on mega influencers, micro influencers with smaller, engaged audiences can deliver impressive ROI by connecting with niche communities.

3. Embrace User-Generated Content (UGC)

Hashtag challenges and user-generated content are key drivers of engagement. For example, TikTok’s #EyesLipsFace campaign by e.l.f. Cosmetics encouraged users to create videos with their jingle, resulting in over 4 billion views. UGC not only boosts engagement but also fosters a sense of community around your brand.

4. Focus on Storytelling

Even in 15 seconds, storytelling is crucial. Whether it’s a behind-the-scenes look, a tutorial, or a mini skit, your content needs a beginning, middle, and end. Influencers can help craft narratives that seamlessly integrate your product into their content.

5. Use a Multi-Platform Strategy

Don’t limit yourself to one platform. Combining TikTok, Reels, and Shorts allows you to reach diverse audiences and maximise visibility. For example, you could launch a trend on TikTok, amplify it with Reels, and dive deeper with YouTube Shorts.

Looking Ahead: What’s Next for Short-Form Video?

The future of short-form video lies in innovation. Expect to see more interactive features, such as live shopping on TikTok, and advanced AI tools that personalise content even further. As platforms evolve, so too will the opportunities for brands to connect with audiences in meaningful ways.

Short-form video isn’t just a trend; it’s a fundamental shift in how we consume content. With the right strategy, your brand can tap into this dynamic medium to spark conversations, build connections, and drive results.

At Lydia, we specialise in helping brands unlock their full potential. Whether you’re looking to collaborate with influencers, create trend-driven content, or develop a multi-platform strategy, we’re here to guide you every step of the way.

Ready to take your social media game to the next level? Visit lydia.so/brands and we can run through a demo of how our platform can suit your needs.