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Marketers Double Down on Short-Form Video in 2023


This article is published in collaboration with Statista

by Felix Richter


The rise of short-form content on social media, first popularized by TikTok and quickly copied in the form of Instagram Reels and YouTube Shorts, has been a game-changer in the digital space. The bite-sized videos that are usually no more than 60 seconds long not only make for “snackable” and highly addictive content, but they are also very accessible, enabling anyone with a smartphone to become a creator. Brands have quickly recognized the value of TikTok and short-form video in general as a marketing tool and have jumped on the trend to reach younger audiences.


According to HubSpot’s 2023 Social Media Marketing Report, social media marketers plan to double down on short-form video this year, with 33 percent of the 1,000+ marketers surveyed planning to invest most in the relatively new format in 2023. Brands that embrace the creativity and fun-loving nature of the platform and create content that aligns with the latest trends and challenges have the potential to reach millions of users, while those who do not understand and embrace the unique tone of TikTok and similar platforms will likely fail.


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