Short-form video continues to dominate the social media landscape in 2025, capturing audiences with its bite-sized, engaging format. Typically defined as videos under 90 seconds, this content type has grown from a trend to an essential medium for brands and creators alike. If you’re looking to stay ahead, here’s everything you need to know about this influential format and how to leverage it.

Why Short-form Video Works

Research underscores the unparalleled impact of short-form video:

• 73% of consumers found short-form video to be the most engaging content format in 2024 (Hootsuite).

• 60% of time spent on Facebook and Instagram is now dedicated to video content (Meta).

• The average TikTok user spends an astonishing 95 minutes daily on the platform, far exceeding Instagram’s 62 minutes (The Guardian).

These statistics make it clear: if your strategy doesn’t prioritise video, you’re missing out.

Why Vertical Video Works

Vertical video is a game-changer. Unlike traditional horizontal formats, vertical video occupies the full screen on mobile devices, removing distractions and immersing viewers in the content. Platforms like LinkedIn, YouTube (Shorts), Instagram, and TikTok are prioritising vertical formats, making it easier for brands to connect with their audiences.

Here’s the best part: you don’t need a high-budget production. Smartphone-shot videos, paired with relevant audio and clear calls-to-action, can achieve exceptional results.

3 Tips from Meta for Effective Vertical Video

Meta offers actionable insights to optimise your vertical video ads:

1. Build for Vertical: Design videos specifically for full-screen, vertical viewing to align with how users consume content.
2. Build with Audio: Sound matters. Meta reports that ads with audio perform 15% better than silent ones.
3. Build in the Safe Zone: Keep key elements—such as calls-to-action and visuals—within the “safe zone” to avoid interference from platform UI elements like buttons or captions.

Best Practices for LinkedIn Video

LinkedIn is increasingly prioritising video content, recognising its ability to drive engagement and extend reach. The platform’s “Videos For You” feed highlights this shift, showcasing vertical videos tailored for mobile-first users.

To maximise your LinkedIn video strategy:

• Focus on a Single Topic: Simplify your message for clarity and impact.

• Add Keyword-Rich Captions: Enhance discoverability with SEO-friendly captions.

• Maintain an Authentic Tone: Connect with your audience by being relatable and genuine.

• Minimise Branding: Subtlety works better than overbearing logos.

Final Thoughts

Short-form video is not just a trend; it’s the future of social media. By embracing vertical video formats and following best practices, brands can captivate audiences and drive measurable results. Whether you’re creating TikTok videos or optimising LinkedIn content, now is the time to invest in this highly engaging format.