Quick-form video isn’t simply trending, it’s reshaping how we devour content material. It’s how we sustain with tradition, information, creators, manufacturers, and people satisfying “day within the life” edits.
However whereas it’s straightforward to imagine that short-form video performs effectively all over the place, the reality is extra nuanced.
So, we ran the numbers.
In our 2025 State of Quick-Kind Video report, we analysed practically six million movies throughout TikTok, YouTube Shorts, Fb, and Instagram Reels. Right here’s what we discovered—and what it means for manufacturers, creators, and anybody seeking to construct a wiser short-form video technique.
The Dataset
Our examine checked out 5,696,685 short-form movies from 582,456 accounts linked to Metricool worldwide. To make the comparisons significant, we grouped accounts by follower dimension:
● Small (fewer than 1,000 followers)
● Medium (1,000–10,000)
● Massive (10,000–100,000)
● Big (100,000+)
Whether or not the content material was scheduled via Metricool or not, all movies have been analysed equally.
The Development
In comparison with 2024, short-form video continues to achieve momentum. The variety of movies revealed grew by 71%, and the variety of accounts utilizing this format rose by 51%. TikTok led the surge with a 156% enhance in video posts. Instagram continues to steer in whole quantity, although its progress was extra reasonable at 34.43%.
Platform by Platform
So, which platforms are literally delivering probably the most attain, engagement, and interactions—and the way typically are manufacturers posting content material?
On YouTube Shorts, manufacturers are posting greater than ever, averaging 16.21 movies monthly. However the outcomes are lagging. Likes dropped 47%, engagement fell 36%, and attain declined by 31%. YouTube nonetheless favours long-form video. In line with our 2025 Podcasting in Social Media examine, 87% of the highest 100 U.S. podcasts publish full episodes on YouTube, highlighting the place viewer consideration is admittedly going.
Instagram Reels confirmed a big drop in whole views: down 59.15%. However that’s not the entire story. Smaller accounts (beneath 1,000 followers) are literally seeing improved outcomes throughout attain, engagement, and interactions. Whereas efficiency could also be slowing for bigger accounts, new voices are discovering alternatives.
Fb Reels has quietly turn into a prime performer. Views elevated by 24.48%, and interactions rose by 22.46%. It additionally boasts the highest common attain per video at 15,334. Lengthy missed, Fb is having fun with a quiet comeback and proving its potential for model visibility.
TikTok introduced blended outcomes. Whereas common attain declined by 47.19%, engagement grew by 35.61%. It leads all platforms in common engagement fee at 8.24%. However capturing consideration is a problem; the common TikTok is 41 seconds lengthy, but viewers solely watch 3.75 seconds, and simply 4% are watched in full. You’ve only a few seconds to make an influence, or danger being skipped.
The Backside Line
Quick-form video isn’t going anyplace, however not all platforms are equal. If engagement is your objective, TikTok nonetheless performs. For attain and visibility, Fb Reels is main. Instagram might really feel aggressive, however smaller accounts are seeing actual traction. And if you happen to’re investing in YouTube Shorts, pairing it with long-form content material may make all of the distinction.
Go to Metricool at DMWF Europe (RAI Amsterdam, 25-25 November) at sales space #238 and catch Lea Sindel, World PR, Occasions, and Training Supervisor at Metricool, who will likely be presenting on Video First: The right way to Dominate Reels, TikToks & Shorts on the Social Media and Neighborhood Advertising Monitor at 2 pm on November twenty fifth.
