Of the multitude of tools available to the modern marketer, video content is winning, hands down.
Video marketing, being the highest ROI marketing tool, has become absolutely essential for brands, regardless whether it is a consumer or a B2B brand. Not surprisingly, the short-form video has seen the most growth in 2023. Any video that is under 60 seconds long is a short-form video. Currently more than 90% of marketers are using this tool and some studies show that this number is growing (source: HubSpot report on Marketing trends).

Companies are using video content for several different reasons: to create brand awareness, to generate quality leads, to keep customers engaged and interested, to educate, and to convert leads into revenue stream. Before developing a video content strategy, companies must be clear about what they are trying to accomplish.

From the platform stand point, the most used platforms are YouTube Shorts and Instagram Reels, and for consumer brands TikTok became an irreplaceable loud speaker … no wonder that every other SM platform is trying to replicate its successes. Based on the recent report by HubSpot, 42% of marketers are using TikTok already, and more than half of them planned to increase their investment into this platform in 2023, which is the higher of any platform.

Consider these statistics:

• 73% of consumers prefer to watch a short-form video to learn about a product or service.
• 59% of short-form videos are watched for 41-80% of their length, while 30% of them have an average watch rate of over 81%.
• Short-form video will see the most growth among different marketing strategies in 2023, with marketers planning to invest more in it than any other formats or tactics. In particular, 21% of marketers plan to tap into short-form video for the first time in 2023.

If you need more convincing about the value of the short-form video, take a read of the blog by The Leap.