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In the 2025 HubSpot State of Marketing Report, we found that short-form video remains king. It‘s the top-performing content marketers are using, and it’s set to grow in 2025.
No surprise there — short-form videos are everywhere. Even Google is testing a short-form video tab to boost its short-form content. So, how can you tap into this trend to grow your business? And what trends should you watch for in the coming year?
In this post, I’ll share advice from video marketing experts. Read on to discover how to make short-form video content work hard for your brand.
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The general consensus among marketers is that any video under 60 seconds is considered short-form, with the optimal length between 31 and 60 seconds.
Erica Santiago, who is spearheading HubSpot’s Blog Video Program, considers anything under 60 seconds to be a short-form video.
However, she notes the definition could be changing as platforms like TikTok, Instagram Reels, and YouTube Shorts extend the duration of their short-form content.
“At one point, TikTok, Instagram, and YouTube Shorts only allowed users to upload content that is between 60 to 90 seconds long, depending on the platform,” she explains. “Now, TikTok allows users to record up to 10 minutes of content on the platform. YouTube Shorts and Instagram Reels both recently extended their content durations to 3 minutes.”
She believes this could change the definition of short-form content later down the line.
“In my opinion, a 3-minute video could eventually fall under the short-form video umbrella because it’s still bite-sized content that doesn’t require…
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