Short-form clips still rule distribution
Short-form video is now the default across TikTok, Reels, Shorts and even LinkedIn tests—creators are slicing long-form into 7–15s UGC clips to win attention without fancy production, and brands are reallocating budgets accordingly (x.com) (x.com).
YouTube CEO Neal Mohan told the Cannes Lions audience that YouTube Shorts now averages about 200 billion views per day, up roughly 186% from the ~70 billion daily views reported in March 2024. (thewrap.com) Meta’s internal metrics put Reels’ combined plays near the 200-billion-per-day range across Instagram and Facebook, and the company pushed new “Reels trending ads” and expanded creator ad tools at its Brand Building Summit. (influencermarketinghub.com) LinkedIn has been spotted testing a TikTok-style, full‑screen short‑video feed—screens first surfaced by user Austin Null—marking an explicit product experiment in vertical video on the professional network. (socialmediatoday.com) IAB’s 2025 outlook projects double‑digit growth for social advertising (social projected ~11.9% growth), while Deloitte‑linked research reported a 49% increase in brand investment in influencer partnerships in 2024 and found creators now take about 25% of social marketing budgets on average. (iab.com) AI repurposing tools are proliferating: quso.ai (formerly vidyo.ai) cites a user base of 4M+ creators, Klap advertises 2.1M+ users and millions of clips, and CutPro and similar services launched in 2024–25 to auto‑extract short, captioned clips from long interviews and podcasts. (quso.ai) Platforms are building creator productivity and ad‑conversion features to match the format shift: YouTube confirmed a summer rollout of Veo 3, an AI video model for Shorts creators, while Meta has expanded Reels ad formats and added Threads ad options to capture vertical‑video ad spend. (mspoweruser.com)
