Short-form video isn’t just trending, it’s reshaping how we consume content. It’s how we keep up with culture, news, creators, brands, and those satisfying “day in the life” edits.

But while it’s easy to assume that short-form video performs well everywhere, the truth is more nuanced.

So, we ran the numbers.

In our 2025 State of Short-Form Video report, we analysed nearly six million videos across TikTok, YouTube Shorts, Facebook, and Instagram Reels. Here’s what we found—and what it means for brands, creators, and anyone looking to build a smarter short-form video strategy.

The Dataset

Our study looked at 5,696,685 short-form videos from 582,456 accounts connected to Metricool worldwide. To make the comparisons meaningful, we grouped accounts by follower size:

● Small (fewer than 1,000 followers)
● Medium (1,000–10,000)
● Big (10,000–100,000)
● Huge (100,000+)

Whether the content was scheduled through Metricool or not, all videos were analysed equally.

The Growth

Compared to 2024, short-form video continues to gain momentum. The number of videos published grew by 71%, and the number of accounts using this format rose by 51%. TikTok led the surge with a 156% increase in video posts. Instagram continues to lead in total volume, though its growth was more moderate at 34.43%.

Platform by Platform

So, which platforms are actually delivering the most reach, engagement, and interactions—and how often are brands posting content?

On YouTube Shorts, brands are posting more than ever, averaging 16.21 videos per month. But the results are lagging. Likes dropped 47%, engagement fell 36%, and reach declined by 31%. YouTube still favours long-form video. According to our 2025 Podcasting in Social Media study, 87% of the top 100 U.S. podcasts publish full episodes on YouTube, highlighting where viewer attention is really going.

Instagram Reels showed a significant drop in total views: down 59.15%. But that’s not the whole story. Smaller accounts (under 1,000 followers) are actually seeing improved results across reach, engagement, and interactions. While performance may be slowing for larger accounts, new voices are finding opportunities.

Facebook Reels has quietly become a top performer. Views increased by 24.48%, and interactions rose by 22.46%. It also boasts the highest average reach per video at 15,334. Long overlooked, Facebook is enjoying a quiet comeback and proving its potential for brand visibility.

TikTok presented mixed results. While average reach declined by 47.19%, engagement grew by 35.61%. It leads all platforms in average engagement rate at 8.24%. But capturing attention is a challenge; the average TikTok is 41 seconds long, yet viewers only watch 3.75 seconds, and just 4% are watched in full. You have just a few seconds to make an impact, or risk being skipped.

The Bottom Line

Short-form video isn’t going anywhere, but not all platforms are equal. If engagement is your goal, TikTok still performs. For reach and visibility, Facebook Reels is leading. Instagram may feel competitive, but smaller accounts are seeing real traction. And if you’re investing in YouTube Shorts, pairing it with long-form content could make all the difference.

Visit Metricool at DMWF Europe (RAI Amsterdam, 25-25 November) at booth #238 and catch Lea Sindel, Global PR, Events, and Education Manager at Metricool, who will be presenting on Video First: How to Dominate Reels, TikToks & Shorts on the Social Media and Community Marketing Track at 2 pm on November 25th.