In 2025, short-form video is no longer an emerging trend, it’s the backbone of digital growth. Brands are reshaping strategy around platforms like Instagram Reels, YouTube Shorts, and TikTok.

This growth reflects a shift in how people consume: fast, full-screen, algorithm-driven video - often leading directly to purchase. In fact, 70% of marketers now sell directly on social platforms, signaling that DTC brands no longer see short-form as just engagement fuel, but as a primary conversion engine.

One choice now defines how DTC brands scale: Instagram Reels or YouTube Shorts?

Why Short-Form Video Is Now Essential for DTC Brands?

TikTok’s rise reshaped consumption habits: according to WARC, users spend on average over 35 hours per month on the app in 2024, more than double Instagram’s usage. TikTok projected that ad revenues will hit $32 billion by 2025, highlighting the stakes in short‑form video, while Meta and YouTube rushed in with Reels and Shorts. With nearly 60 percent of Gen Z making purchases via social commerce in 2024 according to eMarketer, these formats have transitioned from entertainment to direct sales. Here are three key reasons why short-form video works so well today:

1. Shrinking attention spans demand instant value

Short-form video thrives because it aligns perfectly with the fast-paced nature of modern online consumption. As attention spans continue to decline, content that is quick to engage and easy to digest is far more effective at capturing and holding viewer interest. According to Forbes, short-form videos meet this demand by delivering bite-sized, easily shareable content that fits seamlessly into users’ scroll habits.

2. Multisensory, mobile-first formats drive deeper engagement

Short-form videos are consumed daily by more than half of social media users, with over three-quarters watching them on smartphones. According to WARC, short-form content captures immediate attention by engaging neural networks associated with quick, automatic processing, which requires less effortful and analytical thinking. Its full-screen, sound-on presentation creates an immersive experience that draws viewers in, while combining visual, auditory, and sometimes textual elements that appeal to different cognitive channels, supporting richer information processing.

3. Platforms prioritize short-form video to boost engagement

Instagram is prioritizing Reels by pushing short-form video to the top of feeds and explore pages. Brands are shifting from static images to videos that repurpose existing content, align with trends, and boost engagement. As John Readman from ASK BOSCO explains to Forbes, video posts grab and hold people’s attention for longer and feel more personal coming from the brand.

What Drives Short-Form Engagement in 2025?

Today’s winning content doesn’t need polish, it needs relevance. As Forbes outlines, top-performing short-form content in 2025 tends to share three defining traits:

Snackable:
Short-form videos work best when they’re brief and to the point. On Instagram, for example, videos around 26 seconds receive the most comments, likely because they respect the audience’s time while delivering something impactful. Snackable doesn’t mean shallow: it means quickly digestible. Think of a 15-second clip showing how a skincare product is used, or a bite-sized customer testimonial that gets straight to the benefit. It’s content made to be consumed mid-scroll, without requiring context or commitment.

Authentic:
Audiences gravitate toward content that feels real. Raw storytelling, real faces, and a touch of humor outperform polished, traditional advertising. A behind-the-scenes clip of a team packing orders or a candid Q&A filmed on a phone often feels more trustworthy than a slick commercial.

Community-driven:
As Forbes emphasizes, short-form content thrives when brands actively engage with their audience. This means using social media analytics and calls to action to understand viewer preferences and spark interaction. For example, a behind-the-scenes clip might include a question in the caption to invite responses, or a brand might repurpose user comments into future videos. These moments of interaction become feedback loops, helping content feel more responsive and tailored to the audience’s voice.

Read how we identified trendy topics discussed by GenZ and Milennial audiences through auditing a $4 billion global fashion brand.

Instagram Reels vs. YouTube Shorts: Discovery-Driven or ROI-Driven?

There’s no one-size-fits-all winner between Reels and Shorts. The better platform depends on the audience brands aim to reach and the kind of engagement they prioritize - momentum or longevity, impulse or intent.

Instagram Reels is designed for discovery at speed

Reels are surfaced through Feed, Stories, and Explore, combining content from followed accounts with algorithmic recommendations. In India, where Reels was first tested, Meta reported a 40%+ increase in time spent on the platform. Reels also integrates with Instagram Shops, enabling seamless transitions from viewing to purchase, especially effective for lifestyle or impulse-driven categories.

YouTube Shorts, by contrast, builds on YouTube’s longer-term discovery engine

According to Google Business, 74% of consumers use YouTube for product research, and viewers are twice as likely to purchase after watching a product video. Shorts benefits from YouTube’s searchability and evergreen content exposure - ideal for brands that rely on sustained visibility and deeper consideration. The platform also reaches scale: YouTube sees over 2 billion monthly logged-in users.

From a performance perspective, both platforms drive results - but in different ways

Meta reported that total video watch time across its platforms grew 25% year-over-year in Q4 2023, fueled in part by Reels performance and improved content ranking. Its integration with Meta’s ad infrastructure allows brands to extend targeting and retargeting strategies into video campaigns. On the other hand, Google reports that brands see 2.3× higher long-term ROAS on YouTube than on Paid Social, showing how Shorts supports not just awareness, but lasting return.

In context: Reels excel when brands want fast discovery, impulse conversion, and visual-first storytelling. Shorts leads when the goal is long-term product consideration, education, and sustained ROI. For Gen Z, 96% of whom consume both short- and long-form video, brands may need to show up on both.

Creative Strategy: What Works Best on Each Platform

Short-form video’s power lies in adapting creative to each platform’s native behavior, much like modern branding adapts tone and touchpoints to where people live online.

Instagram Reels: Visual, Fast, Emotion-Driven

Brands that succeed on Reels lean into concise, visually compelling storytelling.

Creators like Gary Vaynerchuk repurpose long-form content into bite-sized, high-impact clips tailored for quick social consumption. Reels thrive on relatable, lo-fi storytelling - humor, behind-the-scenes moments, and customer testimonials - rather than polished, high-production formats.

Key takeaways:

· Keep videos under 30 seconds and open with a strong hook

· Prioritize authenticity

· Use humor, real stories, or customer content to build emotionalconnection

 For Gen Z, 96% of whom consume both short- and long-form video, brands may need to show up on both.

YouTube Shorts: Utility, Education, Evergreen Value

Shorts excel when content is informative and actionable:

· Start with a clear problem or solution: Videos that demonstrate specific, actionable solutions help viewers immediately apply what they learn. For example, Figma uses short‑form videos to simplify complex design concepts, each demonstrating a specific solution that viewers can apply immediately.

· Prioritize tutorials or mini-lessons: Quick, easy-to-follow tutorials make complex features accessible without overwhelming the audience. Slack employs practical, easy-to-follow tutorials (under 60 seconds), focusing on authenticity rather than polish, enabling users to explore features without information overload.

· Maintain authenticity and brevity: Content that feels genuine and avoids over-polishing builds trust and community engagement. Duolingo built an 8.2 million-strong social following in two years by embracing humor, cultural trends, and irreverence, turning itsmascot into a viral content vehicle.

These approaches show how short-form videos, when thoughtfully integrated, can enhance user experience, simplify learning, and drive meaningful, long-term engagement.

Balancing Instagram Reels and YouTube Shorts for DTC Growth

In 2025, short-form video delivers both fast impact and sustained brand value. Instagram Reels drive immediate engagement and impulse purchases, while YouTube Shorts nurture deeper discovery and long-term trust. Together, they form a balanced strategy that reduces acquisition costs and builds lasting customer relationships.

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Looking to harness the full potential of short-form video for your brand? Reach out to us.

Relevant insights

· Case study: Unlocking Scalable Sales on TikTok: How a £800M Brand Achieved Major Gains with Smart+ Campaign

· Article: Brand Marketing in 2025: 8 Power Moves Every Marketer Must Master

· Article: How DTC Brands Can Use AI Without Losing the Human Touch

About Crealytics

Crealytics is an award-winning full-funnel digital marketing agency fueling the profitable growth of over 100 well-known B2C and B2B businesses, including ASOS, The Hut Group, Staples and Urban Outfitters. A global company with an inclusive team of 100+ international employees, we operate from our hubs in Berlin, New York, Chicago, London, and Mumbai.