Social media marketers plan to double down on short-form video this year as one of the best ways to reach millions of people practically overnight.
According to data presented by OnlyAccounts.io, one-third of social media marketers plan to invest in short-form video in 2023, more than in any other type of content.
Instagram Reels, TikToks, and YouTube Shorts Generate the Highest ROI
The rise of short-form videos, first popularized by TikTok and then copied in the form of YouTube Shorts and Instagram Reels, has been a game-changer in the social media landscape. These no more than 60 seconds long videos are not only entertaining and highly addictive content but also a fantastic way to reach younger audiences. Gen Z and Millennial consumers prefer learning about new products and services through short, dynamic videos, pushing brands to invest in this format.
According to HubSpot’s 2023 Social Media Marketing Report, 33% of social media marketers plan to double down on short-form videos and want to do more on TikTok, Instagram, and YouTube in 2023. One of the reasons is that Instagram Reels, TikToks, and YouTube Shorts generate the highest ROI.
Another 11% of respondents plan to invest in long-form videos this year, only 1% more than those who named live audio chat rooms, like Clubhouse, their number one choice. The survey showed around 9% of social media marketers plan to invest in VR and AR. Memes, interviews, and podcasts, and infographics follow, with 8% and 7% shares, respectively.
Instagram Still the Number One Platform for Marketers
The social media landscape is highly competitive and constantly changing. Platforms that can keep users engaged and provide targeted and effective advertising solutions will likely be more successful in the long run. According to HubSpot’s 2023 Social Media Marketing Report, Instagram will remain the most popular social media platform for marketers.
Besides bringing the highest ROI, and being the best source of engagement and quality leads, around 23% of marketers think Instagram offers the biggest potential to grow their audience in 2023. TikTok ranked second with a 19% share among respondents. Facebook and YouTube followed with 18% and 15%, respectively.
