The Rise of Short Video in 2025: TikTok‘s Dominance and Facebook’s Surprise Comeback
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The short video format continues to dominate social media strategies,driving engagement across all platforms. A new report from Metricool,Short video condition in 2025, analyzes the state of this format in 2025, drawing on data from 582,456 accounts and 5,696,685 short videos published across all platforms.
accounts were categorized by subscriber count as follows:
* Small: less than 1,000 subscribers
* Medium: Between 1,000 and 10,000 subscribers
* Big: Between 10,000 and 100,000 subscribers
* Huge: more than 100,000 subscribers
The Major Trends in Short Video in 2025
“Compared to 2024,the short format continues to gain ground,” reports Metricool. The platform observed a 71% increase in the number of publications and a 51% increase in the number of accounts publishing short-form content, resulting in the analysis of over 5.6 million videos – an unprecedented volume.
Short video is no longer just the future of social networks, this is the norm. all platforms put it forward with more publications and more creators.
While TikTok remains the leader, Facebook has emerged as a surprising contender.
TikTok: More and More Content, but Declining Visibility
TikTok experienced the most critically important growth in 2025, with a 130% jump in accounts and a 156% increase in video volume compared to 2024, solidifying its position as the engine of short video.
However, this surge in content comes at a cost. Video reach decreased by 47%, and average viewing time dropped to 3.75 seconds from 4.72 seconds the previous year. This necessitates creators to capture attention within four seconds.
despite the decline in visibility, engagement increased by 35%. This suggests that while reaching audiences is harder, those who do see the content are more likely to interact with it. Metricool summarizes this trend as: “Much more content, less visibility, more commitment.”
# Social Media Trends in 2025: What Metricool’s Report Reveals
The latest report from Metricool offers a fascinating glimpse into the evolving landscape of social media. here’s a breakdown of the key takeaways for 2025.
Instagram: the reign of small accounts
Instagram continues to be a dynamic platform, but a notable shift is occurring. In 2025, the platform is witnessing a surge in the performance of smaller accounts. These accounts are experiencing significant growth in reach and engagement, suggesting that a more level playing field is emerging. This trend indicates that authenticity and niche content are resonating strongly with audiences.
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