We have all witnessed short-form video content exploding in popularity, becoming the dominant format on social media platforms such as TikTok, Instagram Reels, and YouTube Shorts. Even platforms like Facebook, X, and LinkedIn have integrated short videos into their feed and are now successfully gaining views. This shift has primarily been driven by changes in social media algorithms, which prioritize bit-sized, engaging videos to keep users scrolling and watching for longer periods of time.

What Caused the Rise of Short-Form Content?

Statistically, the rise of short-form content is undeniable. For example, TikTok has 1 billion active users worldwide monthly. Reels on Instagram, a direct response to TikTok, became one of the app’s most popular features and now reaches over 726,8 million users, with 50% of Instagram time spent watching Reels and over 140 billion Reels plays daily. YouTube Shorts, introduced in 2020, had more than 50 billion daily views by 2023, showing how quickly users had embraced the new format. Here are several reasons why it became so popular:

1. User preferences and attention spans. The popularity of short-form videos has grown tremendously, largely thanks to their ability to meet users’ decreasing attention spans. Studies show that the average attention span has dropped to around 8,25 seconds, making this type of content increasingly appealing. These platforms succeed by delivering engaging content in short, consumable formats that meet modern user preferences, driving their rapid growth and widespread adoption.
2. Higher engagement metrics. Short videos tend to generate higher engagement rates than longer formats, being 2,5 times more attractive. Users are more likely to like, share, and comment on short-form videos, making them a must-have for increasing interaction. This increased engagement is crucial for brands’ strategy planning to raise their visibility on social media platforms, as it leads to wider reach and audience interaction.
3. Social media algorithms preferences. Social media algorithms tend to promote content that drives engagement, and short videos do precisely that, as we could see in the previous point. As a result, brands that consistently post short-form content are more likely to reach a wider audience. The algorithmic support for these videos encourages businesses to invest in short-form video strategies to maximize their visibility and impact.

But what else drives the algorithms of social media platforms? We are going to discuss it in this article.

How Do Algorithms Prioritize Short Videos?

There are some universal ways to have your videos picked up by algorithms and promoted further to a broader audience. Here, we will look into some key factors that help enhance visibility on social media platforms.

Watch Time and Retention Rates

Platforms like TikTok and YouTube Shorts prioritize videos with high retention rates. In other words, if a video is watched fully or re-watched several times, it signals to the algorithm that the content is engaging. As short videos are easier to consume, they are more likely to be watched in full, increasing the likelihood of being recommended. “For you” pages typically use a combination of factors, including time spent watching a video, likes, shares, and comments, to customize content to individual preferences. Short-form content also encourages binge-watching, as the algorithm continues to feed users videos based on their previous activity.

User Interaction and Virality

Algorithms also measure how users interact with content other than just viewing it. High levels of interaction (likes, comments, shares, and saves) signal to the algorithm that the content resonates with users, making it more likely to be promoted to others. On Instagram Reels, for example, videos that generate more shares and saves are more likely to be recommended to more people, as these actions indicate a deeper level of interest. Short videos also have a higher potential for virality. Their format makes them easy to share, and users are more likely to share them via messaging or social media.

Sound and Trends

Social media platforms put a lot of emphasis on the music and sounds used in the videos. Using trending sounds or music can increase a video’s visibility, as the algorithm often recommends clips with popular audio tracks. Additionally, the ability for users to replicate viral trends increases content creation and consumption, especially if the videos are marked with respective hashtags to make it easy to find a particular trend. Apart from that, there are also trending effects and templates (sometimes even recommended to you while scrolling) that allow you to keep up with the latest content trends.

Personalization and AI Recommendations

Advanced AI-driven algorithms track each user’s behavior to deliver personalized content that fits their interests and needs. For example, TikTok’s recommendation engine analyzes data such as the types of videos a user interacts with, the accounts they follow, and even the hashtags they use. The algorithm then presents videos that closely match the user’s preferences. The same goes for Instagram Reels and YouTube Shorts, where AI curates content based on previous interactions, trending topics, and personal preferences. This personalization increases the likelihood of short videos being promoted over longer formats, as they are easier to adapt to user habits. This also makes it easier for creators and businesses to reach their target audience outside their subscribers’ circle.

Are There Social Media Specific Algorithms?

Of course, there are! The audiences of each social media platform vary, and each platform uses its unique algorithm to curate and prioritize content based on various factors. Here's a breakdown of how these algorithms work:

TikTok

TikTok’s algorithm is a sophisticated system that determines which videos appear on a user’s For You Page (FYP), personalizing the experience based on individual preferences and interactions. The algorithm analyzes details like captions, hashtags, and sounds used in videos to categorize content and determine its relevance to certain viewers. In addition, TikTok also considers device type, language preferences, and location to tailor the content feed. And if you have ever asked yourself what leads the platform to recommend some videos that seem not to correspond with your interests, there is also an answer to that. To keep the platform engaging, TikTok promotes an enormous variety of content types, even if they come from the kind of accounts that a user does not follow or usually watch. This way, it can find other kinds of videos that might also be entertaining for you and broaden your recommendations feed.

Instagram Reels

Instagram Reels’ algorithm gives preference to content from accounts that users have previously interacted with, increasing the likelihood that those users will be shown new Reels from familiar creators. It is also important when the content is posted. Recent posts are shown first, so newer Reels are more likely to be shown to users than older ones. In addition, the Instagram algorithm favors original content and dislikes reposted videos from other platforms, especially if they have watermarks or are of poor quality. The app also actively pushes visually appealing posts, as videos made with integrated camera effects and filters are more likely to engage viewers. It is also important that the algorithm analyzes hashtags, captions, and visual elements of Reels to determine relevance and categorize content.

YouTube Shorts

You’ll find YouTube Shorts in a dedicated field on the YouTube app. The algorithm is mainly based on the main platform content – long full videos. YouTube uses a viewer’s watch history and engagement and applies machine learning to the content that is most likely to interest them. YouTube also promotes trending audio and challenges, encouraging creators to participate and increase their chances of visibility. Uploading regularly (some creators find it takes up to 200 uploads before you start seeing a consistent increase in views) is a great way to show the algorithm that you are a reliable creator. In addition, the recommendation process has two phases. First, it shows your Shorts to a small group of people to see how engaged they are. If they like it, it then gets promoted to a broader audience.

How to Generate Short Videos Using AI Video Cut

You can quickly turn your long videos into short, engaging content for TikTok, Instagram Reels, or YouTube Shorts with AI Video Cut. It is a great way to save your time and repurpose already existing content. There is no need for manual editing! Follow these easy steps to turn your existing clips into short videos in two formats: trailers and topics-clips. Everything happens on the website – just provide an email to receive your processed video links.

1. Visit the AI Video Cut website.
2. Insert the video link into the upper field.
3. Select “Trailer” or “Topics-clips” as the video type.
4. Choose your preferred duration
5. If you chose Topics-clips, select the number of topics
6. Choose the aspect ratio
7. Click “Submit”
8. Wait for the video to process, then download it from the website or via the email link.

Final Thoughts

As we have seen, short-form video content is now the main way people engage with social media. If you know how the algorithms work, you can ensure your strategy takes full advantage of the extra exposure that short-form content offers. AI Video Cut can make this process even more accessible. It lets you repurpose long-form videos into short clips that fit the demands of each platform. This way, you save time and increase your chances of reaching a wider audience, driving engagement, and getting the most out of your content across multiple social media channels.