Surely by now you’ve noticed that the platforms we rely on to create, share, and engage are evolving in ways we couldn’t have imagined a decade ago. Social media behaviors alongside changes to the platforms themselves are transforming how content is distributed and how brands connect with their audiences. Long live the power of short-form video! But not just short-form, the rise of decentralized platforms and the push toward audience ownership. These shifts aren’t just reshaping the tools we use—they’re redefining the rules of engagement, transparency, and influence. For marketers and creators alike, staying ahead means adapting to these changes and leveraging them to build stronger, more authentic connections.
Short-Form Proves It Transcends Platforms.
Short-form video content is more than just a trend—it’s a cultural shift that’s redefining how we consume media. Bite-sized consumption has become a staple of our behavior, with short-form videos offering quick, impactful entertainment. Think about it: most of us probably have those go-to Reels or TikToks that make us laugh every single time. I have a stash saved for high-stress days—Michael Myers talking smack about Pennywise, @wisdm styling typefaces, or that uncle singing an unexpectedly soulful rendition of Million Dollar Baby. These moments aren’t just entertaining; they’re anchors in a fast-moving world.
While we often think of short-form video through the lens of TikTok or Reels, short-form video isn’t tied to any single platform; it’s become the foundation for how we discover, engage with, and revisit content.
Yes, platforms like YouTube Shorts and TikTok are pulling ahead of traditional streaming services like Netflix, Prime Video, and Disney Plus—not just in users but in time spent watching video. YouTube Shorts alone now receives over 70 billion daily views, and it’s also worth noting that 40 percent of Shorts watchers skip TikTok and Reels altogether, making it a unique and standalone audience.
Now, let’s give this some real-world context, because context can get sort of lost in the sauce. In response to the short-form video trend, streaming platforms are pivoting, embedding serialized short-form clips into social ecosystems to tease long-form content and drive audiences to their deeper catalogs. Why? Because of how we discover things now – 6 in 10 Gen Z consumers find long-form content through short-form clips, proving that these bite-sized videos are a gateway to deeper audience relationships.
Why it matters
Short-form video content is a powerhouse of discovery and engagement. According to Think with Google, 96 percent of Gen Z in the U.S. consume both short-form and long-form content on YouTube. Short-fom videos have become the gateway to deeper audience relationships.
Additionally, social commerce and advertising opportunities tied to short-form video are driving major ROI, making it an indispensable format for brands and media companies alike. This isn’t just another creator trend; it’s the pulse of a social-first world where attention spans are fragmented, and the competition for relevance is fierce.
What to do now
- Slice and serve: Reimagine how your brand’s longer campaigns can thrive in a short-form ecosystem. Break down complex narratives into engaging, bite-sized snippets that meet audiences where they are.
- Collaborate smartly: Partner with influencers and creators to co-create short-form content that feels personal and authentic while teasing or complementing your brand narratives.
- Make it the main stage: Treat short-form strategies as integral to your brand’s presence—not an afterthought. Build content with short-form in mind, ensuring it’s optimized to perform across platforms like YouTube Shorts, Instagram Reels, and TikTok.
Prediction: Decentralized Platforms Will Take the Stage.
Social media is moving beyond the centralized giants like Meta and TikTok (for obvious reasons) and opening the door for decentralized platforms like Bluesky and Mastodon.
Why?
Well, because of all the shenanigans we’ve seen with proprietary platforms – changing algorithms, changing ownership, shifting culture, weird political ties. Flipside, decentralized platforms give creators and users much more autonomy over their content and engagement, which aligns with a broader cultural demand for transparency and control.
Why it matters
84 percent of consumers are concerned about data privacy, and 62 percent of creators report dissatisfaction with centralized algorithms. Plus, as I wrote this post, creators were literally posting videos of themselves bidding farewell to TikTok, which went dark for a few hours before the app went live again. This creates a pretty compelling reason for brands to also explore decentralized spaces.
What to do now
- Experiment with decentralized platforms and incorporate them into your strategies.
- Acknowledge that adding platforms may feel overwhelming, but view this as a step toward staying ahead of the curve.
- Familiarize yourself with emerging trends in ecommerce, the creator economy, and AI and virtual influencers.
I know – it’s a heavy lift to think about adding more platforms to what may already be a full list of channels marketers are supposed to use. But the goal is not mastery, it’s familiarity. You want to familiarize yourself with the next iteration of social media. Plus, this is a good way to diversify your influencer strategies, mitigate risk, and build trust with audiences eager for autonomy.
This trend is part of larger shift we’re seeing in the space. Which is…
Prediction: Audience Ownership Will Become a Real Conversation.
The future of audience engagement is all about ownership. For years, creators have built their followings on platforms they don’t own, leaving them vulnerable to algorithm changes and shifting platform priorities. And bans. But the push to decentralized platforms coupled with blockchain technology is laying the groundwork for a future where creators can tokenize their audiences, giving them the ability to take their followers with them across platforms.
What? Where do you come up with this stuff, Sorilbran? Keep reading.
Why it matters
We are in the early days of a shift Head of Instagram Adam Mosseri spoke about in this TED Talk on a Creator-Led Internet. This shift fundamentally changes the balance of power. Instead of being at the mercy of platforms, creators gain unprecedented control over their audiences. For brands, this opens up new opportunities to work with creators who have direct, portable relationships with their followers—no matter where they go.
What to do now
- Build relationships with creators who are diversifying their presence across platforms.
- Look for opportunities to support creators as they experiment with blockchain and audience tokenization.
While this technology is still in its early stages, investing in these partnerships now (and just getting in there to look around a bit) can position your brand as a forward-thinking leader when this trend scales.
Conclusion
As platforms evolve, so too must our strategies. Whether it’s tapping into the unparalleled engagement of short-form video, exploring decentralized platforms to meet audiences where they feel most empowered, or supporting creators in owning their audiences, 2025 demands a bold approach. These trends are more than just predictions—they’re a roadmap to a more dynamic, equitable, and connected digital ecosystem. Now is the time to adapt, experiment, and lead the way in shaping the future of content and community. Are you ready to evolve with it?
