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Video Production Companies Prioritizing Short-Form Content

Since the emergence of short-form content, streaming video production platforms like the now-defunct musical.ly (which later became TikTok), Vine (R.I.P.), and the short-lived Quibi (R.I.P.), shorter videos have experienced a significant surge in popularity. Established platforms have adapted to meet this demand, introducing features such as YouTube Shorts, Instagram Reels, and Snapchat News. Among them, TikTok has skyrocketed in popularity, boasting over 1 billion monthly active users. The platform’s advertising potential has also attracted significant interest, generating an estimated $4.1 billion in revenue back in 2021.

A key reason for the rise of short-form content, aside from the growing influence of social media, is the theory that global attention spans are decreasing. The average video length has shrunk to just over 60 seconds (65 seconds, to be precise), and viewers now tend to “click out” when they lose interest, searching for something more engaging. The cross-platform sharing and monetization of long-form content—dividing lengthy videos on platforms like YouTube into shorter clips for TikTok or Instagram—has further normalized the quick consumption of video content. Interestingly, both long and short videos seem to be gaining traction simultaneously. For example, in-depth video essays packed with research on niche or trending topics can run up to four hours on YouTube without negatively impacting visibility or view counts.

This duality allows some users to deeply immerse themselves in topics of interest, while also opening the door for content cross-pollination on short-form platforms. Pages sharing snippets of these long-form videos on Instagram or TikTok can introduce creators to new audiences, increasing engagement and driving viewers to explore more of their work. The algorithm favors the higher view counts (and even accidental replays due to looping) of shorter videos, enhancing their visibility.

In some cases, this trend has led creators to split their videos into multiple parts. While this may seem impractical and risky in terms of viewer retention, it also creates opportunities to present each segment as a “chapter” or part, often ending on a cliffhanger. The total number of views is thus multiplied by the number of parts, pushing users to visit the creator’s page for more content.

Marketers in ad video production have also embraced this growing trend by shortening advertisements or creating 3-5-second versions to post as stories on social media. We will dive deeper into this in the next section on “Social Media-First Content.” However, it’s worth noting the rising prevalence of non-skippable ads. Audiences have long expressed frustration with ads preceding their videos or movies. To address this, platforms like YouTube offer subscription plans that reduce or eliminate ads altogether, leveraging mandatory short ads to convince viewers to opt for ad-free experiences.

Social Media-First Content: Vertical Videos, Shoppable Videos, Stories

Vertical Videos

Driven largely by our growing attachment to smartphones, vertical video has become the dominant format, with horizontal video becoming less favored. Studies show that 30% of users refuse to rotate their phones to watch a horizontal advertisement, leaving marketers with no choice but to adapt their content to fit vertical screens. Unless a universally preferred video format is established, this flexible approach to advertising will remain crucial for successful video marketing campaigns.

Platforms like Instagram, Facebook, and YouTube have all embraced vertical video through features like Instagram Stories, Facebook Stories, and YouTube Shorts—nonstop streams of short-form, vertical content. Ads seamlessly integrate into this content flow, often appearing in Instagram Stories that users mindlessly tap through, subtly embedding the brand message into their consciousness. Since consumers already have easy access to more information with a simple search, these ads only need to remind them of a brand’s existence and activity.

One notable exception to the vertical video trend is the “Turnstyle” video, popularized by comedian Andrew Schulz. In this format, the orientation of the video switches between vertical and horizontal throughout the duration, keeping the viewer engaged and on their toes. Though relatively niche now, this style could gain popularity, especially after its trial run during the pandemic by Quibi, a platform that, despite its failure due to lack of funding, attempted to pioneer this dual-orientation video format.

Shoppable Videos and E-Commerce Marketing

Shoppable videos, which allow users to purchase products directly from short videos, have revolutionized the online shopping experience. Unlike storefronts on platforms like TikTok Shop, shoppable videos allow customers to see products being used or worn in real time, and then add them directly to their cart. Research shows that 91% of consumers prefer video over image content when interacting with brands. Whether it’s a product demonstration, a frequently asked question answered, or an unboxing of trending items, e-commerce is continuously evolving to meet consumer preferences.

The rise of shoppable videos may reflect the nostalgia for in-store shopping that many people experienced during the pandemic. With the closure of malls and the rise of online shopping, shoppable livestreams offer a middle ground, allowing customers to buy products directly from live videos. These streams often feature influencers trying out products, discussing their benefits and drawbacks, and pushing limited-time promotional codes or clearance sales, fostering an environment where purely transactional interactions feel more personalized. So that’s clearly a trend only likely to pick up steam in video production next year.

The Rise of Influencers and User-Generated Content

This brings us to the next major shift in marketing: the rise of influencers. Back in 2015, if you asked kids what their dream job was, many would have answered “YouTuber.” The idea of making a living by creating videos or documenting daily life was seen as a dream come true—fame and, for some, even fortune. Today, the trend has shifted towards becoming an influencer. Young people now take their shot at 15 seconds of fame by participating in trends, challenges, and reviewing popular (or controversial) products, all in the hopes of going viral.

Let’s break down the difference between YouTubers and influencers. YouTubers often build loyal, dedicated fanbases over time, with earnings largely based on views and sponsorships that occupy small portions of their videos. In contrast, influencers can rise to fame more rapidly, often due to social media algorithms, with their income heavily tied to virality. While paid partnerships on YouTube tend to be more subtle, social media sponsorships are often much more direct, with influencers openly promoting products, sometimes leading to mixed reactions based on the brand’s image.

Another distinction lies in video production quality. YouTuber content generally boasts higher production values, using high-end microphones, video drones, and professional lighting. On the other hand, social media videos are typically faster and easier to create, often filmed directly through the app. While YouTubers may have more freedom to retain a level of privacy and anonymity depending on the topics they cover, influencers largely rely on their personality, looks, and online reputation. Successful influencers tend to be the ones who come across as the most relatable and genuine.

This makes influencers ideal candidates for product promotion through video. They save companies the effort of trying to appear “authentic” or “down-to-earth” because the influencers have already established this persona. Additionally, if an influencer truly resonates with a product, they will enthusiastically promote it on their own—though, of course, for a fee. Increasingly, brands of all kinds, from low to high-end (and even designer), are opting to partner with influencers rather than traditional celebrities to promote their products and services. The line between the two is blurring; fame is no longer reserved for Hollywood stars—it’s attainable for the everyday individual.

User-generated content (UGC) also plays a significant role in modern marketing and video production. In many cases, UGC is considered even more authentic and trustworthy than influencer endorsements. Customer reviews, unboxing videos, and product demos allow everyday users to become brand advocates. Many companies motivate consumers to create UGC by offering PR packages, discounts, and promo codes, ensuring that their products gain visibility in a way that feels organic and trustworthy to potential buyers. In an age where authenticity is key, UGC and influencer marketing are proving to be powerful tools for brands looking to build genuine connections with consumers.

AI Tools in Video Production

Machine learning and artificial intelligence have contributed to the development of new tools and technologies able to help with video creation. From audio generation to automatic translations and captions, AI has done a lot to optimize a video producer’s workflow. Corporate video creation is made faster and more efficient, which allows business of any size to make professional-looking videos for less.

AI is also useful when it comes to data analytics and the tailoring of content for certain audiences and posting times. Additionally, a video producer’s charge of work can be considerably simplified through AI-driven deep-learning algorithms. From text-to-image-or-video features to auto-editing softwares that can analyze and assemble videos with minimal manual intervention. This makes fast-paced video creation for brands possible without compromising quality. For more information on the power and potential of AI in video production, check out our article here.

Alternative and Experimental Animation Styles

Advancements in technology, including the growth of AI and more powerful GPUs, have opened new possibilities for video creators, enabling them to focus more on the creative aspects rather than the technical challenges of animation. With faster machines and near-instant rendering capabilities, artists who are not traditionally animators can now venture into animation, offering fresh styles derived from painting, collage, sculpture, and other art forms. These experimental styles represent a push to innovate within an industry that, despite its continuous growth, often feels confined by traditional methods

In recent years, we’ve also witnessed a surge of nostalgia, influenced by the global experience of COVID-19. This “back-to-basics” trend has resurfaced in various sectors—fashion, cars, and furniture—embracing vintage styles, and animation is no exception. In animation prodution, this has led to a revival of more manual (or manual-inspired) techniques like hand-drawn art, collage, and pop-art. One notable example is the groundbreaking animation style in Spider-Man: Into the Spider-Verse and its sequel, featuring Marvel’s Miles Morales. These films defy traditional animation norms with their innovative use of color, texture, and dimension, blending comic book aesthetics with modern cinematic techniques.

At the same time, while there’s been a renaissance of experimental and nostalgic animation, the popularity of flat design and “corporate” animations continues to rise. This style, marked by bright colors, blocky yet soft shapes, and a minimalist approach, thrives in industries like healthcare, tech, and real estate. Its simplicity allows for quick production and versatility, requiring minimal drawing skills or deep anatomical knowledge. These factors have contributed to its widespread adoption, especially in sectors that seek a clean, approachable look. These contrasting styles—one pushing the boundaries of innovation and creativity, and the other focusing on efficiency and clarity—reflect the diversity and evolution within the world of animation today. Each offers unique benefits, allowing creators and businesses to choose the approach that best suits their needs and audience.

Technological Advancement Transforming Video Production

Technological advancements in GPUs (graphics processing units) are revolutionizing video production in 2025 and 2026, offering unprecedented capabilities. With continuous improvements in GPU architectures, creators can now process ultra-high resolutions (8K and beyond) in real-time, accelerating workflows for storyboards, moodboards, editing and rendering. AI integrated into GPUs enables advanced automation, streamlining color correction, special effects compositing, and even generating realistic animations with minimal human input. Real-time ray tracing capabilities are becoming more refined, bringing heightened realism to 3D scenes. Additionally, the growth of cloud technologies and shared GPUs enhances remote collaboration, allowing multiple artists to work on large-scale projects simultaneously. By 2025 and 2026, these innovations are expected to become widespread, democratizing cinematic-quality production and reducing technical barriers while opening the door to new forms of interactive creative expression.

Advancements in 5G are significantly transforming video production, especially in 2025 and 2026. With its ultra-fast bandwidth and reduced latency, 5G enables real-time transfer of large data volumes, streamlining remote workflows for video professionals. This opens the door to remote synchronized multi-camera shoots, live collaborative editing, and seamless live streaming in high definition (8K) even in complex environments. 5G also accelerates the integration of augmented reality (AR) and virtual reality (VR) into video production, allowing creators to offer immersive interactive experiences with near-instant responsiveness. By 2025 and 2026, these advancements are expected to expand the accessibility and flexibility of creative projects, while optimizing production costs and timelines, making video production even more agile and innovative.

Augmented Reality, Virtual Reality and the search for Immersion

Image of someone holding a video camera with a facebook live sticker on it for live video production image par sticker mule sur unsplash

For certain sectors such as tourism, real estate, heavy industry, and retail, the ability to tour a virtual replica of a destination, house, factory, or store can greatly benefit marketers. 360° video content offers customers the ability to access an area and feel immersed in it from the comfort of their own homes. Providing a dynamic platform to captivate audiences, this video format offers a unique experience to potential consumers. Aside from growing interest through its wow-factor and entertainment value, this is thought to boost the connection between company and customer.

Virtual reality is also becoming more common, especially in real estate and cultural areas such as museums. Users who are held back by physical, mental, or geographical obstacles can access simulations of real-world environments as if they were there. A more artistic and conceptual side of VR is also gaining momentum, with artists creating worlds at varying levels of realism, paired with interactivity, music, and other sound effects. This level of immersion makes viewers feel like they are truly part of the story.

Augmented reality has been revolutionary when it comes to customer interaction with static content, whether physical or on the web. Though it may not seem related to video production, AR is indeed a form of video. My first encounter with AR was through studying graphic design, where I created posters with QR codes that would activate 3D visuals when viewed through a phone lens. The static image would come alive to tell a story or have elements popping out and floating around, again only visible through the screen. AR has also been used by artists to create exhibitions of high-value or non-existent objects. Viewing an object solely through a screen brings its own set of factors and existential questions. Brands have jumped on the bandwagon too, offering pre-visualizations or try-ons of their products through AR. “Wanna Kicks” is an app that allows you to try on a variety of different sneakers before purchasing them. Other examples of AR-driven interaction include the AR rewards in the Pokémon Go game and a Barbie wardrobe try-on collaboration with Snapchat preceding the movie’s release in 2013.

Growth in Popularity of Audio-less Videos and Closed Captions

Statistically speaking, over three quarters of videos viewed online are watched without audio. My theory is that people may be watching with other people around (have you been in public transport lately?) and may not want to bother them. It’s also possible that people may be consuming this content whilst at school or work, needing a certain amount of discretion. Their sound may also be off as a habit. Regardless, closed captions in videos, especially those including a call-to-action, is a necessity. Aside from lowering the risk of being skipped, videos with captions are accessible to a wider range of people. With captions being translatable to a growing degree of accuracy, and many people affected by hearing difficulties, subtitles are today more of a norm rather than a luxury.

This lack of sound makes rethinking many pieces of media a must, to simplify them to be comprehensible from a purely visual standpoint. A silent video can use symbols, colors, facial expressions, shapes and abstract forms to emulate the energy that music or sound effects would provide. This doesn’t mean you should be exclusively creating silent content, but it should be accessible without volume.

Live and Real-Time Video Production

Live and real-time content in video production represents a significant evolution that enables direct interaction with audiences. This approach allows creators to broadcast events such as concerts, conferences, or sports competitions live, providing an immersive and immediate experience. The integration of advanced technologies like augmented reality (AR) and virtual reality (VR) further enhances these experiences by adding captivating interactive and visual elements. Additionally, improvements in bandwidth and latency, particularly through 5G, facilitate the streaming of high-quality videos without interruption. Live streaming platforms also enable real-time interaction with viewers, allowing them to ask questions, participate in polls, or react instantly, making each broadcast unique. Thus, live and real-time content transforms not only how events are produced but also how audiences engage with them.

Live content is particularly appealing to marketers for several reasons. Firstly, it creates a sense of urgency and authenticity that captures consumer attention. By broadcasting events in real time, brands can directly engage with their audience, fostering a more personal and interactive connection. This interactivity allows marketers to gather instant feedback and comments, which can be invaluable for adjusting ongoing strategies. Additionally, live content often generates high levels of participation on social media, amplifying brand visibility through viewer sharing and engagement. Live events can also be utilized to launch new products, conduct real-time demonstrations, or offer exclusive promotions, creating immediate conversion opportunities. In summary, live content enables marketers to energize their campaigns and reach their audience in a more impactful and memorable way.

Image of someone holding a video camera with a facebook live sticker on it, image par sticker mule sur unsplash
image of someone livestreaming and recording a concert, image from nicolas lb on unsplash

Sustainability in Video Production and Environmentally Conscious Procedures

As sustainability grows into a primary concern across industries, video production makes no exception. Aside from risking their image and the wrath of the public (and boycott), a company has everything to gain by switching to environmentally friendly systems and tools. For a video production company, this could be done not only by keeping an eye on and reducing energy consumption on set, but also by minimizing the use of physical resources by using digital tools. Of course, digitization is not environmentally clean and has its own set of challenges, such as energy consumption from servers and electronic devices. However, the overall benefits can outweigh these drawbacks when managed effectively.

Image of a climate poster that reads "Break free from fossil fuels" image by eelco bohtlingk on unsplash

One effective strategy is to prioritize remote collaboration tools, which reduce the need for travel and the associated carbon footprint. Platforms that facilitate virtual meetings and cloud-based editing can help teams work together without the environmental impact of transportation. Additionally, opting for energy-efficient equipment, such as LED lighting and sustainable filming materials, can significantly lower a production’s overall energy consumption.

Moreover, video production agencies can adopt sustainable practices throughout the entire production process, from pre-production planning to post-production distribution. For instance, utilizing recycled or reusable materials for set design and props, as well as implementing waste reduction protocols on set, can contribute to an eco-friendlier operation.

Furthermore, incorporating sustainability into video storytelling can resonate with audiences who value environmental responsibility. Read our article on storytelling in video production here. Documenting and highlighting sustainable practices or environmental issues within the content itself can inspire viewers to consider their own impact and support companies that prioritize eco-friendly practices.

Conclusion

The video production and marketing landscape is evolving rapidly, shaped by the emergence of influencers, technological advances, and the growing importance of authenticity. YouTubers and influencers, though different in their approaches and styles, share a common goal: to capture the attention of an increasingly demanding audience. The integration of artificial intelligence and new creative tools enables producers to increase efficiency while exploring innovative and experimental animation styles, often inspired by nostalgia.

At the same time, immersive technologies such as augmented reality and virtual reality offer new ways to engage consumers, making the customer experience more interactive. In a world where much content is consumed without audio, the importance of subtitles and compelling visuals has never been more crucial.

Finally, sustainability has become an imperative, not only to protect the environment but also to meet the expectations of an ecologically conscious public. Companies that adopt environmentally friendly practices and integrate this responsibility into their storytelling can stand out in a saturated market.

In short, modern video production requires a balance of creativity, technology, and social awareness to successfully capture and maintain the attention of a diverse and engaged audience.

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