"Key stat: Most (63%) of global social media users prefer short videos from creators, according to a March impact.com and EMARKETER survey. Beyond the chart: Consumers are most likely to watch short-form product videos (90 seconds or less) and read product review posts when researching brands, according to a June EMARKETER survey. Short-form video ads are much more likely to catch beauty consumers' attention (51.1%) than long-form video ads (21.8%), according to athe June EMARKETER survey."
"Use this chart: Even as platforms push longer formats, users still turn to social for short content, which marketers should prioritize when working with creators. Data is from the March 2025 impact.com and EMARKETER Survey "Global Creator Commerce Study." 4,500 social media users ages 18+ in 8 countries worldwide were surveyed during March 2025. 1,000 were in the US, and 500 each were surveyed in Australia, Canada, China, France, Italy, Singapore, and the UK."
Most global social media users (63%) prefer short videos from creators. Consumers are most likely to watch short-form product videos (90 seconds or less) and read product review posts when researching brands. Short-form video ads attract 51.1% of beauty consumers' attention compared with 21.8% for long-form video ads. Even as platforms promote longer formats, users continue to favor short social content, indicating marketers should prioritize short-form creator content. The March 2025 impact.com and EMARKETER Global Creator Commerce Study surveyed 4,500 social media users ages 18+ across eight countries with quotas representative for age and gender.
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