Stretching the Limits: Is Short form Video Still… Short?
Did you know the first short form video had a time limit of just six seconds? The platform was Vine—a viral, vertical video app that exploded in popularity among early creators. But Vine met its end in 2016, and one of the many reasons was precisely that rigid time limit. Around the same time, TikTok (then known as Musical.ly) emerged, slowly building a massive user base. Its starting point? Ten-second vertical videos.
That slight bump in duration made a huge difference, giving creators just enough extra time to breathe—and be creative. What once was a tight 15-second content format has now ballooned. “Short form video” meant six frantic seconds on Vine! Back then, you had just enough time to land a joke—or completely bomb—before the video looped. Fast-forward to 2025, and “short form” is stretching like it’s been hitting yoga classes. TikTok videos now run up to 10 minutes, Instagram Reels go 90 seconds, and YouTube Shorts is testing uploads up to 5 minutes.
So, is short form video still short, or are we witnessing a full-blown identity crisis?
To understand this shift, we turned to Jaryd Wilson, a social media strategist who spends his days decoding algorithms, analyzing creator trends, and shaping digital storytelling strategies for brands.
From 15 Seconds to 10 Minutes: How did we get here?
“How did short form video go from 15 seconds to up to 10 minutes?” we asked. “Are we reaching a point where short form and long form lose their distinctions?”
“I still think there’s a difference between the two,” Jaryd says. “Short form is more engagement bait—attention-grabbing content—while long-form lends itself to storytelling. Even though platforms have merged what they allow, there’s still a time and place for each.”
We’re not quite in convergence mode yet—but we’re clearly entering a transitional era. What started as a collection of 15-second clips now includes videos long enough to feature full tutorials, mini-docs, and product reviews. TikTok’s 10-minute option is just one example of how platforms are responding to evolving creator demands and viewing habits.
And as Jaryd points out, the intent behind content creation is evolving just as much as the duration. Short form is still designed to spark that scroll-stopping reaction, while long-form gives more breathing room to build a narrative or drive deeper engagement.
When does “Short” stop being short?
As platforms continue to stretch time limits, it is natural to ask: at what point does short form content lose its meaning?
“I consider short form anything under 60 seconds,” Jaryd explains. “So to me, it loses its meaning if it’s designed to be short form but goes over that length.”
Even though the line between formats may be blurring, one thing remains clear—algorithms still love micro-content. Those 15- to 59-second videos remain the gold standard when it comes to reach and discoverability.
That’s because they’re optimized for how we scroll: fast, frequent, and focused. These micro-videos deliver maximum punch in minimal time—and that’s what makes them addictive. Once a video crosses the 60-second mark, expectations shift. The audience wants more depth, higher polish, and stronger storytelling.
Is short form about time or the hook?
There’s a common theory in marketing circles: short form video is all about the hook—those first three seconds that either pull you in or push you to scroll past.
But is that truly a short form trait—or a universal one?
“Hooks apply to both short form and long-form. The quality of the content is a separate discussion,” Jaryd says. “Short form is simply about telling a story or creating disruption in a short amount of time.”
In other words, the hook matters no matter the length. Whether it’s a three-minute review or a 15-second meme, creators still have to earn attention from the very start.
What’s driving the stretch in short form video?
So, what’s causing platforms to increase these time limits? Is it user habits, creator demands, or something else entirely?
“User habits are born out of what’s allowed and fed to them on the platforms, so I’d eliminate that one,” Jaryd explains. “Creator demands, especially from organizations, matter. But yes, ad dollars are a huge driver. Long-form content means more time spent on the platform, which gives the platform more opportunities to serve ads.”
It’s a win-win-win situation. The longer we watch, the more ads platforms can serve. Brands get richer storytelling formats, creators can dive deeper, and platforms maximize monetization.
So, while the “short form” label may be stretching, there’s a financial incentive that makes it worth the evolution.
What’s next for short form video?
Will “shorts” keep stretching? What does the future hold for vertical content?
According to Jaryd, we may be looking at a larger transformation—one that goes beyond just time limits.
“Vertical video continues to dominate thanks to the orientation of our devices,” he says. “Eventually, I think it’ll be more than phone screens that are vertical. Home TVs, movie theater screens, even tablets will be designed vertically, which will force production companies to create traditionally horizontal content—like movies, newscasts, and live sports—in a vertical format.”
That prediction may sound radical, but it aligns with how media consumption has shifted over the years. In the past, radios were the primary content delivery system. Then came television—wide-screen visuals that demanded horizontal filming.
But today, mobile devices rule, and they’re used vertically 94% of the time. The way we hold our phones has redefined how we shoot and consume content. So, maybe the question isn’t whether short form videos are still “short,” but whether the way we define content is due for a serious reframe.
About the Expert: Jaryd Wilson has been a social media strategist for more than 12 years. He has helped small and large brands transform their organic strategy and use that affinity to drive their paid social efforts. His clients advertise on Meta, X, TikTok, Pinterest, Reddit, Snapchat, YouTube, and others.
