YouTube has been adding features to make it easier to create Shorts, LinkedIn has even gone as far as incorporating CapCut into its professional social network, and Instagram now offers its own editing tool. Clearly, short-form content is trending!

In its latest analysis, after reviewing over 5.6 million videos and nearly 600,000 accounts globally, Metricool found that while content production is skyrocketing, user engagement isn’t always keeping pace.

Widespread Adoption with Mixed Results

Metricool reports a 71% increase in the number of short videos published in just one year, accompanied by a 51% increase in active accounts.

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The data shows that TikTok leads this surge with a 156% increase in published videos and a 129% increase in new accounts. YouTube Shorts saw a 61% rise, and Facebook Reels grew by 72%. Although Instagram remains the leader in volume, it experienced a more moderate growth of 34%.

However, this surge in content doesn’t necessarily translate into better performance, as many metrics are declining. On Instagram, views of Reels fell by 59% and interactions by 21%. A similar trend is observed with YouTube Shorts, where interactions plummeted by nearly 47%.

TikTok exemplifies the current paradox, where overall engagement has increased by 35%, yet the average viewing time has significantly decreased, dropping from 4.7 seconds in 2024 to just 3.75 seconds in 2025.

Different Dynamics Across Platforms

Metricool’s study indicates each social network is on its own trajectory. While short videos have never been more crucial for social media, the strategies implemented must vary from one platform to another.

On TikTok, overproduction has led to reduced visibility per video, yet the platform maintains a more engaged audience. Conversely, YouTube Shorts appear to function more as a “showcase” rather than a channel for engagement, with users still favoring longer content on YouTube.

Facebook shows surprising results that align with Meta’s strategy. Reach increased by 23%, views by 24%, and interactions by 22%. However, according to Metricool’s analysis, this positive trend primarily benefits larger accounts which attract most of the attention.

Meanwhile, Instagram is becoming a favorable environment for smaller creators. Accounts with less than 1,000 followers saw significant growth, with a 22% increase in interactions, 29% more likes, and an overall engagement boost of 30%.