Let’s be real—your phone is basically an extension of your hand, and if a video doesn’t grab you in 3 seconds, you’re swiping faster than a Tinder date gone wrong.
Good news for brands (and your procrastination habits): Short-form video is dominating marketing in 2025, and it’s not just TikTok dances anymore. Here’s what’s trending, why it works, and how to make content that actually gets watched.
1. “Why Am I Buying This at 2 AM?” – Shopping Straight From Your Scroll
TikTok Shop turned your late-night doomscroll into a dangerous shopping spree. Now, 30% of viewers buy directly from shoppable videos 6. Brands are cashing in with:
- Live shopping drops: This interactive shopping experience allows influencers to showcase products in real-time, providing viewers with immediate access to new items and exclusive deals. It’s not just shopping; it’s entertainment combined with a sense of urgency that keeps users glued to their screens.
@uzmarepublic ABAYA 3 HELAI RM 100 !! POSTAGE KAMI BELANJA . JOM JOIN LIVE SEKARANG . #abayagirls #fyp #abayadubai #abayapremium #abayapreloveddubai #abayastyle #abayamalaysia #abayaqueen #abayaprelove #abayapremiummurah ♬ AlHijratu - Mohamed Youssef
- Influencers demo’ing products: We’ve all seen influencers demonstrating products, showing their real-life applications, and honestly sharing their thoughts. That lipstick they’re using? Yep, it does look fabulous! Those dresses? Yes it ATE! These authentic endorsements help build trust and encourage viewers to make purchases based on genuine recommendations rather than traditional advertisements.
@lynguyn.2002 My fav elegant dress 🤍 IB: Carla #fypシ #review #xuhuong #dress #elegant #elegantdress ♬ smooth operator - XGHYXAH
- One-tap checkout (RIP your bank account): Gone are the days of complicated checkout processes that leave you second-guessing your purchases. Instead, just a single tap can send your bank account into a downward spiral. It’s convenience at its finest—quick and seamless transactions that cater to the fast-paced lifestyle of today’s consumers.
Pro tip: If you’re selling something, put it in a 15-second clip before the ADHD generation loses interest
2. “Silent but Deadly”
85% of Facebook/Instagram videos play on mute. Meaning: If your video relies on sound, you’re already losing. Winning brands use:
- Big, bold captions (no sound needed, but sellable).
@xinxsht_ Kalau tgk beg kuning still ada beli cepat2 sbb selalu sold out😭✨ #pannalab #pannalablipmatte #lipmattemurah ♬ suara asli - yuda
This works because they’re short but viewers can understand the product you are selling without any sound. Apply this to your brand’s videos:
- Huge text (so it’s readable without sound).
- Minimal words (think: “Wait for it…”, “Plot twist:”, “POV: You found the perfect lipstick”).
First and foremost, they utilize Short captions. These captions function similarly to memes, but with a focus on promoting products or services. By integrating eye-catching text that stands out, brands can make their messages clear and engaging, even without audio.
- Flashy visuals (emoji explosions = engagement).
@theagnsea ✨Efecto con emojis ✨ muestras tus productos de forma creativa! #viraltiktok #digitalcreator #capcutedit #capcutpro #contentcreator #agency #marketingdigital #theagnsea #effects ♬ sonido original - AGNSEA
Think of dynamic graphics, vibrant colors, and lively animations—essentially, anything that visually pops and grabs attention. Incorporating engaging elements like "emoji explosions" can significantly improve viewer engagement and make the content more relatable and fun.
- Text overlays (because reading > listening).
@filmora_community Watch this tutorial and make your content bloom with text overlay today!🌻 #madewithfilmora #videoediting #textoverlay #videotutorial #springvibe ♬ original sound - Filmora Video Editor
This approach ensures that key messages are conveyed even if viewers are not listening to the audio. Given that many users prefer to read rather than listen while scrolling through their feeds, text overlays enhance comprehension and keep the audience engaged.
Bonus: AI auto-captions are saving marketers from typos (mostly)
3. “Wait, That’s Not an Ad… Or Is It?” – User-Generated Content (UGC) Domination
Nobody trusts ads. But a random person raving about a product? Sold. UGC drives 84% of purchase decisions because it feels real. Brands are:
- Paying customers to post (micro-influencers FTW).
- Reposting fan content (free marketing, baby).
- Faking “authenticity” (don’t get caught).
Example:
@yurileeeee Link in my bio🫶❤️ #poreless #porelessskin #pores #howto #reduceporesize #facemask #matrigen #collagenmask #glowyskin #porcelainskin #kbeauty #koreanbeauty ♬ original sound - CFB_Daily
Hot take: iPhone footage > professional ads in 2025
4. “Scroll, Laugh, Buy” – Comedy & Relatability Win
The #1 rule of 2025 marketing: Don’t be cringe. Viewers want:
- Self-deprecating humor (“Duolingo is dead, because no one uses it, these type of humor brings attention from users.").
@bestbrandsontiktok The death of Duolingo stunt is one of the greatest social media games of all time. But under the hood it’s even better with how Duolingo let their local TikTok teams do their own thing with it. They’ve really got the best approach to global TikTok as local is the greatest way to win 🔥 #duolingo #duolingolore #tiktokstrategy ♬ Donna Carmen - Pink Noisy
- Trend-jacking (That “coffin” song? Use it.).
@dualingoturkiye Cenaze töreni işlemleri başlatıldı. #duolingo #duolingotürkiye #ripduo #duolingo ♬ orijinal ses - Duolingo Türkiye 🇹🇷
- Meme-style edits (Place-your-finger here).
@duolingodeutschland Enjoy heaven. RIP DUO 💚🙏 #duolingo #rip #owl #angel ♬ original sound - Agreeable Greg
Brands like Duolingo and Ryanair are killing it by acting like your chaotic BFF.
If your brand isn’t hopping on these trends, you’re basically My Space in a TikTok world. Time to start filming! 🎥