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.

Related EMARKETER reports:

• Social Video 2025 (EMARKETER subscription required)
• Creator Economy Explainer 2025 (EMARKETER subscription required)

Methodology: 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. Quotas were set to be representative for age and gender.