According to the HubSpot 2023 State of Marketing Report, a staggering 90% of marketers using short-form video will increase or maintain their investment next year, and 1 in 5 marketers plan to leverage short-form video for the first time in 2023. Short-form videos, live streaming, and interactive content have become central to mobile marketing strategies.  Combining short-form video with interactive content such as polls, AR experiences, and games is further improving user engagement and driving sales.

Long form video offers more opportunities to educate and communicate complex information and value propositions, but require patient audiences and significant resources to create. Conversely, platforms like TikTok, Instagram Reels and YouTube Shorts are responding to consumers shortened attention spans with shorter videos that are increasing dwell time and conversions. TikTok is the biggest beneficiary of this trend – according to HubSpot 26% of marketers plan to use TikTok for the first time in 2023, and 56% of brands currently using it plan to increase their investment this year, the highest growth of any video platform.

Personalization will play a central role in the performance of these tactics.  As consumers are presented with more video and interactive content, those experiences that offer a consumer timely and relevant content will ultimately win the day in driving dwell time, engagement, and sales. The most engaging and effective mobile experiences will combine personalization, short-form video, and interactive content.  The combination of these tactics puts the consumer in the driver’s seat, merges rich brand and promotional content, and allows consumers to organically discover products and services they care about.