Wanna keep it reel? Let’s explore the evolution of social media video, and unpack the trends and strategies fueling this reel revolution!
Social media video has taken the digital world by storm over the last decade, transforming the way we create and consume content. From the early days of quick Vine clips to the present dominance of TikTok, Instagram Reels, and YouTube Shorts, short-form video content has become a powerful tool for capturing attention and driving engagement.
Ready to get reel? Let’s explore how social media video has evolved over time, diving into the trends, successful campaigns, and platform-specific strategies that have shaped this dynamic form of content.
The rise of short-form video content
The journey of short-form video content began with platforms like Vine and Snapchat, which revolutionized how we share and consume media.
Vine (2013 –2017): Vine introduced the concept of six-second looping videos, a format that pushed creators to deliver impactful, creative content within a tight timeframe. This limitation sparked innovation, forcing users to find new ways to tell stories, deliver humor, or convey messages in a matter of seconds.
In 2025 more than ever, Vine’s comeback would make a lot of sense. After all, it’s the app that started it all in terms of short-form, viral video clips.
Snapchat (2011–present): Snapchat, on the other hand, introduced the idea of videos and images that disappeared after 24 hours. This fleeting nature made content more exciting and encouraged users to engage quickly, adding a sense of urgency that wasn’t present in other forms of media.
These two platforms set the stage for what would soon become a major shift in how we interact with content online.
As these platforms gained popularity, it became clear that users were gravitating toward shorter, more digestible content. This shift was largely driven by the modern audience’s preference for quick, engaging, and easily consumable media.
The appeal of short-form videos, offering immediate entertainment or information, fit perfectly with the fast-paced nature of digital life, solidifying their place in social media.
Social media video’s impact on creators
For motion designers and marketers, this shift highlighted the importance of capturing attention within the first few seconds, fundamentally altering content creation strategies.
Creators had to quickly adapt, focusing on making every second count in their videos to meet the new audience’s expectations.
Impact on social media platforms
Recognizing this shift in user behavior, major social media platforms quickly adapted. TikTok emerged as a leader in the short-form video space, with an algorithm designed to promote viral content and keep users engaged. Its success prompted other platforms to follow suit. Other examples include:
Instagram Reels (2020): Instagram launched Reels in August 2020 as a direct competitor to TikTok. It offers a similar short-form video feature to tap into the growing trend.
YouTube Shorts (2021): YouTube followed suit by introducing Shorts in March 2021. This feature allows creators to produce and share brief, impactful clips, leveraging YouTube’s vast user base.
Other platforms embracing short-form content
- Facebook Stories (2017): Facebook introduced Stories in March 2017, mirroring the Snapchat format, where content would disappear after 24 hours.
- LinkedIn Stories (2020–2021): In 2020, LinkedIn introduced Stories, allowing users to share brief, ephemeral content in a professional context. However, the feature was discontinued in September 2021, as LinkedIn opted to focus on other content formats that better suited its audience.
- Pinterest idea pins (2020–present): Pinterest launched Idea Pins (initially known as Story Pins) in September 2020, focusing on creative, multi-page content that combines images, videos, and text. This feature caters to creators and brands looking to share short-form, engaging content in a more interactive format.
- Twitter Fleets (2020–2021): Twitter introduced Fleets in November 2020, allowing users to post temporary content that would disappear after 24 hours. However, the feature was short-lived, as Twitter discontinued Fleets in August 2021, citing a lack of user engagement.
Key trends in social media video
Raw, authentic beginnings (2018–2019)
When social media video first emerged, early trends were characterized by raw, unfiltered content. Platforms like TikTok and Instagram Reels saw a surge in users sharing spontaneous, everyday moments, often with minimal editing. This authenticity resonated with audiences, who appreciated the genuine, relatable nature of the content.
During these early years, the focus was on user-generated content (UGC), with anyone able to create and share videos without the need for professional equipment or extensive editing skills.
Transition to polished production (2020–present)
As social media video grew in popularity, particularly from 2020 onward, there was a noticeable shift toward more polished, professionally produced content. Creators and brands began investing in high-quality production values, using advanced editing tools, professional cameras, and carefully curated aesthetics.
Motion designers and creatives started pushing the boundaries of what could be achieved within short-form videos, incorporating cinematic transitions, intricate animations, and a high level of craftsmanship into their reels.
Viral challenges (2019–present)
One of the most popular formats in social media video has been the viral challenge, especially from 2019 onward. These challenges often start on platforms like TikTok and quickly spread across social media, driving mass participation.
Tutorials and how-to videos (2020–present)
Tutorials and how-to videos have become a staple in social media video, particularly on Instagram Reels and YouTube Shorts, from around 2020. These short videos, often under a minute, provide quick, valuable insights or step-by-step guides on various topics, from makeup tips to DIY projects.
Storytelling and narratives (2020–present)
Storytelling in reels has evolved significantly since 2020, with creators developing micro-narratives that fit the short-form format. These stories often conveyed through visual cues, text overlays, and music, capture attention and convey messages or emotions quickly.
Memes as cultural currency (2019–present)
Memes have played a significant role in driving viral trends in social media video, particularly since 2019. They serve as a form of cultural currency, spreading rapidly across platforms and often evolving as they are shared and remixed by users.
From 2019 onward, creators have increasingly integrated popular memes into their reels, using humor and relatability to engage audiences and enhance shareability.
The power of music and sound bites (2020–present)
Music and sound bites have been central to the virality of social media video, especially on TikTok, since around 2020. The platform’s built-in features make it easy for users to add trending songs or sounds to their videos, significantly boosting visibility.
Since around 2020, creators have strategically used music to evoke emotions and enhance the mood or message of their reels, making them more engaging and memorable.
How motion designers are shaping the future of social video
Elevating visuals
Motion designers play a crucial role in the evolving world of social media video. As reels become more visually sophisticated, the demand for creative, eye-catching content is higher than ever. Motion designers are uniquely positioned to meet this demand by bringing their expertise in animation, visual effects, and storytelling to the short-form video format.
- Cinematic techniques: Elevate your reels by applying cinematic techniques traditionally used in longer formats. Try using techniques such as dynamic camera angles, lighting, and composition to create a more immersive and dramatic viewing experience.
- Animation and visual effects: Integrate animation and visual effects to add a layer of creativity and uniqueness to your content. You can use visual effects to create eye-catching transitions, add depth, or emphasize key points in the story.
Collaboration with marketing teams
Collaboration between motion designers and marketing teams is another key aspect of shaping the future of reels. By working closely with marketers, designers can ensure that their creative vision aligns with the brand’s goals, resulting in content that is both visually stunning and strategically effective. This partnership is essential for creating reels that resonate with audiences and drive engagement.
Exploring new techniques and technologies
As technology advances, motion designers are also exploring new techniques, such as augmented reality (AR) and 3D animation, to enhance reels. These innovations allow for more immersive experiences, making reels not just videos but interactive pieces of art.
The role of motion designers in reels will continue to grow in the future. As platforms introduce new features and technologies, designers will be at the forefront, pushing the boundaries of what’s possible.
How to nail your social media video strategy
From leveraging influencer partnerships to creating visually stunning content that tells a story, social media video is paramount for capturing attention and building engagement. Here are some brands absolutely slaying their social video strategies.
1. Nike’s “You can’t stop us” campaign
Nike’s “You Can’t Stop Us” campaign, launched in 2020, is a prime example of how powerful storytelling and innovative editing can make a reel go viral. The campaign was built around a series of split-screen videos that seamlessly combined footage of athletes from different sports, creating a powerful narrative of perseverance and unity.
- Visual Impact: The seamless editing technique used in these reels, where one half of the screen would transition into a different sport or athlete, created a visually stunning effect that captivated audiences. This creative use of split screens not only highlighted Nike’s diverse athlete roster but also reinforced the campaign’s message of resilience and determination.
- Emotional Resonance: The campaign tapped into the global challenges of 2020, particularly the COVID-19 pandemic, making its message of unity and strength highly relatable. By aligning the visuals with this powerful narrative, Nike created a reel that was not only visually impressive but also emotionally impactful.
2. Apple’s “Shot on iPhone” campaign
Apple’s “Shot on iPhone” campaign is a long-running initiative that has successfully adapted to the short-form video format of reels. Launched initially in 2015, this campaign has evolved to include user-generated content shared through Instagram Reels and TikTok, showcasing the creative possibilities of the iPhone camera.
- User-generated content (UGC): By encouraging users to share their best iPhone-shot videos, Apple effectively turned its audience into brand ambassadors. The campaign leverages the authenticity and creativity of real users, which resonates well with audiences who appreciate genuine content.
- Focus on quality: Despite being user-generated, the content featured in the “Shot on iPhone” reels is often of exceptionally high quality. This not only highlights the capabilities of the iPhone camera but also inspires other users to push their creative boundaries.
3. Netflix’s “Stranger Things” Season 4 teasers
Netflix’s promotion of “Stranger Things” Season 4 through social media video is a case study of how to build anticipation and engage with a fan base using short-form content. Starting in late 2021, Netflix released a series of reels and TikToks that offered cryptic teasers, behind-the-scenes footage, and character highlights.
- Building Hype: By releasing short, mysterious clips that teased plot points and character developments, Netflix effectively built hype for the upcoming season. These reels were designed to spark discussions and theories among fans, keeping the audience engaged in the lead-up to the premiere.
- Behind-the-Scenes Content: Netflix also used reels to provide fans with exclusive behind-the-scenes looks at the making of the show. This content not only satisfies fans’ curiosity but also deepens their connection to the show by giving them a peek behind the curtain.
- Character-Focused Clips: Reels focusing on individual characters allowed Netflix to spotlight different aspects of the show, appealing to various segments of its fan base. These character-centric reels often included iconic scenes or memorable quotes, which were then widely shared across social media.
4. Airbnb’s “Live Anywhere” campaign
In 2021, Airbnb launched the “Live Anywhere” campaign, which encouraged people to share their experiences of living in Airbnb properties around the world. The campaign utilized Instagram Reels to showcase diverse and unique living experiences, highlighting the flexibility and variety of Airbnb’s offerings.
- Showcasing diversity: The reels featured stunning visuals of different locations, from remote mountain cabins to urban lofts, demonstrating the wide range of properties available on Airbnb. This content was designed to inspire viewers to consider living anywhere, not just vacationing, through Airbnb.
- User stories: Airbnb incorporated user-generated content into their reels, sharing stories of real people who had chosen to live in different Airbnb properties. These personal stories added authenticity to the campaign and resonated with audiences seeking flexibility and adventure in their living arrangements.
Start prioritising social media videos today
Social media video has transformed the way we engage with content, offering a dynamic and visually compelling format that resonates with audiences worldwide. From the rise of short-form videos to the innovative campaigns and creative techniques discussed, it’s clear that reels are more than just a passing trend—they are a powerful tool for storytelling, brand building, and audience engagement.
As the social media landscape continues to evolve, motion designers, marketers, and creatives have an exciting opportunity to shape the future of reels. By experimenting with new techniques and collaborating across disciplines, you can create impactful content that not only captures attention but also leaves a lasting impression.
To take the next step and get the most out of your social media video, try a social media template from Envato, your one-stop creative solution. You’ll find professionally designed templates to help you create a sleek design for short-form videos for all your socials!
And keep reading—we’ve got plenty more articles for you right here. Discover how to keep your social media branding consistent across platforms, or find out what’s trending on TikTok.
