The Rise of Short-Form Video & UGC: Why Canadian Advertisers Can’t Afford to Miss It
If you’ve been feeling like every screen you look at is playing short, vertical videos — you’re not imagining things. From TikTok and Reels to YouTube Shorts, short-form has moved from “trending format” to the dominant way people consume video worldwide. And in Canada, the way people watch (and trust) content is shifting just as dramatically.
Short-Form is Now the Main Event
By 2025, short-form clips will account for 90% of all global internet traffic. Formats like TikTok, Reels, and Shorts boast completion rates up to 90%, meaning people are watching almost every second they see.
For advertisers, that’s not just an attention win — it’s a budget priority. Short-form video ad spend is set to surpass $100 billion this year, becoming one of the fastest-growing ad formats. And the sales impact is undeniable: 46% of shoppers say short-form videos directly influence their purchase decisions.
Even length matters: videos under two minutes consistently outperform in engagement. In other words, “snackable” isn’t just a style… it’s a strategy.
UGC: The New Trust Currency
People don’t just watch short-form videos from brands, they watch them from each other. In Canada, 72% of all adults have watched user-generated videos in the past three months, climbing to a massive 88% among under-35s.
And when it comes to influence, UGC is a conversion engine:
70% of Gen Z and 78% of Millennials say it shapes their purchase decisions.
84% of Millennials say UGC impacts what they buy.
It’s proof that authentic voices create powerful sales signals and audiences reward brands that tap into them.
Canada’s Video-Centric Audience
Canadian consumers are among the most connected in the world: 94% of those 15+ are online, with streaming, social media, and mobile screens dominating usage. Weekly, Canadians collectively watch 37+ million hours of online video and the country’s digital content creation market is projected to double by 2030. It’s not just that Canadians are online; they’re deeply engaged with the exact formats that drive action.
The Bridge to IRL (In Real Life)
What’s happening on our phones doesn’t stay there anymore. Increasingly, the most effective campaigns are those that repurpose the same short-form, authentic, high-engagement content from digital channels into physical, shared spaces.
UB Media is a leader in IRL video media that connects those dots — blending targeted lifestyle channels, brand-safe UGC, and the massive attention power of in-venue video networks to extend influence from online discovery to the moment of decision.
Sources:
INMA – Short-form video & UGC among top social media trends for 2025
Vidico – Short-form video statistics 2025
Bazaarvoice – How short-form video content and testimonials influence purchases in 2025
LinkedIn Pulse – Consuming user-generated videos & its impact on wellbeing (Canada 2022)
Billo – UGC statistics 2025
CrowdRiff – User-generated content statistics
Market Research Future – Canada entertainment & media market report
Grand View Research – Canada digital content creation market outlook
Kantar Media – 2025 Media Trends & Predictions Report
eMarketer – US Adult Facebook Users Will Spend Over Half Their Time on Video in 2024