How short form video content and testimonials influence purchases in 2025

You're scrolling through social media when a 10-second video catches your eye - a real customer sharing their experience with a product, raving about how it solved their problem. Instantly, you relate to their story and trust their recommendation. This quick, engaging content isn't just entertainment; it's shaping how shoppers discover and consider products in 2025. Short form video content has surged in popularity, with platforms like TikTok, Instagram Reels, and YouTube Shorts.

According to our recent Shopper Preference Report 2025, short form video content grabs attention, but customer testimonials and peer reviews drive the final decision. Shoppers want both quick inspiration and trusted validation - especially younger consumers (18-34), who engage with video content, while older shoppers (55+) rely on detailed reviews for confidence. Authentic testimonials paired with engaging short-form videos, create a powerful combination that drives purchasing decisions.

Short form video content leads, but reviews seal the deal

Short-form videos and customer reviews are the two biggest influencers in social commerce. Whether it's a quick TikTok showcasing a new skincare product or a heartfelt UGC testimonial from a real customer, these content formats shape shopping decisions more than ever.

Why do these formats dominate?

Because modern shoppers want both speed and trust.

The report surveyed 5,658 customers, whose browsing and purchasing decisions are influenced by social media content. Over 46% say short form video content impacts their buying choices. This makes platforms like Reels, TikToks, and YouTube Shorts essential for brands looking to attract younger audiences.

But discovery alone isn't enough. Once intrigued, shoppers seek reassurance before committing to a purchase. That's where customer reviews and testimonials come in. Buyers don't just want to see a product in action; they want validation from others who have tried it. This makes peer feedback, UGC videos, and detailed testimonials crucial for building trust.

For brands, the formula is clear:

• Invest in short form video content for discovery: Work with creators, use engaging visuals, and showcase real-world product experiences.
• Pair videos with customer testimonials : Feature peer reviews within video content or link to social proof, reinforcing trust.

Other formats like live streams, interactive content, audio content, and blog posts still serve specific audiences, but lag behind in direct purchase influence. While long form videos and still images remain relevant, the shift toward snackable, high-impact content is undeniable.

Why short form video content are winning in 2025

The TikTok effect has completely transformed how brands leverage social commerce. With short form video content leading purchase decisions, brands must adapt their strategies to stay competitive.

Here's why short videos dominate in 2025:

• Instant engagement: Consumers prefer bite-sized content that delivers value within seconds.
• Authenticity sells: UGC videos and peer-driven content feel more trustworthy than polished brand advertisements.
• Shareability fuels reach: Social media video trends show that viral-worthy videos lead to higher engagement and conversions.
• Mobile-first shopping: With most purchases happening on mobile, snackable content fits seamlessly into the buying journey.

From quick product demos to behind-the-scenes glimpses, brands that prioritize short-form videos capture audiences at the moment - right when they're ready to buy.

What drives purchase decisions?

For social commerce, shoppers seek more than flashy ads - they want proof through testimonials, product demonstrations, and before-and-after results, grounded in authenticity to drive purchases on social media platforms.

For brands, this means:

• Leaning into peer video reviews that encourage customers and creators to share firsthand experiences in video testimonials.
• Highlighting product demos showcasing how a product solves a problem or enhances daily life through quick, engaging clips.
• Leveraging transformation content, the before-and-after visuals provide compelling evidence of effectiveness, from beauty to home goods.

Younger vs. older shoppers: What they prefer

When it comes to social media-driven shopping, age plays a significant role in shaping content preferences. Older shoppers are more skeptical of creator-driven content and instead rely on customer testimonials and product demos to build trust before making a purchase. Their approach is cautious and research-driven, preferring detailed reviews and in-depth demonstrations over flashy content.

In contrast, younger shoppers crave visually compelling, fast-paced content that feels authentic. While they still value testimonials, their top choices are before-and-after results and unboxing videos - formats that offer bold, peer-driven proof in an engaging, short-form style. Creator reviews also hold strong appeal, showing their preference for social proof from relatable voices.

For brands, this generational divide highlights the need for tailored content strategies. Younger audiences engage with fast-paced, creator-led content, while older shoppers rely on detailed peer reviews and in-depth product demonstrations to build purchase confidence.

Winning in 2025: The perfect blend of engagement and trust

In 2025, capturing shopper attention isn't just about content - it's about the right mix. Short-form videos spark interest, but reviews seal the deal.

Shoppers crave snackable content for discovery - quick, visually engaging Reels, TikToks, and Shorts that bring products to life. But just as importantly, they demand authentic proof - testimonials, demos, and peer-driven reviews that build confidence. The key? Pairing both.

To stay ahead:

• Lean into short form storytelling: Use product transformations, testimonials, and UGC to make an impact.
• Turn customers into advocates: Encourage creator partnerships, video testimonials, and real-life product showcases.
• Blend discovery with trust: Position reviews alongside video content to reinforce credibility and drive conversions.

At Bazaarvoice, we help brands bridge the gap between inspiration and trust. With Bazaarvoice Social Commerce, brands can seamlessly integrate UGC, short-form video, and customer's detailed reviews on your e-commerce site or partner sites to engage shoppers and boost conversions.

Now it's your turn - ready to master the future of social commerce?

Stay ahead of shifting shopper preferences with data-driven insights. The Shopper Preference Report 2025 uncovers the content strategies that truly influence buying decisions, helping your brand master the perfect blend of short form video content and trusted reviews to drive engagement, boost conversions, and build lasting loyalty. Get the latest insights now!