Summary of Key Points
Micro-shortform series (vertical videos with each episode lasting less than 2 minutes) have recently become a global sensation, with impressive numbers: the US market generated $819 million in revenue in 2024 and is expected to reach $3.8 billion by 2030. Platforms like ReelShort have seen more downloads than traditional streaming services. Major brands such as Crocs and Starbucks have joined the trend, but success depends on capturing the essence of micro-shortform content—dramatic conflicts, suspenseful endings, and a storyline similar to that of TV series—while also ensuring the content aligns with the brand’s image and target audience. Brands that attempt to follow the trend without understanding its core elements (like Marc Jacobs) have met with poor results. Experts warn that micro-shortforms are not a one-size-fits-all marketing tool; blindly following the trend can lead to creating content that merely attracts traffic but lacks substance.
How Popular Are Micro-Shortform Series?
The explosive growth of micro-shortform series is evident in the following statistics:
- User Base: ReelShort has received 38 million downloads in the US, and TelevisaUnivision’s Spanish-language micro-series have been viewed 900 million times across all platforms, with 6 million daily active users.
- Market Revenue: Micro-shortform series in the US generated $819 million in 2024, and industry forecasts predict this figure to rise to $3.8 billion by 2030.
- Platform Competition: Apps dedicated to micro-shortforms, such as ReelShort and DramaBox, have more downloads than traditional streaming services like Netflix and Disney+.
With such an attractive audience base, brands are eager to get in on the action: JCPenney has created exclusive micro-series, and Starbucks and Maybelline have also tried their hand at it. It’s similar to the hype around the metaverse and NFTs—everyone wants to be part of the trend.
Why Are Brands So Desperate to Produce Micro-Shortform Series?
The appeal of micro-shortforms lies in their ability to target the Z generation (aged 14–29):
- Z Generation as “Vertical Screen Native”: They spend more time watching short videos, and vertical content is a staple of their entertainment.
- Engrossing Storytelling: Micro-shortforms use dramatic conflicts, twists, and suspenseful endings to keep viewers hooked. For example, the popular series “Forbidden Desires” starts with a scene where a college student discovers her stepbrother (a professor who is also a werewolf) taking a shower, leaving viewers eager for more.
- Success Stories: Starbucks’ series “I Opened a Starbucks in Ancient Times” garnered 60 million views and boosted sales of its seasonal drinks. Crocs’ series “Charmed to Meet You,” released on Valentine’s Day, ranked fourth among ReelShort’s top 250 videos, effectively reaching its core audience.
Crocs’ Chief Marketing Officer stated, “We produced these micro-series to cater to the Z generation’s viewing habits; this type of light-hearted content is becoming mainstream.”
How Do Successful Brands Create Micro-Shortform Series?
Successful brands follow these two key principles:
1. Storytelling That Fits the Format: The content should have a structure similar to that of a TV series with each episode building on the previous one, creating suspense.
- For example, Crocs’ series uses shoe patterns as a central theme and develops a storyline involving ambiguous interactions between neighbors, with each episode ending on a cliffhanger.
2. Natural Integration of Products: The brand’s products should be seamlessly integrated into the story. In Starbucks’ series, the protagonist travels back in time to open a coffee shop, using the brand’s special drinks as a key element of the plot, making it both engaging and authentic.
What Go Wrong When Brands Fail?
Many brands fail because they don’t understand the essence of micro-shortforms:
- Misunderstanding the Format: Marc Jacobs’ series “The Scene” lacked episodes and suspenseful endings, leading to poor reception.
- Incompatibility with Brands: Micro-shortforms are better suited for brands that can tell compelling stories (e.g., consumer goods or fashion) rather than B2B companies or serious industries like healthcare.
- Lack of Understanding: Some executives don’t even understand what micro-shortforms are and attempt to capitalize on the trend, resulting in content that doesn’t resonate with viewers.
Three Questions to Ask Before Creating Micro-Shortform Series
If a brand wants to venture into this area, it should ask itself these three questions:
1. Does the content fit the format of micro-shortforms? Does it have episodes and suspense? Can it keep viewers engaged?
2. Can the product be integrated naturally into the story? Avoid forced product placement; instead, use the brand’s assets (like Crocs’ shoe patterns) as part of the narrative.
3. Have you chosen the right platform for distribution? Use specialized platforms like ReelShort to ensure viewers can watch the series in order. Avoid scattering episodes on social media, which may lead to confusion and low engagement.
Final Advice
While the trend is promising, quality content is key. Poorly made micro-shortforms that merely seek to capitalize on the trend will be quickly ignored by viewers and become useless traffic.