TLDR Tech / Marketing
Why advertisers shouldn't get too excited about microdramas
Microdramas attract strong audience attention but current platform economics limit the advertising opportunity. ReelShort users now spend 35.7 minutes a day on the app, yet the platforms rely on subscriptions and in-app purchases because standard video ads take up too much of a two-minute episode to work well. Brands can still use the format through branded entertainment, as shown by Nivea Malaysia and KFC, but those campaigns require high-quality storytelling that is difficult and expensive to repeat at scale. Watch the format for future growth, but treat it as a niche content strategy instead of a new advertising channel.
Read the full story