The COVID-19 pandemic saw a rise in the popularity of super-short-form episodic video content in Asia as viewers sought quick entertainment during lockdowns and theatre closures. However, until recently, this trend had not caught on in the United States. Short-form video streaming app ReelShort has changed that, quickly becoming one of the most downloaded entertainment apps in the US. The CEO of Crazy Maple Studio, the company behind ReelShort, noted that viewers refer to their content as “mini soap operas” and enjoy watching them during short breaks or waiting times. The key to their success lies in keeping the plot moving quickly and engaging viewers from the start.
Mr Joey Jia, the CEO of Crazy Maple Studio, discussed the importance of hooking viewers from the beginning of each episode to keep them engaged. Despite sticking to romance stories, the company aims to innovate the way stories are told in the super-short-form format. This approach has been successful in attracting an audience that is looking for a break from the user-generated content prevalent on platforms like TikTok. Industry experts suggest that viewers are seeking higher-quality, professionally produced content, indicating a shift in consumer preferences.
While micro-dramas are still in their early stages of popularity outside of Asia, companies like ReelShort are paving the way for this trend to gain traction in other regions. As more viewers discover and embrace this style of storytelling, competitors are likely to take notice and invest in similar content production. Creative director Mike Vannell from production agency Envy Creative noted that the industry is shifting towards higher-quality content as viewers tire of repetitive user-generated videos. With the potential for more companies to join the micro-drama trend, the pressure is on for content creators to continuously produce engaging and innovative episodes.
The success of ReelShort and similar platforms indicates a growing demand for unique and fast-paced storytelling that captivates audiences within a short time frame. As more viewers turn to these super-short-form episodic videos for quick entertainment, the industry is seeing a shift towards professionally produced content that offers a refreshing break from the typical user-generated content found on social media platforms. Companies like Crazy Maple Studio are setting the pace for this emerging trend, challenging competitors to adapt and innovate to meet the changing preferences of viewers who seek engaging and high-quality micro-dramas. With the potential for further growth and expansion into new markets, the future of super-short-form episodic video content looks promising.
