Micro-Dramas Hook Viewers, But FMCG Brands Remain Cautious on Advertising
Digital
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Storyboard•21-01-2026, 08:02
Micro-Dramas Hook Viewers, But FMCG Brands Remain Cautious on Advertising
- •Micro-dramas, short bite-sized episodes on platforms like Instagram and YouTube, are gaining immense popularity among audiences, becoming a daily habit.
- •Despite their dramatic growth and platform investment (e.g., JioStar's upcoming vertical), major advertisers, especially FMCG brands, are hesitant to fully commit.
- •Brands are in a 'wait-and-watch' mode due to the short 60-90 second format, questioning how traditional advertising fits without being intrusive.
- •Current brand engagement primarily involves sponsorships, product integrations within storylines, or branded micro-series, rather than direct ad insertions.
- •FMCG brands face challenges like fragmented audiences (Tier 2/3 towns), difficulty in measuring ROI, brand safety concerns, and the need for scale and consistency, which micro-dramas currently lack.
Why It Matters: Micro-dramas are popular, but FMCG brands are waiting for clearer ROI and a more mature ecosystem before investing heavily.
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