Short Video Apps Link Storytelling With Shopping Through New Microdrama Features

Microdramas are now crossing over into online shopping as short-form video platforms look for new ways to make money.

Shop the Scene

ShareChat and Moj have launched a new tool called 'Shop the Scene'. This feature lets viewers buy products seen in their favourite microdramas right while watching them. The option works through partnerships with two major e-commerce platforms whose names have not been revealed yet. The companies report that microdramas now draw one billion episode views every day across the ShareChat network, though these numbers have not been independently checked by outside parties.

Ads and New Tools

The platforms are also placing ads featuring show actors right between episodes at dramatic cliffhangers. ShareChat states these campaigns bring in three times higher engagement and 1.5 times higher click rates, though the firm has not shared what baseline was used for comparison. Other new ad tools include Regional AR Lens, Pincode Webcard, and Superlikes.

Context

Research by Kantar shows that nearly 55 percent of microdrama viewers watch more content during the festive season. This gives brands a big opening to reach shoppers during peak retail months in India.