Short Videos Are Changing How Customers Discover Brands
You may already be posting on TikTok, Instagram Reels or YouTube Shorts, yet still wonder why some videos attract attention while others disappear within hours. The difference is often not the camera, editing software or production budget. It is the story structure.
Microdramas are short scripted series made for phone screens. Each episode usually lasts only a few minutes and ends with a twist, emotional reveal or unanswered question. The format began gaining traction in China and is now attracting international platforms, creators and Hollywood talent. TechCrunch reports that U.S. microdrama revenue is expected to reach US$1.5 billion in 2026, according to Omdia.
For you as a Malaysian SME owner, the important lesson is not whether you should produce a television-style series. It is that customers increasingly consume information in small, regular episodes. A business that tells a continuing story can create stronger attention than one that only publishes occasional promotions.
TL;DR
Microdramas turn short-form video into a continuing story built around suspense and repeat viewing. You can apply the same idea to product demonstrations, customer problems, staff stories and behind-the-scenes content.
Start with a simple series, publish consistently, track viewer behaviour and connect every episode to a clear customer action.
What This Means
A normal short video may answer one question in 30 seconds: how to use a product, where your shop is located or what a service does. A microdrama creates a reason to return. The first episode introduces a problem, the next adds complications, and later episodes reveal the solution.
The format is designed around mobile viewing. Episodes are vertical, easy to watch without special equipment and structured around quick emotional moments. Romance and family conflict are common, but the underlying mechanics are useful for any industry: introduce a relatable situation, create tension, deliver a small payoff and leave a reason to continue.
The growth of dedicated apps such as ReelShort, DramaBox, TikTok’s PineDrama and other vertical storytelling platforms shows that audiences are willing to follow scripted content outside traditional television. TechCrunch identifies these platforms as part of the expanding microdrama market.
Celebrity participation also shows that the format is becoming more organised. Issa Rae’s company Hoorae Media partnered with PineDrama on “Screen Time”, which reportedly reached nearly 75 million views in its first week and later exceeded 150 million views. Those figures were reported by TechCrunch based on the project’s performance on TikTok and PineDrama.
The practical lesson is simple: people may forget a single advertisement, but they are more likely to remember a problem, character or story they want to see resolved.
How This Applies to Malaysian SMEs
For a restaurant, café or food seller, you could create a series around a daily customer problem rather than posting only food photographs. One episode might follow a worker preparing a special order for a customer who has ten minutes before a meeting. Another could show the kitchen solving a delivery mix-up. A later episode reveals the customer’s reaction. The story does not need professional actors. Your staff, regular customers or fictional characters can make it feel local and believable.
For a service business, such as an air-conditioning company, renovation firm, tuition centre or accounting practice, microdrama-style content can make invisible work easier to understand. You might follow a small business owner dealing with an urgent operational issue, then show how your service helps resolve it over several episodes. This approach is more engaging than listing features because the viewer sees the consequences of the problem first.
For retailers and online sellers, a continuing product story can help customers understand why an item matters. A modest fashion seller could show one character preparing outfits for different work situations. A hardware shop could follow a homeowner through a repair project. A skincare brand could focus on a customer’s routine and questions rather than making exaggerated claims. Each episode should answer one concern while introducing the next.
For Malaysian audiences, local context is an advantage. You can use Bahasa Malaysia, English, Mandarin or Tamil depending on your customers. Include familiar settings such as a kopitiam, apartment management office, pasar malam, school pickup area or small workshop. Local references can make a simple story feel more genuine than polished content that looks disconnected from your customers’ daily lives.
You also do not need to launch a separate app. TikTok, Instagram Reels and YouTube Shorts already support vertical video distribution. The TechCrunch article notes that short-form platforms are capturing a growing share of viewers’ attention, helping make mobile-first scripted content attractive to creators and businesses. The source article discusses this shift in relation to TikTok, Instagram Reels and YouTube Shorts.
A Simple Microdrama Structure
| Episode stage | What to show | Example for an SME |
|---|---|---|
| Opening moment | Present a relatable problem quickly | A café receives a large group booking unexpectedly |
| Complication | Introduce a new obstacle | A key ingredient is unavailable |
| Response | Show the team making a decision | Staff suggest an alternative menu |
| Cliffhanger | End with an unanswered question | The customer says the replacement dish is not suitable |
| Next action | Tell viewers when and where to continue | “Part two tomorrow at 8pm” |
The table is a content framework, not a requirement to make every video dramatic. The central idea is to create continuity. Your viewer should understand what happened, care about the outcome and know what to watch next.
Practical Takeaways
- Choose one customer problem. Start with late deliveries, confusing processes, difficult bookings, product selection or common service questions.
- Write five short episodes before filming. This helps you avoid running out of ideas after the first video.
- Keep one clear storyline. Too many characters or subplots will confuse viewers, especially when each episode is brief.
- Use a strong first few seconds. Begin with a question, conflict or surprising situation instead of a long logo animation.
- End with a reason to return. Use a genuine unanswered question, not an artificial promise that has no connection to the story.
- Show your people. Staff members can bring personality and trust to the series, provided they are comfortable appearing on camera.
- Add subtitles. Many people watch short videos in public places or with sound turned down.
- Make the customer action clear. Ask viewers to visit, message, book, save the video or watch the next episode.
- Review performance after each episode. Track views, watch duration, comments, shares, profile visits and enquiries rather than relying only on total views.
- Protect customer trust. Do not use fake emergencies, misleading claims or real customer problems without permission.
How to Organise the Work
Assign one person to own the series, even if that person handles several other duties. Create a short document with the characters, episode order, filming locations, key message and publishing date. Batch filming several episodes in one session so you do not need to set up the camera and props repeatedly.
Your automation system can support the process without replacing the creative work. A simple workflow can record ideas from staff, assign filming tasks, send approval reminders, schedule posts and capture enquiries from viewers. If someone comments with a question, the system can add that question to a future episode or route it to the right team member.
Set a realistic publishing rhythm. Consistency matters more than attempting a daily production schedule that your team cannot maintain. A series of five or six connected videos can provide enough material to learn what your audience responds to before you decide whether to continue.
The Bigger Picture
Hollywood’s interest in microdramas suggests that mobile-first storytelling is moving beyond casual creator videos. The source article describes James Franco appearing in a vertical series, Jesse Tyler Ferguson joining a comedy project, Taye Diggs launching Microhouse Films and Kim Kardashian investing in GammaTime. These examples are reported in TechCrunch’s coverage of celebrity involvement in microdrama platforms.
For SMEs, this does not mean competing with celebrities or professional studios. It means recognising that customers are becoming comfortable discovering brands through serial content. A business can build familiarity by returning to the same characters, situations and questions over time.
The strongest long-term approach will combine useful information with human interest. Show how your business thinks, how your team solves problems and what customers experience before and after buying. When each short video contributes to a larger story, your content becomes easier to remember and easier for your team to produce consistently.
Start with one customer problem this week. Turn it into five small moments, film them vertically and publish the first episode with a clear invitation to continue. You will learn more from a simple series released consistently than from waiting for perfect production.
Ready to Streamline Your Operations?
Your business should run itself. AutoRunBiz deploys AI agents to automate your daily operations — WhatsApp orders, invoicing, customer follow-ups, and accounting. Book a free 15-min ops audit to see where automation fits your business →