Why is Netflix losing to creators with ring lights?

We’re in the era of the skip.

Skip intro. 

Skip ad. 

Skip to the point.

So it’s no surprise that micro-content isn’t just trending — it’s taking over the internet.

But it’s not about attention spans. 

It’s about evolution.

Let me explain:

30 Seconds > 30 Minutes? The Data Agrees

Instagram Reels = 220M+ Indian users

YouTube Shorts = 70B views daily (globally)

TikTok? Still banned. But its legacy? Alive and thriving in every scroll.

But it’s not just mass consumption.

It’s mass communication.

Creators, brands, and communities have figured it out:

You don’t need 10 minutes to say something meaningful.

You need the right 10 seconds.

Rebel Kid Told Me a Better Story in 30 Seconds Than Netflix Did in 2 Hours

Here’s how you know someone gets micro-content:  

They don’t chase virality.  

They chase relatability with precision.

Rebel Kid? Prime example.  

No overproduced set, no perfect lighting.  

Just stories like:

- That one time she got scammed by an astrologer. (add a ss of the reel)

- Her dating disasters that are painfully funny and way too real. (add a ss of the reel)

What makes them land isn’t just the delivery.  

It’s how tight the narrative is. 

Conflict, humor, insight — boom, done.

She doesn’t "tell stories."  

She drops you into a moment you wish YOU had posted first.

Zomato Didn’t Sell Food This Gudi Padwa — They Sold a Feeling

Now, I’ve never been a huge fan of Zomato’s usual tone.  

But this Gudi Padwa campaign? They nailed it.

They teamed up with Karan Sonawane (@focusedindian) and Karishma (@rjkarishma) to show a newlywed couple navigating their first festival together.  (add ss of the reel)

It was charming, awkward, and sweet, and ended up ordering food from Zomato.

It didn’t scream "marketing."  

It felt like an episode from your group chat.  

That’s the secret to good micro-content:

Make people feel like insiders, not an audience.

Why This Works (and Will Keep Working)

Because micro-content isn’t just short.

It’s:

Strategic: Built for virality, not vanity

Modular: Easy to remix, reuse, repost

Borderless: Works across regions, languages, and platforms

And here’s the real unlock:

It adapts in real time.

Long-form can take weeks to produce.

A 10-second Reel can ride a trend that started this morning.

Micro-Influencers, Micro-Budgets, Macro Impact

Scroll through your feed.

The people making the most noise don’t have 1M followers.

They have 8K. 15K. 32K.

And their engagement? Off the charts.

Brands like Dot & Key, Sleepy Owl, and even CRED are leaning into micro-influencer partnerships because they know:

Authenticity now beats aesthetics.

And micro-content is its native language.

This is India’s TikTok Era — Without TikTok

Micro-content is helping regional creators rise.

What TikTok started, Reels, Moj, and Shorts are finishing.

One-liners in Haryanvi going viral in Bengal

Marathi voiceovers used by Assamese creators

A Malayalam meme edited into a Tamil trend

It’s cultural remixing at scale.

And India has never been more ready for it.

The Bottom Line

You don’t need a budget.

You don’t need a DSLR.

You just need a story told in slices, not scenes.

Micro-content isn’t the future.

It’s the format of right now.

Skip trying to go deep.

Go sharp. Go specific. Go scroll-stopping.

Your Turn

We all have that one creator who shows up on our feed and never misses.

Their content is short, sharp, and somehow always relatable.

Who’s your favorite micro-content creator right now?

Reply to this email or DM me — always looking to discover the next storyteller killing it in 15 seconds.

See you next Wednesday,

Vipul Agrawal

Leeds1888