Short-form content

Short-form videos have emerged as a dynamic segment within India's vibrant online ecosystem, capturing the attention of Gen Z and Alpha generations who define contemporary net-savvy culture. Originating in the late 2010s, these bite-sized clips found widespread acclaim particularly during the 2020s, thanks largely to apps like TikTok, YouTube Shorts, and Instagram Reels.

Characteristically presented vertically and rarely exceeding three minutes, they serve not just as standalone pieces of creativity but also as gateways to broader engagement across various platforms. Often repurposing movie or entertainment excerpts into relatable memes, these shorts offer both instant gratification and deeper storytelling capabilities, occasionally serving as teasers for longer narratives hosted elsewhere by the creator. Thus, they embody the pulse of current digital communication, reflecting our society's evolving relationship with time and technology.

History

The 2010s witnessed a digital revolution with short-form video content gaining massive traction across social media. Snapchat kickstarted this trend in 2012 by introducing 10-second video-sharing capabilities, but the format truly exploded in popularity with Vine’s launch a year later. This platform, known for its strict 6-second video limit, not only went viral globally but also created a wave of homegrown internet stars like Logan Paul, Liza Koshy, and Lele Pons, alongside international favourites such as Kurtis Conner and Danny Gonzalez.

Instagram—ever the trendsetter—quickly adapted to this shift. In 2013, it rolled out 15-second video posts as a direct response to Vine’s success. Over time, the app expanded its video offerings, eventually adding features like Instagram Reels to capitalise on the booming demand for bite-sized, engaging content. This era redefined online entertainment, turning creators into overnight celebrities and setting the stage for today’s influencer culture.