From the small screen to the feed: the return of sitcoms in social format
In the age of smartphone addiction, we actually spend 10% less time on social media compared to 2022*. A real paradox? Yes, but one that signals a meaningful shift in behavior. Users are becoming far more selective: less time spent scrolling means greater attention to what is truly worth watching. For brands, this requires a strategic rethink: it’s no longer about posting more, but about creating content that genuinely entertains and resonates emotionally.
A matter of intensity
Platforms are rapidly evolving to meet this new demand. A clear example is Instagram, which has doubled the maximum length of Reels from 90 seconds to 3 minutes. This sends a strong signal: users want more context and stronger storytelling to truly immerse themselves in a narrative. Extending video formats isn’t just a technical update, it’s a strategic response aimed at realigning platform language with user needs. The goal isn’t to increase scrolling time, but to allow stories to perform better and engage more deeply.
Is it a déjà- vu?
Short episodes, recurring characters, constant cliffhangers: micro-series clearly echo the sitcoms and serial formats we once followed on TV. The difference lies in duration and consumption. These are fast-paced stories designed to be watched anywhere, from smartphones to tablets, without losing the rhythm that once kept us glued to the screen.
In this sense, micro-series are a modern evolution of classic TV formats, capable of condensing entertainment, emotion, and suspense into just a few minutes—perfect for today’s increasingly fast-paced lifestyles.
Data shows it
It’s no surprise, then, that micro-series are gaining widespread popularity. The phenomenon is estimated to have generated $11 billion dollars in revenue**, a figure that confirms both the maturity of the trend and its creative potential for brands and publishers alike. This is not a passing fad, but a format that works: a true cultural product.
Micro-drama as the new sitcom
Among all genres, micro-drama stands out. High-impact emotional stories inspired by the logic of telenovelas, packaged into episodes lasting 1 to 3 minutes and released in series of 50 to 100 episodes.Their strength? The ability to build an immediate emotional connection while maintaining an almost addictive serial rhythm. Each episode is carefully designed to keep viewers hooked.
One example is “I accidentally hired a billionaire husband”, starring Kasey Esser, now considered the “Brad Pitt” of micro-series. The show went viral thanks to its emotional structure and its perfect adaptation to platform-native language.
The hybridization of platforms
In the US, Instagram is making its way onto TV screens, with Reels now available on the big screen. This isn’t just a new feature, but a true hybridization of media, combining the mobile-first social experience with the immersive nature of television. It’s a step that redefines how we consume content and highlights how blurred the boundaries between traditional and digital platforms have become.
Why could it work?
This innovation introduces a completely new way of consuming TV content, reshaping the habits of viewers who often scroll through social media while watching television. At the center is a slower medium that blends the relaxed nature of TV viewing with the speed and social-first mindset of Reels, creating a hybrid and engaging experience.
A new digital language that is spreading on social media
Micro-series and long-short formats are redefining the social media vocabulary. They represent the natural evolution of how we consume content today: less scrolling, more stories. Is this just an experiment or the beginning of a transformation that’s here to stay?
Follow the trend and stay in the loop.