iWorld
The evolution of social media in retail: Shaping trends, confronting challenges, and future vistas
Mumbai: The integration of social media with retail has reshaped engagement, trends, and future possibilities, ushering in a new era of interactive brand storytelling and immersive exploration. Within this dynamic realm, one significant aspect is the ability of social media to foster authentic connections and relay a brand’s vision to customers in a relatable manner.
Social media platforms serve as captivating canvases for retailers to intricately weave their brand narratives. Companies are leveraging these platforms to craft immersive content that authentically mirrors their vision, journey, and ethos. Through storytelling, retailers showcase the inspiration behind collections, the creative process, and the personalities that define the brand. This approach transcends mere product promotion, allowing consumers to emotionally connect and identify with the brand’s story on a deeper level.
Yet, amid these trends, navigating the constantly evolving social media environment presents challenges. Retailers must adapt to evolving algorithms and changing user behaviours while striving for authenticity amidst promotional content saturation.
Looking ahead, the future of social media in retail holds promise. Augmented reality (AR) and virtual reality (VR) technologies promise immersive shopping experiences, while social commerce integrates e-commerce seamlessly into social platforms. Additionally, data analytics and AI shape personalized shopping, yet ethical considerations around privacy persist.
Moreover, the evolution of social media hasn’t merely transformed retail; it’s revolutionized the presentation of fashion moods online. Retailers harness social platforms to curate immersive content through storytelling, showcasing inspirations behind collections and personalities shaping the brand.
The rise of short-form video content, especially on platforms like Instagram Reels and YouTube Shorts, has shifted how fashion is presented. Bite-sized videos offer diverse styles and trend updates, while user-generated content fosters community and authenticity.
However, challenges abound in fashion content creation. Striking the balance between innovation and authenticity is demanding, and cutting through content oversaturation requires strategic approaches to captivate audiences effectively.
Looking forward, the prospects for fashion content creation on social media are promising. Embracing innovative trends while maintaining authenticity will be crucial to engaging audiences and shaping the future of fashion storytelling online.
As the retail sector continues to evolve within the realm of social media, adaptation to emerging trends, overcoming challenges, and embracing innovative technologies will be pivotal in unlocking the full potential of social media’s transformative power in retail.
The following article is attributed to Prathaa founder Sukanya Bhataacharya.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
