Meta has launched its first playbook for the micro drama category, outlining strategies for platforms to acquire audiences, deepen engagement and explore monetisation opportunities as the format gains traction.
The ‘Meta Solutions Playbook for Micro Dramas’ was unveiled at FICCI Frames in Mumbai. The playbook combines category insights from Kuku TV with audience research conducted by Ormax Media.
According to the playbook, 39% of micro drama viewers are classified as incidental viewers, 43% as intent-building viewers and 18% as high-intent viewers, highlighting different stages of audience engagement with the format.
The report also looks at payment behaviour among micro drama viewers. Of those who have paid for micro dramas, 32% said they would pay a small amount to unlock the next episode, while 31% said they would pay a slightly higher amount to access an entire show.
Rishad Chindamada, Head, Media & Entertainment (India), Meta, said the category has moved from an emerging content format to one with audience and business potential.
“Micro dramas have moved remarkably quickly from a new content format to a category with real audience and business potential,” Chindamada said.
He added that the opportunity extends beyond growing viewership to building the broader ecosystem around micro dramas, including audience targeting, engagement, monetisation and sustainable growth.
Vinod Kumar Meena, Co-founder and COO, Kuku, said the company has focused on scaling mobile-first storytelling in India and sees technology as a key part of the category's development.
The playbook recommends combining in-app purchases and advertising with personalised recommendations, re-engagement strategies and WhatsApp-led communication to build longer-term relationships with viewers.
Meta has also included campaign results from Kuku TV. According to the company, its always-on Advantage+ campaign delivered a 1.6x higher return on ad spend, along with a 29% lower cost per subscription and a 16% lower cost per install.
In another test, adding a static image to a video-only Reels ad set reduced cost per click by 38% and increased conversions by 21%, Meta said.
The playbook also features results from other platforms. Hoichoi's Sooper recorded a 20% increase in purchase volume and a 35% reduction in cost per conversion using Advantage+ app campaigns optimised for Reels.
Meanwhile, HubX/DramaTV reported a 28% increase in incremental subscriptions and a 23% reduction in cost per incremental subscription after incorporating creator partnership ads into its campaign strategy.
