There is no doubt about the booming popularity of the short video-based content, social media platforms like YouTube, Instagram and other sites have seen the rise of Short and Reels. The last five years have given Indian filmmakers a new creative brief, make something that survives the first 10 seconds and then multiplies. The platforms and their cousin have made the film song from a 3–4 minute story moment into a toolkit of 7–30 second "shareables".
A new way audiences consume entertainment
In the era of social media boom, short-form videos have changed how we as audiences consume entertainment. Viewers increasingly prefer quick, engaging content that fits into their busy schedules, influencing filmmakers to rethink not just marketing but also the very essence of film content.
Choreographer-led hook steps are the currency of modern Indian cinema. Whether it's a single hand gesture, a shoulder shimmy or a quick foot pattern. They are likely to keep reels and shorts in mind. A dance move that can be replicated by millions of fans becomes organic advertising.
Director writing for the algorithm
Similarly, filmmakers and directors go through the same logic. 'Rangasthalam' and 'Pushpa' director Sukumar also mentioned back in the day in 2023 how social media has become a key aspect of filmmaking.
He shared his experience of writing films in Telugu and writing its dialogues and songs that might lead in reels, according to an India Today report. Admitting that the short-form mentality now shapes his writing, he said, "When I write movies in Telugu, a dialogue or a song, (I think) will it come in Shorts or Instagram Reels. I concentrate on that. 'If you write a lyric like this, if you write this dialogue, it can come on YouTube shorts or Insta reels.' So when we are writing now, it is completely influencing us. Once it connects with Insta Reels and Shorts, many people connect with it and it will get marketed automatically by itself. That's my strategy for Telugu. Now it went pan-India so I will continue the strategy."
Music composed for the reel world
Musician Ankur Tewari last year, according to Take One, shared the impact of reels on music and how it is changing the nature of film music. "People are writing music in reels now and a lot of reels together can tell a big story as well. It’s exciting in a way because I have seen a lot of young musicians breaking the trend of verse, chorus, pre-chorus… Things they are writing in a linear fashion," he said.
Effect on composers and singers
Veteran composer and singer, Salim as per a Bollywoodlife report, shared how music is now made on Instagram.
"Today, music is made for Instagram Reels. If it's popular on Reels, then there's excitement. Even creators are making music that's pleasing to ears for a short period. That's sad." He further added, "That's why the music of the movies we worked on did very well. 'Dor' wasn't a big film, but the music did so well. 'Yeh Honsla' was recognised. Same with Iqbal, where 'Aashayein' stood out. There are a lot of movies where few songs are remembered. There were no social media at that time. It was a very organic phase of life. But I don't want to complain because there's a constant change everyone's going through."
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