Micro dramas emerge as new tool to reach customers on financial literacy

Absa is extending its financial literacy efforts into the fast-growing world of micro dramas, a short-form vertical video format that generated an estimated $11 billion in global revenue in 2025 and is projected to grow to $14 billion this year.

Speaking to presenter Jeremy Maggs on Moneyweb’s Midday show, Absa's executive for digital marketing and media, Sadiq Fakir, said the format represented a new way for the bank to engage with customers, describing the underlying shift as a move away from one-way advertising towards more entertaining and educational two-way conversations with audiences.

Fakir said traditional approaches to teaching financial wellness often fell flat because they relied on complex terminology, and pointed to South Africans' near-constant use of mobile devices – noting that many people typically carry two, a work device and a personal one – as the reason Absa turned to vertical content specifically. 

That, she said, was what prompted the bank to launch its own micro drama series, weaving financial lessons into short, easily shareable episodes designed to entertain as well as inform.

Describing the format as built on “absolute drama”, Fakir cited a series of episodes set around an African wedding as an example, featuring two families brought together and forced to navigate situations such as budgeting for the event, supporting relatives and managing unexpected expenses. 

She said the series was designed to mirror everyday realities many South Africans would recognise, whether in their own families, friendship circles or wider networks.

Asked what evidence existed that the approach would work, Fakir pointed to a recent Deloitte study estimating the global micro drama industry at $14 billion this year, reflecting substantial investment in the space. 

She also cited data showing that micro and vertical dramas were attracting 44% more viewing time than traditional horizontal long-form content. With more than 75% of South Africans mobile-connected and an estimated 23 million active on TikTok, Fakir said the numbers supported the bank's shift toward the format. Photo: AI-generated