Tiny kitchens, mini cutlery, 42 million views: Why do short videos go viral?
A viral video on Instagram, in which someone is cooking chicken biryani, has an incredible 42 million views. The twist? Everything is small.
In short
- The love for miniatures is growing in India
- Viral video of ‘Mini Chicken Biryani’ has received more than 42 million views
- Social media platforms fuelling the ‘miniature craze’
We all remember the time when we used to be very happy whenever our parents bought us a new kitchen set, doctor’s set or a Hot Wheels car. The joy and excitement of getting your favorite toys was something else.
However, recently, if you have scrolled through social media, you must have come across videos of small things that even adults collect with the same enthusiasm. From dollhouses to food items to tiny makeup, today you can find everything in miniature form.
Like many other trends, this trend also started on TikTok in the West before coming to India.
Pinterest-inspired little items that make us say, “OMG, this is so cute!”, have now captured the hearts of Indians too.
‘Mini Chicken Biryani’
For example, recently a video from the Instagram account @great_indian_asmr went viral, which has been viewed more than 42.4 million times so far. In the video, the creator has made chicken biryani using a traditional recipe, the special thing about which is that everything is small. From the utensils to the chicken pieces, even the eggs – everything is tiny and extremely cute.
Watch the video here:
The team at @great_indian_asmr based in Manipal, Karnataka explains india today This was his second video in which he focused only on short ingredients. His first video was a short Pani Puri video.
“it [pani puri] “We got a great response, so we wanted to make another short video and our chef came up with the idea of making biryani so that we can reach out to a larger audience,” he said, as reported by @great_indian_asmr india today Indians have a passion for making short videos which is increasing nowadays.
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However, today, not just Instagram, but the trend has reached long-format video platforms like YouTube, where a section of adults are spending their real money on buying miniature products while other adults spend hours watching these adults ‘unboxing’ their miniature products.
Crazy Mini Market
The online craze for realistic miniature products has increased the demand for these items in the wider market, attracting not just children but young adults as well.
Today, countless companies offer miniature items, each more realistic than the last. From mini makeup that actually works to dollhouses with functioning washrooms, you can find just about anything in adorable, pocket-sized form.
However, these smaller items can sometimes be more expensive than their full-sized counterparts.
For example, the so-called ‘Miniature Bag’, measuring just 657 by 222 by 700 micrometres, made headlines in 2023. Made from photopolymer resin, it was sold for a staggering Rs 51.7 lakh, and was invisible to the naked eye. (tiny?)
A Dutch doll’s house containing 200 silver ornaments from the 17th century was sold for Rs 16.32 crore at the European Fine Arts Fair in Maastricht in March 2017.
But why are people so obsessed with them?
Do you remember Autonomous Sensory Meridian Response (ASMR) videos? These videos are all the rage on social media and are everywhere. We feel a strange tingling sensation when we hear certain sounds, like someone tapping their new nails on a product, sucking noodles or simply whispering.
A study conducted in 2023 suggests that ASMR videos can lead to positive emotions. Today, many people, especially young people, use ASMR to relax, induce sleep, reduce stress, and relieve anxiety.
Similarly, short videos or videos of small objects are becoming a new obsession. While these may not help you sleep, experts believe that the dopamine we get from watching these small objects can make us addicted to them.
Deepra Agarwal, counselling psychologist at Allen Career Institute, Bengaluru, says small objects often evoke a sense of ‘nostalgia’ and remind us of childhood toys, dollhouses and playtime, taking us back to simpler, happier days.
“Research in psychology shows that nostalgia can improve mood and even boost self-esteem,” says Deepra.
Counselling psychologist Shreya Kaul agrees, saying, “I think little things remind us of childhood, because often the last time we played with or had access to little things was when we were kids.”
‘It gives us a sense of control’
According to Deepra, for those who feel overwhelmed by the uncertainty of daily life, miniature worlds provide a sense of control. “When life seems chaotic, collecting and arranging small objects allows us to create a small, perfect world where everything is manageable. It provides a sense of accomplishment and order,” she adds.
Shreya explains that apart from the feeling of control, just as we find small humans and animals cute, we also show our affection towards small things. “We associate a kind of cuteness with small things. And whenever we see something that we find cute, we release dopamine – the happiness hormone,” says Shreya.
Deepra says that social media also plays a major role in this.
“Our attention spans are very short and the competition for engagement is fierce. This adds an element of surprise and novelty that goes beyond just aesthetics,” says Deepra.
He also pointed out that people who collect miniatures often share their collections on social media platforms, giving enthusiasts the opportunity to exchange ideas, share their common love for miniatures, and sometimes even make money.
Finally, for some people, miniatures are a great way to escape the stress of reality, allowing them to travel into a fantasy world. Experts believe that psychologically, this form of escapism can be a healthy coping mechanism that is even meditative and therapeutic for some people.
Who would have thought that such small things could have such a huge impact?
