India’s short-form video space has undergone a noticeable change over the past two years. While scripted skits and high-concept comedy once dominated Instagram Reels, creators relying on minimal dialogue and reaction-based formats are now drawing comparable engagement.
One such creator is Sadab Patel, whose content is largely built around silent or low-dialogue facial reactions. His rise offers a useful lens to examine why this format is resonating with audiences.
Unlike traditional comedy formats that depend on written jokes or structured narratives, reaction-based videos rely on the creator’s ability to hold attention through expression alone. In Sadab Patel’s case, the content is stripped of elaborate setups, instead focusing on timing and visual cues.
Industry observers note that this kind of content travels well across language barriers, making it accessible to a wider audience without translation. It also aligns with shorter attention spans common on Reels and Shorts.
Instagram’s algorithmic push towards quick, repeatable content has played a role in the popularity of reaction creators. Short loops, recognisable expressions, and low cognitive load increase the likelihood of rewatches—an important metric for reach.
Patel’s transition from longer YouTube videos to short Instagram reels mirrors a broader trend among creators adapting their formats to platform behaviour rather than audience loyalty alone.
Several creators working in the comedy space have spoken about the pressure to exaggerate personas online. Reaction-based formats, however, demand consistency between on-camera and off-camera behaviour. Any mismatch becomes quickly visible to regular viewers.
In conversations with fellow creators, Patel has pointed out that audiences respond more readily when a creator’s on-screen behaviour feels unforced. This mirrors a wider sentiment among digital entertainers who avoid trend-chasing or shock-driven content.
Exposure to established comedians and performers has also shaped how younger creators approach digital content. Rather than copying style or tone, many take cues on restraint and responsibility in what they put out publicly.
These interactions often reinforce the idea that humour can exist without provocation, and that virality does not need to come at the cost of credibility.
Audience fatigue with loud or overproduced content is another factor driving interest in reaction videos. Silent humour allows viewers to project their own interpretation, making the content participatory rather than prescriptive.
Patel’s work fits into this category, where the creator becomes a mirror rather than a narrator.
While it is too early to label reaction-based creators as a replacement for traditional comedy formats, their sustained engagement suggests a structural shift rather than a temporary trend.
As platforms continue to reward brevity and relatability, formats that prioritise expression over explanation are likely to remain visible in India’s digital ecosystem.
