China's micro-drama industry booms: How brands can script their own success

In recent years, Chinese micro-dramas have taken social media platforms by storm, captivating millions of viewers with their short, punchy narratives and relatable characters. These bite-sized stories, often lasting just a few minutes, have become a cultural phenomenon, particularly among younger audiences.

In fact, China's micro-drama industry raked in US$5 billion last year, reported SCMP. The industry is set to grow even further, driven by the steady stream of content that's readily available on apps such as Xiaohongshu, video-streaming platform Bilibili and ReelShort, an app offering English-language micro-dramas by Tencent and Baidu. The trend has also seen an impact outside of North Asia, with shows such as Addicted only to you and White moonlight gaining loyal fans across Malaysia.

In light of the growing trend, Joanna Liew, general manager of Gushcloud Singapore told MARKETING-INTERACTIVE that the format is gaining popularity because it aligns with the short attention span of today's audience. The brevity caters to brief viewing patterns, allowing audience to consume content while commuting, during short breaks or even while multitasking. Besides that, the habit of consuming content via mobile phones are much higher than ever, added Liew.

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"The vertical format of micro-drams resonates those who prefer a seamless viewing experience. The storylines of these micro dramas are very similar to the novellas concept in the past; they are fast-paced and dramatic, which keeps viewers hooked and encourage sharing," said Liew.

Adding to her thoughts was Ambrish Chaudhry, head of strategy, Asia, MSQ & Elmwood, who said that bite-sized content is here to stay due to short attention span and multiple distractions. However, much of its success also lies in storytelling.

"What this also shows though is the importance of storytelling in a short format - something that advertising in its heydays was always adept at," said Chaudhry.

According to Chaudhry, some of the best recalled, long-lasting campaigns have always been episodic around a singular theme. This is especially since the format makes audiences look forward to the next installment, he said, adding that brands such as Thailand Tourism Board, Apple and DBS Bank have leveraged this trend.

On the other hand, micro-dramas are an interesting format that weaves products seamlessly into the narrative, said Sunny Johar, SEA managing director and group head, digital strategy of KRDS. "Often, the low-budget, high entertainment value nature of the drama makes product placements funny and more acceptable than when high-value, long-form productions attempt to do the same," she said.

How brands can leverage micro-dramas

The emergence of micro-dramas reflects the change in viewers' behaviours into leaning towards short, fast-paced storytelling and emotionally intense narrative style. Chaudhury said the micro-drama format is a great opportunity for advertisers to showcase their storytelling skills and focus on what has always been their prerogative- to embed in popular culture.

"It'd be interesting to see if brands stick to high production values or go with the 'short shelf life' aesthetic of the genre," he added.

Meanwhile, Johar said that micro-dramas as a format or skits, are also a great way for brands to create funny ads that resonate far better with their audience than a standard brand or sales push. This is already seen in several brands engaging content creators that specialise in skits to deliver ads that are funny content pieces around the brand or product.

Interestingly, Kelvin Kao, CEO and founder of PROTOCOL said that brands should resist the urge to force product placements or mentions. Instead, it should focus on the values they want to communicate. "Whether it’s an emotional drama or a laugh-out-loud comedy, the key is to craft a story that feels authentic and meaningful. When the content strikes a chord with audiences, engagement follows naturally," he said. 

To cut through the noise, micro-dramas need to be distinctly ownable by the brand, both in voice and visual style. Every creative decision—from scripting, lighting, colours, cinematography, the typeface used —should be intentional and aligned with the brand identity, added Kao. 

In a crowded digital landscape, branded micro-dramas can win attention by tapping into authentic, relatable storytelling with humour, nostalgia, or suspense. "The key is to hook viewers in the first three seconds, weaving product or brand mentions seamlessly into their narrative, maintaining a consistent style across a series, and optimising for the platform they live on - for instance, fast-paced editing for TikTok or higher production for YouTube Shorts," said Johar.

Liew, on the other hand, compared micro-dramas to TV show placements, adding that it can drive strong brand visibility. "Given how short and concise micro-dramas are, brand placements have the potential to be more noticeable," said Liew.

Seeing how flexible the production of micro-dramas can be, brands can leverage the format and include interactive elements to encourage engagement. This includes interactive elements such as polls or "choose-your-own adventure" formats.

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