China's micro-drama industry booms: What marketers can learn from the trend
Micro-dramas are reshaping brand storytelling. Here's how brands can adapt to the growing trend in short-form content.
China's micro-drama industry is growing fast, pulling in US$5 billion last year. These short, engaging stories are changing how audiences consume content and are especially popular with younger viewers. But what makes micro-dramas so effective, and how can brands get involved?
In an interview with Marketing Interactive, experts like Joanne Liew, General Manager of Gushcloud Singapore, and Ambrish Chaudhry, Head of Strategy for Asia at MSQ & Elmwood, explain how the format works and why it’s capturing so much attention.
With micro-dramas dominating platforms like TikTok and Xiaohongshu, brands have a chance to integrate naturally into this trend.
Here's what marketers need to know.
💡Pressed for time? Here’s what matters:
- Micro-dramas are short and impactful. Ranging from 1 to 10 minutes, they fit perfectly into busy, mobile-first lifestyles, especially among younger audiences.
- Subtle brand integration works best. Instead of overt product placements, brands should aim for natural, seamless inclusion within the narrative.
- Mobile-first content is key. Micro-dramas thrive on platforms like TikTok and Xiaohongshu, where vertical videos are preferred, offering quick, engaging stories.
- Short stories drive engagement. Focus on storytelling that’s compelling and easily digestible to capture attention in the first few seconds.
- Experiment with content. The flexibility of micro-dramas allows brands to try different styles and approaches, optimizing for the platforms that resonate with their target audiences.
Trend Overview:
Micro-dramas, typically lasting between one to ten minutes, are predominantly viewed on mobile platforms like Xiaohongshu, Bilibili, and TikTok. Their concise storytelling aligns with the fast-paced lifestyles of modern viewers, making them ideal for quick consumption during commutes or short breaks.
The appeal of these dramas extends beyond China's borders. In the U.S., platforms such as ReelShort have gained significant traction, offering English-language micro-dramas inspired by Chinese content. Shows like "The Double Life of My Billionaire Husband" have amassed over 419 million views, highlighting the format's international potential.
Why it’s gaining popularity:
Experts attribute the rise of micro-dramas to their alignment with contemporary viewing habits. Joanne Liew, General Manager of Gushcloud Singapore, told Marketing Interactive,
“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 audiences to consume content while commuting, during short breaks, or even while multitasking. Besides that, the habit of consuming content via mobile phones has never been higher than ever.”
She also added, "The vertical format of micro-dramas resonates with those who prefer a seamless viewing experience. The storylines of these micro-dramas are very similar to novellas; they are fast-paced and dramatic, which keeps viewers hooked and encourages sharing."
Ambrish Chaudhry, Head of Strategy for Asia at MSQ & Elmwood, also emphasized the importance of storytelling in micro-drama. He shared,
“What this also shows is the importance of storytelling in a short format – something that advertising in its heyday was always adept at.”
Chaudhry pointed out that episodic content is a key factor that drives engagement, making it a powerful tool for advertisers.
What you need to know about micro-dramas:
Micro-dramas are essentially short-form video content from China that typically run between 1-10 minutes per episode. They're designed specifically for mobile viewing during brief moments throughout the day. Most are filmed in vertical format, optimized for how people naturally hold their smartphones.
You'll find them across China's digital ecosystem—from Douyin (China's TikTok) and Xiaohongshu to established platforms like iQiyi and Tencent Video. The monetization varies by platform, with some offering free ad-supported content while others use subscription models or per-episode purchases.
What's notable is how China's entertainment industry has pragmatically adapted to changing viewing habits instead of resisting them. Rather than lamenting shortened attention spans, they've created content that fits modern consumption patterns, which explains the format's massive popularity and growing influence.
Impact on brand marketing:
Brands are increasingly leveraging micro-dramas to connect with audiences. Companies like the Thailand Tourism Board, Apple, and DBS Bank have successfully integrated their products into these narratives, enhancing brand visibility without disrupting the storytelling flow.
The inherent flexibility of micro-dramas allows for seamless product placements that resonate with viewers, offering a more natural and engaging advertising approach compared to traditional methods.
Sunny Johar, SEA Managing Director and Group Head of Digital Strategy at KRDS, highlighted that the low-budget, high-entertainment nature of micro-dramas makes product placements more acceptable and engaging for viewers.
Brand strategy tips:
To effectively utilize micro-dramas, brands should focus on:
1. Authentic storytelling
Craft narratives that align with the brand's values and connect emotionally with viewers.
2. Subtle product integration
Incorporate products naturally within the storyline to maintain viewer engagement.
3. Consistency
Ensure a unified voice and visual style across all episodes to build brand recognition.
4. Platform optimization
Tailor content to suit the specific platforms, considering factors like editing style and production quality.
Kelvin Kao, CEO and Founder of PROTOCOL, also pointed out,
“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.”
Chinese micro-dramas prove brands can adapt to audience behavior—reaching viewers who consume content in quick bursts throughout their day. Marketers who use this format connect through stories that deliver in seconds, matching how people actually consume media now.
The approach works because it respects time constraints instead of fighting them. As this format expands beyond China, brands that understand this shift in consumption will succeed. Start experimenting with micro-dramas to meet your audience where they already are.
People also ask:
What is micro-drama?
Micro-dramas are short-form videos, often under 10 minutes, designed for quick, mobile-friendly consumption. They are typically fast-paced and engaging, catering to short attention spans.
How long are Chinese micro-dramas?
Chinese micro-dramas typically last between 1 and 10 minutes, ideal for viewers on the go who want quick, impactful content.
What are Chinese vertical dramas?
Vertical dramas are videos designed to be viewed in portrait mode on smartphones. These dramas often follow the micro-drama format and are made for platforms like TikTok and Xiaohongshu.
Sources:
- Marketing Interactive - "China's micro-drama industry booms: How brands can script their own success." https://www.marketing-interactive.com/china-micro-drama-industry-booms-how-brands-can-script-their-own-success/
- Time.com - "ReelShort CEO Joey Jia discusses how Chinese-inspired micro-dramas are disrupting the U.S. entertainment industry. https://time.com/7173765/reelshort-crazy-maple-studio-joey-jia-interview/
