Are Microdramas Advertising's Next Creative Frontier?

Advertising has always adapted to changes in the way people consume media, and now advertisers may need to pay attention to a new trend that’s already taken China by storm. Microdramas have become hugely popular in the eastern nation, and they could be set to blow up in the West too.

By tapping into the power of microdramas, advertisers may be able to build narratives and characters over several episodes. There could be cliffhangers to encourage engagement and product placement to inspire viewers to buy.

What Are Microdramas and Why Are They Effective?

If you haven’t heard of or seen any microdramas yet, you’ll probably come across them soon. They are short-form dramas broken into bite-sized episodes that are primarily designed to be watched vertically on smartphone screens. Viewers can easily dip in and out of series, with episodes commonly running for one or two minutes.

The format has proven to be hugely successful in China, where there are now countless microdramas for viewers to choose from that come in a range of genres. They are characterised by their straight-to-the-point storylines that are easy to follow, and cliffhangers that are designed to encourage people to keep viewing.

These microdramas are effective because they tap into a common online trend of being able to watch or play things in small doses. This idea is now prevalent in social media, with YouTube Shorts now racking up an estimated two billion watch hours on televisions alone every month.

The appeal of short-form entertainment is not limited to microdramas. The online casino sector has also developed formats that can be experienced in brief sessions. Titles such as Fishin’ Frenzy and Fishin’ Frenzy: The Big Catch offer gameplay that can be completed in relatively short bursts, which may be why they are often included as part of a free spins casino bonus.

How Can Advertisers Use Microdrama Techniques?

Advertisers don’t necessarily need to produce a complete microdrama series to benefit from this format. However, they could learn from what makes them so compelling and use some of the techniques in their own marketing.

When people are scrolling through social media, they may be more likely to skip past a video that’s blatantly selling a product than one that’s offering them a story to feel absorbed in. Once the story has captured attention, the product can be displayed subtly in later episodes in such a way that feels natural and part of the narrative.

Advertisers can take advantage of the power of cliffhangers too, using them to ensure that people continue to engage with a brand because they want to discover what happens next. It could even be an idea to ask for their email address for access to the next episode, and then use this to market to them through a newsletter.

There are a few examples of brands that have already turned to this approach to advertising. KFC China produced Reincarnation: Don't Mess With the Foodie Empress, which incorporated the brand into a fantasy story. Singapore's Yuu Rewards Club also commissioned branded episodes within the microdrama Falling for the CEO's Son.

Advertisers need to keep evolving alongside social media trends, and microdramas look set to be a huge frontier over the next few years. Those who can master narratives and keep customers engaged could prevail.