The fan-powered format hijacking small screens

'The Group Chat' was just the beginning. Micro-dramas are set to become a $14 billion annual market within months. Here's how they're reshaping digital storytelling, why millions are obsessed, and how your brand can tap into this emerging cultural phenomenon

The group chat has officially entered the zeitgeist.

Last week, the mini-series The Group Chat took over TikTok feeds everywhere.

Created by 27-year old creator Sydney Robinson, The Group Chat follows the drama that unfolds when one friend tries to bring her boyfriend to a girls' dinner, setting off a chain of passive-aggressive remarks and verbal spars between the group's members. Robinson brings the entire friend group to life herself, portraying each character with instant recognizability.

Audiences couldn’t get enough: the series garnered over 29M views on its first episode alone.

But the series isn't just hilariously relatable content.

As others have pointed out, it encapsulates a broader shift we're seeing across the social landscape today toward highly produced episodic content.

Or as creator economy expert Lia Haberman writes: towards "intentional, highly creative content" and away from “memes and reactive posts.”

While I agree that shift is undeniably happening, I see The Group Chat as part of a larger phenomenon: the rise of micro-dramas, a storytelling format with roots in China that's currently experiencing explosive worldwide growth.

These serialized vertical videos, specifically designed for smartphone viewing and typically delivered in rapid-fire episodes of 1-2 minutes each, are projected to soon become a $14 billion annual market globally.

In today’s newsletter, I want to explore the emerging genre of micro-dramas, unpack its community-powered fandom, and share how your brand can tap in.

But first, what’s happening?

If the Hallmark Channel was re-imagined as a mobile-first platform for an era of short attention spans, it might look something like micro-dramas.

The high-drama plots revolve around billionaires, werewolves, secret heirs, and forbidden love, with frequent cliffhangers that keep viewers hooked and scrolling through each of the roughly 70 episodes, each of which run 1-2 minutes in length.

Viewers access content through ads, digital coin purchases, or subscriptions which range from $19.99 per week, $39.99 per month or $199.99 per year—way higher than many mainstream streaming platforms.

Micro-dramas initially rose to prominence in China during the pandemic, ballooning to a $5-billion industry by 2023. With such massive adoption in China, companies soon looked to replicate this success in the U.S. market.

The market is exploding: the three leading platforms, ReelShort, DramaBox and DramaWave, were downloaded 34 million times in February, grossing $78 million in revenue across Apple and Google, according to a report from NPR last month.

March 2024 alone saw $65 million in spending on short drama apps—a staggering 10,500% increase from the previous year, per TechCrunch. You'd be forgiven for thinking this all sounds a bit like Quibi. Because it does.

Quibi was the high-profile streaming service featuring premium, short-form content designed specifically for mobile viewing which launched in 2020 with $1.75 billion in funding. Despite attracting A-list talent like Steven Spielberg, Jennifer Lopez, and Idris Elba, it famously shut down after just six months, announcing its closure in October 2020.

So what makes today's micro-drama platforms different?

There are a few reasons, but perhaps the most significant is the approach to content. Quibi tried to miniaturize traditional Hollywood formats, whereas micro-dramas embrace their unique storytelling style: highly emotional, formulaic plots with rapid-fire hooks.

They're not trying to be prestige TV in bite-sized form; they've developed their own distinct genre conventions which includes being optimized for social sharing.

And it’s working: fervent fan communities are forming around them.

The Communities Fueling Micro-dramas

Micro-drama communities are developing across multiple platforms, characterized by a blend of ironic appreciation with genuine emotional investment.

Women comprise the majority of micro-drama viewers. This mirrors the demographics of romance novels and traditional soap operas (ReelShort, for example, says that 70% of its 45 million monthly active users are women).

TikTok serves as the primary hub for fans, with viral reaction videos, while Instagram hosts region-specific community accounts.

Twitter discussions revolve around outrageous plots, and Reddit communities like r/dramabox and r/reelshorts are nascent but growing dedicated fan spaces.

The biggest force behind this community-powered growth? A gaping hole in the market.

Shannon Swicegood, a 31-year-old mother and ReelShort subscriber, told the Los Angeles Times last month: "I don't feel like [the streamers] are coming out with anything that appeals to the demographic I'm in. Instead of sitting down and trying another show about someone solving a crime, I can pull up ReelShort and just watch two people fall in love."

TL:DR: These platforms fill a content void left by mainstream streaming services, particularly for women seeking escapist romantic content with quick emotional payoff.

What’s more, unlike traditional isolated streaming, micro-drama viewing has become a social activity. When a series goes viral, viewing becomes a shared cultural event with friends sending clips and discussing plot twists. Some groups gather to collectively enjoy particularly dramatic moments, creating a communal viewing experience reminiscent of daytime soaps but adapted for digital natives.

The Opportunity for Brands

All of this presents a significant opportunity for brands to reach highly engaged female audiences.

Here's are 4 WAYS your brand can tap into this cultural phenomenon:

1. Immerse Yourself in Micro-Drama Communities

Before jumping in, take time to understand the distinct sub-genres and viewing patterns within micro-dramas. Are your potential customers drawn to billionaire romances, supernatural fantasies, or revenge plots? Each sub-genre attracts different audience segments with unique preferences and behaviors. Follow popular series on platforms like ReelShort and DramaBox, engage with reaction videos on TikTok, and observe how communities discuss the content.

2. Identify Where Your Brand Can Add Value

The rapid consumption model of micro-dramas creates natural opportunities for brands to enhance the viewing experience. Consider how your product or service might address pain points or enhance enjoyment. Could you create thematic snack pairings for binge-watching sessions? Develop micro-content that bridges the gap between episodes? Design limited-edition products inspired by popular series themes?

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For those asking how to put these insights into action.... read on below.

Want to tap into community-powered cultural movements like micro-dramas to drive attention, relevance and loyalty for your brand?

I built a system for doing just that, ideal for small to mid-size brands (approximately $35M-$300M annual revenue).

It's called The Community Catalyst. I have one spot left in my pilot for this program in Q2.

Want in? Reply to this email and I'll get you all the details.

P.S. For more insights on how to connect with passionate female-focused fandoms, check out my October newsletter on the Romance genre here.