What is a micro-drama
The epoch of full-length videos is passing by, and it isn’t easy to define now if it’s for the best or not. Mobile phones, internet accessibility, and "on the run" culture have changed the world significantly. Now people have fewer opportunities to spend several hours in a row watching a film, so short videos are in their prime.
Micro-dramas are a relatively new format, originated in China but steadily expanding around the Globe. These series consist of short-form videos: each episode lasts about 5 minutes or even less. Such content is a great filler for short breaks during some major activities, or a "time killer" in a transport while commuting to work or university. This way, "full-sized" series of several seasons, 15-20 episodes each, can be binge-watched in just a few hours.
Chinese micro-dramas can be roughly divided into two main categories: "Nanpin" for the male audience and "Nvpin" for the female one. While the former is mostly focused on male-oriented topics, such as combat and competition, the latter depicts women in various situations, including their career paths and relationship stories.
Popular short-form video platforms with dramas include iQIYI, ReelShort, Douyin, Kuaishou, Playlet, or just social media such as TikTok. Some examples of micro-dramas are: "Hi, Mom", "Infinity", "Take Me Home", "Fated To My Forbidden Alpha", etc.
Key characteristics of short web series
Chinese micro-dramas have several characteristic features:
- A vertical format, as the majority of these shows are watched on mobile devices.
- Lack of character arcs. The characters don’t evolve or change, they just happen to find themselves in various situations, but their behavior and reactions are the same.
- Cliffhangers. Each episode ends with a cliffhanger to make viewers eager to keep watching.
- Low budget. The overall cost of the whole project rarely exceeds $50000, and the shooting time, including post-production video editing, is about just a week.
- Clear and even simplified storyline.
Why are micro-dramas popular
From the viewer’s perspective, it’s a fast and accessible way to get an emotional recharge. Short-form video trends include love, passion, career, betrayal, and other unfading subjects. In the era of fragmentation and competing time demands, micro episodes just couldn’t avoid becoming a craze.
For the producers, on the other hand, it’s El Dorado, as the return reaches 1000% in just a few days. As we have already said, such shows cost just several dozens of dollars, while profit counts in hundreds of millions.
Usually, a few first episodes are free to get the viewer addicted, and to get access to the rest one has to buy a subscription.
The future of micro-dramas
So far, micro-dramas are mostly an Asian phenomenon, but there is a clear tendency to come overseas. There are several influencing factors.
- Censorship. The Chinese government heads for traditional values, thus they ban content that doesn’t align with them, including numerous “over modern" micro-dramas.
- Western viewers also appreciate time fillers with an intense plot. Of course, Asian culture and realities are quite far from European audiences, so micro-dramas for overseas viewers should be adapted. For example, North American subscribers fell for the show about werewolves and vampires.
FAQs
What is a micro-drama?
Micro-drama is a new extremely popular content format that originated in China but is steadily conquering overseas markets as well. While the show has a "normal" number of episodes, each one lasts no more than several minutes, hence the whole series can be watched in a couple of hours.
How do short-form videos like micro-drama make money?
Micro-drama producers make a quantity bid, this market provides dozens of thousands of shows. The access is free for a few first episodes, after that, a viewer should buy a subscription.
What are some popular platforms for micro-dramas?
The most popular platform in the USA is ReelShort, in Japan it’s Top-Short, and in China Kuaishou and Douyin.
Bottom line
Even though the East and the West differ significantly, micro-dramas are an Asian phenomenon that can successfully conquer American and European markets as well. The viewers’ attention span is becoming shorter and shorter, so the story packed in 3-minute-long episodes wins from full-length shows.
