Before You Commission a Micro-Drama
Micro-dramas are attracting growing attention from brands, but a fast-growing entertainment format is not automatically a sound communications investment. What matters is whether the story, the audience and the business objective justify the approach. Audiences are spending more time with short-form video and marketers want deeper connection. Instead of a product claim in one advertisement, a brand can become part of a story that unfolds across episodes. In our work with brands across Southeast Asia, one pattern is consistent: briefs often arrive focused on production logistics and episode count. The more useful questions, what the brand needs the story to achieve and how that story will sit alongside everything else the consumer already encounters, are frequently left until later. That sequence is usually the wrong way round. A growing market, read carefully Micro-dramas are short, episodic stories made for mobile viewing, usually vertical. They rely on compressed plots, recognisab...
