1.1.2 Definition and Classification of Microdramas

Basic Understanding and Market Classification of Microdramas

In this lesson, we’ll discuss the fundamental understanding of microdramas. To understand microdramas, let’s first look at what types of content are called microdramas in the market. Okay, let’s first understand the microdrama market. Actually, there are quite a few things in the market that are called microdramas. Here, we need to clarify the first category. We generally refer to them as horizontal microdramas. Horizontal microdramas refer to those short dramas produced by platforms like Mango TV - they also use this name. However, in our course, we don’t consider them true microdramas because they typically last around ten minutes, sometimes as short as five to six minutes, sometimes up to fifteen to sixteen minutes. These ten-minute horizontal microdramas are also called microdramas, but they’re essentially from traditional long-form drama platforms.

We don’t consider them microdramas because you can understand them as traditional long-form drama platforms’ experimentation with this market segment, which is still immature. So we traditionally understand them, or from a creative perspective, we treat them like long-form platform content, which isn’t different from the traditional web drama creation methods I’ve taught you before, right? Because traditional web dramas also have 20-minute episodes, so there’s no real difference. This is the first category, which we don’t consider true microdramas.

Vertical Microdramas: The Core of New Products

The second major category is vertical dramas. Vertical format is easy for everyone to understand - we frequently encounter them while scrolling through short video platforms. Vertical microdramas are the focus of this course. Vertical microdramas can be divided into two main types based on their broadcasting platforms. The first type is those on Douyin and Kuaishou platforms - vertical microdramas directly played on Douyin and Kuaishou, which we often see while scrolling. The second major type we call mini-program microdramas.

How do mini-program microdramas work? You see some introductory clips or ads for these microdramas on Douyin or Kuaishou - what we generally call clue materials. After you become interested, they direct you to a mini-program, specifically a WeChat mini-program, where you complete the remaining viewing, and possibly engage in payment or ad-watching activities. Okay, this type is mini-program microdramas.

Preliminary Classification of Vertical Microdramas

Both types are vertical format and typically have episodes lasting one to two minutes. Of course, platform-based vertical microdramas sometimes have format variations. Why? Because microdramas on platforms are further divided into two types: one we call free - after production, you can watch them freely. What’s the model for these free microdramas? How do they operate? Generally, the account itself has a certain number of followers, or the participating actors are influencers themselves.

So what’s the profit model for free microdramas? Usually through advertising - they take some ads because they’re free. Of course, platforms encourage this type of creation by providing some revenue sharing. We can understand this as still being a B2B model - like Starlight Plan, New Edition Plan, etc. Okay? Are there paid microdramas on platforms? Yes, there are - we call them in-app payments. In-app payment means when you find a drama you like on the platform, you can directly pay a small amount to watch the full series. The in-app payment model is currently being tested - its profit model includes both the payment portion and advertising revenue.

Of course, since both types involve influencers, there’s potential for secondary conversion from influencers. Because it essentially creates a KOL with traffic, who can perform other conversions, right? Like product placement or accepting advertisements. So platform-based vertical microdramas include both free and in-app payment types, which you can understand as light payments. Using online payment terminology, we call this light payment.