TikTok is getting serious about mini dramas. It recently began testing a dedicated short drama feed in the US and a few other markets. Now it’s preparing to make its own shows.
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The company is casting for a new short-drama production this month, recruiting actors for a soap opera-style project, according to an email sent by a TikTok staffer viewed by Business Insider.
The production plans may have been in the works for a while. In November, the company filed a US trademark application for the term “TikTok Drama.” Among the services it lists for the mark are the development and production of “short drama series, television programs, and webisodes.”
TikTok didn’t respond to requests for comment.
Short dramas, which are sometimes called “verticals,” are serial shows split into one- to five-minute clips. Their plots mirror those of TV soap operas, often featuring romance, betrayal, or surprise plot twists. On TikTok’s short drama feed, which is currently filled with content from third-party partners, some of the top shows are made with artificial intelligence, allowing for wackier plotlines and animated characters like dancing polar bears.
TikTok’s push into short-drama production could irk some of its partners, which currently offer their own drama feeds inside the app as part of its minis feature. About 20 micro-drama companies, including brands like SnackShort, NetShort, and YuzuDrama, have integrated into TikTok as a way to court new viewers and ultimately paid subscribers.
Of course, TikTok may not be too serious about getting into content production. The company has previously dipped its toes into a variety of media business lines to try to capitalize on its large-scale distribution, at one point launching a book-publishing arm and record-label style services for music artists. Neither project proved particularly threatening to its partners in media.
TikTok’s interest in the short-drama format may stem from its parent company, ByteDance, which was founded in China, where mini dramas first gained popularity. Features that perform well on its Chinese sister app, Douyin, often make their way to TikTok, too.
Mini dramas have been heating up in the US this year. Companies like ReelShort and DramaBox have helped the category grow into a $1.4 billion market, according to an estimate from the streaming consulting firm Owl & Co. Some US actors are signing up to act in short dramas as a new way to make money when traditional roles are in short supply.
Other top media companies like Netflix, Paramount, and Disney are planning (or considering) adding more short-format content this year. This month, Amazon began testing a mini-drama feature in its streaming app in India.
