Short video social media giant TikTok is getting into the micro-drama TV business.
Business Insider reports that the company has begun casting actors for its own short-drama production, which is described as “a soap-opera style project”. The outlet cites an “email they viewed sent by a TikTok staff member”.
In addition, it has been revealed that the company filed a US trademark application for the term “TikTok Drama” back in November, suggesting that they have been considering this for a while.
The trademark reportedly lists development and production of “short drama series, television programs, and webisodes”. TikTok didn’t respond to requests for comment by the outlet.
Also known as ‘verticals’, short dramas (aka. mini-dramas, micro-dramas) are serial shows split into 1-5 minute clips. TikTok already has a short drama feed hosting short drama content from third-party partners, many of whom use it to get people to sign up for their paid subscription services.
Whether it will work remains to be seen. The spectre of Quibi still haunts the short drama category, and bigger social media giants tried their own original content production and platforms in the past and then gave up on them (eg. YouTube Originals, Facebook Watch).
The short drama category has been heating up this year and has grown into a $1.4 billion market.
