Simply launching products into regular dramas and movies can no longer meet the needs of Chinese beauty brands. These labels are now creating their own mini-dramas to entertain Chinese consumers, harmoniously integrating their products and stories.
Production of the mini-drama will begin in earnest in the second half of 2023. According to iiMedia, China’s online mini-drama market size will reach $5.1 billion (RMB 37.4 billion) in 2023, an increase of 267.6% year-on-year, and increase to $14 billion (RMB 100 billion) by 2027. It is expected that.
This format is rapidly gaining popularity for beauty players, especially those in China, as an opportunity to create engaging original content. In doing so, we reach vast audiences, increase brand awareness, and drive online sales. This development heralds new business models and revenue streams amid economic downturn.
Mini-drama is a short original online TV series distributed through short video platforms such as Douyin, Kuaishou, and WeChat mini programs. Each episode is 3-5 minutes long and never exceeds 10 minutes. There is also a shorter version, less than a minute long, which is especially popular in WeChat mini programs.
Despite their short length, these mini-series contain thoroughly engaging and addictive stories.Despite their short length, these mini-series contain completely engaging and addictive stories.
The themes range from sweet romances (#甜宠) and CEO-centered love stories (#霸总) to more socially connected stories such as women’s empowerment (#women’s growth) and revenge stories (#复仇). I resonate with this. – They are sometimes cliché, but satisfying.
Moreover, the plot is like a roller coaster, with fast developments and cliffhanger endings that keep viewers on their toes and eager to watch the next episode. These series are extremely popular among viewers who are mainly from around 18 years of age to silver generation living in 3rd tier cities to 5th tier cities. What is noteworthy is that women account for approximately 70% of the viewers..
The popularity of mini-dramas is a result of the rise of short video culture. Compared to long videos, they are more satisfying and faster to access.
Most of the brand’s mini-dramas are co-produced with Multichannel Network (MCN) agencies. And star good-looking but unknown actors or eye-catching KOLs to capture user attention, increase brand exposure, reach potential customers, and achieve live sales conversions.
In October 2022, Marubi became the first C-beauty brand to launch a mini-drama on short video platform Kuaishou. This short series tells the love story between a young CEO and his rebellious secretary. The episodes garnered a total of 120 million views.
According to Douyin, from February to August 2023, C-beauty skin care brand Kans released five mini-dramas, each of which attracted huge viewers ranging from 650 million to 1.2 billion views. .. Each drama consists of 16 episodes of 3 minutes each and was co-produced with top KOL Jiang Shiqi (@圜十二), who boasts his 36 million followers on Douyin.
For example, in the mini-drama “Yicheng Long Costume”, the heroine joins the Kans Group and quickly becomes recognized within the company for her abilities and outstanding soft skills. This mini-girlfriend series depicts the female protagonist’s career development and romance with her company’s handsome CEO.
The entire drama can be viewed on Douyin. While watching, viewers can purchase Kansoo skin care products by clicking on product links within the video. Additionally, thanks to Douyin’s powerful algorithms, those who watch Kans’ short dramas will also be directed to the brand’s live streaming broadcast room. Due to the influence of 5 dramas, Kans won first place in Douyin’s skin care monthly sales from February to September 2023.
Popular domestic skin care brand Proya has released three micro-dramas about Douyin since September 2023. Each episode consists of 16 episodes, approximately three minutes long each.
In line with the brand’s values and communication strategy, the series focuses on women’s empowerment. One of her miniseries, about a housewife returning to work, hit her 300 million views, and another about a wife taking revenge on her cheating husband hit her 100 million views. The number of views was recorded. The third series, centered around a girl who challenges her boyfriend’s mental manipulation, received 360 million views.
Instead of relying on KOLs, the brand collaborated with professional actresses such as He Landou (加蓝逗) and Liu Yun (刘EI) to produce higher quality work.
The brand harmoniously incorporates product seeds into dialogue and other plots in a discreet and non-intrusive manner.
Mini dramas are an opportunity for brands to strengthen their presence on the trendiest Chinese social media, secure more exposure and drive online sales. This is a format that allows brands to pique the curiosity of Chinese consumers and align with their latest online content consumption habits.
Currently, mini-drama content is more appealing to customers in tier 3 to tier 5 cities. C Beauty brands are deploying this content strategy because most of them are in the affordable price range.
However, as production becomes increasingly sophisticated, this format is likely to attract the attention of higher-level urban audiences. Luxury beauty brands are then likely to adapt the mini-drama’s plot to their own sophisticated positioning.