Micro-dramas are becoming a new traffic entry point. The influx of new Chinese players enriches content supply, expands the market, and brings a new content carrier for brand marketing.
Micro-dramas, with their rich content, storytelling, and emotional appeal, have become a new form of internet entertainment content. According to CNNIC data, as of December 2024, the number of micro-drama users in China reached 662 million, accounting for 59.7% of total internet users.
As a new force in short video content, micro-dramas offer new vitality for brand marketing. For advertisers, micro-dramas offer broader reach and higher conversion by integrating brand content into storytelling such as brand placements, co-productions, influencer partnerships, and brand-owned dramas.
Data shows that in 2024, brand co-produced/self-produced micro-dramas account for 39% highlighting the increasing control brands want over narrative and consumer perception.
Brand Placement
Brands appear in third-party micro-dramas through product placement, scene integration, etc.
Brand Co-Production
Brands participate in co-creating micro-dramas, usually in collaboration with MCNs, KOLs, or production teams.
Brand-Owned Dramas
Brands fully produce and control their own micro-dramas, integrating brand values, messaging, and storytelling tailored to Chinese consumer behavior.
| Year | Brand Placement | Co-Production + Brand-Owned | Self-Owned Only |
|---|---|---|---|
| 2022 | 81% | 19% | 0% |
| 2023 | 53% | 47% | 0% |
| 2024 | 40% | 50% | 10% |
🎬 Micro-Dramas = The New Weapon for Brand Marketing in China
By 2024, 662 million Chinese netizens are watching micro-dramas — over 59% of all internet users!
From brand placement to co-production and now brand-owned dramas, brands are shifting from passive exposure to full storytelling control.
📊 In 2022, only 19% of brands co-produced micro-dramas.
👉 In 2024, 60% are now co-producing or creating their own.
✅ Why it matters?
Micro-dramas combine entertainment + product integration and are proven to boost awareness, emotional connection, and conversions.
🔍 Still using traditional ads? It’s time to script your brand into the next viral hit.
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