Custom Short Dramas: Hype or Sustainable Growth for Brands?

The Uncertain Future of Custom Short Dramas: Hype vs. Reality

Short dramas have exploded in popularity, attracting brands and MCNs eager to replicate the success of Han Shu (a popular Chinese skincare brand). However, while everyone's vying for a piece of the pie, the market is littered with cautionary tales.

A case in point: a home decor brand attempted to modernize its image by commissioning a short drama. They hired a production team known for viral content but unfamiliar with custom dramas. The result? A sitcom that garnered millions of views thanks to existing distribution channels, but failed to deliver on marketing objectives despite a hefty budget. This experience led the brand to dismiss custom dramas as ineffective, further contributing to the industry's perception problem.

A Necessary Step or an Overhyped Fad?

As Li Ming aptly points out, short dramas are akin to traditional elevator or TV advertising – they represent a necessary stage in a brand's evolution. However, they are not a magic bullet for instant success, as Guo Qing Shu emphasizes.

The market is saturated with custom drama projects, many stuck in the cycle of churning out predictable stories and relying on expensive production values. This unsustainable approach necessitates innovation and creative differentiation.

Looking Beyond the Red Ocean: New Frontiers

Thankfully, leading creators are pushing boundaries by merging short dramas with diverse content formats and business models.

• Paid Dramas + Custom Advertising: Pointing to a hybrid model, some platforms like Tencent Video are incorporating ads within their paid subscription content, blurring the lines between To C and To B revenue streams.
• Brand + Cultural Tourism + Short Drama: This synergistic model sees local governments funding documentaries about cultural attractions, while brands leverage the platform for product integration and storytelling.

Mango TV's "Your Island Has Arrived," filmed entirely in Changde Peach Blossom Spring, is a prime example of this partnership, featuring a popular IP adaptation and brand sponsorships.

Wang Yunxiao, a prominent figure in the industry, highlights the potential of this model, particularly for eco-conscious brands seeking authentic storytelling within scenic locations.

Challenges and Opportunities

While promising, the "Brand + Cultural Tourism + Short Drama" model faces hurdles. Securing government approvals for brand integration, coordinating diverse stakeholders, and aligning brand messaging with cultural narratives require careful planning and collaboration.

Ultimately, custom dramas offer a unique avenue for brands to engage audiences and tell compelling stories. However, navigating the evolving landscape requires a nuanced understanding of market dynamics, creative innovation, and strategic partnerships. Only through a collective effort can this industry reach its full potential.