A new announcement from TikTok will see the app embrace the power of drama in first enticing and then in consistently re-engaging users – by inviting brands to create and share mini or micro-dramas directly through the app.
In short, these micro-dramas will embody some of the traits of a classic soap opera, creating compulsive storylines that keep users coming back for more. Cliffhangers form an integral part in regular drama series, with TikTok looking to use this concept to increase the engagement between users and brands.
How Will Micro-Dramas Support Brand Growth on TikTok?
Imagine a micro-drama, with clips of only a minute or two, that are posted every day.
Now imagine that you, as a user, get hooked into this drama – ultimately searching directly for the brand that has posted the drama, to ensure you don’t miss an episode.
Not only is that brand getting more views and more searches, but the likelihood of increasing its following grows – as does the engagement from existing and purchased followers.
And that’s not all. Promoting the brand and/or its products directly through the micro-drama can boost sales and conversion, driving an increase in revenue direct from TikTok.
Suffice to say, it’s worth exploring at least for large and small brands! All that you need now is a compelling storyline that links your brand and products directly with your audience – whether it’s a locally inspired story for a local audience, or something broader for a national scale.
