Ownership, control, margins: the brand playbook for microseries is still taking shape
Digiday ·
Creator-led microseries are hot, and brands want in, but everyone's still figuring out the structure of the deals and the content itself
Brands are testing two routes into creator-led microseries: partnering with an established hit to tap its audience, or building a series around their own brand. The first can offer built-in distribution; the second can cost less but give brands more control. But with ROI hard to pin down, and questions about who owns the IP, neither path is a sure bet.
That tension surfaced at Advertising Week New York last week, where several panels examined the growing appeal, and uncertain business case, of microseries. These short-form videos, often made for vertical viewing, span genres from comedy and horror to drama and appear on platforms including TikTok, YouTube and subscriptions services dedicated to vertical storytelling.
Brands are increasingly creating their own or incorporating into existing ones, from jewelry brand Alexis Bittar’s Bittarverse mockumentary featuring fashion icons like Law Roach and Michasel Kors, to SharkNinja products sitting inside the hit comedy microseries Brooklyn Coffee Shop .
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