The microdrama industry is taking the digital world by storm, and its advertising strategy is a key player in this phenomenon. Here's a revelation: Microdrama apps are pouring a significant chunk of their ad budgets into social media platforms, and it's paying off big time!
According to Sensor Tower's analysis of ad spend reports from leading microdrama apps like ReelShort, DramaBox, GoodShort, NetShort, and ShortMax, a whopping 68% of their US ad spending went to social networks between January and September 2025. This is a clear indication of the apps' focus on social media as a primary growth driver.
But here's where it gets interesting: ReelShort, a top player in the microdrama game, experienced a remarkable 45.4% year-over-year user growth in September, as revealed by Similarweb. This growth is a testament to the power of social media advertising, as these platforms provide an ideal environment for microdramas to thrive.
And this is the part most people miss: The US market is a goldmine for microdrama apps. Sensor Tower's July report highlights that nearly half (49%) of microdrama in-app revenues in Q1 2025 came from the US alone. This statistic underscores the immense popularity of microdramas in the US and the potential for further growth.
Marketers, take note! The provided chart offers a strategic insight: Microdramas can be seamlessly integrated into social media platforms as a form of short-form storytelling, allowing marketers to engage and captivate their target audiences. By understanding this relationship, marketers can effectively utilize social media to promote their microdrama content and reach a wider audience.
For a deeper dive into the microdrama phenomenon, EMARKETER offers two insightful reports: 'Rise of Microdramas in the US' and 'Social Video 2025'. These reports provide valuable insights into the microdrama landscape and its relationship with social media, although they require an EMARKETER subscription.
Is the microdrama trend here to stay, or is it just a passing fad? Do you think social media platforms are the secret weapon for microdrama apps' success? Share your thoughts and let's spark a discussion!
Note: Data and insights are based on Sensor Tower's estimates and the mentioned reports.
