Ownership, control, margins: the brand playbook for microseries is still taking shape

Brands are exploring two methods to enter the realm of creator-led microseries: partnering with a well-established hit to leverage its audience, or developing a series centered around their own brand. The former option provides built-in distribution, while the latter may be less costly and grant brands greater control. However, determining return on investment remains challenging, and uncertainties about intellectual property ownership complicate the picture.

This dilemma came to light during a series of panels at Advertising Week New York last week, which examined the burgeoning popularity and ambiguous business case of microseries. These brief video productions, often designed for vertical viewing, cover a range of genres from comedy and horror to drama and can be found on platforms like TikTok, YouTube, and vertical-focused subscription services.

Brands are either creating their own microseries or integrating them into existing ones, with examples ranging from Alexis Bittar's Bittarverse mockumentary featuring fashion icons such as Law Roach and Michelle Kors to SharkNinja products appearing within the hit comedy microseries Brooklyn Coffee Shop.