At NOKID, we have been focusing on video marketing on platforms like TikTok and YouTube, supporting not only our own campaigns but also those of other companies. Through this experience, we’ve often seen failures and shortcomings caused by “posts that get engagement but lack consistency.”
Of course, improving content is important, but the quickest way to succeed is to create an account with a consistent concept and appeal to viewers’ emotions through storytelling.
In particular, linking your brand story to the currently growing trend of TikTok short dramas allows you to promote your brand naturally through storytelling, making it an effective PR method for today’s audience.
In this article, we’ll explain what TikTok short drama accounts are, how they work, and how to create one. By understanding this, you can emotionally engage viewers, make your account more appealing, and avoid random, inconsistent posts aimed only at going viral.
A TikTok short drama account delivers stories using short, drama-style videos on the TikTok platform. This approach is not only a way to engage viewers with video content but also a method for companies to promote products or services.
Instead of direct advertisements, brands can naturally convey their appeal and messages through storytelling, which reduces the likelihood of viewers blocking the content.
A new online PR strategy
Social media is a highly competitive platform, and traditional advertising is easily skipped or blocked. TikTok short dramas offer compelling stories that make viewers want to watch, naturally generating interest in your brand and creating deeper relationships with consumers.
Even in short videos lasting only a few minutes, these stories evoke empathy and leave a lasting impression, making them an effective tool for brand recall.
By delivering information in a familiar, easily understood format, brands can simultaneously build trust and awareness.
Two key elements for TikTok (YouTube) short drama accounts
The most important factor is consistency in the account’s overall concept. Posting only to grab attention without a coherent theme diminishes viewer engagement and reduces the motivation to follow.
On platforms like TikTok, the account’s overall storytelling and thematic consistency attract users more than individual content pieces. Posts should align with the account’s concept and story rather than following trends randomly.
Are short drama accounts unsuitable for consistent messaging?
Some may think TikTok trends change so quickly that adhering to a consistent concept is ineffective. However, maintaining a consistent brand concept while adapting short dramas allows you to convey your brand message effectively despite changing trends. The key is to mold your theme to the trends as they come and go.
For example, a fashion brand with the concept “Enjoy your authentic self” can post short dramas featuring trendy fashion, maintaining both the brand world and relevance. It is broad enough or a cohesive message, but also flexible enough to not quickly become outdated.
Why reduce direct promotion and focus on long-term relationships
Many social media managers focus only on making posts entertaining or promoting products. While this may bring short-term attention, it rarely builds long-term fans or brand image.
To use TikTok short dramas effectively, focus on the account’s overall story and offer consistent, engaging content. Short videos should naturally lead viewers to want to watch the next video, prioritizing long-term fan acquisition over immediate sales.
Why TikTok (YouTube) short drama accounts are effective
Casual viewing on TikTok Most TikTok viewers watch videos to pass the time, not to solve problems. Short dramas fit this “lean-back” viewing style.
Optimal for storytelling Stories engage emotions, evoke empathy, and leave a lasting impression. In short-form content like TikTok or YouTube Shorts, storytelling allows you to communicate effectively in a limited time.
Content designed to capture attention To stand out in today’s information-overloaded environment, content must have a unique appeal—personality, humor, or a distinctive concept—to capture viewers’ interest.
Avoid blocks or skips Viewers often skip uninteresting content, and do so immediately. Creating engaging openings in the first few seconds ensures viewers stay. Use relatable stories, humor, or surprising elements to maintain attention.
Builds positive impressions and reduces resistance Stories create emotional bonds, fostering positive brand impressions and reducing resistance to promotions. Effective short dramas convey brand messages and values while building long-term relationships.
Tips for succeeding with TikTok (YouTube) short drama accounts
Understand your target audience Analyze viewing patterns, preferences, and interests. Collect feedback to create content tailored to viewers.
Develop a unique concept Set a clear, consistent concept aligned with brand values. This guides all content creation and helps viewers understand your brand identity.
Incorporate relatable stories Create series or campaigns with story continuity. Include character growth, recurring themes, or connected posts to encourage viewers to continue watching and form emotional attachments.
How to produce posts for TikTok (YouTube) short drama accounts
Simple, relatable stories Break down the account’s concept into smaller themes for short videos. Keep content clear and concise for easy comprehension.
Create a single story across multiple videos Divide long-form content into short episodes. Each episode functions independently while forming part of a larger narrative. Use cliffhangers to maintain interest.
Scaling TikTok (YouTube) short drama accounts
Expand reach through collaborations Collaborate with other creators or brands to reach new audiences.
Memorable concepts Choose concepts that let viewers imagine the story, stimulating curiosity and encouraging shares.
Unique expression methods
Animation and character-driven videos stand out from the many real-life posts on TikTok, attracting attention and enabling global reach.
Examples of successful TikTok (YouTube) short drama accounts
“Mainichi wa nikamu bokutachi wa.” Produced collaboratively by Nippon TV and short drama creators “Gokko Club,” delivering vertical short dramas with the concept “Those little moments that make you blush.”
“Drama mitai da” Produced by studio15, this short drama account reached over 150 million views on TikTok and YouTube combined in just 10 months, collaborating with companies and other creators to expand reach.
Summary
Short dramas allow brands to convey messages without being blocked
Effective production requires compelling openings and emotional storytelling
Consistent, account-wide concepts are crucial in the current environment where viewers can easily skip ads
TikTok short drama accounts engage viewers emotionally more effectively than direct advertisements
Consistent storytelling builds long-term relationships with audiences
Entertainment in vertical short videos is key Animation enhances storytelling and expresses abstract messages that live-action struggles with. Using characters that engage viewers emotionally further amplifies effectiveness.
Our company’s “TikTok Anime” service helps create these videos efficiently.
Marketing Perspective in Japan: Beyond Just Creation
NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.
For first-time animation or PR-focused content, feel free to consult with us.
Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
