What are TikTok Minis for brands?
TikTok now lets brands run scripted vertical mini-series straight inside the app, then pay through its new Growth Max ad product to put them in front of high-intent viewers. Here's what TikTok actually launched and how the episodes get made.
Maybelline, Marc Jacobs, Crocs and P&G have already launched their micro-drama.
TikTok's newest slot for scripted content.
TikTok now lets brands publish a scripted mini-drama straight inside the app, through the Minis Center, an in-app hub live in 10 markets, or natively on the brand's own account via the Drama Center, which works worldwide. In the Minis Center, episodes can charge a paid unlock, and both venues can run ads that viewers watch to keep going, with products tagged into scenes for direct purchase. Once a series is live, TikTok Growth Max amplifies it toward high-intent viewers, with TikTok's own internal tests from April and May 2026 claiming up to 3x Day-0 ROAS and 52% more incremental reach than campaigns run off-platform. It launched as "Mini Series" at TikTok World 2026 in May, then got documented as "Mini Dramas" on TikTok's own ad blog in late June. Even TikTok hasn't settled on one name yet.
TikTok opened a new slot for scripted content, but someone still has to write the story, cast it, shoot enough episodes to earn a cliffhanger, and cut it vertical for a phone screen. That's what we do: we script and produce the series, you publish it into the Minis Center or your own Drama Center, and run it through Growth Max once it's live. As of mid-2026, we haven't found an agency claiming this specific angle yet. Branded microdrama coverage is picking up almost every week, so that gap probably won't stay open long.
The biggest brands have launched their series.
In China, a single beauty brand turned under ¥50M of short series into ¥3.3B in sales. source
From idea to series, in one pipeline.
The story
Bible written by Claude
The story
Bible written by Claude
The story
We co-write the story bible with you. Tone, characters, your brand's place in the plot. You sign off on everything.
Production
AI generation
Production
Image, video, voice, music. Generated and edited by AI, directed by us. No shoot.
Your languages
Multilingual dubbing
Your languages
Dubbing is done by AI, with natural voices. Produce once, publish everywhere.
Distribution
Ready to publish
Distribution
Vertical, ready to publish on TikTok, Reels, YouTube, or your own channels.
We produce it for you. Or we install the capability.
We produce for you
Turnkey. You keep control of the story, we handle the rest.
10 episodes, all-in, generation included.
- A half-day kickoff with your team
- 10 episodes produced by us, ready to publish
- Multilingual optional, languages of your choice
You produce in-house
Your team runs the platform. We train, we support.
Up to 120 episodes a year. That's ~€80 an episode.
- 1 season included every month (~11,000 credits)
- €5,000 onboarding to get started
- À-la-carte token kits to produce more or translate
What brands ask us.
What is TikTok Growth Max: Mini Dramas?
It's TikTok's ad product for episodic content. TikTok first announced the underlying format as "Mini Series" at TikTok World 2026 in May 2026, then detailed the ad product itself, TikTok Growth Max: Mini Dramas, on its ad blog and help center from late June 2026. It amplifies mini-dramas hosted in the Minis Center or on a brand's own account through the Drama Center, targeting high-intent viewers on Target ROAS or Highest Value bidding. It's currently set up through a TikTok rep, not self-service.
What's the difference between the Minis Center and the Drama Center?
The Minis Center is an in-app hub, discoverable through Search and For You, live in 10 markets including the US, Japan and Brazil. Only there can episodes charge a paid unlock. The Drama Center hosts a series natively on the brand's own TikTok account and works worldwide. Both support ads that viewers watch to unlock the next episode.
Has a brand actually used this yet?
Crocs published a 7-episode comic microdrama called Déjà Shoe on TikTok on June 16, 2026, with TikTok Shop products tagged inside the episodes, in what's billed as the first US footwear brand to do that. What isn't publicly confirmed is which brands, if any, are running the paid Growth Max amplification specifically. Publishing a series and paying to amplify it are two different steps.
Launch your first series.
We frame the story with your team, we produce, we adapt. The reference spot is up for grabs. Now.