Web Series Returns as TikToks!

A Shift in Short-Form Video Content

“Day 25 of beginning a complete life overhaul,” Raegan Lynch shares in a brief video clip. “Currently, I am exploring the city to which I recently relocated, in a nation I’ve never before visited, entirely on my own following the conclusion of my relationship, necessitating a departure from my previous existence.”

This serves as a compelling introduction, and is precisely why Lynch initiates each video in this manner. She effectively engages viewers as she navigates the aisles of British supermarkets – demonstrably distinct from their American counterparts – and courageously offers a compliment on a stranger’s attire in an effort to forge a new connection.

Rapid Growth and Evolving Trends

Within a matter of months after posting her initial video, Lynch expanded her online presence to encompass over 588,000 followers on Instagram and 432,000 on TikTok. However, the virality of Lynch’s narrative stems more from her skillful storytelling and meticulous cinematography than from the circumstances of her breakup. These videos, resembling episodic web series, are introducing a novel approach to short-form content, elevating TikTok beyond simple “get ready with me” routines into more ambitious creative endeavors.

Just last year, TikTok flourished on the premise that anyone could achieve stardom – similar to Reesa Teesa’s “Who TF did I marry?” series, where viral success was attainable simply by recounting personal anecdotes during commutes. Viewers appeared to favor this unpolished, informal style, where videos felt akin to a personal conversation with a friend via video call.

Even brands adapted their marketing strategies, opting for candid footage of individuals speaking directly to the camera instead of elaborate studio productions.

Previously, utilizing a clip-on microphone might have been perceived as unprofessional, but within that context, a more relaxed aesthetic was the intention.

Now, a year following Reesa Teesa’s breakthrough, audiences are beginning to desire something different and more visually sophisticated than these casual clips.

The Rise of Microdramas

As viewers follow Lynch’s adaptation to her new life, a scripted microdrama titled “The Group Chat” has gained prominence, even appearing on the Today show.

Sydney Jo Robinson, the creator of The Group Chat, portrays each member of a friend group as they navigate a complex text message exchange. The appeal of this drama lies in its relatable mundanity. The series centers around a group of friends planning a girls’ night, complicated by one member’s request to bring her boyfriend, leading to ensuing chaos. The first season garnered nearly 100 million views across five TikTok videos, prompting a second season.

The series’ significant attention has prompted brands like Alo Yoga and Little Caesars to produce higher-budget microdramas to capitalize on this emerging trend, moving away from blending advertisements with casual content.

Nicholas Flannery, with 5.5 million TikTok followers, similarly embodies each character in his serialized TikTok dramas, drawing inspiration from familiar tropes in popular films, such as a series based on the premise, “every movie where the high-powered CEO has an affair with a younger man.”

While Flannery and Robinson construct complete narratives across multiple videos, each individual clip remains self-contained. This ensures that even if a video from the middle of the series appears on a user’s “For You” page, it will still capture their interest.

Echoes of the Past and Future Potential

Prior to the prevalence of vertical video, scripted web series on YouTube achieved considerable success, leading to the development of cult-favorite television shows like “Broad City,” “Insecure,” and “Letterkenny.” However, YouTube’s subsequent attempts to replicate this success with original content initiatives were unsuccessful.

Trends are cyclical, and creators like Lynch, Robinson, and Flannery are now revitalizing the web series concept for a new generation. They also face competition from streaming platforms themselves.

Streaming services such as Rakuten Viki have established a strong presence in Asian markets with short, serialized video series featuring timed comments. More recently, microdrama applications like DramaBox and ReelShort have experienced rapid growth in the U.S.

According to data from Appfigures, DramaBox and ReelShort generated $99 million and $152 million, respectively, from in-app purchases in the U.S., representing a 203% and 233% increase year-over-year from 2024. Since the beginning of 2025, both apps have consistently achieved at least 1 million downloads per month in the U.S.

As American viewing preferences shift towards social video and bite-sized entertainment, rather than traditional television programming, demand for this type of scripted, polished content may continue to increase.

TikTok is also reportedly exploring the possibility of incorporating scripted video, and the streaming network Peacock has trained four TikTokers through a creator accelerator program to develop four new television shows. American audiences appear receptive to this form of social-first, scripted comedy, even after previously rejecting similar media formats (such as Quibi).

While TikTok’s audience will likely continue to embrace “get ready with me” style videos – which are easily accessible and replicable for new creators – short-form video has the potential to usher in a revival of the web series format.