How Issa Rae built TikTok’s first micro-drama hit

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Okay, so picture this: a huge bodyguard is practically throwing this beaten-up guy towards an SUV. His hands are tied, and there’s a contract and pen laid out on the hood – they’re clearly forcing him to sign something. It’s a really tense scene because his fiancée and her dad are watching the whole thing, and you can just feel they’re plotting revenge on whoever did this to him. It’s a classic setup, but so gripping!

This fast-paced story feels like a big-budget Hollywood thriller, but it was created specifically for viewing on smartphones. Issa Rae’s latest TikTok series, “Screen Time,” was finishing up filming at her production company, Hoorae Media, in Hyde Park.

I was watching this vertical video of a dad enjoying some Gushers – bright yellow Gushers, naturally – and my friend Rae leaned in and said, ‘Let’s just skip over him shaking his head.’ It was such a specific, funny moment, and she just knew it didn’t need to be there.

The TikTok series “Screen Time” quickly became a hit after its release in April, racking up almost 75 million views in just one week – the most watch time for any series on the platform. Since then, the 57-part show, which follows two couples dealing with a dangerous online hacker in fast-paced, one-minute episodes, has exceeded 150 million views.

“Screen Time” is a new hit in the increasingly popular trend of short-form dramas taking Hollywood by storm. It’s also notable as the first drama filmed specifically for vertical viewing on TikTok, which helped fund the show as TikTok grows its video content offerings.

TikTok is starting a new series called “Screen Time,” the first of four planned collaborations with Hoorae. This is part of TikTok’s effort to attract a wider audience and gain new users. Other platforms, including ReelShort, DramaBox, and YouTube, already offer a large selection of short-form dramas.

TikTok is collaborating with both up-and-coming online creators and established TV and film producers like Issa Rae,” explained Dawn Yang, TikTok’s head of entertainment partnerships. “We’re thrilled about the new creative possibilities this opens up, and how our audience can naturally discover these talented individuals.

Vertical videos gained popularity initially in China with the rise of TikTok. This year, short-form video dramas, often called micro-dramas, earned $6.9 billion in revenue – exceeding the income from domestic movies for the first time, according to DataEye. Now, a large portion of this revenue in China comes from series created using artificial intelligence. In fact, DataEye reported that nearly 50,000 new AI-generated micro-dramas were uploaded to Douyin (the Chinese version of TikTok) in just one month – March.

I’ve been noticing this cool new trend everywhere – these super short-form dramas, or ‘micro-dramas’ as they’re called. Big companies like Disney and Fox are getting involved, and just recently, Peacock announced they’ll be releasing a bunch of them, both reality-based and scripted, really soon. It’s not just the studios either! A lot of celebrities are backing this format, with people like Kevin Hart, Kim Kardashian, and Taye Diggs all investing. I even saw that Rachel Sennott made one herself to promote a new handbag – it’s really taking off!

Hollywood Inc.

Short-form romantic dramas, often called ‘micro dramas,’ are creating new job opportunities in the entertainment industry. However, these lower-budget productions are also causing worry among Hollywood unions.

As new content types, such as short-form videos, become popular, social media companies feel compelled to change with the times, according to Joel Marlinarson, a social media expert and the founder of Coldest Creative marketing agency.

TikTok needs to adapt successful video formats from other platforms, according to Marlinarson. While short-form dramas have proven popular in Eastern markets, the challenge now is to make them work for Western audiences.

As a film fan, I’ve noticed a real shift in the genre, and the documentary “Screen Time” really highlights it. Director Harlan Marlinarson pointed out that things are moving away from being seen as cheap or trashy – it’s genuinely growing up and becoming more sophisticated.

Rae didn’t reveal how much “Screen Time” cost to make. However, she confirmed the series, which was made with a union crew, received a significant investment – over $100,000 – from Hoorae Media and TikTok.

After the popularity of HBO’s “Insecure” and the well-received film “One of Them Days,” both of which she produced, Issa Rae carefully waited for the right time to create new content online.

In “Screen Time,” Issa Rae brings her passion for soap operas to a new, short-form series. She’s aiming to break the mold with a fresh approach and a predominantly Black cast, focusing on compelling storytelling above all else.

Rae explained that she’s drawn to short-form online videos because they allow for creative experimentation, storytelling, and ownership of the content. While her team filmed social media clips downstairs, she described this format as a playful space to create content different from traditional TV or film. She also noted that these projects are less costly and allow creators to quickly test ideas and adjust their approach.

World & Nation

Short-form videos, often called ‘micro dramas,’ are becoming increasingly popular around the globe. These typically feature brief, 90-second episodes with simple, romantic storylines. The question is: could they significantly change how we consume entertainment?

Okay, so Issa Rae’s new film, “Screen Time,” really feels like classic Issa to me. Being a native Angeleno, LA is clearly a huge inspiration for her work, and you can feel that connection. It all started back in 2011 with her hilarious web series, “The Misadventures of Awkward Black Girl.” That thing blew up – over 20 million views! – and honestly, it was the foundation for everything she did with “Insecure.” It’s cool to see her coming full circle with this new project.

Unlike most micro-dramas, which often rely on simple storylines, white casts, and unrealistic scenarios like secret wealth, “Screen Time” aims for higher quality and focuses on Black characters.

At first, people in the television industry doubted the idea for “Screen Time.” However, this skepticism actually strengthened her conviction in the story. It also made the production team focus on what makes short-form dramas so engaging – things like frequent cliffhangers and emotionally charged scenes.

She explained that she wanted everyone involved – the actors, the crew, and the audience – to feel that the project was valuable and meaningful.

Yang and her team arrived on the penultimate day of filming, just as production was almost finished. The goal of their visit was to establish a new collaboration between TikTok and Hoorae Media.

Rae explained that they initially planned to create the project independently, but TikTok recognized its potential and joined forces with them. She added that successfully launching it on their own proved the idea that creating something great will attract attention.

Rae compares vertical videos to quick, engaging content like short films or music videos, explaining that their design works well for people browsing on their phones. However, she emphasizes that this is only one of several ways to connect with and entertain an audience.

Rae believes this new storytelling method will be widely available, but doesn’t foresee it replacing traditional TV and movies. She joked that she’ll start to worry about the future of television when screens themselves begin to be made vertically.

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2026-05-28 13:33