New Australian drama series launches exclusively on Instagram

An Australian-made scripted content series is set to launch exclusively on Instagram.

Created and produced by Hannah Lehmann, content designer at History Will Be Kind, ‘The Out There’ is a 13-episode series short exclusively for Instagram’s platform.

According to Lehmann, the scripted “linear” Instagram series is a first for the Australian market

The series tells the story of Frances, a woman in her 20s from Sydney who is lonely. When she falls into a grave she discovers a ghost who is determined to find out what happened to him.

Due to the ghost’s memory loss, she must help him uncover what happened.

Each episode runs for 60 seconds or less and viewers can watch the entire series in less than 20 minutes.

“When thinking about how to best execute this story on a small budget and in an already flooded market, l looked to social media,” Lehmann said.

“Instead of promoting my series on social media and directing viewers to a fiddly YouTube playlist, what if the series already existed on social media?

“The Out There is the first linear series made specifically for Instagram to exist in Australia.”

The series will be promoted within the Instagram app upon its launch next week, and Lehmann hopes the program will also reach audiences organically via its hashtags.

“When building a community like this from scratch, particularly in an area which is quite new in the market – scripted series- it is always a slower process as audiences don’t know what to search for,” she said.

“Hopefully through a mix of promoted posts, outreach and partnering we will reach our desired audience. Entering the series in festivals is another way to attract, which we are also in the midst of.”

While there is only one series to date, Lehmann said she will continue to develop micro films for the platform.

“Instagram is an amazing platform and video on the app has not reached its full potential. We intend to produce a second series, and have left season one open to do so,” she told Mumbrella.

Lehmann added she hopes to monetise the program by working with a production company or online broadcaster.

“I would love to partner with brands to create more of this kind of content,” she said.

“I think with attention spans lowering, but the need for great storytelling rising, ultra-short-form, fictional series are a go to, especially with younger generations Y and Z.”

The content can be found at or @theoutthere.


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