Iam.justmyself Vertical Series Marks Ten Years on Social Platforms

Long before commercial apps flooded the mobile market with micro-dramas, Bavarian broadcasters BR Puls and funk launched the fictional vertical series iam.justmyself on Snapchat in 2016, predating contemporary industry hype by a decade according to br.de.

The project approaches mobile storytelling through a distinct lens. The series presents a scripted life filmed entirely through a character’s subjective smartphone perspective. The camera rolls during critical moments like school bullying or family friction, creating the illusion of a personal video diary. Over its ten-year run, the project has produced 52 seasons featuring seven primary lead characters.

While current commercial platforms in the vertical drama market rely on coin purchases or watch-to-earn setups where users view short advertisements to unlock episodes, the production approach for iam.justmyself relies on raw hand-held camera work rather than high-gloss studio aesthetics.

Credibility relies on minor imperfections, such as filming scenes immediately after waking from nightmares. The production relies on structured narrative outlines combined with improvised dialogue from young actors.

The series targets female audiences aged 13 to 19, integrating storylines addressing sexual health, the first gynecological visit, and peer conflict.

Diane Dotzauer, program area manager for Bayern 1, Bayern 3, and BR Puls, stated in the br.de report that the format feels like real life.

iam.justmyself wirkt nicht wie eine normale Serie, sondern wie das echte Leben einer Freundin mit der ich alles durchlebe, was das Teenagerleben so zu bieten hat,

said Diane Dotzauer, as reported by br.de.

The core framework includes a planned rotation of main characters every two years to keep the series aligned with shifting teenage experiences and maintain authentic engagement with teen audiences.

Br.de reported that the format eventually expanded to TikTok, Instagram, and YouTube. Viewers frequently comment on the videos asking when the next episodes will drop.

The media magazine DWDL.de recently designated the project as a pioneer in the vertical drama space.