THE CHALLENGE

The formats of video content is diversifying and the competition between platforms that offer it is intensifying. A media brand needed to understand what gauges the attention of viewers and creators of short format videos.

THE APPROACH

We engaged Gen Z users who regularly watch short format content and casually post on social media platforms to get insight on the intrinsic and extrinsic factors that affect their retention on each. We also reached out to short format creators of various genres, ranging from restaurant reviews to hunting, to understand their motivations for choosing platforms and assess how the brand positions against its competitors.

THE OUTCOME

The insights were used to adjust the brand’s value proposition and inform the creation of a clear strategy and tailored messaging to appeal to users andcreators in the Japanese market.

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