Findings
- Videos are primarily published on the Facebook platform.
- Gen Z is not actively present on the Facebook platform.
- The young demographic finds politics or economic matters confusing or hard to understand
- English content limits the video's appeal to a specific demographic residing in Kuala Lumpur.
- Videos are consumed during brief intervals and in public settings, often with lowered or muted sound. Subtitles would be valuable in such scenarios.
- 98% of viewers drop off within the first 3 seconds.
- Average view time for our content type is less than 2 minutes.
- Quantitative data indicates less than 5% viewers watch the entire an hour long video.
Solution
- Develop a new video format based on trends, what the targeted audience wish to learn more, and research findings.
- Launch new content on relevant platforms to effectively reach the target audience.
- Persuade stakeholders to adapt their format based on the research findings.
- Launch videos on Facebook, Instagram and Tiktok. Measure performance and improve on the next content.
- Implement content creation best practise.
- Limiting and designing the message to fit within a 2 minute window.
- Collaborate with the policy makers team on designing the content based on the suggested format
- Educate younger audience on economics, current news via relevant platforms.
- Brief everyone on the new format of messaging and style.
- Create a template to be used across team for consistency.
When designing content to engage and influence voters on the digital platform, it is crucial to create content that appeals not only to our current fan base but also to new followers and the younger Gen Z demographic. The key to this is to understand your users, conduct your research, design ,measure and improve.
One of the reasons why our content has not reached a wider audience is the limited understanding of AI and algorithms among non-technical factors. In today's era, we cannot rely solely on deceptive marketing tactics without being held accountable.
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