A Service Blueprint for maximising user engagement with long form content
• Role: Lead Researcher, Producer
• Research Type: Qualitative, Quantitative, Evaluative, Continuous, Behavioural
• Methods: A/B Testing, product data analytics, continuous feedback
• Timeframe: 4 years
• Impact: 19.5k subscribers, 87.5k watch hours, 1.9m views
CHALLENGE
The algorithm favours either the provocative or surface-level entertainment.
We found a niche demographic with limited knowledge of the topic but avid interest.
However, the channel needs to be discovered and stand above the noise.
Research Questions
• What format makes user watch, respond and subscribe?
• What angle should be given to the content to maximise discoverability?
• What are the effects of format and angle on the quality and quantity of the audience reached?
Goals
• Build a discoverability strategy
• Find the format and approach that produces most engagement
• Attract a quality audience over a large subscriber pool
SOLUTIONS
Content Strategy
• Production of array of variables: length, format, title, thumbnail, etc
• Release of similar content at different times depending on trending current affairs
• Adobe CS, DaVinci Resolve
Qualitative Continuous Testing
• Based on known and unknown user feedback
• Themed focus group discussions
• Cross-platform testing and polling (YouTube, Instagram, TikTok), direct questions and polls
A/B Testing, Behavioural Evaluation
• Release of similar content at different times depending on trending current affairs
• Testing one variable at a time: length, format, title, thumbnail, etc
• Analysis with YouTube analytics
Participatory Design Loop
• Collaboration and sharing of content with other creators
• Invite users to suggest changes
• Produce new material based on user input
ANALYSTICS
“I continue to appreciate your much needed commentary and education. I’ve found that I’ve learned more in the past three years than I ever learned in institutionalized education settings, all thanks to people like you”
User feedback
OBSTACLES
Headlines are stealing engagement!
Obstacle: During periods of heavy headlines, user engagement drops
Solution: Postpone content that is not directly related to trending topics / Adapt content to fit current headlines
Successful attempts attract trolls!
Content on trending topics attracts huge numbers of viewers and subscribers, but not necessarily interested in the channel’s topics
Solution: Large waves of subscribers are a necessary evil as they always attract a small percentage of committed users
Engagement is inversely proportional to production quality!
Products with the most amount of work don’t fare well compared to the time invested in their production
Solution: Investigate with more qualitative data their offline engagement factor or revise strategy
FINDINGS
1. Discoverability is tied to trending topics and controversial takes
2. Engagement is highly variable and has no silver-bullet recipe
3. The strongest engagement happens off-platform
RECOMMENDATIONS
1. Play on thumbnail design and title while not falling into clickbait, time releases with trends
2. Produce a variety of formats as they attract a wide variety of users
3. Use a cross-platform approach with interactive sessions (Zoom session, newsletter) to focus on quality audience
IMPACT
19.6k
subscribers
87.5k
watch hours
1.9m
views