Content Creation for Pila de Boba
As part of my role as a content creator, I ideated and filmed reel content to attract new customers to a South Asian bubble tea shop in New York.
With design thinking techniques and thinking from the viewer's preferences, my reel content achieved over 1.5 million views and an increase of 3000+ followers in three months.
Role
Content Creator
UX Designer
Tasks
Content Creation
Digital Marketing
UX Design
Timeline
Oct 2023 - Jan 2024
12 Weeks
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My Workflow as a Content Creator
During the first month, I had trouble finding suitable music to match my video.
Instead of saving soundtracks directly in the app, I import music directly into the editing process to match my videos.
Why didn't the videos perform well?
Only Instruction-Based Videos
Slow Pacing and Long Duration
Not Utilizing Existing Soundtracks
Lack of Shot Variations
Anyone can create videos like this...
How might we attract new customers to try our drinks after seeing the video?
Creating Videos for Our Target Audience
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Gen Z
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South Asian Americans
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People Unfamiliar with Desi Culture
Introduce Desi Culture Using in-text Captions
Replicate First-Person Perspective with Zoom Edits
Use existing Desi/American Popular Soundtracks
Focus on the Details for a Variety of Engaging Shots
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Using SWOT to Draft User-Centered Captions
One strength of the store is that it is located in the center of the city. Adding the store's address to the end of every video reminds the viewer of the store's location and increases the likelihood of visiting in the future.
Impact
My videos increased the Instagram follower count from 2500 to 6000+ followers and reached over 1.5 million viewers within three months.
Takeaways
It is important to utilize UX design principles to understand what our target audience would like to see on social media for successful marketing statistics.
Since I'm creating content for people on social media using small screens, I need to understand how to catch their attention quickly before they swipe away.