AsiaSat
According to a study by Lingnan University, 42% of the local Hong Kong's population population doesn't engage with reading beyond basic materials like newspapers and magazines. The perception of Hong Kongers not reading may stem from a variety of factors, including high-pressure lifestyles and a focus on other forms of media.
"A Book Before Bed" is a social media initiative created for Yahoo! HK's BetterMe project. Our goal is to design a social media project that actively encourages reading, specifically by cutting through the noise of crowded online feeds.
Our "A Book Before Bed" initiative successfully launched 15 social media posts, achieving an impressive average time spent per post of 44.3 seconds. We observed a significant improvement in our conversion rates: the first eight posts averaged around 34%, which then climbed to 40.8% after we adjusted the Call to Action (CTA) to appear five seconds earlier in the content.
We created a series of social media posts featuring KOLs eg: Writer, Director, Celebrities recommending their favorite books. However, it's not just a simple recommendation. Each video will tell a personal story about how the book influenced them, or an experience that was triggered by it. For example, one of the stories was a KOL share how a book about the Himalayan Blue Poppy inspired them to climb Mera Peak. Each compelling story will be paired with a sophisticated tagline to capture immediate attention.
Understanding that user engagement drops quickly, especially with video content, our primary format will be video. Data from 2018 showed that 30% of viewers stop watching after 30 seconds, and 45% after one minute. Our approach is to:
We'll clearly display the video duration to manage user expectations.
Our "A Book Before Bed" initiative successfully launched 15 social media posts, achieving an impressive average time spent per post of 44.3 seconds. We observed a significant improvement in our conversion rates: the first eight posts averaged around 34%, which then climbed to 40.8% after we adjusted the Call to Action (CTA) to appear five seconds earlier in the content.
This project clearly demonstrates that compelling content is a primary driver of engagement. However, our results also highlight the critical role of strategic design. Factors like the optimal use of image versus video formats, thoughtful template design, and the precise timing of key elements (such as the CTA) significantly contributed to our positive outcomes. This encouraging project was a valuable experience, showcasing the tangible impact of applying user experience (UX) techniques to understand and enhance user engagement within the dynamic social media landscape.