TikTok videos, Instagram reels und YouTube shorts – short videos in portrait format are the perfect entertainment and information medium for the younger generations. Would it not be good to use this medium to convey insurance topics in a humorous, informative and concise way?
Our strategy was based on the idea of using familiar models from the short video platforms and formats to create a familiar experience for the target audience. An additional question and answer option on the respective topic is intended to generate more user engagement beyond merely viewing the video. The statistics relating to the question, which are shown after the user has given their answer, create an additional informative component.
Developing a native app that needs to be installed separately was ruled out in order to keep access to the content as easy as possible. The app’s development would also have exceeded the allocated budget. The solution was therefore to introduce a browser-based solution.
Technical development focused on the consistent implementation of familiar and even expected operating concepts associated with the short video content format. We applied an iterative process to address and resolve the technical challenges involved.