DESCRIPTION OF PROJECT
This project uses structured A/B testing to evaluate short-form vertical videos across Instagram, TikTok, and YouTube Shorts. Over an eight-week timeline, we will first design and pilot test multiple narrative and format variants, then produce and publish the videos, and finally analyze audience retention, engagement, organic reach, and follower growth. The funding will cover content strategy development, video production, cross-platform distribution, and data analysis. By identifying the most effective storytelling techniques, Context.ro will refine its digital outreach, broaden its reach among 18–35-year-olds, and build capacity for data-driven innovation in independent journalism.
PROJECT GOALS
- Produce and Publish 36 Short-Form Videos: Create 12 original video concepts and cross-post them on Instagram, TikTok, and YouTube Shorts (36 total) to test variables such as tone, narrative structure, and visual style.
- Generate Performance Analysis per Variable: Collect and evaluate data on audience retention, engagement rates (likes, comments, shares, saves), organic reach, and follower growth for each format variant.
- Deliver Actionable Insights Report: Produce a final report detailing which formats and storytelling strategies perform best, including recommendations and a roadmap for scaling short-form video content on underutilized platforms.
These results will empower Context.ro to implement a replicable, data-driven methodology for short-form video production, broadening its reach among 18–35-year-olds and strengthening long-term audience growth strategies in independent journalism.
