Responses to “You stated that you would be [slightly likely to extremely likely] to send money to a creator as a tip for short form video content. What would be your TOP motivation for sending this money to the creator?” n = 261, any participating indicating they were “slightly likely” or more to send tips on SFV.

The what: 

• An off-platform unbranded survey of short form video (SFV) users to identify table-stakes needs, explore SFV usage, and understand attitudes towards existing tipping products generally and on competitor platforms. 

The why: 

• As the team worked to pivot an existing Live video product from to a new surface, I conducted this survey quickly to get a baseline understanding of user behaviors and needs on this surface and guide strategy on product development. 

The who: 

• Stakeholders: PM, PMM, Design, and Engineering partners and leaders in a 0-to-1 space

The how: 

• Off-platform, unbranded survey via UserZoom of SFV viewers in the US (n= 601)

• Balanced recruitment of younger/older adult users x light/heavy SFV users

• Primarily closed-ended questions about SFV use and engagement, creator fandom on SFV, and familiarity with/likelihood of tipping on SFV, and value propositions for tipping

The impact: 

• Identified possible audience segments to target the product towards (e.g., by level of fandom, age, and recommended behavioral attributes)

• Heavily influenced team strategy and product design by highlighting how key surface differences (e.g., asynchronicity, consumption patterns) were linked to tipping value propositions and behavioral needs on SFV vs. Live

• Outlined key principles for future product iterations