From Awareness to Action: Make A Future's short form video Strategy
This project focused on using short-form content as a UX entry point into the career discovery funnel, moving users from awareness to engagement.
About the project
During my practicum, I worked on growing and shaping the TikTok presence for Make a Future, B.C.’s education career platform. The goal was to connect with a younger audience and support early-stage career exploration, not just job applications.
Each video translates career information into short, engaging content that meets users where they are, using storytelling and trends to reduce friction and spark curiosity.
Challanges
Make a Future is strong for users who are ready to apply, but there was a gap in reaching younger audiences who are still exploring their options.
The TikTok account lacked clear strategy, consistency, and content that felt relevant or engaging for youth.
Users needed:
relatable entry points into education careers
simple and clear guidance
content that felt approachable, not overwhelming
My Approach
I treated TikTok like a UX problem, not just a content channel.
I focused on:
understanding user intent at the awareness stage
aligning content with the marketing funnel
creating videos that reduce friction and spark curiosity
Key Contributions
Impact
created a clearer direction for TikTok as part of the marketing funnel
improved alignment between content and user needs
introduced a more engaging and youth-focused tone
This work helped position TikTok as a starting point for career exploration rather than just promotion.
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