Summary

My digital artefact is producing piano covers on TikTok. I learned how to play the piano when I was 12 years old, and ever since, I found an interest in playing the piano. Further, I was inspired by the pianist Lang Lang (Lang Lang 2021). Further, I started posting piano covers on Instagram, however I changed my platform to TikTok.

I started empathizing and researching about my potential target audience, and this helped me define my previous platform. My target audience are pop fans who are young adults and located in Europe. Further, pop fans in Europe are attracted to pop music and their age group is conforming to the age group of Instagram (Image 1).

Image 2: Audience starter pack

I discovered 2 problems on the platform: 1- Most of the pages cover trendy songs. 2- Others tend to cover classic music. Therefore, I decided to produce pop piano covers because I am developing a page that is solely for pop fans and this is not something common. Furthermore, I started posting prototypes on Instagram. However, as a result of my ideation and the feedback I received, I decided to publish prototypes on TikTok . Moreover, image 3 demonstrates my process of producing piano covers.

Image 3

Process

The prototypes published on Instagram were a #FIST way to receive feedback. I posted 3 prototypes on Instagram for the purpose of experimenting my product (Image 4). The feedback I received were in terms of views, shares, likes, and comments.

Image 4

I received feedback from my collogues that I should produce piano covers on another platform (Images 5, 6), and at that time, I was getting low engagement on my reels (Image 7).

Images 5, 6, 7

As a result of my collogues and reels feedback, I decided to prototype on TikTok for the purpose of experimenting my product (Image 8). Similarly, my prototypes on TikTok were a #FIST way to test my product. In which, it would take me 5-10 minutes to record a song (practice time not included). However, sometimes it took longer than that because of the difficulty of the songs (image 9). In my prototyping stage in TikTok, I iterated the same process of producing piano covers (image 3). Furthermore, through the prototypes I published, I realized that my videos on TikTok were receiving higher engagement than my reels on Instagram (Images 10, 11, 12).

Image 8, 9

Images 10, 11, 12

Furthermore, I compared my first reel on Instagram and my first video on TikTok, and I received higher engagement on TikTok (Both posts published on a Sunday Morning, and covering the same song, but different verses) (Image 13, 14). Moreover, I decided to experiment further, in which, I published another piano cover on both platforms at the same day and time, and with the same caption (mentions and hashtags). Further, I received higher engagement on the video published on TikTok (Image 15, 16).

Image 13: Instagram | Image 14: TikTok

Image 15: Instagram | Image 16: TikTok

Based on the feedback I received on both platforms in terms of views, shares, likes, and comments; and the feedback of my collogues, I decided to change my platform to TikTok because I believe that I can reach my target audience on the platform, and I’m able to communicate my solution with a wider audience. Moreover, I empathized again and I discovered that the gaps, target audience, and the process of producing piano covers are the same on TikTok. Further, I am adopting #FEFO and #BEBO as a strategy in developing my DA, therefore such a breaking is important because it helps me improve my product. Moreover, I believe that my latest videos on TikTok are between high fidelity prototypes and final product stage.

I learned the most at the stages of prototyping and breaking. I always find gaps in my prototypes such as gaps in video quality and editing and I make sure to fill these gaps in my next videos. For example, my video/sound quality has improved in my latest videos because I changed my physical tool kit and editing software (Image 17, 18).

Image 17: Before | Image 18: After

Future Plan

I am planning to continue publishing piano covers on TikTok because of the high engagement I am receiving. Further, all my viewers are located in the Middle East, therefore I am planning to expand my target audience to young adults in the ME (Image 19). Moreover, I am planning to cover songs for both audiences. For example, I am planning to produce mashups (combining English/European songs and ME songs in one cover). Additionally, I am planning to apply my new aesthetics to my next videos (Images 20, 21, 22).

Image 19

Images 20, 21, 22

IMPORTANT LINKS:

My TikTok page (CURRENT DA): https://www.tiktok.com/@youssef.piano?lang=en

Instagram page (NOT USING IT AS MY PLATFORM). Worked on it initially, however changed platforms to TikTok. You will find my early prototypes in the reels section. Also, TikTok promotion in the story highlights): https://www.instagram.com/youssef.piano/reels/

References

MIZ 2021, Appreciation of various music genres by age group, Germany, viewed 3 December 2021, <http://www.miz.org/downloads/statistik/242/31_EN_Appreciation_music_genres_by_age_group.pdf>

Statista 2021, Distribution of Instagram users in Germany as of July 2021, by age group, Germany, viewed 3 December 2021, <https://www.statista.com/statistics/1018019/instagram-users-germany/>

Topbestalternative 2021, VSDC Video Editor – Download & Software Review, image, viewed 3 December 2021, <https://topbestalternative.com/review/vsdc-video-editor-download/>

Lang Lang Official 2021, Lang Lang, viewed December 2021, <https://www.langlangofficial.com/>

Canva Layouts 2016, Black Instagram Logo, image, viewed 3 December 2021, <https://www.canva.com/media/MAB0QaOUxuU>

Alexas Fotos 2021, Untitled, image, viewed 3 December 2021, <https://www.canva.com/media/MADQ4u4rtws>

Sketchify 2020, Pastel Isometric Laptop, image, viewed 3 December 2021, <https://www.canva.com/media/MAELwztDdM4>

Pixabay 2020, DSLR Camera Illustration, image, viewed 3 December 2021, <https://www.canva.com/media/MAEFr9gZImM>

Clker-Free-Vector-Images 2020, Piano Keys Vector, image, viewed 3 December 2021, <https://www.canva.com/media/MAEFg2tltFII>

Post beta

After pitching my idea and publishing prototypes on Instagram and TikTok, I decided to improve the content I am producing, therefore, I decided to break my product. Moreover, I believe that breaking is essential and it drives my product to perfection, eventually.

Upload time

I decided to change the upload time of my videos. Initially, I published two piano covers on Sunday in the afternoon, one of them received high engagement because it was my first video and TikTok boosts everyone’s first videos (Tiktokodds, 2020), therefore, I uploaded another video on Sunday (image 1), and it received low engagement in relation to the other upload times.

Furthermore, I started experimenting different times and days in order to find a time in which I can maximize the engagement on my posts. For instance, I decided to experiment Wednesdays, Saturdays, and Fridays in the afternoon. Currently, my plan is to publish videos on Wednesdays in the afternoon, because my the results of my experiments show that I receive high engagement on Wednesdays ( 270 views).

Uploads: starting from Sunday 2 videos, Wednesday, Saturday, Friday

Physical tool kit

My second breaking is in relation to my physical tool kit. In my initial prototypes, I used a DSLR for both filming and recording, and I though that I can improve the quality of my videos. Therefore, I decided to research about #FIST ways to record my piano covers. Therefore, I found a video that helped me decide on how I can film my piano covers (Sol, 2018). Furthermore, I decided to use my phone for filming my piano covers, and my laptop for recording the audio. Additionally, I used to edit my piano covers on Lightworks, however, the software does not allow me to render my videos in 1080P, therefore I am currently using VN Editor.

DSLR vs Phone camera

Lightworks & VN Editor

Aesthetics

I decided to change the aesthetics of my TikTok page, in which I decided to choose green as my color palette. Therefore, I created a new logo for my TikTok page, and I started integrating my aesthetics into the piano covers I am producing.

I am not gaining any returns from the content I am producing on TikTok because I need to have a certain amount of views and followers in order to receive returns, and that might take a long time. However, I understand that being patient is part of the process. With time, hopefully I am able to learn from my mistakes, learn from other similar content creators on TikTok, and therefore improve.

References:

Tiktokodds 2020, How important is the first video you create on TikTok?, viewed 25 November 2021, <https://www.tiktokodds.com/2020/06/how-important-is-first-video-you-create.html&gt;

Sol 2018, Guide To Filming Piano Keys From Overhead, online video, viewed 25 November 2021, <https://youtu.be/xspj9uE5TQQ&gt;

After I pitched my DA idea, I started posting FIST prototypes of my piano covers on Instagram (Image 1) in order to test my product and receive feedback. To reiterate, the gaps identified on Instagram were the lack of focusing on specific music genre. Additionally, posting classic piano covers is an issue since the age group of users on Instagram are mostly young adults. Furthermore, my process of producing piano covers starts with researching about the songs my audience favor, covering the songs, filming, editing, publishing the covers, and iterating this process while improving my content as per my audience feedback (FEFO).

I noticed that the reels I posted on Instagram were getting low engagement. Considering these results; along with my collogues’ feedback and my ideation process, I decided to expand my solution base by iterating the process of producing piano covers. I thought about posting prototypes on an alternative platform for the purpose of experimenting, and I received similar feedback too (Images 2 & 3). The feedback on my Twitter poll suggested that I should experiment on TikTok. Therefore, I started by creating a profile and published prototypes on TikTok (Image 4). I am adopting FEFO as a strategy, therefore a change like this is normal and essential, because I believe that this is a step to improve my content.

I saw that I was getting more views and likes on my prototypes on TikTok, in relation to the reels I posted on Instagram. The images demonstrate the insights of my first video on TikTok (Image 5), and first reel on Instagram (Image 6). The prototypes were published on different days, but around the same time. Both porotypes covered the same song, but different verses.

I decided to experiment further, therefore, I published additional similar porotypes on both platforms at the same day and time, along with the same caption. Furthermore, I noticed a difference in engagement. (Image 8 & 9 ).

Considering the results of my ongoing experiment and my audience feedback, I saw that I was getting higher engagement on TikTok than on Instagram (Images 10 &11). Therefore, I decided to change my platform to TikTok and post piano covers through iterating the process of producing piano covers. In addition, I will use Instagram for promoting the content I am producing on TikTok. The gaps, target audience, and the process mentioned earlier are the same on Instagram and TikTok.

In my prototypes, I am trying to balance resources and quality, therefore I did not spend much resources at the filming/editing stage. Additionally, I was trying to publish my prototypes as soon as possible, in order to gain feedback. Therefore, my prototypes are at medium fidelity on both platforms.

My next step is to build my TikTok page, in which, I am planning to work on the aesthetics of the page. Furthermore, through experimenting, I noticed that I receive high engagement on my porotypes when I publish them on Sunday mornings, therefore I am planning to publish at that time, however, I am also planning to experiment publishing on other days and different times. Lastly, I hope to receive feedback on the content I am producing in order to improve it.

Project Beta video:

I started building thoughts about my DA since the beginning of the trimester. I gained more knowledge and skills from lectures/tutorial topics. For instance, mind maps helped narrow down my DA idea (Image 1). In addition, the FEFO strategy helped me understand the reason why I thought that my previous projects ”failed”. Through understanding and applying such strategies, I am able to change and innovate my product and therefore improve it. FEFO is a strategy that I am able to adopt in my personal life. For instance, if I am working on any other projects, I able able to apply FEFO as it helps me recognize the need for change and innovation in any project I will work on in the future.

I learned that my audience are an essential part of my product, therefore, I got to empathize and research in order to know who my audience are, and what they favor. This helped me identify my DA idea, which is creating piano covers; and the music genre I will be focused, which is Pop.

I created a Twitter account in order to communicate with my audience, and this is when I started getting feedback. For instance, through a poll on Twitter, I got some feedback regarding the potential platform that I could be using for producing content (Image 2).

Aesthetics

I created my Instagram page, and started working on the aesthetics of my page. For instance, I created a logo and a mood board that represents my DA idea (Images 3&4).

After identifying my digital artifact idea, platform, and audience, I started creating piano covers, in which, this is a FIST way to get feedback from my audience (Images 5-7).

Using relevant hashtags

I learned that I should use relevant hashtags for the content I produce. This allows me to reach my audience, and it increases my engagement. For example, the content I produce is music based, therefore, the hashtags I use are only related to music (image 8).

Ideate & Iterate

I used a mind map again as a tool to brainstorm ideas and solutions in order to make my DA idea unique and effective (Image 9).

Videos I watched

In the first weeks of this trimester, I watched a video about developing Digital Artefacts by Dr Teodor Mitew. The video includes a detailed explanation about digital artifacts (Teodor Mitew, 2019). It helped me understand what a DA is, and it helped me decide on my potential DA idea that I am currently working on.

References

Teodor Mitew 2019, Developing Digital Artefacts, online video, viewed 29 October 2021, <https://www.youtube.com/watch?v=DhM9MD89bWc&gt;

My digital artefact is an Instagram page containing Piano Covers. I have been playing the piano since I was 13 years old. Previously, I used to cover random songs on Instagram and YouTube. Furthermore, I will take into consideration the mistakes I made in my previous projects, hence this should give me a competitive advantage.

Mostly, piano cover pages on Instagram tend to cover trendy songs, and that is a strategy to gain engagement quickly, but they do not focus on covering songs from a single genre. Furthermore, I will be creating Pop music piano covers; therefore, I will be able to attract those who are fans of this music genre. My target audience are young adults who enjoy listening to pop and are located in Europe, because those who listen to lots of Pop are located there (MIZ 2021).

I will be listening to my audience in order to identify their favourite Pop artists and their songs. Then I will be covering those songs on my piano (curating content). Further, I will be recording, and editing the covers, in which I will be adding other sorts of media before publishing the video (aggregating content). Finally, I will be adjusting my content, breaking, and changing, as per my audience’s feedback (Synthesizing). Examples of feedback that I could be receiving collaborating with a similar content creator, change my platform, etc.

In the future, I am planning to grow my portfolio and create piano covers on other platforms such as Spotify, SoundCloud, and YouTube.

Project Pitch Video: https://youtu.be/OtW1Gsku6Lw

References:

MIZ 2021, Appreciation of various music genres by age, Germany, viewed 16 October 2021

Ideas:

1. Posting piano covers on YouTube/Instagram.

2. Posting travel pictures/vlogs on Instagram.

3. Designing and sharing motivational posters. Platforms: Instagram/Twitter.

4. Creating a gaming channel on YouTube.

5. Creating an Instagram page for movies/TV series reviews.