More competition for attention
With more creators competing, the opening and the situation must give viewers a reason to keep watching.
CONTENT CREATION / HOW OUR TEAM DELIVERS
Turn product value into content.
Make the business clear.
01 / THE BRIEFProduct × audience
What is the problem?
Why is the product useful?
An illustrative commuter-cup brief:
turn a lid feature into the reassurance of carrying it in a bag.
Original copy & scripts
Story · Explanation · Use context
Audience questionHow can I carry it confidently?
Character actionClose · Pack · Commute
Product roleRevealed through its use
Turn the script into finished work
Video · Visual posts · Brand materials
Real feedbackWatch · Understand · ActBack to creation
YOHAN AI assists analysis · Our team decides and revises
The creative and production scenes are illustrative examples, not client work.
WHY CONTENT MATTERS
Marketing perspective & content principles
The cost of attention shapes our approach: give people a reason to watch, then make the product value clear.
MARKETING PERSPECTIVE
When attention costs more, content has to earn it.
More creators mean more choices for audiences. Generic, interchangeable posts struggle to hold attention and travel organically. More output does not automatically mean more meaningful attention.
A PUBLIC INDUSTRY EXAMPLE
Three Squirrels: the cost of reaching customers
Even an established brand invests heavily in platform services and promotion. The question is not only how much to spend, but whether the content gives people a reason to stay.
- 2025 revenue
- 10.19bn CNY
- Platform services & promotion
- 1.31bn CNY
- Approx. share of revenue
- 12.9%
Source: Three Squirrels 2025 annual report, p. 140. This expense category includes platform services, not only paid advertising. The ratio is calculated from the reported figures.
Generic content is easy to skip
Templates and lists of features can fill a feed without making a brand memorable.
Paid reach must still earn interest
Paid distribution brings exposure. When the story fails to engage, the brand depends more on paying for the next impression.
CONTENT PRINCIPLES
Make the product part of the story.
Traditionally, brands bought ad breaks around TV drama. Today, a product can play a natural role in the characters’ lives, their problem and its resolution. Viewers follow the story and discover why the product matters.
BEFORE · THE AD BREAKPay for the opportunity to be seen
The storyCharacters earn attention
Pause for an adThe brand buys a slot
Back to the storyStory and sales stay separate
NOW · THE PRODUCT IN THE PLOTEarn attention and make the value memorable
Start with a real situationFriends arrive. What can we serve?
Let the product helpA box of treats makes hosting easy
Resolve the story, reveal the valueSharing and reactions convey the taste
Creative illustration: actions, details, reactions and a turn in the story can reveal product benefits naturally.
Reduce reliance on repeatedly buying reach
We keep investing in creative thinking: understanding the audience and refining the plot, pacing and expression. Content people want to finish and share has a better chance of travelling organically. Paid distribution can then amplify work that is already showing promise.
- A compelling story
- A reason to keep watching
- A memorable product benefit
- Organic reach + informed paid distribution
That is why we study the product and its audience before writing the story, then use real feedback to improve both content and distribution.
FROM PRINCIPLE TO DELIVERY
How our team delivers · Five connected steps
Understand the project, develop the creative idea, validate it, scale effective content and use feedback to improve the next version.
Define the problem before the message.
Ask what customers want to improve and what holds up their choice. Confirm where the product fits, its capabilities and the evidence, then define the questions to answer and the delivery scope.
Business & productValue, capabilities and factual boundaries
AudienceDecision makers, users and influencers
Use caseThe situation and the customer’s concerns
EvidenceMaterials, cases and market feedback
Working outputConfirmed project brief · Questions to resolve
Make brand value part of content people want to watch.
As in a series people choose to follow, characters face a problem and take action: the product’s role becomes clear through the process and outcome. The same creative approach works in brand films, educational content, demonstrations and social graphics.
This original storyboard aligns action, dialogue, captions and sound across a 14-second misunderstanding and reveal.
Original storytelling and visual expression
Open with the outcome customers want. Use stories and demonstrations to show how the product, production line or team helps. Explain where it fits and the differences easy to overlook, with evidence and a clear next step.
Creative that makes media spend work harder
Use attention, completion, sharing and enquiries to assess engagement and clarity. Use actual feedback to decide what to revise and promote. Views alone do not establish enquiries or purchases.
Working outputOriginal creative direction · Scripts and storyboards · Visual expression · Final review
Use the evidence to choose the next step.
Agree on criteria for the same business goal. Check whether the product’s role is clear, then compare attention, completion, engagement and enquiries across versions. Account for audience, channel, timeframe and budget before scaling based on high views alone.
Supported direction
Plan a controlled expansion.
Continue to scaleBelow expectations
Revise the message or format, then retest.
Return to creationInsufficient evidence
Add relevant observations before deciding.
Keep testingWorking outputValidation plan · Version comparison · Next-step decision
Give effective content a wider reach.
Turn one core story into versions for different audiences, accounts and channels. Coordinate an account network, creators, news publishers and paid media to reach more potential customers.
ONE STORY. MORE WAYS TO BE DISCOVERED.
CONTENT & CHANNEL ILLUSTRATION01 / CORE STORY
One brand message
Facts · Value · Original expression
02 / MULTIPLE VERSIONS→03 / COORDINATED REACH
Account network
Brand
Industry
Use case
LocalTopicEditorialAdapt to each account and its audience interests.
Creator collaboration
Explain · Experience · ContextWork with creators to connect with their communities.
Paid amplification
Phase spend using feedback on creative and audiences.
News distribution
INDUSTRY / EDITORIALAn AI industry cluster
is taking shape in Chongming
is taking shape in Chongming
LOCAL / EDITORIALAn AI industry cluster
is taking shape in Chongming
is taking shape in Chongming
EDITORIAL / ADAPTATIONAn AI industry cluster
is taking shape in Chongming
is taking shape in Chongming
Match editorial content with publishers to support discovery and GEO.
THE ROLE OF AMPLIFICATIONMore entry points×More audience touchpoints→Broader relevant reach
Park work illustrates content adaptation; this is not a record of the project’s actual placements, publications or partnerships.
GEO / GENERATIVE ENGINE OPTIMIZATIONGive AI search
Give AI search
a path to your brand.
Explain brand facts, products and real cases clearly. News distribution creates searchable sources that can help AI search discover, understand and cite the brand.
- 01Explain the brand
Factual, focused content that answers questions
- 02Build public sources
News publication · Relevant content over time
- 03Support AI discovery
Search · Understanding · Citation opportunities
Working outputApproved versions · Resource plan · Delivery schedule
Turn real feedback into the next revision.
Use authorized feedback to find where attention drops, then improve the next version.
Compare audiences, creative and channelsAnalyze attention, completion and conversionRefine openings, scripts, visuals and publishing
Authorised data & feedback
Organise video performance, comments and client feedback.
Find where attention slips
Review the opening and transitions alongside the feedback.
Inspect the opening 0–3 secondsTurn findings into edits
Refine the hook, structure and visual expression.
Check the next version
Compare the revised content, then review again.
Working outputAvailable feedback · Version comparison · Specific edits · Reusable project context
Review criteria and data
When authorized data and client feedback are available, AI helps organize them and the team reviews the audience, creative and channel context. Separate observations from hypotheses, make specific edits, then compare the response to the next version.
REAL DELIVERABLES / METHOD IN PRACTICE
See what the method produces.
See how a plan reaches a decision and how a script guides production. Use the redacted report excerpts and original project records to judge whether the method fits your challenge.
Market-entry research
Compare import trends and data definitions to choose markets worth testing.
Brand content planning
Turn a wordplay idea into a 00–14-second storyboard with actions, dialogue and sound.
What the content must doClarity& interest
See the work. Review the response.
Check whether people want to watch and can understand the product. Then use completion, engagement and enquiry feedback to decide what to improve and which content to promote.
- Hold attention
- Explain product value
- Review real feedback