Captivating Gen Z: Rusk Media’s Innovations in Audience Engagement and Brand Collaborations
CXOToday has engaged in an exclusive interview with Mr. Rahul Arora, National Sales Head, Rusk Media
Can you elaborate on Rusk Media’s strategy for engaging with audiences below the age of 25, and what specific initiatives Rusk Media has taken in this regard?
Rusk Media’s strategy for engaging with audiences under 25 revolves around crafting premium, snackable content that aligns with the preferences of today’s viewers, who often have shorter attention spans. Our focus is on creating themes and storylines that resonate deeply with their audience, ensuring that every piece of content offers an immersive entertainment experience. By tailoring content to the specific interests and values of young viewers, Rusk Media aims to captivate and engage its audience effectively. To achieve this, we build content intellectual properties (IPs) around top subcultures, enabling multiple touchpoints of engagement such as user-generated content and collaborations with digital influencers.
Specific initiatives include expanding the success of PLAYGROUND with a much larger season this year, catering to the evolving interests of the youth. Furthermore, we are also launching new multi-format serialised fiction IPs on Alright in Q1 and developing a new non-fiction IP, broadening our content offerings to maintain relevance and innovation in the digital entertainment landscape.
What specific observations or trends in the digital entertainment landscape prompted Rusk Studios to pivot towards becoming a Gen Z-first mobile entertainment company?
Rusk Studio’s decision to pivot towards becoming a Gen Z-first mobile entertainment company was driven by several key observations and trends in the digital entertainment landscape. Firstly, the heavy reliance on mobile devices for entertainment consumption was a significant factor. With each individual having their personalised screen, there arose a need for custom content tailored specifically for mobile platforms, rather than repurposed content from traditional TV. Additionally, the rise of short-form, snackable content presented a clear opportunity. Recognising the potential to create content optimized for mobile consumption, we saw the importance of adapting to this trend to better engage with our audience. Furthermore, the emphasis on social and interactivity elements in content consumption played a crucial role in the pivot. By incorporating elements that encourage engagement among viewers, we aimed to increase stickiness and enhance the overall user experience. Through comprehensive data analysis and firsthand observations, we develop premium, snackable content tailored to the preferences of today’s audiences, particularly Gen Z.
What innovative strategies does Rusk Media employ to create synergies with brands, ensuring effective collaborations and higher return on investments (ROIs)?
We employ innovative strategies to ensure effective collaborations and higher returns on investments (ROIs) with brands. One such approach involves adapting content across multiple formats, including reels, shorts, long-form content, and memes, thereby reaching a broader audience, particularly among young viewers. Additionally, we forge relevant influencer partnerships, collaborating with content creators who have a high affinity with the target audience, thus increasing reach and driving engagement. Moreover, we also focus on high-quality in-content integrations, seamlessly integrating brands into our shows and content, anchored around the personas of the brand, to enhance the viewer’s experience and promote the brand effectively.
What are the successful brand collaborations or partnerships that Rusk Media has facilitated, and how these collaborations have contributed to the company’s growth and revenue?
We have facilitated successful brand collaborations and partnerships that have significantly contributed to the company’s growth and revenue. In the last quarter of the previous fiscal year, Rusk Media collaborated with some of the top impact advertisers in the country, including Hero MotoCorp, Tecno Mobiles, Pizza Hut, Philips, Too Yum, Swiggy, LG, and PUMA for our GAMING Entertainment IP ‘PLAYGROUND’. These collaborations resulted in substantial growth in viewership for the IP and an increase in revenue compared to previous quarters. The partnerships not only expanded the reach and engagement of the content but also generated significant revenue streams for us.
Could you highlight Rusk Media’s approach to audience engagement and retention, especially considering the highly competitive nature of the digital media landscape?
Rusk Media’s approach to audience engagement and retention is anchored in a multi-faceted strategy tailored to the demands of the fiercely competitive digital media landscape. One key aspect of our strategy is our multi-platform presence, which ensures that we reach our audience wherever they consume content. By maintaining a strong presence across various platforms, we maximize our visibility and accessibility, thereby enhancing engagement and retention.
Moreover, we leverage gamification elements to market our content, making the viewing experience more interactive, entertaining, and rewarding for our audience. Through gamification, we not only captivate our viewers but also encourage ongoing participation and loyalty. By leveraging multi-platform presence and gamification strategies, we strive to stay ahead of the competition and deliver compelling content experiences that resonate with our audience.
With the increasing trend of mobile-first gaming and entertainment, how does Rusk Media analyze and adapt to evolving consumer behavior in this space?
Amidst the growing prominence of mobile-first gaming and entertainment, Rusk Media remains proactive in analyzing and adapting to evolving consumer behavior in this dynamic space. Our approach is driven by data-driven insights, drawing from various sources such as social media interactions, content consumption patterns, and demographic information. By leveraging these insights, we aim to develop a deeper understanding of our audience’s content consumption preferences, allowing us to tailor our offerings to better suit their needs and interests.
Furthermore, we actively seek audience feedback through methods such as focus group discussions (FGDs) for existing IPs/seasons and prior to launching new content on platforms like Discord. This direct engagement with our audience enables us to gather valuable insights into their preferences, opinions, and expectations, which in turn inform our content development and adaptation strategies.
As the media landscape continues to evolve rapidly, what steps does Rusk Media take to future-proof its business and stay agile in response to emerging technologies and market trends?
In the face of rapid evolution within the media landscape, Rusk Media adopts proactive measures to future-proof its business and maintain agility in response to emerging technologies and market trends. Our approach begins with fostering robust content development processes, leveraging the expertise of the best industry talent. By ensuring excellence in content creation, we lay a strong foundation for adapting to changing market dynamics.
Furthermore, we place a strong emphasis on continuous analysis of global content trends. This allows us to anticipate shifts in consumer preferences and industry innovations, enabling us to stay ahead of the curve and remain relevant in a rapidly evolving landscape.
Additionally, Rusk Media adopts a razor-sharp audience-centric approach. Our content creation and product development strategies are deeply rooted in audience feedback and data analytics. By closely monitoring audience behavior and preferences, we tailor our offerings to meet their evolving needs, ensuring sustained engagement and relevance.
