Exploring video calling behaviors in pandemic times, to inform the positioning strategy of a new video calling app

In May 2020, a social media app launched it’s video conferencing capability amidst a global pandemic and waning shelter-in-place orders. With competitors like FaceTime, Zoom, and HouseParty already firmly entrenched, they needed to determine their place in the video conferencing landscape.

To answer this question, we spoke with 13-24 year olds in the US and Spain to understand why they made video calls, which tools they used and whether this new video conferencing app had a place in their lives.

We found that this age group was using video calls to replace not just in-person activities, but also the emotional needs that IRL interactions fulfill. While they had different video calling apps at their disposal, there were certain unmet needs for video calls with friends or family that this app was uniquely positioned to address.

To bring the nuances around their video calling behaviors to light, we created an insight and strategy deck that mapped the apps 13-24 year olds currently using for different types of video calls, and highlighted the role that this new app could fill, and how to get there.