Key Recommendations

Designing tailored content

• Not all use cases are relevant for everyone, but finding broadly relevant use cases for the target audience is possible. Examples and local references can improve the perceived relevance of use cases.
• Consider the duration of the trainings, video content and messages as certain individuals may be time poor.
• Use language, terminology, examples that are relevant for the underserved.
• Consider the images and voices in your video content and test with target audiences before launching at scale to ensure the content resonates with your trainees.
• When using women in any visual content, ensure that the women are relatable and are actively using digital apps and services.
• Structure content around use cases that are relevant to your target audience.
• Ensure the training content is localised and using language that resonates with the lived experience of the target audience.
• Video titles need to describe both the digital skill and the use case.
• Better results can be achieved through testing and iterating digital skills training with target users.

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