Asynchronous Academy

Competitor Research

Suggested Duration: 10 Hours

"The medium is the message."

Marshall McLuhan

In our modern world, we are constantly surrounded by messages, from the logos on our coffee cups to the algorithms on our social feeds. Whether you are scrolling through TikTok in Toronto or reading a blog post in Thunder Bay, someone has made deliberate choices about how that information reaches you.

To become a great creator, you first need to be a great "code-breaker." In this assignment, you will investigate how professional creators use design, psychology, and specific platforms to connect with their audiences.

The Creator’s Toolkit

Before you start your research, let’s look at two powerful ways creators influence us without us even realizing it:

1. The Power of Typography While we often use the word "font," we are usually talking about a typeface (like Helvetica or Arial). In the digital age, your choice of typeface is like your "visual tone of voice."

  • Serif (e.g., Times New Roman): Traditional and trustworthy. The little "feet" on the letters help the eye move along lines of printed text.
  • Sans-serif (e.g., Roboto): Clean, modern, and easy to read on screens.
  • Display & Script: These are the "personality" picks, best used sparingly for logos or big headlines to grab attention.

2. Design Fundamentals To help you build a professional eye, please complete the Canva Elements of Design short course.

3. The Hidden Message (Bias and Persuasion) Media is rarely neutral. From the early marketing tactics of Edward Bernays to today’s AI-driven ad targeting, creators often use "implied messages" to sway an audience. For example, a creator’s background, location, or even the music they choose can create a specific bias that changes how we view their advice.

Find Your Competition

Your task is to find 3 to 5 "competitor" channels or creators who produce content related to the themes we are exploring in Macbeth (e.g., mental health, the pressures of leadership, relationship dynamics, or even "ambition culture").

Try to find these across different platforms, such as a YouTube channel, a TikToker, and a professional blog.

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Pro Tip: Your next assignment involves creating YouTube chapters. If you find a video that already uses them, take note of how they organize their ideas!

For each creator, you will analyze:

  • Visual Branding: What typefaces and colours are they using? If you were looking for a template in Canva to match their "vibe," what keywords would you search for?
  • Platform Strategy: How does their approach change between a short-form video (TikTok) and a long-form video or article?
  • Perspective and Bias: How does the creator's background influence their message? For example, would a "hustle culture" influencer give different advice on ambition than a wellness blogger?
  • AI and Efficiency: Do you see evidence of AI being used (like AI-generated captions, thumbnails, or polished voiceovers)? How does this help or hinder their connection with the audience?

Deliverable:

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Research Log

Create a Markdown file listing your 3-5 creators with links to specific examples. For each, write a brief summary (about 20-25 minutes of thinking/writing time) covering the analysis points in this section.

Reflection Video

To complete this assignment, record a 3-5 minute screencast reviewing your findings. Walk us through the channels you researched and "talk shop" about their strategies:

  • Design & Branding: Show the fonts, templates, and color palettes they use, and explain how they build their visual brand.
  • Platform & Audience: Explain how their messaging changes between short-form video and long-form content.
  • Bias & Perspective: Analyze how their background shapes their message.
  • AI Assessment: Discuss where and how they use AI, and whether it helps or hurts their connection with viewers.

Deliverable:

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Reflection Video

Record a 3-5 minute video using a combination of the Canva Free Screen Recorder (to capture your screen) and the Canva Online Video Recorder (to record yourself), and stitch them together in the timeline. Show us the channels you found and "talk shop" about why they are successful (or where they miss the mark).

Assessment

Pre-Submission

Before you submit, please complete the Pre-Submission Self-Assessment.

What to Turn In

  • 📤

    A research document (Markdown file) analyzing 3-5 competitor channels

  • 📤

    A 3-5 minute reflection video reviewing your findings

💡 A Different Way to Learn

Async Academy courses are inquiry-based. There are no rote answer keys or multiple-choice worksheets here. You learn by exploring, questioning, and building projects you care about.

Because your discovery path is completely unique, you need a human sounding board. Enroll to submit your projects and get personalized video feedback from an Ontario Certified Teacher to guide your work.

Learning Goals

We are learning to:

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    Research successful media channels to identify techniques used to connect with diverse Canadian audiences

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    Recognize and analyse bias and persuasive tactics used in professional media texts

  • 🎯

    Evaluate how communication strategies vary in effectiveness across different platforms and media forms

  • 🎯

    Understand how visual features like typography and layout contribute to a creator's brand and message

Success Criteria

I can:

  • ✅

    explain how a similar message is adapted for different audiences and media forms by identifying specific conventions and techniques

    Expectations Covered: MS1, MS2
  • ✅

    identify and analyse biases and persuasive tactics in media texts, explaining how the creator’s perspective influences the message

    Expectations Covered: MS1, MS3
  • ✅

    evaluate the effectiveness of communication strategies, including the use of visual design elements like font and layout, for a specific purpose

    Expectations Covered: MS2, MS4

Rubric

Category Level 4 Level 3 Level 2 Level 1
Knowledge/Understanding Demonstrates a thorough and nuanced understanding of message adaptation, media bias, and design conventions Demonstrates a clear understanding of message adaptation, media bias, and design conventions Demonstrates some understanding of message adaptation, media bias, and design conventions Demonstrates limited understanding of message adaptation, media bias, and design conventions
Thinking/Inquiring Provides a sophisticated analysis of how communication strategies and media features vary across audiences Provides a competent analysis of how communication strategies and media features vary across audiences Provides a basic analysis of how communication strategies and media features vary across audiences Provides a limited analysis of how communication strategies and media features vary across audiences
Application Effectively applies research and design principles to identify professional-grade creative strategies Appropriately applies research and design principles to identify creative strategies Applies research and design principles with some success to identify creative strategies Applies research and design principles with limited effectiveness
Communication Communicates ideas and positions with a high degree of clarity, conciseness, and professional polish Communicates ideas and positions clearly and concisely Communicates ideas and positions with some clarity Communicates ideas and positions with limited clarity
Knowledge/Understanding
Level 4

Demonstrates a thorough and nuanced understanding of message adaptation, media bias, and design conventions

Level 3

Demonstrates a clear understanding of message adaptation, media bias, and design conventions

Level 2

Demonstrates some understanding of message adaptation, media bias, and design conventions

Level 1

Demonstrates limited understanding of message adaptation, media bias, and design conventions

Thinking/Inquiring
Level 4

Provides a sophisticated analysis of how communication strategies and media features vary across audiences

Level 3

Provides a competent analysis of how communication strategies and media features vary across audiences

Level 2

Provides a basic analysis of how communication strategies and media features vary across audiences

Level 1

Provides a limited analysis of how communication strategies and media features vary across audiences

Application
Level 4

Effectively applies research and design principles to identify professional-grade creative strategies

Level 3

Appropriately applies research and design principles to identify creative strategies

Level 2

Applies research and design principles with some success to identify creative strategies

Level 1

Applies research and design principles with limited effectiveness

Communication
Level 4

Communicates ideas and positions with a high degree of clarity, conciseness, and professional polish

Level 3

Communicates ideas and positions clearly and concisely

Level 2

Communicates ideas and positions with some clarity

Level 1

Communicates ideas and positions with limited clarity