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Background
"Once mandatory training ended, there was no reason to log in."
Major Capital Company
MAU soared to 91% during mandatory training, but no always-on content was prepared for after the training period ended.
Curated YouTube content alone gave employees no reason to stay on the platform — they could watch it directly on YouTube.
Solution
"Trusting that 91% figure was our mistake."
Major Capital Company
Pre-deployed always-on content and events 2 weeks before mandatory training ended.
Engaged 3-5 field SMEs to create content, reducing dependency on HRD-only content supply.
Results
MAU crashed from 91% to 4% within 2 months — an 87-point drop observed in 4 out of 10 financial companies.
After adopting pre-deployment of always-on content, off-season MAU decline was significantly reduced.
Insight
Mandatory training is the catalyst that brings people onto the platform, but a catalyst is not fuel in itself. Platforms that do not design for what comes after mandatory training repeatedly experience MAU collapse. Four of ten finance/insurance companies (N=10) showed this pattern, and the key countermeasure is to pre-stage always-on content starting two weeks before mandatory training ends.
