Content creation advice & trends from Fibra 2016: highlights of the first 3 days

We live in a connected, digital world where more and more of your consumers are moving their attention to a different mix of channels. We already know this. But how will it influence content creation? Here are some points discussed at Fibra in the last 3 days on content:

Deliver Emotions.

Laura Nedelschi, Senior Copywriter DDB Romania discussed the differences in Mindset between Traditional and New Consumers. However, what defined both groups, is the fact that their buying choices are emotional. A brand that wins consumers’ hearts is a brand that feels.

Understand the Values that define your Consumers.

Technologies change, people don’t. Dan Petre, Managing Partner D&D Research talked about the importance of psychology, about how emotions, values and interests transcend channel specifics.

Capture their Attention and Hook audiences to your Story.

Why do people pay attention to certain stories? Alexandru Maftei, Stage Director presented one recipe: a familiar situation for the audience, their ease of identifying with the characters and of following the the conflict, all spiced by suspense and the tension of the waiting-surprise game. Close it with revealing the resolution of it all.

The right message, at the right time, through the right channel.

Adela Preda, Digital Creative Strategist Profero, gave several examples of how a 9am to 5pm content delivery is not good enough. How you would miss out on the opportunities of the connected, digital world that all generations already joined. Make a plan but be sure to ride the waves of news that present opportunities of relevance or entertainment for your audiences.

The future is in Video.

Consumers love video content either it is a review, a tutorial, on shopping, about a celebrity or just a website video. They enjoy animations and GIFs. In 2015, video accounted for 50% of mobile data traffic and it is said to grow to 70% (55% per annual growth) by 2021. Cora Diaconescu, Head of Digital at Tribal Worldwide Romania focused even more on live transmissions as trending right now.

A need for Speed.

Right now the average content development and approval process lasts 7 days (Andreea Strachina, Head of Communication Design at Kaleidoscope Proximity). In order to take advantage of online trends in today’s world it needs to move faster. Brands need to catch up with influencers.

People hate Ads but Love Content.

How to create lovable content? You (the agency and the client) need to fall in love with the message just as much as your consumers.  Vangelis Davitidis & Mark Aris (Creative Director, respectively Strategic Planning Director & Partner, at 4 Wise Monkeys) said the right message should excite you, give you butterflies. In addition, the digital user is highly informed – do your homework and be authentic. If you manage this, consumers will want to get involved. And not only them, but influencers as well. In their case, leave them the space to be authentic as well. Scripted, directed messages from influencers will not impact consumers.

Do not mistake the Brand Personality with Yours.

Even if you are in the target audience, no matter how much you love the brand, do not act as the brand, or replace the voice of your brand. Keep your brand transparent, authentic, respectful, flexible, cooperative, remorseful, fast, careful and correct. Oana Bulexa, Managing Director, MSLGROUP The Practice, emphasized that brands only fail in communication when we try to make them be us.

See more insights from Fibra 2016 on our Twitter page here.

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