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Opinion and Insight

Social Matters Hong Kong Reveals Secrets to Powerful Content for Brands

'King of Vines' reveals insight into engaging content

Social Matters Hong Kong Reveals Secrets to Powerful Content for Brands

The digital space is changing. As brands, advertisers and creators, how do we change with it and be brave enough to push the boundaries?

Over 25 of the biggest global social media specialists and content creators gathered today for the annual Social Matters Hong Kong event – Asia’s very first and highest-level conference focused on the business value of social media and creating engaging content.

With two days of intensive learning, this year’s event welcomed over 400 delegates and offered a deep dive into the tools used to create compelling content, stimulate interaction and accelerate brands across the social space.

#socialmatters saw over 3,000 posts, with the event’s opening post reaching over 800 re-tweets alone. Total impressions reached over 12 million across the day.

The event focused on three major topics in a bid to evaluate the business value behind successful digital strategies, including: content creation and distribution, mobile marketing, and measuring the ROI and impact of great digital campaigns.

Among the many highlights, industry leaders saw the morning open with a lively session from Zach King “The King of Vine” with a behind-the-scenes insight into how he creates his magical and engaging videos:

Zach, who has over 2 million Vine followers and 1.4 million Instagram followers, cited three vital questions to ask before creating videos for any platform:

Curiosity – does it inspire wonder?

Clear – can everyone watch it?

Contagious – is it worth sharing?

Supporting the need to question why, what and how we share content across different platforms, Alex Light, Head of Content, explained that people – especially younger generations – have been over exposed to advertising and that this has created a need for alternative ways for brands to engage their audiences.

"Emergent new platforms force brands to create large amounts of quality content at high speed," said Thomas Crampton, Global Managing Director at Social@Ogilvy. "Creating a Hollywood blockbuster on an indie budget can be tough, but the right tools and publishing models can help brands accelerate and improve the quality of content."