YOGYAKARTA – Communication Science Study Programme of UPN “Veteran” Yogyakarta, concentrated in Marketing Communication, held another MarcomTalk public lecture. On this occasion, MarcomTalk collaborated with Kumparan to present a session themed Storytelling for Storytelling.
The event held on Thursday, 11 May 2023 invited Nara Sophiaan as Head of Audience Management of Kumparan. Nara explained how user trends and platform trends currently affect the form and channel of journalistic products produced by the media.
“There is a high interest in short video content. In addition, based on research conducted by Deloitte, today’s audience also has a fairly low attention snap. It’s approximately 8 seconds. So the utilisation of multichannel platforms for these videos must also adjust to the characteristics of the platform and its users,” Nara explained.
Furthermore, she also emphasised that the content produced by the editorial team must still pass the gatekeeping stage. This is to maintain the quality of the content. On the other hand, every piece of content created is in collaboration with marketing, so an understanding of marketing communication is very important.
Nara also shared some tips and tricks for students who want to hone their creative narrative skills in content. “Don’t just focus on the medium of writing, but also content creation. Make sure to follow the development of platforms and content trends so as not to be left behind,” he said.
This public lecture session was greeted with high enthusiasm by the students. UPN “Veteran” Yogyakarta Communication Science student Carla Laksita Casey believes that this public lecture is very relevant to the field she is studying. “The material is really useful. Relate to the marketing communication concentration that I took,” she said. “In my opinion, the material on content creation tactics was the most interesting presentation. Hopefully I can dare to create content and get a good internship,” said the 2021 student.
Nara also appreciated the enthusiasm of UPNVYK Communication friends in this agenda. According to him, student enthusiasm is energy and a sign that they want to develop and learn. Therefore, public lecture activities such as MarcomTalk are needed to improve conceptual understanding and introduce students to practitioners.