Gov't Agencies Urged To Adopt Creative Approach In Digital Content Delivery

KANGAR, April 12 (Bernama) -- The 5E model should be adopted for content creation on government social media accounts to attract younger audiences to engage with these platforms and obtain accurate and reliable information on current issues, says Communications Ministry secretary-general Datuk Abdul Halim Hamzah.

He said the 5E model comprised ‘engage’ (capturing users’ attention), ‘educate’ (informing users in a casual manner), ‘empower’ (enabling users), ‘experience’ (users’ experience) and ‘earn trust’ (building users’ trust).

“What is important in the context of engage is short-form content, such as on Threads and TikTok-style platforms that we need to implement. People do not want long formats anymore, even 1 minute 30 seconds is enough... it is very meaningful to deliver information in a limited time but in a highly effective way.

“In addition to dynamic visuals, effective storytelling and collaboration with content creators are also important,” he said during an interview on radio station PERLISfm at the Perlis Broadcasting Department here today.

Abdul Halim said the educate component involved informing users in a casual manner through microlearning, including the use of infographics and explanatory videos with simple language that was not overly technical or heavy.

“With regard to empower, users should be able to easily access verified information, while interactive tools such as FAQs and chat boxes should be provided. We must also encourage fact-checking, as a fact-check culture is essential because misinformation is harmful to the environment and public trust,” he said.

He said the experience element involved providing user-friendly platforms along with fast and interactive responses, while earn trust focused on building trust in responding to current issues consistently and transparently, to enhance credibility.

He said the use of the model was believed to enable official government content to be delivered more engagingly and interactively, while addressing the current surge in information and misinformation.

Abdul Halim said that if the issue was not managed effectively, it could create various perceptions, especially among younger groups.

“The surge of information and misinformation must be handled firmly because competition from unofficial platforms is significant. At the same time, perception gaps also play a role between the government and the younger generation.

“In addition, challenges also involve public acceptance of official government content, which is often seen as less engaging. Therefore, even though the facts conveyed are accurate, the delivery approach must be strengthened to be more creative, relevant and capable of attracting the audience's attention,” he said.

-- BERNAMA