IN today’s fast world of social media you need to be “perasan” (aware), as the popular Malay slang suggests, to get noticed.
Nina Sharil Khan, through her startup PopCon and hashtag #itpaystoperasan, is helping fellow online content creators to produce worthy content, and eventually be successful in their online creative ventures.
“PopCon hosts monthly talks with the industry, conducts workshops and training including social media on boarding for companies. It also holds gatherings to help educate content creators from all platforms about social media marketing and trends, filmmaking techniques, marketing strategies, and provide industry insights,” says Nina.
With a passion for creating content, Nina says the challenge is that “we are taught to be humble and not talk big about ourselves.
Unfortunately, in this day and age, whoever shares about themselves and talks about what they do on social media— even if they necessarily aren’t the best at it—will get noticed first”.
JUST DO IT
In the social media world, learning is ongoing, and PopCon suggests #justlanggar or #DoFirstThinkLater.
“Sometimes we are not sure of what we’re doing as the social media industry moves so fast but somehow we make it work at the end of the day.
“As a community that supports content creators, we are starting to see the #itpaystoperasan trend,” says Nina.
PopCon started as a side project.
“It was created out of passion and we intended for it to become a casual platform that joins the content creator community in a space where we learn from each other,” says the former Malaysia Digital Economy Corporation (MDEC) creative content and technologies, platform and programmes manager.
“I was still at MDEC when we held the first PopCon session last January and over 120 people turned up. From there, things progressed fast and before long companies approached us for social media training.”
THE BIG PICTURE
Malaysia provides equal opportunities to men and women in the creative industry.
“Even in the live action industry (drama/ film-making), if you, being a woman, are able to heave heavy cameras, no one will stop you from assuming such a role. Of course, you don’t have to be a ‘tough chick’ to work in the industry as there are ample roles for females in the planning, management and producing work off-site as well,” says Nina.
“I used to think that I wasn’t creative, but I realised that being able to look at the bigger picture and being able to work around things— whether to save money or minimise production risk — involve creativity too.
“In short, don’t box yourself up. Creativity comes in all forms.”
EQUAL CHANCE
“You can create content on YouTube, Instagram, Facebook and LinkedIn. That’s the beauty of social media today,” says Nina.
So-called “underdogs” are shining in this era of digital content as they are viewed as more authentic than mainstream celebrities. The public connects with them as they feel that these creators are like friends and they will do anything to support them.
Studies have proven that the more amateurish the video, the more authentic feels to the audience; and that’s one of the reasons why these creators are growing so fast.
Although Malaysia has many females who are viewed as role models in many industries, we should focus on people empowerment.
“A lot of creative people here are under valuing their work and influence,” she says.
For example, some influencers can have millions of followers and high engagements but they are charging brands way below market rates.
“There is still a sense of ‘I may not deserve high value’. Perhaps it is part of our culture that we’re always asked to be humble and not talk about our achievements.
“Unfortunately, it becomes a broken record in your mind.”
COURAGE
Nina has advice for those who want to start a career in social media.
“If you want to start out on your own, some may recommend a partner who can support you. Being single, I was scared when I first decided on PopCon, but I was told to ‘just think of what you want to do and the company as an assignment from the universe’.
“If you think you can, you can. It’s really what you think of yourself. If you can’t tell yourself nice things, then stop. There’s enough negativity and the least you can do is be kind and supportive to yourself,” she says.
“Have courage and #justlanggar. If you imagine driving at night, the light may not shine too far but with each distance, things start to come together. It’s going to be scary but take one step at a time and the pieces of the puzzle will fall in place,” she concludes.