Nota Bene is committed to a new approach to agency work in content creation

Please note is revolutionizing the way brands communicate in the digital environment thanks to its innovative and strategic approach. With a vision that combines creativity, speed and authenticity, the agency is marking a before and after in the production of organic content and adapted to current social platforms. Its proposal not only stands out for its ability to connect with audiences, but also for its commitment to helping brands find and express their identity uniquely.

From MarketingDirecto.comwe have had the opportunity to talk with Helena Gutiérrez, Digital and Creative Manager of Please notewho has shared with us how brands can take advantage of the short-content to boost their engagement, the challenges they face when adapting to the digital landscape and the strategies that allow them to stand out in an increasingly competitive environment.

Organic short-content is revolutionizing the way brands communicate their messages. What makes it so effective on social media and how can it directly impact audience engagement?

For many years, brand communication and people communication have gone their separate ways: organic code was reserved for what each of us posted on our networks, while brands resorted to much more sophisticated codes. produced or advertising. All this changed with the role of the influencers and with the rise of TikTok. The former have achieved enormous power of prescription with much “closer” formats (or at least performing closeness), while TikTok has been a steamroller equalizing content with standards of production totally new: their formula for pushing content organic and repetitive has connected with the audience, increasing the consumption time of TikTok compared to other networks. These two phenomena have made brands rethink the way they create content to relate to their audience in a different way.

Digital creativity has evolved enormously. How have brands’ expectations regarding content production changed in recent years and how are they adapting to these new demands?

We are witnessing a time in which brands have many tools to express themselves, and the most interesting are those that use a mix strategically very well defined: do organic short-content has a clear objective when we need to feed our networks; but that does not invalidate the creation of content wowof the highest quality, that stands out in our feed. These two options are also equally compatible with creating content from entertainmentFor example. The wealth lies in knowing that a brand can express itself differently in canales, moments, goals different and that, if done in a manner consistent with its ADNthe consumer not only will not reject it, but will appreciate that wealthcapacity surpriseof empathizeetc…

Nota Bene’s mini-studio allows you to produce videos quickly. How does this approach balance speed of execution with the quality and effectiveness of content created for brands?

The mini-studio was born from the pure confluence of talent in the agency, and to think beyond a calendar of networks conventional. Many brands need to tell complex product features, or feed channels like Instagram that increasingly reward reels. But we all know that creating videos for Reels with standards of advertising production It is expensive, and even more so when we are talking about a volume of several weekly publications. This need converges over time with a team digital of the agency, in which we have several profiles that are content creators themselves, who manage their personal networks with a clear strategy and have a fantastic eye for creating content with their mobile.

The fact that it is organic is fully compatible with it being aesthetic e interesting. Speed, in this case, is an advantage because it allows us to create content attached to the trends of the moment, that the platforms push organicallyso the KPIs of engagement y range are always much higher than the highest content standard.

Brands often seek to differentiate themselves in an environment saturated with content. How can an agency like Nota Bene help a brand find and communicate its identity authentically on social platforms?

In Please notethe area digital y creative works hand in hand with the areas of PR e Influencer Marketingwhich gives us many tools to build a solid voice y differential for brands. The work that is seen on social platforms has behind it a work of creating planes in which many teams are involved, in which we take into account the media pulsehe feedback of the influencers who participate in the campaigns or the comments of the people who write to us daily in the canales of the brands.

We believe that the expression digital It is truly enriched when it is integrated with the rest of the communication. Furthermore, this makes life enormously easier for the client because they do not have to agree with different agencies, each with their own goals. It is a very enriching way of working for all parties.

Each social network has its own language and unique audience. What key factors do you consider when adapting content strategies so that each piece is effective on its specific platform?

Obviously we need to be up to date with the codes, trends y formats not only from each platform, but from each country (since we manage brand channels also outside of Spain). And not only that: not everything TikTok It’s the same, like not everything Instagram It’s the same. I’m sure we’ve all had a “strange” week in which we don’t understand why the algorithm keeps showing us a type of content that we’re not used to and that we had never seen until then. There are many “bubble spaces” in networks that you also have to know how to read and see if they can be useful for brands.

The digital landscape is constantly changing. What strategies do you implement to ensure that content remains relevant and stays aligned with emerging trends and behaviors?

Two things are important here: the first, prior to creation, has to do with that listen y trend observation that I mentioned before. Be very aware of what is happening and be agile in creating content to be able to publish close to those trends at the moments when the platforms push them and consumers appreciate them. The second is later, always measuring the results and being flexible when rethinking the editorial strategy to be more effective.

What practical steps would you recommend to brands starting their journey on social media to get started with short-content and how to prevent their content from going unnoticed?

Perhaps the key recommendation would be to be clear about what your markwhat it is going to talk about and how: that is what is going to make it not “just another brand making a trend”. The key work is often before the creation of the content, in the prior definitionand at the agency we work a lot on this part with the client before placing the mobile to record. Then, of course, surround yourself with talent who knows how to work messages with truly native codes, no brand should be the meme of Mr. Burns dressed as Jimbo.