Kazim Fayad pushes creators toward purposeful content at SIBF

November 15, 2025 / 8:56 PM

Sharjah 24: Kazim Fayad, a Lebanese award-winning filmmaker and director, opened his session “Story Engine” at the Pop-up Academy by reframing gossip as the earliest form of storytelling. He explained that gossip historically helped communities navigate trust and deception — tools that still shape strong narratives today. For content to resonate, he said, it must meet the same human need for meaning and emotional clarity.

Building emotionally intelligent digital content

Fayad explored how effective digital storytelling depends on cinematic principles — the harmony of image, sound, and narrative. He cautioned against overly polished but emotionally empty content, emphasising that audience engagement comes from emotional depth, intentional choices, and meaningful cues rather than visual perfection.

Rethinking algorithms and engagement

Addressing a major concern among creators, Fayad challenged the belief that algorithms dictate success. He compared platforms like Instagram and YouTube to mall managers who simply follow foot traffic. “Engagement is not a reward, but a signal,” he stressed, urging creators to stop tailoring content for algorithms and instead build work that genuinely matters.

From visibility to value

Fayad concluded by encouraging creators to prioritise substance over visibility. He stressed the importance of offering real value — whether through a service, product, or solution — and reminded aspiring storytellers that meaningful financial return often comes from relationships, reputation, and opportunities, rather than pure view counts or ad revenue.