How to stand out in digital

Malaysians are one of the most voracious consumers of digital media in the region. We now spend more time surfing the internet than we do with any other media platform including TV, radio and newspapers combined. With smartphone penetration rates fast gaining traction, there's no doubt that Malaysians crave and consume digital content at huge rates.This explosion in consumption means there's never been a better time for us creatives in the digital media industry. With everyone from mega property companies to home-grown SMEs eager to take advantage of the increasing number of touch points where brands can engage, there are huge opportunities for us to fulfill their needs.I’ve been working in this consumer media industry for 15 years now, and have immersed myself in the world of content creation, wearing almost every hat in the process. So here's where I trot out that worn-out cliché: content is king. But what kind of content, though? And with everyone jumping on the digital bandwagon and wanting to "go viral", how can you stand out from the clutter?It's no secret that there's a need for content that digital users have never seen before.The mainstream just doesn't cut it anymore. But frankly, a lot of the digital content that's being churned out is getting rather predictable. It either has a comedic bent along the lines of YouTubers like JinnyboyTV, or festive season nostalgic tearjerkers. If the abundance of these kinds of content is to be believed, all we are interested in is parodying ourselves as Malaysians and giving folks a good cry for Raya!While these genres are well-loved and have their purpose, there’s a lack of content that is not only entertaining but is timeless and transcends boundaries in a way that also creates value for brands.Nostalgia and comedy speaks to a very narrow range of experience via an extremely localised context. I'd like to see content that's more universal and explores different subject matters, and therefore can engage audiences beyond Malaysians. Why can't content be both fun, push the boundaries of storytelling and cross borders?This might not work for all of course, as many brands are very dependent on the local market so it makes sense for them to invest in localised content. But as Ayam Brands and their recent viral hit collaboration with American YouTubers The Fung Brothers shows, it's possible to create something that’s aimed mainly at a foreign audience and yet still resonates a great deal with Malaysians. This is a fantastic case of a brand taking a risk to step outside of local comfort zones, and then enjoying a huge pay off because of it.The Fung Bros/Ayam Brand video is prime example of another kind of content I don't see nearly enough of: content that mixes different treatments together into interesting hybrids and mash-ups. Just because a particular genre hasn’t been done before, or has only been successful in the international arena doesn’t mean it can't work here. My work with free-to-air station 8TV proves that the market will follow if the content is unique. The market for urban content in Malaysia didn't exist then; we created it.There's also the challenge of execution. In Malaysia, we don’t push ourselves to execute in new ways. Execution is the key to survive in this business. You need to be competent and on top of your craft. I see a lot of good concepts that fail to execute. And by execution I don't just mean technical excellence. It’s everything--a sense of pace, good art direction, working with great talent, bringing out the right emotion for the right moment. It’s a level of finesse that I rarely see.I’m not saying that we aren't pushing our boundaries as creatives; but we are pushing based on established parameters. We have to surpass that and find the courage to experiment. It's a matter of not just thinking outside the box, but throwing out the box completely! We've simply got to wipe the slate clean and reinvent your creative outlook.I realise that my point of view is shaped by my rather unconventional start in this field. I'm completely self-taught and have never spent a day at an agency, big or small. I never got a degree in advertising or studied film. Somehow, I was lucky enough to become creative director at 8TV and then later, Media Prima. I was independent and never went strictly by the book. I learned on the job by watching great content and paid attention to the details-- something that many here tend to shortcut.My time in 8TV and Media Prima allowed me to learn and understand what kind of content really engages audiences, and over time my exposure to a broad range of content allowed me to see that one thing is consistent across the board--that great content stands the test of time.I’m constantly trying to keep tabs on what kinds of digital content people are interested in consuming. I also ask myself what I would like to see creatively that has not been done before. If it’s not been done in Malaysia I would like to attempt that. And if it's something I want to see, I bet there are others who want too. After all I’m just like everyone else.If we are able to grow through constant reinvention, the age-old challenge of limited budgets and gun-shy clients notwithstanding, we would doing truly new things with digital content that excites consumers and brands alike.This is still unchartered territory with vast potential. We should all rise to the occasion.The writer is Peter Chin, formerly the group creative director at Media Prima and now head of his own production company Shiroku.