RD Summit 2024 brought important discussions about the evolution of digital marketing, and Rafael Kiso’s talk highlighted the resonance in content marketing. In a scenario of increasingly shorter attention spans, Kiso addressed essential strategies to capture and maintain audience engagement. In this article, we explore the main points and lessons from his talk, which emphasize the role of the “hook”, brand recognition, authentic production and editing, and the power of storytelling.

The evolution of attention span and the concept of resonance

At RD Summit 2024, Rafael Kiso pointed out that people's attention span has fallen from 12 seconds in the 2000s to just 8 seconds today, with an even shorter time on social media, where the average is just 1,7 seconds. This data shows the need for adaptation in marketing, and to this end, he introduced the concept of resonance, which depends on three pillars: attention, retention and interaction.

Fundamentals of Creating Resonance in Content Marketing

Kiso outlined four fundamentals for achieving content resonance, emphasizing that effective engagement requires more than capturing your audience’s attention—it also requires creating a lasting emotional connection. Below, we’ve outlined each of these fundamentals.

1. Hook: Capturing the audience’s attention

The hook is the “bait” that attracts the user’s attention. For Kiso, questions that connect emotionally with the audience are ideal, as they stimulate reflection and create an authentic connection. He emphasized that questions should be aligned with the needs and pain points of the target audience, facilitating engagement.

2. Brand recognition: reinforcing the image

Audiences often need multiple exposures to recognize and connect with a brand. Rafael highlighted the importance of familiar faces, such as influencers and spokespeople, for brand recognition. Additionally, regular appearances increase purchase intent and brand loyalty.

3. Production and editing: authenticity on the rise (HI-FI x LO-FI)

Kiso compared high-fidelity (HI-FI) production to low-fidelity, more spontaneous (LO-FI) content. He said LO-FI often has a greater impact because of its authenticity. Quick cuts, dynamic captions and visual effects can increase engagement, bringing brands closer to their audience in a genuine way.

4. Storytelling: creating an emotional connection

Storytelling is the technique of telling stories in a way that creates an emotional connection with the audience. Kiso used the “hero’s journey” to illustrate the importance of stories in branded content. He highlighted that content with authentic stories and emotions generates greater impact and is more memorable, fostering a lasting emotional connection.

“Infotainment” as a capture strategy

Rafael introduced the concept of “infotainment”, which combines information and entertainment. In times of fast consumption, combining fun and relevant content is an effective way to keep the audience interested until the end. He used the example of Nubank, which in its recent campaign used the actor Matt LeBlanc, known as Joey de Friends, to reinforce the idea of ​​emotional connection.

Data and metrics: the role of insights in assessing effectiveness

Kiso stressed the importance of continually measuring and analyzing data to know whether strategies are truly engaging audiences. He encouraged professionals to understand audience behavior and reactions in real time, adapting content when necessary to achieve resonance.

The choice to impact

Rafael Kiso ended the talk with a powerful phrase: “Retention starts with a choice. Choose to retain, choose to impact. And the public will have no choice but to remember you.” This concept reflects the importance of a strategic and value-driven approach, where the brand chooses to impact the public with relevant and engaging content, making the public remember it for much longer.

Final tip

Rafael Kiso’s talk at RD Summit 2024 highlighted the need for marketing that goes beyond the surface, focusing on creating a genuine resonance with the audience. By following the fundamentals presented, such as hook, brand recognition, authenticity and storytelling, brands can build lasting connections that transform simple interactions into meaningful relationships.