Content producers need to listen to fans and "tailor messages accordingly" - Mind Candy’s head of community
"It is important that we are creating engaging content for our fans and making sure we're pushing things out there that people really want," Mind Candy's head of community, Claire Panter, said while discussing the rising problem of content pollution.
Speaking to The Drum at Bite Global's Stop Content Pollution conference, Panter, who works at the company behind Moshi Monsters, said that content producers should consider the reaction of fans to their creations.
“I think the important thing is to look at how your fans are responding to the content and constantly iterate and tailor your messaging accordingly and also to look at the data. When are you fans online? When do they want to be given messages? And when would that potentially be spam?”
Panter revealed that Mind Candy has a content team who sit together and brainstorm on a weekly basis to come up with “lots of crazy ideas” which are tailored to the audience’s needs and responses.
“We don't kind of think that we have one system that works every time. It's been absolutely key to our brands success to be creating engaging magical content and that's not something that happens particularly easily.”
Also speaking at the event was Buzzfeed's Will Hayward who discussed how difficult content creation has become and Bite’s head of content who claimed that content pollution has become a “genuine problem”.