UNAIR NEWS – Creative thinking is a fundamental skill for content creators, enabling them to produce engaging and original material. To foster this ability, the Center for Communications and Public Information (PKIP) Universitas Airlangga (UNAIR) hosted a workshop titled “Creative Thinking as a Content Creator.” The event took place at the Airlangga Convention Center (ACC), Hall Bima Suci, on Monday, February 17, 2024.
Herma Retno Prabayanti, S.E., M.Med.Kom., a lecturer and experienced content creator, emphasized the critical role of creative thinking in content production. She explained that innovative ideas often emerge through research across multiple platforms. “All media industries apply the same structured thinking framework used in research methodologies,” she stated.
Identifying trends and building empathy
Prabayanti underscored the importance of recognizing trends and societal phenomena, noting that strong empathy is essential for content creators to effectively capture relevant topics. “Without empathy, it’s difficult to identify compelling narratives that engage audiences,” she explained.
Once a phenomenon is identified, content creators must be able to analyze and articulate it in detail. Prabayanti also pointed out that inspiration can stem from everyday occurrences in students’ surroundings. “Observing the world around us helps spark creative ideas that lead to impactful content,” she added.
Rapid ideation and effective execution
During the session, Prabayanti highlighted the importance of generating ideas quickly. To achieve this, she encouraged content creators to consistently document observations and insights. “By clearly recording phenomena and ideas, we can conduct deeper analysis and streamline the content creation process,” she noted.
She also emphasized the need for flexibility and consistency with personal branding when producing content. While following viral trends can be beneficial, content should remain aligned with an individual’s unique identity. “Even content that is often dismissed as ‘trivial’ can be perceived as high-quality when executed thoughtfully,” she concluded.
Author: Ahmad Hanif Musthafa
Editor : Edwin Fatahuddin
