Creators at Xposure discuss new rules of storytelling on social media

In an era where social media dictates the tempo of storytelling, brands and creators alike are engaged in a race for attention. Three seconds — that’s all it takes to capture or lose an audience. At the International Photography Festival (Xposure) 2025, a panel of content experts on Monday discussed the evolving landscape of short-form storytelling, shedding light on what works, what doesn’t, and why authenticity is more critical than ever.

The discussion, ‘Short-form content and storytelling on social media’, acknowledged how the space of brand marketing has evolved over the years. “It used to be: put the logo in the first second and that’s your hook. But then, brands started competing with creators who were doing far more original things in that first second,” said Saleh Elghatit, an Egyptian-Saudi Executive Creative Director and former member of Netflix’s Saudi launch team.

“Now, originality reigns supreme,” Elghatit added.

For award-winning filmmaker and live event director Noor Abdelaal, the key to engagement is emotional impact. “Hooks work, but viewers today are literate enough to recognise a manufactured hook from a mile away. What keeps them watching is an emotional trigger,” he explained.

Authenticity over perfection

For Twitch content creator and photographer Claire McHardy, authenticity trumps production value. “People aren’t tuning in for polished production— they’re coming for you, your perspective, your unique take. If someone’s never seen your content before, they need to understand who you are in the first few moments.”

James Horsman, founder of Mana Creative and an accomplished filmmaker, agreed. “Too often, we confuse storytelling with transitions. You can make a stunning brand film in 15 seconds, but can you tell a deep, meaningful story? Probably not. Understanding the intent of your content is crucial.”

One of the biggest mistakes brands make, according to Horsman, is imitation. “Pick a voice and stick to it. You don’t need to be Gen Z one day and corporate the next. ”

Abdelaal echoed this sentiment, highlighting the cultural nuances in content reception. “A TikTok trend that works in the US might not land the same way in the Middle East. Understanding your audience is key.”

FOMO can be a good weapon

The fear of missing out (FOMO) is a marketing powerhouse. “Look at Dubai Chocolate,” Elghatit pointed out. “One person filmed a reaction video, and suddenly, it went viral. People weren’t just interested in the product—they were afraid of missing out on the experience.”

McHardy noted that gaming companies have mastered this tactic. “A lot of games use FOMO brilliantly—limited-time offers, exclusive items, one-time-only events. It works because we’re conditioned to act fast when we think something will disappear.”

Just startSo, with AI-generated content on the rise, what does the future of short-form storytelling look like? “People can already sense when something feels AI-generated,” said Horsman. “It’s only going to get harder to stand out. If everything looks and feels the same, the most human, authentic stories will be the ones that break through.”

For those looking to break into content creation, the panel had one resounding piece of advice: just start. “Forget the audience for a bit. Make content for yourself first,” said Elghatit. “We put too much pressure on ourselves before we’ve even begun. No one’s waiting to judge your first post. Just create.”

As attention spans shrink and competition intensifies, the key to cutting through the noise remains simple: tell a story, make it human, and above all, keep it real, concluded the panel.

Xposure 2025 runs until February 26. For more details, visit, www.xposure.net.