Entertain, Inform, Influence: The Art of Digital Storytelling with Aileen Rae Perez

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Aileen Rae Perez, a digital journalism innovator at GMA Network, discussed her journey from print journalism to creating meme journalism campaigns. She highlighted her role in increasing GMA's online following from 2 million to over 211 million followers. Perez emphasized the importance of adapting to new media platforms, using data-driven strategies, and engaging audiences through memes and interactive challenges. She stressed the need for traditional media to embrace social media and AI tools to stay relevant. Perez also underscored the importance of humility and continuous learning for industry veterans to adapt to evolving communication trends.

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Episode Highlight's

Aileen Rae Perez's Background and Early Career

  • Daryl introduces Aileen Rae Perez, highlighting her achievements and current role at GMA Network.
  • Aileen Rae Perez shares that her family is not in the media industry, but she was inspired by her aunt, a print journalist.
  • Aileen started writing in elementary school and continued through high school and college, where she became a sports editor for the university paper.
  • Initially, Aileen thought she would pursue advertising but eventually found her passion in journalism.

Transition to Television and Early Challenges

  • Aileen Rae Perez applied for a copywriter position at GMA but was told she needed more television experience.
  • She spent three months job hunting and then got an opportunity to work as a researcher for Jessica Soho's investigative show.
  • Aileen describes the challenges of investigative journalism, including finding hard-to-reach interviewees and dealing with sensitive topics.
  • Her background in writing and research helped her excel in her role, and she enjoyed the investigative work despite its difficulties.

Introduction to Digital Journalism and Meme Journalism

  • Aileen transitioned to digital journalism in 2014, bringing her writing skills to social media platforms.
  • She explains that managing official social media accounts is different from personal accounts, requiring careful consideration of the brand and audience.
  • Aileen and her team were the first in the Philippines to use memes in journalism, which was initially met with skepticism.
  • They adapted their content to include engaging, entertaining posts while maintaining credibility and seriousness in their reporting.

Engagement Strategies and Audience Interaction

  • Aileen Rae Perez emphasizes the importance of engaging with the audience through memes and entertaining content.
  • She explains that memes help attract and retain followers, making the content more relatable and shareable.
  • The team used memes to introduce their brand to younger audiences and foster a sense of community.
  • Aileen shares examples of successful campaigns, such as the "The truth is a must" campaign and the 24-hour teleprompter challenge.

Challenges and Successes in Digital Campaigns

  • Aileen Rae Perez discusses the challenges of convincing people to participate in dance challenges and other engaging activities.
  • The "Sex Bomb Dancers" challenge was particularly successful, attracting more people to the campaign.
  • The teleprompter challenge for the "Benta Cuatro Oras" news program garnered over 57 million likes and engaged a large audience.
  • These campaigns helped reintroduce the brand to younger audiences and increase awareness of their content.

Advice for Aspiring Digital Journalists

  • Aileen Rae Perez advises aspiring digital journalists to be present on the platform, be authentic, and respect the platform.
  • She emphasizes the importance of knowing the audience and understanding what works on each platform.
  • Aileen stresses the need to study other creators and learn from their successes and failures.
  • Aileen Rae Perez highlights the importance of data analysis in understanding what content resonates with the audience.

The Role of Data and Analytics in Social Media

  • Aileen explains the significance of analyzing data to understand what content works and what doesn't.
  • She shares her initial reluctance to deal with numbers but acknowledges the necessity of data analysis in social media.
  • Understanding engagement metrics helps in creating more effective content and reaching a wider audience.
  • Aileen encourages using data to balance serious content with engaging, lighter posts to maintain audience interest.

The Future of Journalism and Adapting to New Technologies

  • Aileen Rae Perez discusses the impact of AI on journalism and the need for journalists to learn and adapt to new technologies.
  • She advises not to fear AI but to embrace it and use it to streamline work and improve efficiency.
  • Aileen emphasizes the importance of continuous learning and staying abreast of new developments in the field.
  • She believes that adapting to new technologies will help journalists maintain their relevance and effectiveness.

The Importance of Humility and Continuous Learning

  • Aileen stresses the need for humility and a willingness to learn among experienced journalists and marketers.
  • She highlights the importance of staying updated with trends and new platforms to remain effective in their roles.
  • Aileen warns against complacency and emphasizes the need for continuous improvement and innovation.
  • She encourages experts to share their knowledge and engage with younger audiences on social media platforms.

Final Thoughts and Contact Information

  • Daryl thanks Aileen Rae Perez for sharing her insights and experiences, acknowledging the value of her advice.
  • Aileen reiterates the importance of humility, continuous learning, and adapting to new technologies.
  • She provides her contact information for those interested in reaching out to her for further discussions.
  • The conversation concludes with mutual appreciation and gratitude for the opportunity to share knowledge and learn from each other.

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