The growth of digital and the subsequent popularity of media on demand, made increasingly accessible through platforms like YouTube, is driven by a young audience that is not only picky about what it chooses to view, but also does not want to watch brands. Special Effects Media SA (SEM SA) is a recently launched company that aims to bring together brands and content creators, helping them make the most of the opportunities brought about by video content on YouTube. The company helps brands to adapt content and incorporate the work of content creators in a way that is relevant and authentic. Honesty is the most powerful weapon for video content, says CEO Danilo Acquisto. “Viewers will engage only with a brand they trust and like, which means that simply adapting content that was developed for a TV commercial and putting it on YouTube is a huge mistake, and really won’t resonate with audiences,” he says.

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