Being Trendy in the Digital Age: How to Capture Attention and Create Desirability on Social Media?

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In a world where content has become abundant and attention increasingly scarce, visibility is no longer enough. The brands that succeed today are those that understand how to earn attention, create relevance and build desirability beyond their products.

This masterclass by Mathéo Polatian & Matthis Dessus (agence TikTok Utopia) explores how the rules of communication have evolved in the age of social media, why authenticity often outperforms perfection, and how brands can adapt to audiences whose attention is constantly competing with creators, media and entertainment platforms.

Through practical examples from fashion and lifestyle brands, the session will examine the drivers of modern desirability, from storytelling, community and behind-the-scenes content to cultural relevance and brand embodiment and the principles that enable brands to transform attention into long-term value and engagement.