Social media has become the most important part of online communication. The largest number of active users are young people. Social media has the strongest influence on them, especially having in mind that they follow influential users of these networks, better known as influencers. That is why this channel of communication is of special importance. New Social Initiative has launched the Linking Through Lenses project, to expand opportunities for young people to get involved in creative, alternative and alternative activities, and to convey and promote positive stories about the relationships of young people from different communities in Kosovo.
"LTL enables visual influencers active on social media (YouTubers, Instagramers, TickTokers and others) to shape the critical thinking of young people in Kosovo, bring communities together, be part of a new approach and perspective in communication and dialogue," she explains for “For you magazine”. LTL program coordinator, Sanja Stojković.
"Our logic is that those who are influential on social media can create a new direction of dialogue and cooperation between communities, based on everything positive that is happening between us. In the sea of negative stories, which unfortunately get much more public space, there are also much more positive ones, and that is what we want to show the audience, " says Stojković.
Through LTL, NSI gathered 15 influencers from the Serbian, Albanian, Gorani and Turkish communities. Participants are micro influencers who are active on social media, who are engaged in hiking, blogging, cooking, photography, travel, lifestyle, sports, dance, fashion, but also activism.
The first workshop was held.
"Participants in the workshop heard about what content is on social networks, how we should adapt it to the audience, what the audience likes to watch, listen to, read, how to attract people's attention, send content from beginning to end. They learned various techniques that will help them during the organization, but also the preparation of content for the LTL campaign, ”explains Stojković.
"Participants in the workshop listened about what content is on social media, how we should adapt it to the audience, what the audience likes to watch, listen to, read, how to attract people's attention, send content from beginning to end. They learned various techniques that will help them during the organization, but also the preparation of content for the LTL campaign, ” says Stojković.
The names will not be revealed for now, because the beginning of the campaign is being prepared, through which all influencers who will go through the "LTL adventure" will be presented.
"The plan is to first present to the audience photos and videos of who these super creative people are who have agreed to be part of our program. After that, we will start with the realization of ideas, production of content, launching challenges and much more. We want the process to be as relaxed as possible, to show how relationships between people from different communities can be good, that it is not a taboo topic, and something that should not be talked about. Through the content, we want to encourage people to think critically before reaching conclusions.” says Stojković.
The NSI states that they want their content to be visible to a diverse audience, different attitudes and ages. They will be active on a number of social platforms, including Instagram and Facebook, which are the most popular communication channels, but also YouTube, Twitter and TikTok. All under the same username @ltlkosovo
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This project is supported by the United Nations Mission in Kosovo (UNMIK) and is implemented by the New Social Initiative. Expressed opinions represent the authors’ views and do not necessarily reflect the views of the United Nations, UNMIK or New Social Initiative.