Building Social Content Strategies for Gen Z & Gen Alpha

Virtual Masterclass
12 August 2026, Wednesday

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Overview

Social media content has changed dramatically over the past few years. Attention spans are shorter, trends move faster, and audiences — especially Gen Z and Gen Alpha — are increasingly selective about what they engage with. Content that feels overly polished, overly corporate, or disconnected from platform culture is quickly ignored. At the same time, many brands are under pressure to produce more content, across more platforms, while still proving business impact beyond vanity metrics.

This two-part masterclass is designed to help marketers move beyond guesswork and build social content strategies and short-form videos that genuinely resonate with Gen Z and Gen Alpha audiences. Moving beyond trends and reactive posting, participants will learn how younger audiences consume content today, what captures attention, and how brands can create content that drives engagement while staying aligned to business objectives.

For Day 1, Building Social Content Strategies for Gen Z & Gen Alpha (Virtual Masterclass) focuses on strategy and audience understanding. Participants will unpack platform behaviours across TikTok, Reels, and Shorts, analyse what makes content perform, and learn how to build a structured content strategy grounded in hooks, retention, and audience relevance. Through guided audits and discussions, participants will evaluate their own brand content and identify gaps, opportunities, and clearer measurement frameworks.

For Day 2, Short-Form Video Creation: Hooks, Storytelling & Execution (Singapore, In-person) shifts into execution and creation. Participants will translate strategy into action by developing content calendars, generating platform-ready ideas, and learning how to structure short-form narratives that hold attention. The day includes hands-on filming and editing sessions, where participants will create short-form videos using practical mobile-first techniques and real-time coaching. By the end of the masterclass, participants will leave not only with frameworks and strategy, but also with ready-to-execute content ideas, publishable videos, and a repeatable workflow they can immediately apply within their teams.

Designed to be highly practical and interactive, this masterclass combines strategy, critique, planning, and creation to help marketers build content systems that are relevant, scalable, and built for today’s social platforms.

Key Learning Outcomes:

 By the end of this two-part masterclass, participants will be able to:

  •  Understand how Gen Z and Gen Alpha audiences consume, engage with and respond to social content across TikTok, Reels, and Shorts
  •  Identify the key elements behind high-performing short-form content, including hooks, pacing, storytelling and retention triggers
  •  Build a structured social content strategy aligned to audience behaviour, platform nuances and business objectives
  •  Develop content pillars, content calendars and repeatable workflows for consistent social media execution
  •  Evaluate and audit existing brand content using practical performance and platform-fit frameworks
  •  Create scroll-stopping hooks and short-form narratives designed to capture and retain attention
  •  Plan, film, and edit platform-ready short-form videos using practical mobile-first techniques
  •  Adapt content formats and execution strategies across TikTok, Instagram Reels and YouTube Shorts
  •  Use AI tools and workflow optimisation techniques to speed up ideation, scripting, and content production
  •  Measure content effectiveness beyond vanity metrics by tracking retention, saves, watch time, shares and business impact
  •  Leave with ready-to-execute content ideas, a 30-day content calendar and 1–2 publishable short-form videos for immediate application within their teams

Who should attend

This masterclass is designed for:

  •  Social media and content marketing professionals
  •  Brand and digital marketing teams
  •  Community and audience engagement managers
  •  Communications and PR professionals managing social channels
  •  Marketing managers looking to strengthen short-form content strategy and execution
  •  In-house content creators and marketing executives
  •  SMEs and business owners managing their own brand content
  •  Agencies supporting clients across social media and content marketing
  •  Teams looking to better engage Gen Z and Gen Alpha audiences across TikTok, Instagram Reels, and YouTube Shorts
  •  Marketers seeking a more structured, scalable, and performance-driven approach to social content creation and planning
About the trainer
About the trainer

Knox Balbastro

Social Media & Global E-commerce Content Strategist

An expert in the SEA social media landscape and global e-commerce content strategy, Knox Balbastro is recognised for her unwavering passion for marketing innovation and a commitment to excellence. She has etched an impressive career path marked by transformative experiences working with a mix of global clients at multinational agencies such as BBDO-Guerrero, TBWA-SMP, and MullenLowe Singapore.  

Knox brought her unique flair to the realm of entertainment and storytelling as a social media creative lead for the Disney account at Digitas. She created campaigns for Disney, Marvel and Star Wars– creating magical experiences that captivated fans in Southeast Asia. Her knack for blending creativity with strategic vision played a crucial role in enhancing Disney's brand presence across various social media platforms. 

She also took on a role as a staff content strategist at Alibaba. Knox played a pivotal role in navigating the intricate landscape of one of the world's foremost e-commerce and technology conglomerates. Her tenure involved creating brand stories and spearheading content for sales like 11.11 and Black Friday. Knox's insights and creative prowess was instrumental in driving sales and shaping strategies that resonated with diverse audiences.

Agenda

Building Social Content Strategies for Gen Z & Gen Alpha | Virtual Masterclass, Day 1

Participants leave with:

  •  A content strategy brief
  •  Audit findings for their brand
  •  A clear measurement framework

Key Sessions:

Understanding Gen Z & Gen Alpha Today
Explore how Gen Z and Gen Alpha consume content, what captures attention, and the key differences between TikTok, Reels, and Shorts.

What “Good Content” Looks Like Now
Break down high-performing social content across brands and uncover why it works — from hooks and pacing to storytelling and retention.

Building a Content Strategy That Works
Learn how to create content pillars, hook-first strategies, and scalable content systems aligned to business goals and platform behaviour.

Content Audit Workshop: What’s Working and What Isn’t
Analyse your brand’s recent content using a practical framework focused on hooks, format, CTA, and platform fit to identify gaps and opportunities.

Measurement That Actually Matters
Learn how to measure content performance beyond vanity metrics through retention, watch time, saves, shares, and business impact.

Short-Form Video Creation: Hooks, Storytelling & Execution | Singapore, In-person, Day 2

Participants leave with:

  •  A clear content strategy framework
  •  A 30-day content calendar
  •  A bank of ready-to-execute ideas and hooks
  •  1–2 publishable short-form videos
  •  A repeatable content workflow for their team

Key Sessions:

Content Ideation & Content Calendar Build
Turn trends into brand-relevant content ideas and build a 30-day content calendar aligned to platforms, formats, and business goals.

Hook & Storytelling Lab
Learn how to write scroll-stopping hooks, structure short-form narratives for retention, and transform weak content into stronger-performing formats.

Filming Fundamentals
Understand the anatomy of high-performing short-form videos, from scripting and framing to mobile filming basics, lighting, audio, and editing essentials using CapCut.

Content Creation Sprint
Bring strategy into execution as participants film and edit 1–2 short-form videos based on their content calendar ideas with live coaching and feedback throughout.

Platform-Specific Execution & Workflow Optimisation
Explore how execution changes across TikTok, Reels, and Shorts, including captions, hashtags, thumbnails, posting timing, AI-assisted workflows, and content operations.

Group Showcase & Content Critique
Participants present their videos for structured feedback, group critique, and performance analysis to identify what improved and what drives stronger content execution.

Register today

LIMITED TIME OFFER

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Building Social Content Strategies for Gen Z & Gen Alpha, (Virtual – Day 1)

12 August 2026, 9am – 1pm GMT+8
Register for BOTH day 1 & 2, and enjoy 15% off.

USD 389239

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Short-Form Video Creation: Hooks, Storytelling & Execution, (Singapore, In-person – Day 2)

19 August 2026, 9am – 5pm GMT+8
Register for BOTH day 1 & 2, and enjoy 15% off.

SGD 829 529

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*9% GST applies for Singapore-based companies and individuals.
**Group discounts applicable.
***For Malaysian-based companies, the virtual masterclass is HRD Corp Claimable (under SBL-Khas scheme), up to the cost allowable matrix.

  • All bookings are final.
  • Should you be unable to attend, a substitute delegate is welcome at no extra charge.
  • MI Masterclass Series cannot provide any refunds for cancellations.
  • MI Masterclass Series reserves the rights to alter the programme without notice, including the substitution, amendment or cancellation of trainers and/or topics.
  • MI Masterclass Series is not responsible for any loss or damage as a result of a substitution, alteration, postponement or cancellation of the event.