Kazim Fayad, the Award-winning filmmaker and director, urges his Sharjah International Book Fair audience to focus on emotional depth and relevance over algorithm-chasing in digital storytelling
Kazim Fayad, a Lebanese award-winning filmmaker and director, delivered a sharp call for substance over spectacle in digital storytelling during a packed session at the 44th Sharjah International Book Fair (SIBF). In the session titled “Story Engine” at the Pop-up Academy, he challenged creators to rethink the purpose of content, arguing that emotional intelligence and strategic intent are now essential to cutting through the noise.
Opening with a surprising take on gossip, Fayad described it as humanity’s first narrative form. Far from trivial, he said, gossip helped early societies navigate trust and deception. These were tools that still shape compelling stories today. Content, he argued, must serve the same human need for meaning and emotional clarity if it’s to resonate.
From there, Fayad turned to how strong digital content is built. He drew on cinematic principles, showing how image, sound and story work together to hold attention. He warned against polished content that lacks emotional weight, highlighting instead the value of choices that act as cues for how audiences feel and respond. Through film references and personal experience, he argued that storytelling is less about aesthetics and more about emotional depth.
One of the most debated points came when Fayad challenged how creators think about algorithms. He dismissed the idea that platforms like Instagram or YouTube control success, comparing them instead to shopping mall managers who follow the crowd. “Engagement is not a reward, but a signal,” he said. “Stop trying to appease the algorithm. Focus on building content that matters.”
The Lebanese filmmaker concluded, urging a shift in content creators’ mindset from visibility to value. “Having something to offer, whether a service, product or solution, is essential. I urge aspiring content creators to stop chasing exposure for its own sake and instead identify real problems to solve,” he said, adding: “Financial return often comes through relationships, reputation and opportunity, not just ad revenue.”
