Perlis: Government agencies have been urged to adopt a creative approach in digital content delivery by implementing the 5E model on their social media platforms to engage younger audiences effectively. This initiative aims to provide accurate and reliable information on current issues, as highlighted by Communications Ministry secretary-general Datuk Abdul Halim Hamzah.

According to BERNAMA News Agency, Abdul Halim emphasized that the 5E model includes five components: 'engage', 'educate', 'empower', 'experience', and 'earn trust'. The 'engage' component focuses on capturing users' attention through short-form content, suitable for platforms like Threads and TikTok, as opposed to longer formats. He stressed the importance of delivering meaningful information within a limited time using dynamic visuals and effective storytelling.

The 'educate' component involves presenting information casually via microlearning tools like infographics and simple explanatory videos. This approach ensures that the content is accessible and not overly technical. Abdul Halim also highlighted the 'empower' component, which includes providing easy access to verified information and incorporating interactive tools such as FAQs and chat boxes. Encouraging a culture of fact-checking is vital to combat misinformation and maintain public trust.

In terms of 'experience', the focus is on offering user-friendly platforms with fast and interactive responses. The 'earn trust' component aims to consistently and transparently respond to current issues, thereby enhancing credibility. Abdul Halim believes this model will enable government content to be more engaging and interactive, addressing the current challenges posed by the surge in information and misinformation.

He warned that failure to manage these issues effectively could create various perceptions, especially among younger demographics. The competition from unofficial platforms is significant, and perception gaps exist between the government and younger generations. He called for a strengthened delivery approach for official government content to be more creative, relevant, and capable of capturing the audience's attention.