It all started with a piece of content developed together with Moto.it and Emilio Lunassi, featuring Matteo Quaggiotto as the protagonist.
The video, focused on the airbag technology for motorcyclists developed by In&motion, generated strong engagement. The comments brought in a flood of questions: how the protection is activated, how quickly it inflates, how the rental formula works, and what happens after a crash.
Not just simple interactions, then, but a very clear signal: there is real curiosity around In&motion's technology, and the public wants to understand it more deeply.
From social listening to a new editorial project
Faced with such a rich conversation, we proposed to In&motion not to leave the questions confined beneath the original content, but to turn them into the starting point for a new video series.
We began with a social listening activity, analysing the comments and identifying the most interesting, recurring, and representative questions among users' curiosities. From there, a true comment-to-content strategy emerged: the audience's comments became the editorial brief for the content that followed.
We selected six questions, built clear and precise answers together with In&motion, and recorded all the videos in a single session with Matteo Quaggiotto, Trade Marketing Manager of In&motion Italia.
A simple, direct, recognisable format
The format was designed to be immediate:
- vertical videos
- a running time under 30 seconds
- one question per piece of content
- a precise answer, with no lengthy introductions
- the original comment as the narrative starting point
It wasn't simply a matter of summarising information that was already available, but of adapting it to the context in which the questions had arisen: social media.
The comment thus stopped being a marginal element and became an integral part of the editorial process.
Expertise as content
A fundamental role was played by Matteo, who prepared and committed himself enormously to address each question with precision, openness, and clarity.
When the person answering is someone who genuinely knows the product, the technology, and the sector, that expertise comes through far more directly than in a purely institutional form of communication. The result is a project of expert-led content: not a face chosen merely to represent the brand, but a professional capable of making complex concepts accessible without trivialising them.
Matteo's presence made it possible to reduce the distance between the company and the public, giving people the sense that they could speak directly with someone who truly knows the product.
An example of community-first content
The project created for In&motion is a concrete example of community-first content. It means not limiting oneself to producing content aimed at a generic audience, but listening to what people are already asking and letting their curiosities help shape the editorial plan.
The process becomes circular:
- the brand publishes a piece of content;
- the audience reacts and asks questions;
- the company listens;
- the comments become new content;
- ...and the answers feed a further conversation.
This is what, in editorial strategy, we can define as an editorial feedback loop: a continuous dialogue in which publication, listening, and the production of new content reinforce one another.
A replicable method
This approach doesn't concern In&motion alone.
The most useful questions for a company's communication are often already available: in social comments, in emails received by customer service, in commercial enquiries, and in the objections gathered by the sales network. The work doesn't necessarily consist of continually inventing new topics, but of recognising the signals coming from the audience and turning them into the most suitable format.
For In&motion, the right format was a series of short, technical, and personal video-answers, capable of transforming users' curiosity into information and deeper understanding. A project built on listening, made credible by Matteo's expertise, and developed to continue a conversation the public had already begun.
The videos are available on In&motion Italia's social channels.