The future of digital media trends
The use of digital media in personal and professional communication has been on the rise in recent years, and the COVID-19 epidemic has retained that momentum. Locks, anxiety concerns, and restrictions on personal trading have all forced people to use the Internet more and more. For example, data from market research company GlobalWebIndex (GWI) found that 43% of consumers in August 2020 had been using social media for a long time due to the epidemic. In addition, the RAND American Life Panel Survey reported that about 25% of respondents said they had been shopping heavily online since the epidemic began.
With the epidemic as a base, a myriad of digital media trends are likely to permanently change the digital landscape in ways that communications professionals need to understand. Some of those future digital media trends include the following.
The Rise of Civil Society Organizations
Social media is increasingly among the most important tools for social media activists and everyday citizens to spread important news and persuade others to join their cause. The Black Lives Matter movement, for example, has dominated social media for much of the summer of 2020. These activists and consumers, especially young people, often expect the businesses they support to be part of the conversation. Organizations that decide to talk about important topics need to understand how to communicate in a way that is not harmful to their brands and tarnishes their image.
Momentum has been building to hold Facebook, Twitter, and other social media organizations accountable for some of the content distributed through their forums. By 2020, that momentum reached critical weight. The boiling point includes false information and extremist remarks surrounding the coronavirus and the presidential election.
Political leaders have made it clear to the media that companies are listening to the conference and the proposed legislation. In addition, some consumers and even employees have expressed dissatisfaction with the way these social media giants have reacted so far. Going forward, these companies will probably need to enforce strict internal content laws or comply with government regulations.
The Power of Influence
Content viral by promoters are developing high fans base on a continuous basis. According to a recent study by advertising agency Amra & Elma found that COVID-19 pandemic has contributed further increase in the involvement of influencers compared to the previous rates. Promoters experienced a 67% jump in popularity and a 51% comment skipping.
In addition, the value of influencers via their posts rose by only 3.1%. “The slight increase in prices means that the brands are now likely to get more access on the same budget as they could in the past,” the survey said.