Although the last two years have been anything but predictable, we’ve seen enough in recent months to make some predictions about where things are headed for communications directors next year.
In this area, we have seen an avalanche of digitalization projects and emerging technologies, due to the Digital Transformation. New communication trends are coming for 2024. Do you want to know what they are? Keep reading!
Contents
- 1 Communication Trends that will transform
- 1.1 1. The Metaverse
- 1.2 2. Podcasts
- 1.3 3. Transmedia Campaigns
- 1.4 4. The era of empathy
- 1.5 5. Technology to scale communication
- 1.6 6. The rise of local
- 1.7 7. Birth of a new generation of influencers
- 1.8 8. Streams
- 1.9 9. Short audiovisual content
- 1.10 10. Artificial Intelligence in content generation
- 1.11 11. Hybrid events
- 1.12 12. Data, data and more data
- 1.13 13. Personalization at the center of the message
- 1.14 14. Diversity, equity and inclusion
- 1.15 15. Communication with values
Communication Trends that will transform
As we look ahead to 2024, we will need to take into account the following communication trends:
1. The Metaverse
One of the most relevant trends for 2024 will be the application of the Metaverse in different business communication strategies.
The Metaverse, which leading experts consider the “next big step” of the Internet, will serve to connect companies with their users using immersive technologies, such as 3D environments and virtual reality.
2. Podcasts
During 2024, podcasts will be one of the booming channels that most companies will bet on.
According to a report by the IAB, 6 out of 10 users over 16 years of age listen to podcasts and, according to data from the Podimo platform, some of the preferred topics in Spain are, respectively, science, health and sports, current politics, culture and society and comedy.
More and more brands sponsor these digital audio spaces (in many cases combined with video) or create their own podcast with the aim of building the loyalty of their listeners.
3. Transmedia Campaigns
With the increase in the number of digital platforms, transmedia communication has become essential in company campaigns. During 2024, we will see, by brands, greater use of these techniques to achieve greater interaction with users and achieve top of mind.
We will also see more exclusive or premium content for loyal users and fans of content from specific companies.
4. The era of empathy
This year, trust and authenticity will be valued, especially when we talk about communication. In fact, we could affirm that corporate language as we knew it is dead, and empathy is what we expect from our leaders in the coming years.
Adopting an empathetic stance allows management to build trust both internally and externally.
5. Technology to scale communication
Technology will continue to set communication trends for 2024. Every year new tools appear that allow you to segment, reach a larger audience and get to know them better. For example, CRM tools.
There are also tools to connect with journalists, to find out their interests or even portals where they publish their needs.
In short, technology brings all aspects of communication closer to the brand. It allows you to know and access information to make the best decisions based on this data. Measuring engagement with the public will be essential for any strategy.
6. The rise of local
To truly engage audiences, communications must be focused, above all, on the local public. Brands must be able to speak the local language and do so in a way that has social and cultural impact.
One company that has always led the way in this regard over the last few years is Skoda with its “Made for Ireland” campaign. The car manufacturer has based its communications on Irish history and culture.
7. Birth of a new generation of influencers
The rate of growth of new influencers is visible and confinement has helped people become more known through social networks. A safe bet and trend for 2024 is that new influencers will appear.
Now brands and companies combine their communication with influencers with their own communications to reach new audiences.
In fact, social media use has grown exponentially in recent years and shows no signs of slowing down. With more than half of the world’s population on social media platforms, communicators have had to adapt quickly to reach new audiences.
Recently, brands have started using micro and nano influencers which are influencers with smaller followers in niche markets. This level of influencer actually experiences higher levels of engagement than many of the mega-celebrity influencers, reinforcing the idea that quality is more important than quantity when it comes to social media ROI.
8. Streams
Live streaming is primarily about creating a connection between the potential customer and the product. For this to be possible, we must bear in mind that we must carefully consider the content of the video that we are going to broadcast. Additionally, the video must be located in time and space.
Implementing live broadcasts in communication and marketing strategies is very positive for brands. In fact, some studies even claim that 90% of potential customers trust the information conveyed in a video more when purchasing a product.
9. Short audiovisual content
Let’s look at another of the key communication trends. Short-form video has pushed the boundaries of traditional media by providing users with a faster, easier way to consume information. It is a more creative form of communication intended to excite and inspire people.
Campaigns like the ones we have seen this year in the form of TikTok challenges also generate a lot of sense of community, where people are trying new things together, sharing knowledge and participating in global trends and contests. Part of the great appeal of these types of short videos is that they are immersive and create the feeling of a direct, personal connection.
10. Artificial Intelligence in content generation
In 2024 we will also see how tools like GPT3 will revolutionize the area of content generation. GPT3 is an artificial intelligence that is used to create high-quality texts, of different styles very similar to those that humans would generate.
We are only at the beginning of this great revolution, as 2024 progresses, we will be able to see how far this technology goes.
11. Hybrid events
In the midst of the avalanche of digital events, hybrid events arrive. A hybrid event is a day that combines face-to-face with online interaction. This does not mean that attendees can interact through online applications with the event itself with surveys, questions, games or raffles.
It goes much further. It is about offering attendees unique and personalized experiences that encompass the best of what is in person and the best of what is online.
12. Data, data and more data
As public relations and communications and marketing departments become increasingly intertwined, reliance on data and action analysis becomes increasingly important.
Public relations and communication have always been about storytelling. Therefore, to create compelling stories and narratives, campaigns will have to be data-driven.
By having the ability to collect data about the most important KPIs, such as improving SEO or advertising on social networks, we will be able to justify previous decisions and focus future communication efforts.
This leads to budgetary security for the communications department, as companies will be able to see tangible evidence that this outreach generates traffic, conversions, leads and, ultimately, sales.
13. Personalization at the center of the message
Another communication trend is the personalization of the message. A recent study claimed that 96% of public relations professionals consider individual emails to be the most effective channel for introducing themselves to journalists.
This data means that the days of incessant sending of press releases and mass mailings are long gone. The future of presentations is based on the personalization of the journalist we are contacting.
These receive hundreds of launches a day, so we will have to discover ways to avoid the noise . No matter how relevant or timely a launch is, we will improve our success rate by cultivating relationships with them and learning their areas of expertise.
14. Diversity, equity and inclusion
According to a report, 70% of consumers want brands to take a stand on social and political issues and problems, which represents an increase of 66% from 2017.
The communications and public relations industry is evolving along with the social climate, so establishing core values for a client will be a priority. In light of recent social movements, consumers expect companies to take stances on certain social issues, and more and more companies have done so.
Likewise, brands that lack clear policies on diversity and inclusion risk being left behind. A focus on diversity, equity and inclusion is not only ethically necessary, but also increases overall profitability and performance.
A study by consulting firm McKinsey found that organizations that embrace diversity experience a 19% increase in revenue and a 35% performance advantage.
15. Communication with values
Company values are the heart of the business. They reflect what the board and employees represent, they give them a sense of responsibility. In fact, every decision employees make should be aligned with the company values you’ve communicated to them.
On the other hand, customers also care about what a company represents. When a user considers that his values are closer to yours than to those of your competition, he is more likely to choose you over the other brand. For this reason, it is important to understand who our potential customers are and what their values are.
What did you think of this article on the communication trends of 2024? Comment and share!