The COVID-19 pandemic has shifted the way we do everything. From the way we go to work, to the way we grocery shop or go out to eat. As the world begins to settle and adjust into the new “normal,” it’s become obvious that many things aren’t like they used to be.
One of the biggest changes to happen over the last few months has been the way people are consuming digital media. And we know what marketers are thinking. What does that mean for us now? Here are several of the trends we’ve seen over the last few months and what marketers should be doing with their strategy moving forward.
Overall consumption has increased
With social distancing still in place in many parts of the world, as well as continued restrictions on public events and gatherings, it’s not a shocker that media consumption has increased. With nowhere to go and nothing to do, people have turned to media as their form of entertainment and access to the world. Since March, we’ve seen a 29% increase in the amount of time people spend on social media.
The rise of streaming
The businesses we work with market mostly on social media platforms, but it’s still relevant to view how this has affected the media industry as a whole. Although cable has been dying off in recent years, it did see an increase in viewership at the beginning of the initial outbreak as folks turned to cable news for information. But with the cancellation of live TV events and sports programming, cable has taken a huge hit. Instead, people have turned to streaming services like Netflix, Hulu, and Disney+, which all provide access to libraries of shows and movies.
As more and more businesses shift to remote work environments permanently, or for the foreseeable future, audio consumption is only expected to keep rising. Popular podcast platforms like Spotify and Acast are already experiencing a higher demand for advertisement space. In the same vein, now is as good a time as any to start that podcast you’ve been meaning to get going! People are actively searching out new content, so seize the opportunity.
What, then, does the future hold for marketers and advertisers? With a huge shift in the way people are seeking and engaging with digital media, what should brands be doing to stay connected with their audiences? Our suggestion is to continue to create content that’s authentic and genuine. Remember that people are people, and they’re looking for relatability, especially in a time that feels a bit unpredictable.
Taking advantage of this moment to connect with your audience by providing relevant and humanized content will be the biggest thing moving forward. Have questions about the future of digital media or looking to switch your communications strategy post-COVID, but don’t know how to get started? Contact us today!