The development of digital and its new uses has profoundly transformed the way of communication for businesses. The content, messages, formats, words, images, publication frequencies, dissemination channels, all dimensions of communication are evolving at a breakneck pace. For professionals in the sector, adapting to this flagship trend is a matter of survival. What are the codes of this renewal in the digital age? Traps to avoid ? Opportunities to seize?
Buzz to exist?
The world needs content. Write or read. Speak or listen. Film or watch. See or be seen. Everyone has their place, each has their role, as long as information circulates. From loop to loop, from repetition to repetition, the content created for ” make noise “ is at the center of all communication campaigns and has become a real obsession for many brands, institutions and personalities looking for visibility.
To get everyone’s attention, the buzz is to make the buzz. In a society where the quantitative overshadows the qualitative, where the ” snack content Erases the “slow content”, where the short, dynamic, simple and audiovisual formats make the long analysis texts “has been”, where the online media post audiences much higher than the newspapers and paper magazines, see his content shared, commented on, contested or praised by critics is the Grail for many communicators judged on the thickness and not on the finesse of their activity reports.
No matter how ultimately, the main objective, perhaps wrongly, is to react … Create emotions… The success in 2018 is to sneeze on the screen and receive hundreds of messages a few hours later saying: “wish”!
Need to curb over-information?
Social networks, blogs, interactive media, continuous news channels … knowing everything about everything, all the time and in real time is a phenomenon that is increasing from year to year thanks to the rise of digital as well as the evolution of everyone’s behavior regarding the processing and creation of information. Today’s actors are yesterday’s spectators. On the internet, everything is commented on, shared, known, amplified, multiplied, noted, anonymized, pseudonymized, generalized and shared again. Reproduction is the norm.
According to many marketers, brands bear a large share of responsibility in this phenomenon of constant over-information. By dint of wanting to communicate about everything, the true mixes with the false, the exaggeration gains ground on simplicity, the artificial sometimes becomes more important than the essential. And this is not about to stop. According to a recent study by Zazzle Media, globally, on average 23% of large companies’ marketing budgets are spent on content creation, and 52% of marketers surveyed plan to increase these budgets in the coming months. come.
In this context ofinfobesity, prioritizing and making choices is essential. The idea is not to communicate more, but to communicate better. Today, we consume on average 7 times more information than 4 years ago and we will consume 32 times more in 2020, with a sharply decreasing attention span. The challenge for communicators will therefore be to renew the content, messages and their form while remaining consistent with the values of the brand.
Rethinking the place of humans in a digital environment?
In this digital world where content only gains importance if it is valued by the rest of the community, the war of digital influence is won with “likes”, “shares”, “views” and “follows “. “Appearance” comes before “Being”. Would form take up more space than substance? For Hervé-Pierre Tahi, head of social media at PwC England, the answer is “no”. He explains: “Today, what makes the audience on social networks, these are embodied posts published by influential personalities on the web and not commercial messages broadcast by companies. The rejection of advertising is a reality that no one can deny. In this sense, the influencers occupy a privileged place in our society, certainly, but let us not be mistaken, behind the window, very often, those who hold the reins and dictate the information to transmit to the general public are the same as before, marks “.
Internet users, true judges of modern times, are those who make and break the e-reputation of a brand on the internet. Humans, at least human perception, are at the center of digital campaigns designed by brands. Man is a means of attracting attention. Man is a working tool. Man is a goal. Man is a growth driver. Humanizing your digital communication to seduce the general public, create a bond of trust with them, involve them, involve them emotionally in a sincere and transparent communication process, and become “likeable” is the key to success.