Communication Trends 2023
Things to keep an eye on in the coming year...
Happy new year everyone!
2022 was a hell of a year for communications - ChatGPT made a splash, Musk took over Twitter, organisations began to digest some post-COVID lessons, TikTok became the world’s most popular app and news media continued to struggle to adapt to the new media environment (only to name a few).
So, with all this in mind, I thought I’d share a few things I would be keeping an eye on this year.
1. Artificial intelligence
Over a year ago Anamaria Dutceac Segesten wrote a piece for this newsletter on how artificial intelligence stood to disrupt the practice of communications. She pointed to a project called OpenAI (co-founded by Elon Musk and Sam Altman) that had just released its most complex language model to date, GPT-3 - a machine that could write credible prose across all genres. In 2022 ChatGPT was made available to the public. Reactions ranged from the usual hand-wringing that accompanies new technology, to it being lauded as a breakthrough of the year.
Its clear there are significant applications for this tool - for example, in producing draft documents to edit/hone, in fuelling creative brainstorms or in coming up with content frameworks. In theory, this should free up communication professionals’ drafting time and allow them to spend more time on things like creative work and strategic reflection.
2. Immersive data visualisation
The past few years have seen data visualisation as a practice develop in leaps and bounds. This accelerated particularly during COVID, where organisations (from governments to journalists to hospitals) were faced with the challenge of communicating vast amounts of data regularly in the public interest.
The current style is to present your data in a narrative format, with data unfolding as you tell a story. A great example of this is the WeTransfer Ideas Report 2022. As you read the story, interesting data points appear to supplement the text.
Another trend in data visualisation is that it is increasingly in-browser. According to Yvonne John, good browser-based data visualisation is based on three elements:
Inclusive. People offering their code for free on open source platforms opens up a range of possibilities and saves the need for expensive software.
Interactive. By allowing people to interact and zoom-in on what is most interesting to them, you create a most engaging and useful experience.
Immersive. Using 3D models to bring people into virtual environments is an experience akin to video games that allows people to “step into” and process your data.
Note: One of my favourite data viz projects of the year was Ailing Brussels - if you live there, check it out in English, French or Dutch.
3. New approaches to journalism
News media organisations are increasingly experimenting with new approaches to draw in readership - but what will it look like in 2023?
In a survey by the Reuters Institute, the new areas publishers are most comfortable experimenting with are explanatory journalism (94%) and Q&A formats (87%). There is scepticism about other approaches like ‘solutions journalism’ (73%), slow journalism (64%) or reporting on more positive stories (48%). However, it doesn’t seem that this is necessarily in line with audience desires - who want to see more difficult stories, as well as wanting more inspiration, a broader agenda, and more fun.
One thing I will keep an eye on in this context is the move towards TikTok. “News avoidance” on the rise in younger demographics and TikTok tends to be used for searching for explanatory content. In this context, organisations are pouring resources into experimenting with ways to use the mobile video app.
4. Sustainability communications
Over the past 10 years, the issue of climate has been embedded in European public consciousness. Organisations increasingly face demands to communicate how they are acting on climate, no matter what field or topic they are working on. According to EIB data, 75% of EU citizens believe they are more concerned about the climate emergency than their governments are.
This is not just a matter of external pressure, but there is an internal desire to take climate action. According to Deloitte’s CxO Sustainability Report 2022, environmental-sustainability efforts are shown to positively impact employee morale and well-being (84%), as well as being connected to employee recruitment and retention (77%).
With all this in mind, I expect to see more organisations exploring ways to communicate their sustainability efforts and green transitions. This is great, as long as they focus on doing something worth talking about first and avoid greenwashing!
Note: I explored this area earlier in the year with Jeremy Herry.
5. Search for ethical platforms
Musk’s takeover of Twitter briefly triggered a search for a new platform to migrate to, at least among the policy wonks, politicos, journalists and others that disagreed with the Twitter’s new direction.
While I frankly was (and still am) sceptical of Mastodon as a Twitter alternative, it raises some interesting questions about the future of social media - not least for political and public communicators. There are clearly issues with investing so much time/money in platforms that can be changed at the whim of private individuals or run from other legal and cultural contexts. Are these for-profit, attention-driven platforms an appropriate ‘public square’?
This is a tough question, but Mastodon’s decentralised model, if unwieldy, at least demonstrated that alternatives are possible.
6. Social audio
A recent presentation from Ian McCafferty observed that humans are fundamentally oral and aural communicators. From the age of oral poetry to early soap operas, people have always had an affinity for the audio experience. Radio still reaches 84% of Europeans for more than two hours weekly according to the European Broadcasting Union, so it is no surprise that these tendencies have translated into the digital age.
Podcasting has been growing in Europe over the past few years, but this is not where modern audio content ends. We have now entered into an era of social audio - Clubhouse, Twitter Spaces, LinkedIn Audio Events, etc. The medium allows a diverse and mobile audience to follow live content on the go - doing so both as passive consumers and active participants.
After seeing a number of high profile people take to audio to share messages and engage communities in 2022 (not always for the best), I’ll be watching for further popular use of the medium.
7. Micro- and nano-influencers
When used correctly, influencer marketing is more than a way to spread your messages further. It’s about individuals using their authority, knowledge and relationship with an audience to help you achieve your goals - and as you go more granular in terms of followings, that authenticity and impact only becomes more significant.
Micro-influencers tend to be experts or trend setters in their field or occupying a niche, with 10k to 100k followers. Nano-influencers are even more niche, with 1k to 10k followers. As people move towards more intimate models of connection online (closed groups, private messaging, etc.), these influencers will grow in importance.
8. Evidence-driven communication
PR and marketing has been pushing our buttons since the 1950s to get us to buy products. Governments are seeking to learn these ‘dark arts’, but ideally without resorting to the manipulative tactics employed by companies and demagogues.
As Carlotta Alfonsi and her colleagues at the OECD observed in their recent paper, many governments felt the need to use these approaches to cut through the noise during COVID, using these insights to design better communication and fight the infodemic. Behavioural insights became instrumental in driving behaviour change - from social distancing to vaccination.
Despite its increasing adoption, it’s an area that remains fraught with tensions. This year I will be keeping an eye on how public and political organisations employ behavioural insights to achieve their goals - in particular, the Joint Research Centre’s upcoming study on meaningful and ethical communication.
Very interesting point on "Nano-Influencers". This demographic will continue to play a pivotal role in the dissemination of information. Being experts in their respective fields, their audiences trust what they promote; this can be an effective growth-hacking tool as well.
Evidence driven communications: I'm particularly taken with this point, and I hope it grows into the future. Its necessary.
On alternatives to Twitter, I'm wondering if there's been a change in engagement levels. I'm less satisfied to engage there, becoming more passive, but I've really leaned into using Substack and Medium. I wonder how these methods will evolve. The really funny thing is, I'm collecting (?) Substack accounts via Mastodon!
As always thanks for the read. As a casual observer I find the subjects fascinating.