The term “media” means many things to many people, but it ultimately encompasses everything we consume — visually, or through audio. The rise of podcasts, streaming, and the ever-expanding expanse of online content has shifted the way we think about and consume our media. As consumers embrace or reject certain outlets and entire media platforms, the content providers adjust accordingly. But what consumer likes and dislikes are prominent and widespread enough to shape the future of media?
These industry insiders have their fingers on the pulse of new and established media trends, and they've shared those insights with us. Here's what they have to say:
1. Matt Erickson, Marketing Director at National Positions
“As media capabilities continue to expand, accessibility and privacy are becoming necessities. As this continues, those in the media realm will need to balance between what media can be accessed and featured and the privacy options of personal media.”
2. Chris Stasiuk, founder and Creative Director at Signature Video Group
“The future of media revolves around content experiences. Audiences have zero patience for being fed marketing key messages. Instead, focus on the audience's experiences and create content that is valuable and relevant to them.”
3. Jennifer Farmer, founder of Spotlight PR
“Rather than being consolidated in the hands of a few large corporations, brands and issue advocacy campaigns will increasingly create their own media platforms. We'll see a rise of more platforms such as Medium that allow users to skip the big names and big publishing processes and publish on demand. I believe we'll continue to see more streaming platforms as well.”
4. Caio Bersot, Content and PR Specialist at EnergyRates
“One thing that we learned from social media and the internet in general for the last 20 years is that there is still no safe spot in the digital market. Media empires rise and fade from time to time. Everyone used to think YouTube was certainly going to be the video platform of the future. Nowadays, however, many people talk about how streaming services, IGTV, Snapchat and Instagram Stories are changing the way we consume online video.”
5. Suzanne Block, Director of West Coast Operations at Merritt Group
“The media landscape changes dramatically every year with the intersections of video and audio content combined with the power of Artificial Intelligence (AI) to market more relevant content to readers at every turn. Consider for a moment how you consume relevant content to you and you can see the change over time – social channels, email marketing, newsletters, podcasts, and let's not forget targeted ads. Does anyone simply go to a publication's website anymore? Brand loyalty is scarce. As AI systems and tools become more pervasive to content creators, those metrics well-performing and poorly-performing content will drive faster decisions on campaigns and messages that resonate with targeted audiences.
The immediate future of media is with the voice. The voice-activated speaker is growing as quickly as smartphones and outlets are starting to issue content via 2-3 minute, digestible segments. The consumer's limited time for focus and time requires content to be consumed in this fashion and media outlets are responding. In the long term, creativity will win. Differentiated content with thoughtful observations and careful predictions about how our world is changing and where our individual path in society fits within the larger context will always have a place with readers.”
6. Adeel Shabir, Content Marketing Executive at GigWorker
“Artificial Intelligence is already there, and it's taking its time in making life easier. Prediction of financial forecast and weather are a normal discussion now. But, when talking about creating content, AI has been helping us. Grammarly is a tool used for creating content with the help of an AI who helps us in understanding the grammatical errors that we often do. Of course, there will one final proof-read by a human but AI helps most the work.”
7. Jeremy Ong, Owner of HUSTLR
“Future of media will be dominated by non-written content like video and audio that are natively produced for smartphones. Media is an industry of attention and more attention is being paid to mobile phones than ever before.”
8. Oz Etzioni, CEO of Clinch
“A combination of Data+Creative. Data-driven Creative will outperform any other form of advertising in the long term. It is the only way to deliver relevant experiences consumers will interact with, as their screens and surroundings become more and more cluttered and hectic.
Also, Speed and Scale. Stay relevant to the moment, location, interests and other dynamic parameters that define the successful media. Everything needs to apply to the fact that consumers prefer their personal device over any other screen.”
9. Phil Nottingham, Marketing Director for Wistia
“The future of media looks like a far more fragmented landscape of producers and consumers, with the line between marketing & media ever blurring. Businesses & individuals will be creating TV shows, magazines and creative content that rival “professional” creators, and consumers won’t actively distinguish between the two. Media will also become ever more niche, with content created for specific subcultures and minor interest groups, rather than just broad demographics.”
10. Toufic Mobarak, CEO of Riffr
“The future of media will be a merger of audio, visual and text like branches intertwining around one another in harmony. As a unified force, this powerful combo will make communication of the future more encompassing. Emojis intend to clarify, yet the message sent isn't always what's understood by the receiver. It's when images, text and voice combine that people will close the gaps of confusing communication.”
11. Scott Miles, Senior Direct Client Solutions, Active International
“The future of media is bottom-up: Top-down, mass communication is dead. The future of media is bottom-up and based in co-creation and support of communities. Internet of Things (IoT) has the potential to enable the mass collection of data along every point in a consumer's life. Sidewalk Labs & the Toronto Waterfront is a great example – an entire section of Toronto designed to collect mass amounts of consumer/civilian data that will inform its construct and operations. Brands that use data produced through IoT technology to inform their media investments will better understand their consumer and create hyper-relevant brand experiences.”
Have expert insights to add to this article?
Share your feedback and we'll consider adding it to the piece!ADD YOUR INSIGHTS