Communication is a cyclical trend – Media & Advertising

One of the factors that makes communication move is the trend and we know that this is constantly changing. Thanks to this movement, it is not only possible to adapt the way we communicate, but it also allows us to explore channels that have never been explored before. For example, it will not be difficult to understand the extent to which the pandemic has affected the way we communicate and how this served as a catalyst to change the communication paradigm itself.

Today we see a growing trend towards audio and it’s curious how this resembles the past when we tried to imagine the faces that were behind a radio broadcast. Or even the video, which has gained a lot of ground, recalls the recordings of birthdays, family trips, ceremonies, which we used to do with the camera and later saw on VHS. What was once a rule has now become a choice. But it is clear that this curious cyclical trend in the way we communicate requires adaptations to current times.

Now, one of the big differences is that today a video or an audio recording is not made just to share with one or two people, but with a group of people, allowing to broaden the message in a brutal way. And with this amplification, some difficulties may arise. After all, who listens to my message? How far does it go? As an example, recently SocialPubli developed a study about TikTok in which 61.5% of respondents believe that the platform will become the leader, and 28.7% expect it to continue to grow in the medium term, concluding that the video will continue to take care of communication trends for the time to come.

But for this to be possible, it is necessary to create a digital strategy where the control of evaluation metrics cannot be lacking in order to understand which content is preferred by our audience. And, for example, this is one of the points that, according to respondents in this study, should be improved. Although with TikTok Pro it is already possible to access various reports, these are not as detailed compared to other platforms. After all, 27.9% of respondents agree that one of the aspects that should be improved in TikTok is analysis.

However, this study dropped some myths, as many see this platform as an entertainment channel and the truth is that reality is different. TikTok is more of a fun platform and we’ve seen super dynamic content like tutorials and how-to’s that work beautifully for any brand strategy.

In any case, we can see that the way we communicate hasn’t changed that much, unlike the platforms that are today more than many, with video gaining more and more fans. As a matter of fact, the circumstances of the crisis caused by covid-19 and the growing global digitization were reflected not only in the use of social networks, but also in the abysmal growth of TikTok.

Opinion article by Bruno Salomão, Country Manager of SocialPubli Portugal

Source: Meios & Publicidade by

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