By Serena Ehrlich, Director of Social and Evolving Media
Earlier today, a coworker swung by my office to alert me that KPCB’s Mary Meeker’s Technology Trend Report of 2014 was finally out.
Christmas, my data loving friends, has arrived early! For those unfamiliar, this report outlines global and United States-specific mobile, internet and technology trends that impact corporate decision making in a wide range of industries.
At first glance, this report is a fascinating look at how mobile, internet, and human behavior trends have all collided in 2014. However, as you read further, you start to see that these trends tell a very interesting story for today’s communicator. Today’s news consumers are moving away from traditional text only news, and consuming more than ever, a blend of text and multimedia to tell a story. While this report has a wide number of very interesting data points, we pulled out the 10 key trends directly relevant to public relations, investor relations, marketing and communications professionals.
1. Customized internet-based learning opportunities continue to grow, allowing people who learn in different ways to find the one that fits for them.
PR IMPLICATIONS: As noted earlier this year, more than 63% of the world’s population are visual learners, making traditional text only press releases cumbersome to digest. Press releases that integrate images and/or video allow the reader to digest in their own way. (What a great way to build fans!)
2. Mobile phones and mobile internet are here to stay, with mobile data traffic increasing a whopping 81 percent! The biggest use of that mobile data is consuming video.
PR IMPLICATION: Mobile video consumption is at an all time high. When your audience reads your news, are you including a video clip? Why not?
3. Mobile ad growth is seen as an almost $30B opportunity while print advertising is over-indexed by 5%.
PR IMPLICATIONS: As news consumption continues to move online, include images and videos with your press releases to increase the potential and decrease the turnaround time of online news coverage.
4. A massive increase in the global messaging ecosystem continues with a strong increase in sharing within smaller groups.
PR IMPLICATIONS: More and more tools are launching to aid communications. This increase in peer-to-peer communication tools makes word of mouth recommendations more important than ever. Provide your fans with short news bites and smaller multimedia clips so they can easily talk about your brand, and these messaging tools will help them share it with others.
5. Multimedia sharing is rising rapidly.
PR IMPLICATIONS: Today’s consumers are not only creating and sharing their own images and video, they watch and share third-party content. Are you providing compelling content they need to effectively engage and share out your multimedia?
6. Social media traffic referrals continue to grow with the sharing cycle for social media articles averaging 6.5 hours on Twitter and 9 hours on Facebook. Buzzfeed continues to receive the honor of content most shared on Facebook, while the BBC holds the top spot on Twitter.
PR IMPLICATIONS: Meeker’s chart (which lists the top 10 content sources on both social networks) is a reflection of what piques the interest of consumers on each platform. This provides a strong media list for you if you are looking to grow engagement on one or the other. In addition, the stories these outlets publish provide valuable insight on the images they use and their writing style. Adapt your press releases accordingly.
7. 2014 is the year of the Internet Trifecta: Critical mass of content + community to give it context + commerce.
PR IMPLICATION: Skip writing vague press releases and start writing for your core audience. As more and more content continues to be upload (1.8B photos uploaded and shared PER DAY globally), the best chance you have to stand out, and drive ROI is to activate core audiences. Include calls to actions, like Click to Tweet, to move people through you sales funnel.
8. 13ZB (that Is Zeta bytes) of content will be created and consumed this year.
PR IMPLICATIONS: To stand out from the noise, you need good writing and compelling assets. Arm your brand fans with your news to increase word of mouth sharing.
9. Re-Imagining User Interfaces (UI): R.I.P. Bad User Interfaces; today’s consumers are much more willing to leave companies for their competitors due to bad web or mobile interfaces.
PR IMPLICATIONS: Company news pages have changed drastically in the last few years. Have you updated yours? Today’s sites include social interfaces, access usable multimedia, and historical information and are readable from any device. Is your company news page keeping pace?
10. Massive increase in video views, long and short form.
PR IMPLICATIONS: Create videos! Not sure where to start? How about a video showcasing a key decision point in the development or launch of your product or initiative? Or ask us! We’ve been distributing multimedia for years.
By providing your news in both a textual and image/video format, you are effectively giving the consumer the choice to read your news in the format they prefer. By meeting their consumption needs, you create a higher likelihood of news sharing, or word of mouth marketing. And nothing is more effective than that!
Want to learn more about how you can adapt your press release process to meet these new technology and behavioral changes? Let’s set up a time to talk.