Positioning the Right Media Mix
As the media discovery landscape continues to evolve, it is essential for content creators, marketers, and platform providers to stay informed about emerging trends and adapt their strategies accordingly. By understanding the factors driving content discovery and leveraging the latest technologies, organizations can effectively reach their target audiences and maximize their impact.
As Fourtold discusses in its LinkedIn article, “How can you keep up with the evolving media landscape?” it has become more important for consumers to know just where to find relevant media and entertainment news and content. Artificial intelligence might help automate and customize content for consumers, but at the same time AI might exacerbate questions about journalistic integrity and the spread of misinformation.
As the presidential election looms, as Fourtold observes, “The media industry faces a perfect storm: grappling with relevance and revenue while navigating media consolidation, audience fragmentation, and the dominance of tech platforms Google and Facebook in the advertising space. To stay afloat, outlets are exploring diverse revenue streams, including subscriptions, paywalls, partnerships, and member-based models.”
The solutions may vary but striking the right balance could be crucial as the industry looks to stay resilient and adapt, as well as engage the right audiences. “Over-reliance on paywalls can alienate readers, shrink audiences, and backfire on ad revenue. Similarly, partnering with third-party platforms, while offering new reach, can inadvertently compromise the industry’s core values of integrity and independence,” notes Fourtold.
Some tips from Fourtold for navigating this landscape include that the legacy media remains influential. Lean into this by adapting to how traditional media is evolving, with the embrace of multimedia storytelling. Play to social media’s rapidly growing influence as a news source. To reach these audiences, consider tailoring snackable, short-form content optimized for TikTok, Instagram Reels, YouTube Shorts and more. Nurture community through authenticity: Integrate user stories, and case studies to humanize narratives.
Lastly, don’t settle for a static strategy: Using analytics will help you see how audience preferences are evolving across different platforms and content formats, notes Fourtold. “Beyond this, it’s important to constantly test and refine content mix, messaging, and tactics based on real-time performance data, to keep pace with audience shifts and trends.”
Media Discovery Directions
In “A Changing Consumer Shapes Media Evolution,” All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference in 2023. Wong, who moderated a panel at the event on the changing consumer, sees that change happening through the lens of multiculturalism. “How consumers are leveraging media platforms is evolving audience strategy and how we should be thinking about this evolving consumer,” says Wong.
Looking forward to The Media Insights & Engagement Conference? It will be held February 3-5, 2025, at The Scott Resort & Spa, Scottsdale, AZ. The panel, “Search to Screen: The Evolving Media Discovery Landscape,” will be held by Justin Briggs, Director, Global SEO, Streaming at Paramount, and Jon Merkin, Director, Platform Analytics at Roku. As the media landscape continues to evolve, so does the way audiences discover content. From search engines to streaming platforms, the journey from search to screen is increasingly influenced by new technologies, changing viewer behaviors, and innovative strategies. The session will explore the role of emerging technologies; optimizing visibility; lifecycle strategies; unified approaches; and expanding horizons, by leveraging opportunities beyond traditional search platforms, including new developments in AI and knowledge systems.
Register for the Media Insights & Engagement Conference
Key Trends Shaping Media Discovery
Nowadays, is content and media discovery all just related to algorithms? Not necessarily, but with the advances in AI and other technologies, one can’t ignore the power of the algorithm, either. We asked Gemini to further break down some of the trop trends influencing media and entertainment discovery.
- Personalization and Algorithmic Recommendations:
- Tailored Content: Platforms like Netflix, Spotify, and YouTube leverage algorithms to personalize content recommendations based on individual preferences and viewing history.
- Increased Engagement: Personalized recommendations enhance user engagement and satisfaction, leading to increased time spent on platforms.
- Data Privacy Concerns: The reliance on personal data raises concerns about privacy and the potential for algorithmic bias.
- Social Media Influence:
- Viral Content: Social media platforms have become powerful tools for content discovery, with viral trends and user-generated content driving engagement.
- Influencer Marketing: Brands collaborate with influencers to reach targeted audiences and promote content.
- Algorithm Changes: Frequent updates to social media algorithms can impact content visibility and distribution.
- Voice Search and Virtual Assistants:
- Natural Language Queries: Voice search technology allows users to search for content using natural language, expanding the possibilities for discovery.
- Integration with Devices: Virtual assistants like Siri, Alexa, and Google Assistant provide voice-activated access to content across various platforms.
- Changing User Behavior: Voice search is changing the way people interact with technology, influencing how they discover and consume media.
- The Rise of Short-Form Video:
- TikTok and Reels: Platforms like TikTok and Instagram Reels have popularized short-form video content, catering to the attention spans of younger generations.
- Discoverability: These platforms employ advanced algorithms to discover and promote trending content, making it easier for users to find new and engaging videos.
- Brand Opportunities: Short-form video offers new opportunities for brands to reach and engage with audiences through creative and shareable content.
- The Role of AI and Machine Learning:
- Content Generation: AI can be used to generate personalized content recommendations, create summaries, and even generate original content.
- Content Moderation: AI-powered tools can help identify and remove harmful or inappropriate content from platforms.
- Data Analysis: AI can analyze user data to gain insights into content consumption patterns and preferences.
The Challenges of Content in a Fragmented Landscape
The challenges and opportunities of media discovery abound as the consumer evolves and the media landscape shifts. Just what can hold consumer attention, pass muster with regulations that are present or developing, and adjust with the times is anyone’s guess. To be sure, data privacy will remain an important issue. Balancing personalized recommendations with user privacy is a growing challenge. Algorithm bias is another impending issue. Ensuring that algorithms are fair and unbiased is crucial to prevent discrimination and promote diversity in content discovery.
Content overload is sure remain a factor as well. The abundance of content can make it difficult for users to discover relevant and valuable content. Paid versus organic discovery is another area that may need resolution in the future. The increasing influence of paid advertising on content discovery can limit organic reach and opportunities for smaller creators.
Yet, opportunities also remain ripe for the picking. Personalized content creation can tailor experiences, new formats, emerging technologies, influencer partnerships and more can target reach and create authentic engagement. The world of social media content is expanding into new avenues. By embracing these opportunities and adapting to the evolving media discovery landscape, content creators, marketers, and platform providers can position themselves for success in the competitive digital age.
Video courtesy of GlobalData Trends & Insight
Contributor
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Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.
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