Communication trends


The COVID-19 pandemic has drastically changed our lives. And not just in terms of health, politics or economics, the forced shutdown we experienced in 2020 helped us to stop, look around and reflect. It also made us put on new shoes that have not been comfortable in all situations and has accelerated changes that were being implemented gradually.

These changes have also been seen in the field of communication where, although the relationship with the media will always remain the cornerstone, new formulas are gradually appearing that are changing the way brands work:


New messages

Increasingly, communication and marketing are merging in their strategies, and not because of an imprecision in the definition of their tasks, but because today’s actions are focused on the end customer. It is therefore essential for brands to actively listen to what is happening in the street, to the conversations that are generated on the network, to the new needs and concerns that are generated or to the voices and communities that emerge. Thus, with this listening, not only is the product offering much more in line with demand, but the company’s values, its personality, philosophy and soul, and its adherence or rejection of certain social movements, take a step forward, becoming, on many occasions, the essential reason why the press or consumers embrace a brand.

At the same time, that 2020 isolation has translated into an explosion of the need for relationships. If we analyze the tone of the latest advertising campaigns in any sector, we can observe how emotional messages inviting to get closer, to share, to love have multiplied… This is nothing more than a response to the emotional state of society and they aim to be a beacon of hope for the community in a situation that, sadly, puts the global population in common.


Another way of holding events

The current restrictions impose the suppression of large-scale events. Far from being a disadvantage, this situation can offer a new range of possibilities for companies.

Digital meetings, streaming platforms, podcasts or audiovisual content designed according to the channel, eliminate geographical and time barriers, reduce costs, can reach a much wider audience and of course are an exciting challenge of creativity.

Of course, technology will never replace the sensations of face-to-face, so if we complement it with smaller meetings and encounters with those press colleagues, the relationship will become even closer.


The new social networks

Finally, after the reign for many years of Twitter as a place of uncensored expression and Instagram as an exhibition gallery, Tik Tok and Twitch have arrived and, without forgetting YouTube channels, have established themselves as a new meeting point for content creators and audiences.

Once again we return to that human connection: these charismatic, yet approachable and natural content creators are the new influencers who, at a time of disenchantment with institutions, are capturing the public’s attention.


Thus we have hybrid events, new social networks and active listening to achieve effective communication, but, above all, what we must not forget is that we are people, we live in society and it is in our inner programming to relate and communicate. Emotion, dynamism, warmth, honesty, creativity, interaction… will always be the secret ingredient in any trend to follow.

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Cristina Herraiz