Seven communication trends for 2022
We start the year, we start new adventures. We do it by collecting the seven trends that will stand out in communication in the coming months. Storytelling will give way to storydoing, with a more personalized message, hybrid events, moving between the real and the virtual world, developing new forms and formats. In this 2022, the value of communication with empathy, with values and honest messages will gain ground. The importance of internal communication will also grow to promote the employee experience.
1. First we do, then we count. From storytelling to storydoing. The movement is shown walking and storydoing consists of that, in making tangible the values that a brand represents through the creation of vital experiences. You no longer want to just tell a story, now you have to involve the public. In corporate communication it is about demonstrating with facts and metrics (long live the data) what the company counts. It is not enough to say that we are sustainable, we must have it with the facts, with data that can be verified.
2. Personalization of the message. Mass mailings of press releases have less travel every day. The future is in the personalization of the message. We know that journalists receive hundreds of letters every day, so we must find ways to avoid noise. No matter how relevant or timely the message, we will improve our success by cultivating relationships with them. All this favors the growth of the trend of offering each medium an exclusive story built according to their needs. The hyper-personalization of messages should be the focus to help journalists find the best story and fill the lack of hands in newsrooms. Beware of an already established trend such as the use of WhatsApp to contact them, it is advisable not to abuse it.
3. Phydigital. As a continuation of the 2020 trend, we are in the phydigital era: efficiently combining physical relationships with digital ones to develop communicative or commercial actions. Hybrid press conferences come in here. Their leap into the virtual world has given rise to a mixed formula, which combines the physical presence of professionals with the option of connecting virtually. An alternative that offers companies the possibility of reaching a greater number of participants in their events and an option that prevails in all kinds of events: meetings, breakfasts, interviews, networking…
4. New ways, new formats. New formats such as podcasts, Tik Tok or Twitch are arriving, platforms in which brands are already experimenting without neglecting others such as YouTube or Instagram. The fast video will be the star format of the year, as demonstrated by the success of Tik Tok. Of course, the traditional media -TV, radio and print media- will maintain their relevant weight in society.
5. Communication with values. The social purpose is something essential for brands, acting responsibly is what most influences reputation. But companies must know that it is not worth just saying it, it must be demonstrated with facts. By 2022, more importance will be placed on communicating firm, authentic and honest values. Those companies that manage to communicate with coherence, empathy and in a credible way will be the ones that manage to reach an audience that values honesty above all else. Companies and institutions must be able to align their communication message with their actions so as not to run the risk of being accused of ‘greenwashing’.
6. Metaverse. The metaverse is essentially a virtual relationship space. It is a new environment in which we will all interact through avatars and holograms. Zara has already released its first collection for the metaverse, although perhaps now it is games like Fornite or Roblox where this trend can begin to be visualized and where companies are beginning to be present.
7. From the customer experience to the employee experience. The importance of internal communication in the company is growing. We know the concepts of customer and user experience, but now we must add that of the employee. Managing the feeling of belonging to a team from the distance of teleworking is a challenge, especially when it is increasingly difficult to attract talent to the company.