Metaverse, NFT, social networks… What will the media of tomorrow look like?

Strategies is celebrating its fiftieth anniversary with a special issue available on the magazine’s website. Fifty communication and media figures shape their new worlds. Jill Weibo, Managing Editor at Strategies, discusses the latest major trends rocking the media landscape.

Strategies has been monitoring the development of media and advertising for half a century. How do you think the 2020 decade is shaping up for these same sectors?

The Influencer Marketing It is a trend that has continued to grow in recent years. Brands are now embodied by One person. This phenomenon increased during periods of confinement. It has led us to spend a lot of time behind our screens and thus affected by what we saw on the internet.

Perhaps embodying our lives is the next step. note a Virtual RiseWhich raises many questions. For example, if you follow a virtual dog on social networks, you don’t know exactly Value who wears it. This issue has already been raised with the advent of animal influences, which are followed by millions of Internet users.

We are taking it one step further with symbol picture. These virtual characters are specially created to standardize a file social communication around them. We are only at the beginning of this trend, but it will undoubtedly be very promising.

Aside from the default avatars, there’s also a craze for NFTs and the metaverse in the media. Do you think this is a permanent trend?

It is still difficult to determine, but there is no doubt that it is a file real phenomenon. The Welfare He quickly positioned himself in this booming market of NFTAs well as some media and communication agencies. The same story in the gameswhich is not surprising given that video games are the precursors in this field.

However, this is the social networks who are showing the most interest in these new technologies. We saw it with Facebook, which announced its desire to rebrand itself as Meta and recruit 10,000 people in Europe to work on the meta. The tech giants See it as real future project.

We still lack the perspective to see if NFTs are just a gimmick that allows brands and the media to do this.”marketing ployOr a much deeper change.

What are your reservations about NFTs?

They are largely due to Lack of pedagogy About these digital codes. There is a very technical aspect behind this new technology, which is a brake on its adoption by the general public.

Moreover, I wonder aboutMarketing effect of NFTs and the footprint they leave on consumers. Do they make it possible to create real Link With a brand? I’m not convinced yet and I find that we almost convert events with this digital stuff.

Another big trend in the media: audio. How do you explain this strong return of voice in our media consumption habits?

It is a response to a feeling Optical saturation felt by many consumers. Although we spend more and more time on social networks, we do not neglect radio and the audio notation althoug. exactly the contrary. We listen to them more and more, when we are busy doing household chores or just to pass the time.

Podcasts, and audio in general, can create a file nostalgia Stories that were read to us when we were kids. It is a very vivid memory. These audio formats make it possible to bring them to life. This is the power of sound.

The Trademarks It should be used intelligently to tell us the stories that matter to us and make us grow. They have to put setback : They can’t promote themselves like they do in traditional commercials. They can perfectly support podcasts in creating new programs that guarantee their content. This position allows them to create a certain trust relationship with the listeners.

2022 will see new presidential elections in France. What changes will this bring to the media world?

I think we will pay special attention to social networks. And above all, to see if they do not somehow interfere with calendar Presidential elections, as in the past. Public authorities will be particularly vigilant that there is no‘confusion or hack attempt From outside.

Issue Preserving democracy online is also a major issue. Social networks play an increasingly important role in Communication of the candidates And many creators no longer hesitate to provide content about politics. This is the case of Jean Massier, an adventurer who presents the live broadcast.Questions to the governmenton Twitch.

These are the topics of interest to Internet users, and even the youngest who are they. Those who started using social media as a teenager are now old enough to vote. They grew up and it’s no wonder they watch more serious content.

The new special issue of Strategies,”50 new worldsAvailable for purchase at the magazine’s digital newsstand.

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