The year 2020 enters loaded with a handful of political and institutional communication trends that can help achieve the desire of any organization: to engage stably with citizens.
The 2020 communication that political parties and institutions will have to develop is not going to differ much from what is being developed in that the objective remains the same. At the center of all communicative activity is the person; it is the only thing that matters. This year’s trends aim to improve that relationship, making it more stable and lasting, and encouraging users themselves to collaborate in the production of valuable content.
Credibility goes through fighting fake news.
The year ended with the owners of social platforms regulating political advertising and even banning it. The fight against fake news intensifies as the US presidential election approaches, and the influence that fakes news will have is still unknown.
Institutions and political parties are obliged to get involved in the fight against fake news, since the information garbage is causing important damages, such as the lack of credibility of the organizations and society’s polarization. When the debate is radicalized, everything suffers, taking ahead also those who encourage extremism based on a less distorted reality.
Migration to private social platforms
The fight against fake news causes many users to abandon open social networks and opt for private social platforms. Facebook groups or Instagram direct messages are gaining ground compared to other, more open options.
Content is still king.
Through content, institutions and political parties seek stable and lasting relationships with citizens. To get engagement, not just any content is worth it. Now we have enough technology to know our audience, understand their needs, and offer them valuable content to connect with them. The objective is to have the ability for the users themselves to provide favorable content and positive experiences towards the organization because it publicly shows its effectiveness.
Facebook will promote social interaction above other parameters.
To be successful on Facebook, posting natively is no longer enough. This social network promotes interaction and connections with users above anything else, which is why it has recently prioritized Facebook Live, Stories, and groups. This trend is not exclusive to Facebook but also extends to other social networks.
The social media strategy goes through publications that connect with users, prioritizing those that encourage comments and interactions over any other type of content.
Increases interest in wellness or social detoxification
Social welfare will be very present this year. Millions of online conversations have been recorded to express concern about the effects of networks on mental health. Many have joined the #DigitalDetox movement and are individually taking steps to decrease their hours on lines, deactivating accounts, and dispensing with apps.
The elimination of “likes” and other superficial metrics has a positive effect on the social detoxification that many networks claim.
For communication, the flight of users from social networks is a great challenge for organizations. On the contrary, they also have a great opportunity to support these movements and avoid toxicity, promoting valuable content.