More content-based platforms are prioritizing positive customer engagement
Trend - Negative headlines generate clicks and views for news and content organizations, but some brands are moving away from the increasingly intense focus on negative content output with platforms that do the opposite. News aggregators and social media platforms are included in this shift.
Insight - The ubiquity of social media platforms has made negativity in the news and in content-based sites more impactful. With news and content cycles being 24 hours and also difficult to avoid because of smartphones, people are more likely to experience stress that's linked to social and political issues occurring globally (and their constant access to it). Now, more are turning to alternatives or "digital detoxing" in order to mitigate the impact of negative news cycles on their wellbeing.
Insight - The ubiquity of social media platforms has made negativity in the news and in content-based sites more impactful. With news and content cycles being 24 hours and also difficult to avoid because of smartphones, people are more likely to experience stress that's linked to social and political issues occurring globally (and their constant access to it). Now, more are turning to alternatives or "digital detoxing" in order to mitigate the impact of negative news cycles on their wellbeing.
Workshop Question - How could your brand better prioritize its customers' wellbeing?
Trend Themes
1. Positivity-focused Content - Content-based platforms are shifting towards positive customer engagement to combat the impact of negative news cycles on consumers' well-being.
2. Wellness-focused Social Media - Invite-only social media platforms are emerging to focus on healthy conversations and positive experiences for underrepresented members of society.
3. Simplified Independent News Outlets - Independent news outlets are creating innovative and easy-to-understand formats in order to deliver unbiased journalism that captures all the important facts surrounding a story.
Industry Implications
1. Social Media - Social media companies can create more positive platforms that prioritize healthy conversations, digital discovery, playfulness, and inclusivity.
2. News and Media - News and media industry professionals can simplify and explain news stories in an easy-to-understand way, and create news aggregators that skew positive to combat the 'doomscrolling' phenomenon.
3. Tourism and Travel - Tourism and travel industry professionals can create content and interactive websites focused on positivity to inspire users to engage with their products and destinations.
4 Featured, 34 Examples:
30,581 Total Clicks
Date Range:
Jan 21 — Jun 22
Trending:
Mild
Consumer Insight Topics:
