The Fraying Cord Between Traditional and Modern News

Last week, NBC News launched “Stay Tuned,” a Snapchat-exclusive newscast featuring brief video clips highlighting global headlines and breaking news. The innovative use of Snapchat’s platform exemplifies the depth of how social media is changing how media companies are delivering the news.

As younger news consumers are cutting the cord and relying on the internet for news and entertainment over traditional broadcast TV, news outlets and corporations are leveraging social platforms to reach a less traditional audience in a more creative way.

An APCO Insight survey revealed burgeoning trends of social media and the U.S. public’s perception of its impact. The study indicates that people see social media platforms as a key channel for information on current events. Of the 1,013 adults surveyed, many consult social media at the beginning of their day and over half (54 percent) typically receive news on current events from social media sites – 45 percent continue to use newspapers and news websites as their primary daily news source.

What Does the Attraction to Short Videos Mean for News Consumption?

The younger generation adheres to a ‘less is more’ approach. As consumers are bombarded with information across social channels, their attention span is declining. The once-preferred one minute length for video ads is now as short as 15-seconds. Not only is content and information presented quicker, but it has evolved as well. The public is not limited to static text, images, or website links. Contemporary social media features a paradigm for dynamic and creative content that will capture the audience’s attention in a new (and faster) way.

Why Companies Should Get Ahead (and Stay Ahead) of Social Media Trends

As the internet continues to saturate consumers with information, there is more pressure on companies and brands to stay ahead of trends and create engaging, dynamic content that takes advantage of new technologies and platforms. Data suggests the way corporations use social to communicate with stakeholders is directly connected to brand reputation: the survey from APCO Insight says roughly two-thirds (68 percent) of the public believe content on a company’s social media platform influences their perceptions of the corporations’ brand. Taking advantage of new technologies to reach stakeholders helps position a company at the forefront of innovative communications, boosting its public perception along the way.

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Stephanie Stauffer
Stephanie Stouffer

Stephanie Stouffer is an associate director in APCO Worldwide’s digital strategy practice in Washington, D.C. She specializes in issue campaigns and grassroots advocacy. Read More