Internet users have increasing expectations regarding the way information is conveyed, which is why video messaging received special attention in communication in 2016. As every year, social media played a major role, having the largest share in publicizing social campaigns and protests. In the past year, brands also more frequently engaged in cooperation with influencers, resulting in interesting campaigns and social actions. Meanwhile, the PR industry has broken the taboo around salaries. It’s time to summarize the year 2016 in the media.Year-end summaries are a big challenge. It is impossible to write about everything that happened over the last 12 months. Below are, in our opinion, some of the most important phenomena/events of 2016 worth noting.Users focus on video contentThe forms of communication in media are decided by users who demand new forms of communication. And as it appears—they focus on video content. The most popular are live broadcasts. An example is the growing popularity of Snapchat, as well as Facebook introducing live streaming capabilities. Following this trend, Instagram also introduced a new communication tool—Stories, allowing users, similarly to Snapchat, to post short stories and photos.
The dominance of video content is also demonstrated by the growing popularity of 360-degree videos, which allow users to “transport” themselves into the center of events and see the message from every perspective. Facebook and YouTube already support playback of content recorded in this format. Video is also increasingly popular among brands, which compete in creating creative messages. The popularity of this communication form is further supported by the fact that shared videos are adapted to user needs. This is done, among others, by adding subtitles, so there is no need to play the sound. This is a nod to users who watch videos while on the go or at work. 😉Influence marketing – whom do audiences follow2016 was rich in interesting campaigns and social actions to which popular internet creators—bloggers and vloggers—were engaged. Among the most popular campaigns involving them are: “Polish Legends” (Allegro), “Internet Vikings” (Mobile Vikings), “HCV I Am Aware” (National Institute of Public Health – PZH). In all these cases, the campaigns appealed to audiences, and thanks to the involvement of popular people, their message was further legitimized.
According to forecasts published on adweek.com, although influencer marketing played a significant role this year, 2017 will be the breakthrough year in this field.PR agency reveals salariesThe end of the year is often a time of great surprises. The MSLGroup agency decided to break the silence about salaries in public relations, which caused quite a stir in the industry. This step, although bold, was positively received by many experts who believe it improved the company’s image. The agency presented salary ranges for specific positions. Thanks to this, we learned that employees in positions such as Junior Account Executive – Account Executive – Senior Account Executive earn 3100-5875 PLN; Junior Advisor – Advisor – Project Manager – Senior Advisor can expect earnings in the range of 5800-15000 PLN; while the salary for Junior Account Manager – Account Manager – Senior Account Manager – Account Director is 5800-14300 PLN. The agency explained that this step was a response not only to the needs of employees but also of clients. Importantly, the company also committed to informing about the proposed salary amount in recruitment announcements. Regardless of the motivations, this move was a big surprise for those interested and good news for employees, making it easier for them to negotiate raises.
Communication in the media is constantly evolving and adapting to the needs of the audience. The year 2016 was marked by video content, which gained particular popularity on social media. Well… Video is the king! 😉
Text author: Ola
