The global pandemic has shaken up the way businesses operate by pushing them towards the digitalization of their services. The challenge of this transformation is to integrate e-reputation as a key factor of success for companies, as the boundary between it and the global brand image tends to disappear. In 2021, e-reputation becomes reputation.
Focus on 5 key trends on the reputation of brands for the coming year.
#1 Brand Reputation Is More Than Ever Linked To Societal Issues
While the health crisis has generated a great deal of online interaction, it has also strengthened societal issues and protest movements. This is enough to inflame conversations on social networks, as was the case this year for example with the hashtag #BlackLivesMatter that has crossed all borders.
In 2021, it will be important for companies to communicate with the awareness of the current crisis period in which the world is evolving, thinking about its communication on a global scale. It is essential to understand the impact and speed of the flow of information, which can affect all communities and therefore be relayed massively.
The challenge for brands is the ability to actively monitor and detect abnormal activity about them.
#2 The Line Between Media, Influencers And Social Networks Is Blurring
For several years, influencers have become real brand ambassadors for their community. In 2021, more than just collaborations, they will intervene as a media outlet by taking a stand and alerting their audiences on topics close to their hearts.
It will also be necessary to take into account the birth of new hybrid media that live on social networks such as Mediavenir on Twitter, a pure-player with 705,000 subscribers, an audience as large as the traditional media that have now digitalized. Other media references, such as Loopsider, for example, use the personalization of their image by placing the journalist in a position of spokesperson for the brand, around which a strong community can be forged.
For the coming year, brands will have to think of their relationships with influencers as real media relations.
#3 Brand Reputation Is An Issue On All Social Networks, Without Exception
At a time when social networks play a major role in corporate communication strategies, it becomes essential to manage your e-reputation on each of them without any exceptions.
If previously the debates, from the most unusual to the most engaged, were held mainly on Facebook and Twitter, other players come into play like Instagram or TikTok who today really deal with debates and societal crisis.
TikTok, the social network popular with a young audience, is also taking a stand: in 2020, 3.5 million videos including the hashtag #BlackLivesMatter were published on the platform. A phenomenon of virality that is accentuated with the short format proposed by the application.
In 2021, it is essential that companies monitor their e-reputation on all social networks, with a particular focus on new uses of platforms. This action is carried out through constant monitoring, which allows us to detect opportunities for “good-buzz” or to defuse “bad-buzz” situations.
#4 The Advent Of Short Video
Today is the time for fast and effective communication, and this is confirmed on social networks. Indeed, if TikTok has met with such success this year, it is thanks in particular to the bias of the format to namely short but impactful videos. A formidable efficiency, which is no longer to be demonstrated when looking at what appears on the side of competing social networks: Snapchat with Spotlight, Instagram with Reels or YouTube with Shorts.
That’s why, in 2021, brands need to think about integrating this format, to offer a communication that engages more and allows for great opportunities. It will also be necessary to pay attention to the impact of “shock videos”, content that denounces through social networks immoral practices of certain brands and cause a real tidal wave for the company concerned.
#5 Fake News: A Fight That’s Started But Not Yet Won
While social platforms and the media have raised a general awareness of the dangerousness of the Fakes News, 2020 is no exception. Indeed, the global pandemic and the U.S. elections have only reinforced this phenomenon, already too present online. And the risk of fake news is that it spreads and manages to sow doubt in the minds of Internet users.
Mixing the opinions of medical experts and extremist figures, the documentary has divided its viewers. A split confirmed when we look at the keywords that gravitate on social networks: “conspiracy” versus “censorship,” “danger” versus “truth about coronavirus” …
Next year, brands will have to pay attention to the Fakes News that revolve around them and start the right move to avoid a worsening of them. To do this, they will have to use high-performance active listening and analytics tools.