In the midst of the uncertainties surrounding 2024, Inkhouse CEO Beth Monaghan and BerlinRosen Holdings Principal Jonathan Rosen share insights on key trends they’re watching this year – from the growing challenge of identifying misinformation to the evolving role of social media and influencers. Dive into their conversation to uncover the pivotal factors influencing the marcomms landscape in the coming year.
We’re not making predictions this year. 2024 is still precarious between the election and the economy…and many other factors. But, there are big trends to watch for that have the power to shape the future of communications. We recently sat down with Inkhouse CEO Beth Monaghan and Principal Jonathan Rosen of BerlinRosen Holdings, Inkhouse's parent company, to hear what’s top of mind for them. Here are a few takeaways from that conversation:
“The biggest thing we’re watching for is the proliferation of unreliable content that’s indecipherable from trusted sources. Right now, it’s easy to spot, but this will get more difficult. Reliable sources will continue to fact check and use AI to help with research, early draft structure and more. This, though, will amplify the need to demonstrate credibility and authority in your content, which means your owned content that lives on your social channels and website will take on greater importance,” said Beth.
“We’ll continue to see social media algorithms change — to the detriment of publishers and legacy media, AI-driven content creation will overwhelm people’s feeds and increase the demand for trusted sources. We’re firmly in the information overload era and with that, not only earning trust but sustaining your audience’s attention will be key to breaking through,” said Jonathan.
“TikTok has become a primary source of news, which is often being delivered by influencers who do not abide by the journalistic code of ethics — fair and balanced reporting. As a society, we need this more than ever and I’ve seen interesting new models pop up like our client, The Markup, to apply journalism to today’s issues such as how algorithms shape our experience and perception of the world,” said Beth. Spoiler alert: Inkhouse will go deeper on this topic in a few weeks.
“Owned content that is not only authentic but relevant for audiences will become even more important as consumers are continuously bombarded with unreliable SEO sponcon masquerading as media. Companies need to leverage their owned content to build brand credibility, but also as a way to engage their target audiences and generate demand for their services and offerings,” said Jonathan. ICYMI: It’s one of the top reasons BerlinRosen Holdings added Message Lab as the newest partner.
“As the media landscape gets ever more Darwinian, companies will increasingly need to communicate with a strong, strategic point of view that demonstrates a deep understanding of diverse stakeholders — everyone from consumers and employees to customers and the broader business community,” said Jonathan.
Read the entire list of 2024 trends to watch here.
