In recent years, we have witnessed historic shifts in the way people connect, starting with the rise of social media and continuing through the way businesses interface with a remote workforce. For many, this represents a new era where primary relationships exist solely through a digital medium. I, for one, have now worked several years regularly conversing with colleagues with whom I have never had the privilege of sharing a handshake. It’s a fascinating experience.
Of course, this evolution of communication means we must also adapt. Both in the ways in which we share our stories and in the methods in which we do so. Organizations have a unique opportunity — and expectation — to reach new and existing audiences and include them in the work they are doing.
As I dwell on this concept, I am convinced that it’s crucial for the success of an organization to connect with their audience where they are congregating; and that individuals want to be included in the work you are doing. In other words, people have a desire to connect with your story and experience it through your communication.
Moving target
Your audience is a moving target. With each new social media platform, users migrate and disperse. With each passing year, new websites, apps, and platforms appear where your audience will spend their time. This creates a never-ending chase to capture attention and connect with those who have supported and will support your work.
Consider the fact that only several years ago, TikTok did not exist in the U.S. It is now the top platform for average time spent online, while time on Facebook has decreased over the past several years. YouTube shares the spotlight with TikTok for time spent, meaning the top two platforms are primarily video formats. Of course, this is only a portion of all time spent online, but it does highlight a recent shift in the desired means of communication — especially among younger audiences.
This highlights the importance of communication across a variety of media channels and platforms in order to stay relevant to your audience. Considering generational gaps, audience proclivity for certain platforms, and personal preference, organizations need to diversify their communication in order to meet both the methods and preferences of the end user.
This poses the question, “How are you currently adapting your communication mix in order to connect with your audience?”
Audience inclusion
Masterworks has the privilege of building the types of communication users resonate with. Across a variety of channels, we have tested and analyzed different methods of communicating with new and existing audiences. One key to success, and a shift that will continue to be important for organizations, is captivating users through storytelling.
From my time with the digital media team, I am convinced that the highest potential for organizational growth online comes from successfully telling your story. This invites your audience to be a part of your work, understand your needs, and share in your impact. I’ve seen a true understanding of need and purpose be met with eagerness to join in the mission.
When you properly share your story, you are allowing your audience to understand how they can be a solution to the challenge you are taking on and step up to join you in that challenge. There won’t be a cookie-cutter version of this. The challenge here is to mold your story into a format that your audience can digest, be inspired by, and grab ahold of.
This will occur in multiple formats and across many means of communication, but the question you should ask yourself is this “How can we shift our communication in ways that allow the audience to better connect with our story?”
It’s not a surprise that communication has evolved, and I hope it’s not news to find that captivating storytelling can make a difference. How you respond to this shift is going to be crucial for your organization’s growth. We must evolve in our communication styles and methods in order to remain relevant in an ever-changing digital space.
