Media Trends 2022

April 2023 | Christina Jacob
last updated on 26. June 2023

The media industry is in a state of flux. New technologies, changing consumer behaviour and an increase in competition are among the causes for this, accelerated by the Coronavirus pandemic as social contacts were restricted and, as a result, consumption of social media increased. 


What trends will shape the media landscape in the coming years?

1. Social media influencers and their role in content marketing

Influencers create their own content on platforms such as YouTube, Instagram and Snapchat. In doing so, they use large fan bases to promote products and services for companies that want to reach new target groups via social media channels. The ways in which they present their content are influenced by a competition for followers: interactive content attracts attention and offers new storytelling perspectives. 

2. Rise of Fake News

The proliferation of fake news on social media makes it difficult for readers to distinguish between truth and distorted facts. This has, unfortunately, led to a loss of trust in traditional journalism. As misinformation becomes more common on social media platforms such as Twitter and Facebook, this trend will continue in 2023. 

In this context, the phenomenon of​​ False Balance should also be noted.


3. Hypes and greed

Hype-hunger – in the fight for attention, no one wants to miss out on the latest trends. Hype usually originates on social media before being pursued through each and every channel. Advertising and marketing industries jump on board and use hype for their campaigns. But the whole thing is short-lived: typically, they disappear just as quickly as they established a foothold in the media.

4. Artificial intelligence (AI) instead of smoking heads

Another trend that will shape the future is the rise of AI writers. They can produce content at scale faster than it can be written by humans. AI writers are content generators used by authors to generate high-quality content. They are able to create articles, blog posts and even books. Some companies use them to generate content for a specific topic or niche, and in digital agencies they are used to produce all kinds of content for their clients.

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