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June 24, 2019

How food could influence the way we access news

It’s a familiar scene: friends and family are meeting up for brunch. The coffee is hot, the avocado is smashed and at least one brunch-goer is reaching for the Panadol while avoiding questions about where they ended up last night. And when the food arrives? Everyone waits; not eating until the moment has been captured and posted to Instagram.

Founded in 2010, Instagram has 800 million monthly users worldwide. In the past eight years more than 270 million pictures of food have been posted to Instagram. The influence that Instagram has had on the restaurant industry has been immense. We’re now in an age where food and beverages can go viral, not just tweets and videos. Instagram is a visual medium, and this focus on aesthetics has changed the way we eat when we’re dining out. Photogenic foods have spiked in popularity, and the food that we eat has become brighter and more decorative. At breakfast time, muesli is out and smoothie bowls are in, and the toast has to be topped with avocado.

Its commonplace for menus to now include at least one Instagrammable dish but the food itself is just one part of making a #foodstagram pop. The lighting, the crockery and the tabletop also need to be on point. Social media isn’t just changing the way we eat – it’s also influencing interior design trends. Take it from Teddy Robinson, a creative director for London café-bar chain Grind. “Last year we replaced every table in the company with white marble, just because it looks good on Instagram,” he said. This might seem extreme if you think of this phenomenon as just pictures of food, but Instagram is more than that – it’s become the way that people (particularly millennials) choose where they eat. How Instagrammable a restaurant is can flow directly to the restaurant’s bottom line.

Not every successful restaurant or café needs to be doing Instagram well – but the ones that are have something in common. Emily Arden Wells, the Co-Owner of New York architecture firm Move Matter, often works on the fit out of new restaurants in Manhattan noting that Instagrammability is now being considered from a new restaurant’s blueprint stage. Venues that are succeeding on Instagram have moved mobile and social into the very heart of their supply chain – and they’re taking their millennial customers seriously. Their customers and their devices are considered before the tables are bought, before the menus are designed and before we tell the veggie shop how many avocados we need for Saturday morning.  If successful restaurants have social and millennials at the heart of their supply chain, what does that mean for news outlets?

Devices are already changing the way that we access news. Data from the Pew Research Center in 2017 shows that 85% of adults in the United States access news on their mobile device, at least some of the time. Not surprisingly, this is a trend that is growing – this is an increase on 72% from 2016 and 54% in 2013. Social media usage is also changing the way that news is distributed, with sites like Facebook and Twitter acting as the new gateways to news channels. Analysis of online news traffic backs this up, with Australian outlet ABC News Online sharing figures that compare visits to the homepage, and visits to news articles. Traffic to the homepage is on the decline but eyeballs on articles are increasing, as people discover news content on their Facebook timeline.

Some news outlets are already using devices and social to their advantage. When you log on to the Snapchat Discover page you’ll see outlets like the Daily Mail, Cosmopolitan and Buzzfeed talking direct to millennials. (At the time of writing, I almost got distracted by a Buzzfeed quiz titled “Pick a donut and we’ll tell u what your friends love + hate about u”). As you scroll down the Discover page you’ll notice more highbrow content – the power of the Snapchat Discover page is not to be underestimated. The Economist received more traffic in its first month on Snapchat Discover than it received in the preceding 12 months to economist.com.

The future isn’t just mobile – there are other, more modern utilities and methods of news delivery already available. If mobile technology can revolutionise the food industry, there’s immense potential for wearable and hearable technology to disrupt the media landscape. Hearable technology and Conversational UI is already delivering news information via Alexa and Google Home – as our virtual personal assistants get to know us better, does this mean they can deliver us even more relevant, timely information? Spotify and Netflix have already acclimatised us to the micropayment economy and people are increasingly happy to pay small amounts more frequently for quality and convenience. Rather than paywalls and digital subscriptions, would I pay for an alert on a traffic incident that meant I wouldn’t be late to birthday party?

There’s a lot of buzz around ideas like Spotify for News, News-flix and ideas that tie to the end of ownership and to micro-payments. The most buzz has been around a Dutch service called Blendle which claims half a million registered users in Europe and is now looking at the US. Most items on Blendle, which come from lots of different outlets, cost between 10 cents and 90 cents and come with a money-back guarantee: you only pay for stories you actually read – and if you then don’t like them, you can ask for your money back.

I don’t have all the answers but it’s important that we’re thinking about this. How can we prepare for continuous change in the news and content industries? The future is already here, we just need to harness it.

Ally Garrett, CX Director at Isentia
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Leading integrated media intelligence business, Isentia, has been recognised for its cutting edge digital platform, Mediaportal, after being listed on the Australian Financial Review’s 50 Most Innovative Companies for 2017.

Earlier this year, Isentia launched a suite of product innovations for Mediaportal, powering it with machine-learning functionality. This technology – codenamed ‘Huxley’ – provides clients with valuable insights quickly and accurately, helping busy communications professionals make more informed business decisions.

Huxley enables Isentia to harvest and analyse 7 million unknown media items and millions of other data points every single day. A cloud based platform that takes multiple input services, Huxley applies media item topology and enrichment services, and produces fit-for-purpose data for client facing products and services.

Isentia’s innovative approach to real data intelligence includes a continuous R&D strategy for Mediaportal and further work in integrating its data capabilities.

Isentia CEO John Croll says, “At Isentia we know the future isn’t written yet – it takes relentless innovation to get us there. But being listed among Australia’s leading and most innovative companies is recognition of the work of our team over the past 12 months and vindication that we’re on the right path when it comes to redefining media intelligence.”

Now in its sixth year, the ranking recongises the top companies in the country, driving innovation across a range of industries. It is judged and compiled by Inventium, Australia’s leading innovation consultancy.

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Media Release
Isentia listed on AFR’s 50 Most Innovative Companies for 2017

Mediaportal listed on the Australian Financial Review’s 50 Most Innovative Companies for 2017.

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The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences. 

What’s driving the cost of living concerns?

A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.

The top drivers of the cost of living
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023

The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.

Let’s take a closer look at these topics.

Energy fuels the discussion

Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.

The energy narrative and the cost of living

Sectors feeling the heat of media scrutiny

Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.

Feeling the pinch

The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.

But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.

cost of living comparisons
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023

Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.

The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living. 

Influential figures shaping the conversation

Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.

who is talking about the cost of living
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations

Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?

Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.

Jim chalmers and the cost of living
online sentiment about the cost of living

How media intelligence can help you navigate the cost of living

Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.

Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.

Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.

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Blog
The Story Behind the Data: Navigating the Cost of Living

The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.

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Media's Lens: Framing the FIFA Women's World Cup Narrative

Media coverage communication strategies

The FIFA Women's World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament's core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, Marketing and Advertising, Community and Economy, these themes underscore the event's significance, lofty ambitions, and the collective aspiration for soccer's unifying power. 

The media focuses on the excitement surrounding the game, not only because it echoes fans' optimistic expectations for the future of women's sports but also because this is entertainment with genuine fandoms. This strategic coverage not only provides professional athletes with a global platform to broadcast their values to the world but also weaves the Women's World Cup narrative into a vibrant tapestry of empowerment, inspiration, and unity, establishing an influential precedent for the evolution of women's sports.

Studying how news media engage viewers provides insights for organisations aligning their messaging with audience expectations. While WWC promotes women in sports, news media prioritise entertainment and women athletes. A tournament, usually hosted in inconvenient time zones, excites Australian and New Zealand non-sports and sports fans alike, emphasising the value of a localised global platform backed by the media. 

Media trends drive organisations to adjust communication strategies. It signals organisations/brands to re-strategise their communications strategy when they observe media and viewer trends and their flow-on effects. For example, media coverage of the cup, focusing on its  entertainment value rather than gender, and reporting on ratings, excitement, and atmosphere, demonstrates to organisations that it is a worthwhile channel to invest in and align their communications with.

Brand Strategies: Engaging Audiences Amidst the Soccer Spectacle

top sponsors and their communication strategies strategies

As the FIFA Women's World Cup captivates global attention, it becomes an arena for strategic brand engagement. Our friends at Pulsar provided key audience intelligence insights, helping us bridge the gap between news coverage and audience engagement. The tournament serves as a stage for brands to showcase their commitment to women's sports and connect with passionate fans on a deeper level with their messaging. Among these, a select few stand out, employing unique strategies, like broadcast presence, social engagement and news pickups, to drive forward their values while resonating with WWC’s diverse audience segments. These organisations took advantage of a phenomenon with broad appeal and positioned themselves to represent the themes driven by news media.

McDonald's and Social Engagement – Empowering Fan Participation and Interaction

McDonald's turns its spaces into soccer havens, fostering community engagement through earned content using social media ops and iconic backdrops. Macca's All Stars and personalised collectible cards connect fans, while initiatives like Macca’s Swings infuse playfulness. The Panini Football Stickers Happy Meal celebrates women's football by building fan dream teams. 

Lays and Broadcast Presence – Amplifying the Thrill of the Game

With the biggest investment in TV ads for women's sports, Lay's "Taste of Greatness" commercial marks a historic partnership, fueling the excitement of the game. The #LaysGOALdenGiveaway transforms goals into winning opportunities, while the Ultimate Watch Parties and Fan Quest showcase the lively fan culture, bringing supporters together. Lay's top investment in women's sports aligns with how news media and audiences perceive women's sporting events.

Google Pixel and News Pickup – Highlighting Visibility and Advocating Equality

Google Pixel amplifies visibility with the "unblur" function and the campaign message of seeing individual players' diverse stories, thus advocating for gender equality. Partnerships with football associations and players empower Pixel FC members, while the advanced camera and AI technology enhance fan experiences, uniting fans on and off the field.

By exploring these communication strategies, we discover how the FIFA Women’s World Cup goes beyond being just a sporting event. It becomes a symbol of unity, inspiration, and a demonstration of the messages that resonate with audiences.

Lay sponsorship strategy of broadcast presence media exmaple
https://www.tiktok.com/@nickandhelmi/video/7257840723880414465
https://twitter.com/GoogleUK/status/1673254779642949634

Sam Kerr: Icon of the Game and Her Diverse Fan Base

Sam Kerr's audience segments and communications strategies

Sam Kerr's journey from aspiring athlete to global sensation exemplifies her exceptional talent and unwavering work ethic. Her iconic status isn't solely due to athleticism; Sam Kerr's genuine authenticity and relatable qualities forge connections with diverse supporters, as seen in the primary fan segments listed above. Her public image highlights how news coverage prioritises entertainment, appealing to a wider audience rather than just sports fans or those with a pro-women agenda. 

Organisational messaging can use this to bring their purpose to a wider community. This illustrates a profound connection between the themes the news media emphasise and the messaging organisations should strive for, as demonstrated by Sam Kerr's influence.

Sam Kerr's influence spans diverse groups, including young women who are inspired by social influencers like Tanya Burr, dedicated sports fans who admire her tenacity, and the LGBTQIA+ community who identify with her. Understanding the most popular platforms and channels of her audience further indicates where messaging and brand positioning would be most effective, especially for organisations that aim to reflect the diverse fanbase Sam Kerr attracts. Her impact reflects the universal appeal of the Women's World Cup, bringing together people from diverse backgrounds and uniting them around values such as  determination and breaking stereotypes. Sam Kerr's far-reaching impact is a beacon of hope for women's sports. 

Getting off on the right foot with the right communication strategies

The FIFA Women's World Cup goes beyond showcasing soccer prowess, intertwining narratives of athlete popularity, partnership strategies, and media coverage. This exploration delves into Sam Kerr's journey, scrutinises the engagement strategies of major brands, and dissects how the media portrays the Women's World Cup. From Kerr's diverse impact on fans to organisations strategically amplifying their brands amid the tournament's excitement and media highlighting essential themes, a comprehensive picture emerges. This holistic perspective crafts a vibrant narrative of empowerment, unity, and inspiration. 

As PR and communications professionals, these insights emphasise the potential to align brand narratives with a popular ethos, fostering impactful connections and advocacy that resonate within a changing industry and beyond.


If you would like to learn more about discovering how media intelligence can lead to insights across advertising strategy or the active communities leading specific online conversations using audience intelligence, get in touch with our partners at Pulsar today.

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Blog
Communication Strategies at FIFA Women’s World Cup

Media’s Lens: Framing the FIFA Women’s World Cup Narrative The FIFA Women’s World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament’s core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, […]

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For every conversation that we have, a compelling story becomes the link between you and your audience. When your stories resonate and relate, the audience will take notice.

To do that, you need to understand the relationship between your brand and its audience and the conversations that grow from that link. Finding those talking points gives you an insight into the types of audiences that follow your brand. 

These conversations and communities allow you to identify and understand your audience on a deeper level. Building on this strong relationship, your brand's stories remain consistent with your voice and values.

So how do you understand your audience’s conversations?

1. Identify the channels your audience are most active

The channels or mediums are critical in identifying your audiences. This is essential so that you can produce the kind of story they want to hear. The more relevant and updated your content is, the more engaged your audience will be with you.

By analysing your audience, you can create better content that resonates with them. This will help you build a stronger connection with your audience and keep them engaged.

Analyse your audience by:

  • Website visitors — Analysing data from your website can help you identify the types of audiences who have already started their discovery journey about your brand.
  • Customer data — This audience is already engaging with your brand so it is critical that you identify the personas found within this subset.
  • Social media — Driven by conversations around your brand and industry, you can find new personas and demographics to cover trending topics.
Image of Reddit logo with an audience on a blue background
Source: Based on a panel search in Pulsar

For example, by studying the various communities interested in public relations and communications in various sub-Reddit threads, it shows that there is a slightly higher percentage of male Redditors (6.3%) to female users (5.8%). 

There were around 1,500 unique authors in these communities within Reddit. By leveraging these demographic insights on Reddit, you can craft a much compelling narrative based on the channel and the topics and conversations held by your Reddit audience.

2. Identify trending keywords in your industry

In today’s digital realms of search engines and social media, the practice of keyword research is essential for brand storytelling. Finding and researching relevant keywords  ensures the right people see your content. Identifying keywords is crucial to your business because they are related to queries that users in search engines ask.

There were around 1,500 unique authors in these communities within Reddit. By leveraging these demographic insights on Reddit, you can craft a much compelling narrative based on the channel and the topics and conversations held by your Reddit audience.

Image of a keyword cloud on the challenges of PR communicators
Source: Keyword cloud in Pulsar on challenges of the PR & communications industry

By understanding the relationship between keywords and queries, brands can better target their marketing efforts and ensure prospective customers see their message. Insights from social media intelligence can also boost this keyword research process and add current topical trends while delivering relevant queries about your audiences.

Keyword research tools such as Pulsar can help your storytelling by listing all the keywords you need to create content for your brand. Better content and engagement with audiences will boost your brand’s ranking in search results.

3. Monitor mainstream media coverage

As media and technology continue to evolve, it is more important than ever for brands to stay on top of media trends. By monitoring media coverage, brands can ensure that their message is being communicated effectively and reach their target audience.  

Using a media monitoring platform can help you quickly identify negative media coverage as well as spot positive opportunities to engage with your audiences. This engagement in return strengthens your relationship with your audience and builds a healthy reputation.

4. Listen to social media conversations

With 4.6 billion users on social media in 2022 (estimated to rise to 5.8 billion by 2027) conversations can revolve around many topics at any given time. People are jumping from one topic to another so quickly and several trending topics can dominate the overarching social media landscape. 

Staying on top of these topics is critical for brand storytelling and engaging audiences. Many brands are harnessing the power of technology and artificial intelligence to identify these conversations. 

5. Discover topics through Pulsar

Almost everyone searches for information online. With Google dominating 83 percent of the search engine market, it is unsurprising that the company’s name has become the new word for searching information. 

Using platforms such as Pulsar, you can discover trending topics that people are looking for on the search engine. These topics can help in your content creation remain current and relevant. These trending topics reflect what people are interested in and what topics are widely discussed at the moment.

What does audience insight mean?

In recent years, there has been a growing debate about the relationship between traditional and social media. There is no doubt that social media has changed the way we consume information. We are now used to getting our news from Twitter, Facebook, and TikTok. 

But traditional media outlets are still important, especially when it comes to storytelling and discovering new audience-led conversations. We believe they can work together to find your best audiences. 

While social media is great for sharing short snippets of information, traditional media is still the best platform for in-depth storytelling and credibility. This is because traditional media outlets have the resources to invest in long-form journalism.

They also have experienced reporters who know how to find and tell a good story. In an industry-scale research, trust among consumers of online news has waned and this puts a strain on the relationship between your brand and your audiences. New tools such as Pulsar have incorporated new technologies to help them rate news outlets that can be trusted.

Image of graph on misinformation in online news
Source: Pulsar’s misinformation index monitoring news outlets publishing content on the PR & communications industry

Finding audiences in your news coverage

There is so much online news content but what is critical is having high standards on the content you consume. Traditional media is still regulated by industry standards while journalists abide by ethical ones – creating a guard against misinformation.

But what is often overlooked is the role that traditional media plays in shaping the stories that we see on social media. Undeniably, social media platforms provide a more immediate and intimate connection to the events and people we care about. 

However, it is the work of traditional media outlets in covering these stories that set the stage for much of the discussion and debate that takes place on social media. In many ways, social media is now the amplifier of your story, not traditional media.

This symbiotic relationship between traditional and social media presents a huge opportunity for brands to amplify their messages to their audiences — raising their forte of storytelling and finding the right audiences for your brand.

Connect with your audience

The next step for your brand is to find that platform. There are a plethora of options to send your message across to your audience. 

3 things to set up

Create a reason for your audience to contact you

Create your call-to-action (CTA) for your audience. As a brand, you must have a strong CTA in your marketing efforts. A CTA is what drives your audience to take the desired action, whether it's signing up for your email list, making a purchase straight from the point of discovery, or scheduling a demo consultation. 

To create an effective CTA, start by clearly defining what you want your audience to do. Then, create a sense of urgency and make it easy for them to take action by providing a clear and concise path.

Select your platform

Find out which platform best serves your brand. Do you have thousands of followers on Instagram? Website visitors are actively engaging with your blogs? People are commenting on your Facebook profile? The options below are usually the main platforms that most brands use to tell their story.

  • Website
  • Microsite
  • Blogs
  • Advertising
  • YouTube
  • LinkedIn
  • Facebook
  • Instagram

Tell your story and share as much as you can

The final step would be to share that story with your audience and the general public. There are many ways to share your brand story with your audience. You can use social media, your website, email marketing, and even face-to-face interactions to get your story out there. 

The most important thing is to be clear about who your audience is and what you want to communicate to them. Once you know that, you can tailor your story to fit their needs and interests. If you can tell a compelling story that resonates with your audience, you'll build a strong brand.

Ready to find your target audiences online? Click here to explore and discover the diverse communities that are following your brand with us.

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5 ways to understand your audience online

In order to engage customers and prospects, you must have brand storytelling. A great story will hook readers in and keep them engaged.

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