News: Decrease in social media use by communications professionals post-Covid

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THE majority of social media platforms are being used less frequently by communications professionals as the digital PR industry’s post-Covid boom levels off, according to the PRCA 2022 Digital PR Report.

Though the use of social platforms such as Twitter and LinkedIn has reduced, TikTok has risen to prominence. In fact, more than seven in ten (73 per cent) of digital communication professionals expect to use TikTok in the next 12 months – an increase of almost a third (31 per cent) since last year.

The 2022 PRCA Digital Report – carried out by 3Gem – reveals an industry breaking through established boundaries to help clients and organizations adapt to the demands of emerging technology. Industry professionals are increasingly working on projects linked to the Metaverse (49 per cent), Web3 (45 per cent) and NFTs (42 per cent).

Despite the growing demand for services linked to emerging tech, more than a third (36 per cent) of in-house respondents and almost half (43 per cent) of agency professionals said they had not received adequate training to excel in their role.

The report found that the overall outlook for digital PR remains strong with the majority (62 per cent) of respondents increasing their budgets over the last year. Content creation (71 per cent), online media outreach/relations (69 per cent) and social influencer outreach/engagement (66 per cent) are the most popular services provided by agencies. Meanwhile, 32 per cent of in-house respondents said that their PR and communications department is responsible for digital and social media content compared with 49 per cent in 2020.

PRCA Digital Group co-chair Danny Whatmough (pictured) said, “Once again, the world of digital marketing and PR has seen a shake-up, which comes through powerfully in our latest Digital PR Report. Trends that accelerated during the height of the pandemic have now steadied. The focus on social media platforms has reduced, if not, levelled. Only TikTok has seen a sharp 31 per cent rise in usage amongst agency respondents.

“2022 promises to be a year of consolidation after so much turmoil. But this report will leave readers with no doubt as to the direction we’re travelling.”