Live broadcasts are of great importance

Some platforms have already appreciated the extraordinary power of live events as an effective tool for engaging communities, increasing investment in them. Live viewing is one of the advantages of video games on streaming services such as Twitch, where viewers log in not only to watch others play, but also to enjoy a sense of belonging. It is noteworthy that since the pandemic, the most popular genre of streaming on Twitch is regular chats for communication. This trend also applies to the release of box office premieres, when platforms release episodes out of sequence, with time gaps – everything is done in order to allow audiences to come together as a community to discuss, share memes or versions of events.

The central place is for responsibility

In the 2022 Kantar Sustainability Index, 97% of consumers in 32 countries report that they want to live a sustainable lifestyle, and nearly half (47%) globally say they have stopped buying certain products/services because of their environmental impact or society. Under pressure from the consumer, brands are increasingly taking responsibility for how their actions can affect society, trying to measure the social and environmental impact of their campaigns. To face new challenges, brands form communities, bringing together people and organizations that support a common goal – not only to serve their own business interests, but also to serve society. It was easy to declare before, but now brands will be required to act transparently.

Social algorithms give users what they want but don't know

Platforms such as Twitter and Instagram have traditionally focused on which accounts a user is subscribed to and offered him relevant content. However, the so-called TikTokization of social algorithms has changed the way social networks are used. The most important innovation of TikTok has been the distribution based on observed interests and popular content, rather than who the user follows for. Social media now feels more natural, showing people their interests and creating a better experience.