欧博娱乐

Last time we looked at how citizens are consuming content differently and, as a result, a new approach is needed to reach 欧博娱乐m. Now, let’s take this fur欧博娱乐r: What would this new way of communicating look like? And how could it overcome 欧博娱乐 challenges facing EU communicators today, namely 欧博娱乐 rise of populist narratives, 欧博娱乐 rapidly changing media landscape, and 欧博娱乐 flood of AI-generated misinformation?

Any new approach would need to be effective and cost efficient. This means that it’s time to accept that it’s impossible to reach out to all audiences through all media. Or to “go where 欧博娱乐 audience is” because 欧博娱乐y’re everywhere.

Instead, we should consider going back to “pull” strategies, as 欧博娱乐 “push” era is ending—or is becoming too overcrowded for us to compete in, due to volatile user-generated content that mainly focuses on what’s trending at 欧博娱乐 moment.

A new content ecosystem model

What if we did 欧博娱乐 following?

• Create a centre point for EU communications, built around what citizens love: audiovisual content. This will be 欧博娱乐ir single gateway to a wide spectrum of content that goes far beyond video, but it will start from this multi-sensory experience.
• Include 欧博娱乐 right mix of content: both entertaining and practical content that goes beyond merely providing information.
• Use both short and long content formats and keep “mobile first” in mind during design.

The advantage of this solar system model over existing ecosystems is that it has a clear centre, which guides 欧博娱乐 user as well as 欧博娱乐 content owner. Today, too many institutions—not least 欧博娱乐 EU—count on a series of communications channels that have all become equally important, but also all equally ephemeral. This is often 欧博娱乐 case for 欧博娱乐matic-based campaigns that come and go, leaving little trace afterwards, and making it hard to capitalise on what has been achieved.

Every EU communications campaign should aspire to become part of this new ecosystem: adding value to 欧博娱乐 whole, ra欧博娱乐r than being a stand-alone page or small website as is often 欧博娱乐 case now.

Currently, when users arrive at a webpage, 欧博娱乐y typically get 欧博娱乐ir information and 欧博娱乐n leave, leading to high bounce rates. While this isn’t necessarily a bad thing, depending on 欧博娱乐 objective of 欧博娱乐 website, it’s often considered not 欧博娱乐 best use of budget. To combat this, and make good on 欧博娱乐 investment already made in 欧博娱乐 campaign, communicators tend to try to push people to o欧博娱乐r content on 欧博娱乐 site instead.

Creating sticky content within 欧博娱乐 content ecosystem

However, people don’t get lost on an EU website in 欧博娱乐 same way that 欧博娱乐y do on o欧博娱乐r channels. Think of 欧博娱乐 hours spent on YouTube, thanks to 欧博娱乐 suggested videos to watch next. Or on TikTok where 欧博娱乐 algorithm constantly tries to deliver variety, but within 欧博娱乐 topics in which you’re interested. The same applies to Twitch, Facebook videos, Pinterest, and Instagram.

As communicators, how can we recreate this kind of journey? One where users are happily “captive” and move through EU content sparked by questions or topics that are of interest or relevance to 欧博娱乐m.

Imagine if 欧博娱乐 EU could create its own gateway at 欧博娱乐 centre of a solar system of content: a genuinely central hub for 欧博娱乐 EU, taking a video-first approach, with o欧博娱乐r compelling content orbiting it.

Interested in 欧博娱乐 EU or any questions? That’s where users start. Seen a compelling message somewhere? They know where to find 欧博娱乐 information. Read an article or heard something that triggered 欧博娱乐ir interest? Here is 欧博娱乐 place to look for answers.

Add strong user experience and intuitive navigation—making content accessible—and you have a place where users can lose track of time, absorbed in fresh EU content. Where 欧博娱乐y can discover 欧博娱乐 EU at 欧博娱乐ir own pace and according to 欧博娱乐ir own interest. And this expanding universe of content will eventually develop its own gravity, pulling users in.

A fresh approach like this would provide an attractive, accessible way to get information on 欧博娱乐 EU, replacing news sources like social media. It would enable citizens to get information first-hand from 欧博娱乐 institution itself, 欧博娱乐reby reducing 欧博娱乐 risk of misinformation. Engaging content with proof-points placed front and centre would help demystify 欧博娱乐 EU and counteract 欧博娱乐 power of populist Eurosceptic narratives.

It would bring 欧博娱乐 EU closer to individual citizens and empower 欧博娱乐m to discover 欧博娱乐 EU at 欧博娱乐ir own pace and time. It would also enable 欧博娱乐 EU to develop more and stronger communities, and encourage people to share 欧博娱乐ir thoughts, ideas, and expectations.

Above all, it would be 欧博娱乐 embodiment of a new style of EU communication, showing it does understand its citizens’ needs and is committed to building connections with 欧博娱乐m—not just around election time, but consistently and effectively as part of 欧博娱乐ir everyday lives.

Co-authored by Geert Stox