El equipo de Inteligencia de Latam Intersect PR da a conocer su estudio “De la información al compromiso: el impacto de las redes sociales en el consumo de noticias”, el cual analiza la transformación de los canales informativos de los medios de comunicación tradicionales en América Latina.
Este análisis abarca nueve países (Argentina, Bolivia, Brasil, Colombia, Costa Rica, Ecuador, México, Panamá y Perú), y subraya cómo los medios están adaptándose a un escenario en el que el 40.5% de la población ya consideraba las redes sociales como su principal fuente de noticias, según la tercera edición del estudio «Panorama del Periodismo en América Latina», realizado en 2022. El nuevo informe también señala que algunas plataformas de redes sociales fueron diseñadas desde su inicio para facilitar el acceso a noticias.
La investigación revela que los medios de comunicación en la región están adoptando múltiples plataformas para llegar a audiencias diversas, especialmente a las generaciones jóvenes que son más activas en Instagram y TikTok. Incluso en mercados donde Facebook sigue dominando, como Brasil y Bolivia, TikTok se presenta como una herramienta clave para captar a la Generación Z.
“Aunque Facebook sigue siendo importante, especialmente entre los usuarios de mayor edad, la constante adaptación de contenidos para plataformas visuales es una práctica común en todos los países analizados. Además, la integración de equipos editoriales en la estrategia de redes sociales demuestra un cambio fundamental en la manera de producir noticias”, señaló Claudia Daré, socia y directora de LatAm Intersect PR, durante su presentación en la Expo Comunicación Panamá (EXCOM 2024), realizado el 13 de noviembre.
El cambio hacia un enfoque digital es evidente en toda la región, especialmente en países como Costa Rica, donde la alta penetración de internet está impulsando la digitalización de los medios. Estos están invirtiendo cada vez más en estrategias digitales, conscientes de que las redes sociales son vitales para mantenerse relevantes en el ecosistema informativo.
El estudio también sugiere que las redes sociales ofrecen oportunidades de monetización y permiten nuevas formas de contenido de marca, factores que han despertado el interés de las empresas en publicitar a través de estos canales en un contexto de pérdida de ingresos publicitarios tradicionales.
“La participación activa en redes sociales plantea un ecosistema que exige innovación y adaptación constantes. Comprender estos cambios a nivel local y regional es fundamental, ya que impactan directamente en las audiencias y en los tipos de noticias con los que se relacionan”, añadió Claudia.
El informe“De la información al compromiso: el impacto de las redes sociales en el consumo de noticias” es una herramienta clave para directores de marca y profesionales de la comunicación que buscan identificar puntos de impacto estratégico y diseñar estrategias más efectivas.
De acuerdo con Claudia, conocer cómo los medios están replanteando sus estrategias en las redes sociales es un reconocimiento de que van más allá del entretenimiento y es un movimiento que acompaña la transformación del lenguaje porque, además, las redes sociales son una importante fuente de información y monetización: “Para las marcas y las empresas, esto representa una oportunidad de conectar de una manera más significativa con la audiencia, construyendo narrativas auténticas y relevantes que fortalezcan la reputación y aumenten la lealtad de los consumidores.»
El informe está disponible para su descarga gratuita. Incluye perspectivas de todos los países analizados y puedes acceder a él a través de este enlace.
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