Top Five 2023 Media Trends to Watch—Thanks to our Journalist Friends

As we settle into a new year, PR pros, marketers and brands alike are all wondering the same thing: what are the 2023 media trends that will shape the year ahead? Well gather round, gather round, have we got a treat for you. We chatted with media experts, as well as journalists at twelve top outlets—from The New York Times and The Wall Street Journal, to Today and Thrillist—to bring you an insider POV on the hottest media trends of 2023.

Whether you’re looking to amp up your earned media coverage, or bridge the gap between your social media and PR strategy, you’re in the right place. Without further ado, here’s our roundup of the 2023 media trends to watch.

1.  Increased overlap between social and earned media.

“Expect to see more user-generated content and social media to source stories and engage readers.” — Senior Editor

What it means for brands: As reporters increasingly look to social media to source their stories, brands must create ways to tap into trending cultural moments. The channel from social to earned is only growing in strength. In 2020, more than 100,000 unique articles about “viral TikTok trends” were published by US outlets. In 2021, the volume more than doubled. And, in 2022, it nearly doubled again.

To keep pace, brands must not be afraid to lead with a social-first approach. They should take time daily to monitor trends and jump on them quickly with a social post and/or PR pitch. What’s trending today will likely be old news by tomorrow.

2. The rise of niche and personalized content.

“Journalists I’ve spoken to are looking at an increased focus on creating personalized content experiences in order to better engage readers.” — Media Expert

What it means for brands: Fighting to stand out in an ever expanding sea of content, media outlets are honing in on stories that can speak to niche audiences and interests. Brands can tap in by exploring partnerships that enable them to resonate with particular subcultures and trends. While national appeal used to be key for a successful campaign, consider tailoring your initiatives to focused demographics, interest spaces and more.

3. The future of everything.

“I love that we are being told to cover more emerging technologies, such as artificial intelligence and robotics.” — Tech Editor

What it means for brands: This trend isn’t just for tech brands. As emerging technologies like AI become mainstream, impacting each and every industry, coverage of emerging tech is growing—and going far beyond traditional tech verticals. Brands should look for ways to authentically leverage these technologies to reach their audiences in new ways. How can you showcase how your brand is a part of the future and where things are heading?

4.  Data: the coverage coin flip.

“We’ll be seeing a greater emphasis on data-driven journalism, using analysis and data to inform stories. I think the goal is to have editors present information in a more meaningful way [...] to better inform their audiences.” — Media Expert

What it means for brands: With the integrity of news media under increasing scrutiny, it’s no surprise news outlets are hoping to lean into data to strengthen their reporting. And frankly, it’s more and more the coin flip that determines if a story is covered or not.

Good news, brands can be invaluable assets when it comes to providing rich data and insights—be it an internal survey, sales trends or TikTok views. As you build a pitch package for media in 2023, look for creative ways to bring data into the fold to build your story and give it an extra edge.

5. An emphasis on impact thought leadership.

“I’m definitely going to be writing more about political and social issues, such as climate change and income inequality.” — Business News Editor

What it means for brands: As public consciousness of social and environmental issues grows, these topics aren’t confined to breaking news or sustainability trades. Outlets across verticals are looking for brands and businesses to speak to issues that are impacting the way they do business, and the world at large. For brands looking to raise their profile on these issues, identify areas where your business is taking a novel or unexpected approach. Similar to emerging technology, media are looking for solutions that offer readers a sightline into the future.

Enhance your earned coverage by tapping into trends. Reach out to us at hello@praytellagency.com.