2020年社交媒体内容的改变及其在2021年对内容创作者影响报告（英）_24页_16mb

Summary of "How 2020 Changed the Content Landscape, and What It Means for Content Creators in 2021"

Core Content and Main Points

2020 significantly altered the content consumption landscape, with readers prioritizing topics that had a direct personal impact, especially during the pandemic. This shift was observed across both media and non-media organizations, with a focus on content that was relevant, timely, and actionable.

Key Trends in 2020

Politics and Health Topics Gained Traction

• Health & Fitness saw a 307% increase in pageviews from 2019 to 2020, driven by the pandemic and related topics like work-from-home tips, mental health, and quarantine effects.
• Law, Government, and Politics increased by 70% from 2019 to 2020, with a 410% MoM spike in March due to the pandemic and U.S. elections.
• The subcategory Legal Issues had a 162% MoM increase in May, focusing on police brutality, protests, and government stimulus plans.
• Law, Government, and Politics continued to be a major category in 2021, with ongoing interest in Biden's policies and public health updates.

Categories with Steady Growth

• Shopping increased by 162% from 2019 to 2020, driven by online and touchless shopping experiences.
• Food & Drink saw a 80% increase, with a surge in home cooking and DIY recipes.
• Technology & Computing grew by 37%, with topics like antitrust issues and TikTok's rise dominating.
• Arts & Entertainment increased by 55%, especially in music, books, and movies.
• Automotive had 22% growth, with increased interest in used cars and new car sales.
• Careers & Education saw 188% growth, highlighting the gig economy, virtual learning, and resume-building guides.
• Family & Parenting grew steadily from July 2020, reflecting ongoing challenges with remote work and childcare.

Categories That Remained Constant

• Business had a 48% YoY increase, with continued interest in company culture and remote work.
• News maintained consistent attention throughout 2020, with a 143% increase in pageviews.
• Travel remained a steady topic, with focus on travel restrictions and safety, as well as future planning.

Categories with No Growth or Decline

• Personal Finance decreased by 50% from 2019 to 2020, though subcategories like Debt & Loans and Retirement Planning saw increased interest.
• Religion & Spirituality had a 16% YoY decline, despite some interest in faith and wellness during the pandemic.

2021 Takeaway: Readers Need News They Can Use

• The pandemic and its aftermath have changed what readers seek in content: actionable, relevant, and useful information.
• Even categories that declined in 2020 have potential for growth with the right strategy.
• Content creators should focus on delivering value and building connections with audiences.

Platform-Specific Insights

Media vs. Non-Media Traffic

• Media organizations saw strong and steady traffic across all platforms, with Search and Social being particularly impactful.
• Non-Media organizations had rising opportunities, especially on Social and Other (Aggregators) platforms.

Platform Performance

• Search: Both media and non-media saw increases, with Google being the dominant source. DuckDuckGo had a higher YoY growth for media.
• Social: Facebook remained the top platform, though social referrals declined throughout the year. Instagram and Twitter saw growth, especially for media.
• Other (Aggregators): Platforms like News Break, Flipboard, and SmartNews saw significant growth for media, while non-media saw a decline in July but a rebound by year-end. Yahoo was a key source for non-media.

2021 Takeaway: Focus and Personalization

• Content creators should focus on delivering personalized, relevant, and useful content.
• Utilizing aggregators and other platforms can help in reaching audiences, especially when combined with SEO and direct referral strategies.

Conclusion

2020 was a year of unprecedented change in content consumption, driven by the pandemic, political events, and global shifts in behavior. The key takeaway for 2021 is that readers are looking for content that helps them navigate the new normal. Both media and non-media organizations must adapt their strategies to focus on relevance, personalization, and actionable insights. With the right approach, content creators can continue to engage and inform their audiences effectively.