Advances in data journalism, instant messaging and social media gradually resuming the role of the key information source for lot of public (on expense of conventional media) have been the prerequisites for the rise of doomscrolling. Several traditional media providers followed key pandemic indicators through daily dashboards and continuous online reporting. Daily dose of Covid-19 news was replaced by war dashboards, constantly displaying figures about the war atrocities in Ukraine.
Doomscrolling is a label for compulsive consumption of bad news, that are saddening, disheartening and frustrating. Since measures on social distancing were introduced in 2020, many people found themselves lost and detached from physical reality. Many resorted to virtual spaces to find their second selves, some established their second life in metaverse. Procrastination while endlessly surfing and scrolling through depressing news seemed initially relieving as we learned that things had been worse elsewhere. However, many people found themselves unable to stop chasing bad news or at least detach themselves a little. Some were giving up sleep, others started feeling the toll on their mental or physical health. Increased levels of stress leading to anxiety or even panic followed.
For marketers, doomscrolling presents both a threat and an opportunity. There is a threat that a particular media campaign will collide with the themes discussed over the media at that moment. There is a threat that our products or services will appear inappropriate or will be displayed alongside overly contrasting newsfeeds. Marketing communications professionals must adapt quickly and adjust messages and media plans accordingly, reduce collateral damage, modify campaigns substantially, postpone or withdraw them altogether.
Marketing messages distributed over social media primarily cannot escape the world of sad news, but recipients may be given a hope to do better in the future. Supporting individual courage and building social resilience, providing utility through aspiration, offering, organizing or teaching about help, presenting positive stories are just a few possible content reactions. As most doomscrolling is believed to an early morning routine for many, companies shall be releasing their messages early in the day to disrupt the influx of bad news and punch a hole in the wall of grim realities. Providing genuine rather than overly photoshopped or stock visual content could be another avenue to shine among stylized advertising and tragic reality posts.
Companies may intentionally leverage positive social media presence by offering content on other platforms or starting a totally new platform related to the doom cause. A dedicated blog, microsite, or series of short videos could do the job. Charitable, socially responsible, and other community activities come naturally to play. Doomscrolling apparently motivates people to give. Hence, launching a line of products or a brand, where proceeds go partially to address the causes, could be another solution.
Marketers are not here to present the world as is. We sell desires and aspirations for a better world. Lets assume that most human beings affected by doomscrolling are not satisfied with their compulsive disorder. As marketers may offer a way out of the darkness, metaverse marketing is the likely solutions. Just as customers are escaping reality by living lives of their virtual avatars in the metaverse, companies are gradually required to be part of the immersive virtual experience. Understanding metaverse on platforms such as Roblox, Fortnite or Earth2 goes beyond conventional product placement in gaming environments. Companies may be offering meaningful virtual alternatives to products, lines of collectibles, socially responsible items, or even building up dedicated metaverse places.
Whether the future is bleak or bright, whether online consumers continue suffering from doomscrolling or find their positive alter egos in metaverse, products, services and brands will remain the anchors of value, utility, and safety.
Résumé
Jak efektivně využít dooomscrolling pro marketingovou komunikaci v metaversu
Příliv neradostných zpráv započatý pravidelnou dávkou čísel nakažených, hospitalizovaných a zemřelých v době covidu pokračuje v současnosti denním přídělem tragických válečných novinek. Pro mnoho lidí se ranní konzumace děsivých novinek stala obsesí, pro kterou se vžil výraz doomscrolling. Útěkem z chmurné reality všedního dne mohou být pozitivní zprávy, humor či podpora snahy individuálně pomoci, které dokáže podpořit i vhodně zvolená marketingová komunikace prezentující relevantní nabídku služeb a zboží nabízejících pocit bezpečí, hodnoty a užitečnosti v nejisté době a prezentujících aspirace po lepším životě. Pro spotřebitele takovou útěchu nabízí druhý život ve virtuálním světě – metaversu, kde je možno efektivně a profitabilně ustavit virtuální život pro produkty a značky.
Kontakt na autorov/Address
doc. Ing. Pavel Štrach, Ph.D., Ph.D., ŠKODA AUTO Vysoká škola o.p.s., Katedra marketingu a managementu, Na Karmeli 1457, 293 01 Mladá Boleslav, Česká republika, e-mail: pavel.strach@savs.cz
