The 2024 U.S. presidential election served as an example writ large of the shifting media landscape. The once-dominant institutions of traditional media—television networks, major newspapers, and legacy magazines—no longer hold the same sway over public discourse. Instead, we've witnessed the rising influence of a more fragmented and decentralized media ecosystem, where independent voices, from Substack newsletters to podcasters, have carved out their own powerful platforms.
This transition is not entirely new, but it has become increasingly evident in the election aftermath. Voters no longer rely solely on the assertions of established media outlets. They seek out a more diverse array of perspectives, often turning to niche communities and influencers who speak directly to their interests and concerns.
Brands can utilize the recent election as a case study in corporate communications; all digital channels should be leveraged to reach target audiences including social, paid and owned medias, expanding outside of traditional earned media. This approach allows brands to diversify their messaging strategy and media outreach, and reach audiences across all touch points. The modern landscape may be unpredictable, however, overcoming these challenges will reap rewards for brands willing to shift their perception of how the communications funnel operates in today’s media terrain.
The Power of Individual Influence in Modern Media
We’ve witnessed the impact of concentrated individual influence on established systems. This dynamic played out in real-time with Elon Musk's transformation of X (formerly known as Twitter), involvement in recent political campaigns, and eventual appointment to co-lead the new Department of Government Efficiency.
We also saw the emergence of influential independent media figures and their self-made empires. The democratization of media has allowed for a broader range of voices and the creation of new power centers. These media moguls can be just as influential as traditional institutions—and, in some cases, more so.
This shift offers both opportunities and challenges for brands seeking to navigate the evolving media industry. Brands with nimble, modern agencies behind them can exploit this democratization of media and connect with these individual spheres of influence to drive results from new channels.
The Balancing Act for Independent Media
While the independent media has emerged as a worthy counterbalance to more institutional outlets, there is a delicate balance to be struck. These new media powers risk succumbing to the very pitfalls they seek to avoid—audience capture, monetary control and outside interference. The challenge now isn't just about breaking free from traditional media constraints; it's about maintaining independence while scaling influence.
Brands can connect with independent media by offering them content of real value, which may have been previously reserved for traditional media. Tailored content will be key for brands when attempting to integrate and benefit from the world of independent media.
The Rise of Company-Powered Media Platforms
Another notable trend is the emergence of niche and company-driven media platforms. Entities like Barstool Sports and Nelk Boys have demonstrated the power of building a robust communications ecosystem that integrates content, influencers and social engagement.
Similarly, non-media companies, such as the UFC and its president, Dana White, have effectively become media powerhouses in their own right, leveraging platforms to shape narratives and engage directly with their audiences.
Brands now have the unique opportunity to build robust in-house media platforms, bypass traditional media gatekeepers, and speak directly to their target audiences. This new development underscores the importance of expanding digital capabilities outside of the standard audience funnel to craft narratives and engage meaningfully across a broad spectrum of channels.
The Future of Media Influence, and Navigating Our New Media Reality
The influencer elite are reshaping today’s media landscape. Paired with the democratization of media, this new environment has created unprecedented opportunities for new voices and perspectives. However, it has also led to new forms of concentrated influence that merit careful consideration. The pendulum may swing back toward legacy media, but the underlying restructuring of information flow is here to stay.
What’s Next? A Brand Communications Checklist for Traversing this New Media Terrain
- Brands need to solidify their wider narrative and expression.
- Brands need to deploy an omni-channel communications strategy. This is both to secure brand eminence and executive visibility.
- Brands need to expand on owned content paired with powerful data and insights.
- Brands need to have a crisis pr preparedness plan in place.
Robert Ford is EVP, Managing Partner at 5WPR.