“I enjoy the way Tirto.id, Good News From Indonesia or Kok-Bisa? provide the information. They’re catching my eyes so easily,” friend of mine said.
In today’s digital era, the availability of information or the latest news is also a top priority for most people. According to the Indonesian Internet Service Providers Association (APJII), as many as 31.3 million Indonesians use the internet to update information.
This means they use the internet to find out actual things. This is known as the fear of missing out.
I already wrote in the previous article that Generation Z is the potential target audience. They have their way of consuming information. They are so visualized.
While the digital era is very dynamic, brands that have a focus on public relations surely must be literate with the effective communication medium. Brands need to understand behavior change so they won’t stutter with characteristics of the market-determining generation that will affect the sustainability of businesses.
Fast Company has obtained facts about the characteristics of Gen Z, which is the generation that dominates the market in the digital age. The results of this study indicate that Gen Z’s attention span has shrunk to 8 seconds and they cannot focus for very long.
Gen Z grows in the flood of information era, while on the other hand, they have limited time and energy to receive and understand the information conveyed. They are also vulnerable to distraction by social media and games that have become part of their daily activities.
Their characteristics are not much different from the previous generation, Millennial. Therefore, this is a challenge for information service companies to design a strategy that can reach a dominant audience in the digital age.
The era of information graphic
One method for organizing information to be more concise and interesting to observe is through the use of infographics. The presentation of information in this visual form tends to easily attract the attention of the audience that wants something instant and does not like to beat around the bush. This infographic can be in the form of illustrations that describe information in analogy, symbols, and metaphors.
This method is also used by many mainstream media to deliver and enhance the appearance of the information presented. Some online-based media have already applied infographics in a more complex form.
Please do not be surprised if now the delivery of information in the form of text has begun to be replaced by audiovisual content.
Not only static infographics, one of the most common forms of an infographic that is often used by mass media in responding to changes in audience behavior is animated and interactive infographics. It has also been widely used.
The existence of audiovisual elements and also the motion (motion) helped strengthen the information conveyed. To support this method, we certainly need qualified human resources in this field so that the delivery of information can be received precisely.
A few years ago, I was impressed by audiovisual content from kok-bisa? and Tempo about Tan Malaka. Then I realize that I had read the printed form of this content. Turns out Tempo was recycling the content from conventional printed form to audiovisual content. Brilliant.
Jonathan Long, in the Huffington Post, stated that the use of infographics has many advantages compared to the narration. People’s attention will be greater for information in a visual form rather than in the form of long texts.
This characteristic is also possessed by Millennial and Gen Z, the majority of whom do not want to waste time reading long articles. Concise and interesting information will be their attention.
Their picky behavior becomes a chore for business people to design creative, innovative, and educative graphics. So, when narrative information is no longer possible to be published in the available media space, infographics can be the right choice to face the modern market in the digital age.
By the way, as I said before, the idea of using an infographic is not only suitable for mass media. Brands can also use infographics as a tactic for delivering content marketing to their target audience and target market. This idea is believed to be a subtle way of marketing tactics.