Most conversations about your brand aren’t in print anymore

Ever had that feeling you’re missing something? You’ve scanned the morning papers, checked the online news sites, and scrolled through your alerts. All seems quiet. Meanwhile, a conversation about your industry or brand is exploding in podcasts, YouTube videos, or TikTok.

This was the core topic of our recent webinar on audio and video monitoring. If you missed it, don’t worry. We’ve boiled it down to the three key takeaways every PR and communications professional needs to know right now.

1. The media landscape has officially flipped

Remember when audio and video were just a “nice to have” part of the media mix? Those days are over. The latest Media Barometer (Mediebarometern 2024) confirms what we all feel: print media readership is steadily declining, while podcasts, streaming services, and video platforms are growing.

Think about the biggest stories lately. The boycott against the major food giants? It gained massive momentum on TikTok. The Max Hamburgers scandal? It started in a video series. Today, 84% of Swedish men and 79% of Swedish women use YouTube regularly.

The takeaway: The conversations that shape public opinion and set the news agenda now start in audio and video. If you’re not listening there, you’re basically late to the party.

2. The “TikTok effect” is real (and It’s affecting your business)

“But we’re a B2B company,” you might say. “TikTok isn’t for us.”

Let me tell you a quick story from our webinar. One of our speakers went to buy rice paper for spring rolls and found it sold out in four different stores. Why? A popular TikToker had shared a new recipe, and demand exploded overnight. An ICA employee confirmed her 14-year-old daughter had seen the video – along with hundreds of thousands of others.

This isn’t just about recipes. It’s about how quickly a trend, a product review, or a rumour can impact your sales, your reputation, and even your supply chain. Monitoring TikTok is no longer just for consumer brands; it’s becoming a basic necessity for understanding market shifts before they hit the headlines.

 

3. Are you actually monitoring audio & video?

This one is crucial. Many monitoring services say they cover TV and radio. But what they often do is scan the text on websites like svt.se or tv4.se. That’s not audio monitoring; it’s just web monitoring.

It’s like reading the menu instead of tasting the food. You’re missing the actual conversation.

True audio and video monitoring involves transcribing the spoken words in broadcasts, podcasts, or video clips. This way, you catch every mention, even when your brand isn’t written in the headline or description. You get the full context, exactly as the audience heard it.

So, What’s Next?

The world won’t stop talking. The only question is whether you’ll be listening. At Mynewsdesk, we believe you should have the full picture. That’s why our monitoring service provides full transcription of TV, radio, podcasts, and YouTube.

And we’ve got exciting news: On September 25th, we’re officially launching TikTok monitoring!

You’ll be able to track what’s being said about your brand in the audio of TikTok videos, giving you a head start on the trends that matter.

Curious to see how it works? Contact us for a quick demo and find out what you’ve been missing.

 

Also read: How tracking mentions can make you outshine your competitors and Media monitoring with text, audio and video in one tool.