Game Changers

By Phil Cooke

The media landscape is evolving at light speed in an age of rapid technological advancement. Leaders are communicators, so staying informed about emerging trends is essential to understand the shifting preferences, platforms and audience expectations.

I’m not a prophet, and many of these signs are already there if you’re a serious media or creative professional. But just in case you missed them, here are the top eight media trends I think will shape the future. Each has the power to transform how messages are crafted, delivered and received:

1 -  Rise of artificial intelligence (AI) and machine learning in content creation. AI and machine learning have permeated the media industry, transforming content creation, distribution and audience targeting. AI-assisted tools like OpenAI’s ChatGPT and DALL-E are helping companies automate and streamline content production. AI algorithms can now generate articles, compose music, design graphics and even edit videos. This means communicators can focus on high-level strategy and creativity while relying on AI to handle repetitive tasks. However, with these advancements come ethical concerns, as the line between authentic and AI-generated content blurs. Communicators must remain transparent about AI use and ensure AI-generated content is accurate, unbiased and trustworthy.

Example: I’m very impressed with Church.tech. They feature robust tools especially designed for churches and ministries. The most recent updates on doctrine and denominational guardrails on AI are really interesting. I have church clients using it to take sermon transcripts and turn them into devotions, clips for social media, books and much more. If I were a church or ministry, that’s where I’d start.

2 -  Growth of video-first platforms and short-form video content. I’ve been preaching for years that video has become the dominant media format, with short-form videos leading the charge. Today, people gravitate toward bite-sized videos that are easy to digest and often humorous or informative. Short-form video content allows communicators to reach a younger, mobile-first audience and connect in a visually engaging way. Communicators must develop a “video-first” mindset to make the most of this trend. Furthermore, the virality potential on these platforms is significant—well-crafted videos can reach millions in a matter of hours. This makes short-form video content an essential component of any media strategy focused on visibility and engagement.

Example: Check out what Pastor Greg Laurie (@greglaurie) is doing on Instagram for a good example—short, encouraging posts that can be shot on an iPhone and turned around almost instantly. Remember that people love authenticity and spontaneity, so don’t worry that you don’t have a professional crew. And be timely! Think about current events and respond in a way that will encourage and inspire your followers.

3 -  Influencer marketing and the rise of the creator economy. Love them or hate them, using influencers has rapidly evolved from a fringe advertising approach into a mainstream tactic. The creator economy, fueled by influencers across platforms like YouTube, Instagram and TikTok, has fundamentally changed how brands interact with consumers. Today, audiences prefer authentic content, and they trust influencers’ endorsements—often more than traditional advertisements. Don’t believe me? Just check out the recent election. Communicators should capitalize on this by building relationships with influencers who align with their brand’s values and audience. By leveraging influencers, brands can amplify their reach and credibility while creating a sense of community.

Example: You need to be known for something! In my branding and positioning seminars with churches and ministries, I’m always looking for something unique. What’s the area where you could be the best in the world? It’s not about ego; it’s about being an authority on a subject or experience that people are looking for. People don’t follow influencers because they post on a wide variety of subjects; they follow people who are experts in an area they need help in. What a perfect opportunity for Christian leaders!

4 -  Immersive media experiences with augmented reality (AR) and virtual reality (VR). AR and VR are unlocking new dimensions in storytelling and audience engagement. While VR offers fully immersive experiences, AR overlays digital elements onto the physical world, allowing for interactive brand experiences. This technology is already being harnessed in industries like gaming, real estate and retail, but it holds enormous potential across sectors for enhancing customer experiences. For communicators, AR and VR present opportunities to create memorable experiences that immerse audiences in brand narratives. These technologies are no longer futuristic novelties; they are becoming mainstream tools that communicators can use to make their messages more impactful and engaging.

Recommendation: I believe churches and ministry organizations need research and development (R&D) departments. R&D is how companies experiment and grow. What if you designated two or three people on your team to explore new ideas and possibilities for your organization? VR headsets, VR glasses, gaming and more. The key to a great R&D team is allowing them to fail. Their purpose is pushing the limits, so give them some grace and see what they come up with!

5 -  Rise of user-generated content (UGC). User-generated content has become an essential part of any successful marketing strategy. Platforms like Instagram and TikTok encourage users to share their experiences with brands, leading to abundant user-generated content that provides authentic brand endorsements. Doritos was one of the first to promote this on a national stage, with Super Bowl commercials produced by their fans. Communicators can leverage UGC by creating campaigns encouraging customers to share their stories or content with specific hashtags. UGC boosts engagement and provides a steady stream of content that brands can share across their channels. Furthermore, UGC builds trust with audiences who see real customers using and endorsing a brand.

Recommendation: I know churches where the secretary has more social media followers than the pastor. You might have a worship or youth leader with an enormous number of followers, so use that influence! Remember, with digital media, it isn’t about being “professional” as much as getting your message out there. Today, YouTube stars are making more money than network TV celebrities.

6 -  Personalized and interactive content. The demand for personalized content is growing as audiences seek experiences that cater to their interests and preferences. This trend is fueled by advances in AI and data analytics, enabling brands to create customized messages for individual consumers. Interactive content like polls, quizzes and live Q&A sessions provides another layer of personalization by inviting audiences to engage directly with the brand. Driven by social media interaction, communicators must understand the power of tailored messaging, from personalized emails to curated social media posts. Interactive content provides a dynamic way to engage audiences as they can actively participate rather than passively consume information.

Recommendation: Today, it’s not so much about sending “general” messages to the world; it’s about sending personal messages to smaller groups. With the rise of Geo-Targeting, we can now target people who patronize certain stores, visit your church, attend certain events and more. Last year our team at Cooke Media Group produced a national TV commercial for Focus on the Family, and we partnered with Grace Hill Media to target specific audiences with the message. More people saw that TV commercial than watched the ministry’s Super Bowl spot featuring Tim Tebow years ago.

7 -  Evolution of audio content and the popularity of podcasts. Podcasts and audio content have experienced explosive growth, offering a convenient and intimate way for audiences to consume information. As people multitask or commute, audio content serves as an accessible format for education and entertainment. Podcasts allow brands to delve deeper into topics, interview industry experts and offer valuable insights that foster a loyal audience base. Creating audio content enables a conversational tone that makes a brand’s message more relatable. Additionally, live audio features like Twitter Spaces and Clubhouse offer interactive elements where audiences can participate in real-time discussions. Integrating audio content into communication strategies enables brands to connect with audiences in a relaxed, intimate format.

Recommendation: I spoke at an event with the head of podcasting for Apple. He told me he’s been very encouraged by the great number of Christian podcasts, but he hasn’t yet seen the full potential of what Christians could be doing online. Podcasting has exploded, and with a bit of practice, you can become a great host. And don’t just replay sermons; create something original and interesting!

8 -  The future of media monetization with subscription models. Can we make any money at this? In that pursuit, media companies are transitioning to subscription-based models as traditional ad revenue declines. Platforms like Substack, Patreon and even mainstream media outlets have introduced paywalls and subscription options. This trend reflects a shift in consumer willingness to pay for quality content they find valuable and ad-free. The key is to be willing to create programming that audiences will pay for, which often means quality over quantity. This could involve premium content, exclusive event access or insightful newsletters. Communicators should explore how they can provide added value to attract and retain subscribers in a market where paid content is the norm.

Recommendation: The economics of media is changing dramatically, and to be successful today you have to be committed to knowing those changes and how they work. Tucker Carlson was fired from Fox News and now makes far more money broadcasting an online show on X. In the broadcast TV world, they just made educated guesses about the size of the audience, but in the digital realm you can track very closely. So now we can make money from advertising, sponsorship or the number of viewers. It’s the financial wild west, so spend the time exploring the possibilities and what could potentially work for you.

As the media landscape evolves, church, business and nonprofit communicators must stay informed about emerging trends shaping how audiences engage with content. AI, short-form video, influencer marketing, immersive media, user-generated media, personalized content, audio and subscription models are all influencing the future of media.