A rarely used term, Cybernate truly encompasses what 2020 brought many of us to do. In 2020, we all “cybernated,” hunkering down in our homes using our screens to work, workout, shop, learn, entertain, even date.
COVID accelerated the digitization of everyday life for most, and brought many late adopters into the mix. According to McKinsey, over just a few months, the shift to and dependence upon mobile and digital vaulted five years forward in terms of digital adoption. Their findings suggest that even the least-digitally savvy finally got on board, with about 75% of first-time users indicating they would continue to log onto digital channels post-pandemic.
Many new bored-at-home users discovered Instagram and Pinterest for the first time, while consistent social media users migrated to growing channels like TikTok and Clubhouse. A survey by DoubleVerify found that nearly half of consumers reported increased time on social media platforms in 2020, which brought savvy brands and marketers back to the forefront through creative campaigns and programming. The proof was in the expenditures: Social media ad spending in 2020 exceeded expectations by 175 percent.
Virtual is Here to Stay
Although in-person experiences will come back at some point in 2021, virtual events and classes will continue to be a thing. According to social media experts at Firecracker Marketing, “Whether you’re hosting a virtual wine tasting via Zoom, getting your fitness on with the Peloton app, instructing a cooking class via IG Live, or throwing a Facetime happy hour for friends from across the country, we’ve all learned that there [are] myriad ways to stay connected without leaving the house.”
The Digital Nomad
The workplace was thoroughly reimagined in 2020, with a fortunate few discovering the ability to work remotely not just from home, but from traditional vacation spots including small towns and nature-based destinations. Of course, innovative digital nomads had already gone down that road, leaving offices and homes behind for a remote life. With more people discovering that they can work from anywhere thanks to (almost) ubiquitous Wi-Fi and new centralized digital platforms, it’s highly likely the digital nomad concept will be democratized: The legality of long-term international stays is finally being addressed by governments around the world, with countries that recently began offering visas for year-long (or longer) remote stays including Barbados, Bermuda, Georgia, Dubai, Estonia, Portugal and Croatia. To cater to this growing audience of global nomads, many hotels now offer enticing deals for multi-month stays, providing a solution for those who may not wish to obtain resident visas.
Learn about why brands are turning to influencers for their content creation needs during this cybernation era.