As a professional who, until February 2020, lived on events and physical social contacts, in writing this article I ask myself: what, now? What could be useful to people? What do they ask themselves? What kind of communication do they need?

For this purpose, I tried to summarize my approach in the most pragmatic way.

We have entered in full a “Shut-in Economy” – a new term that we will hear a lot in the coming months. Literally “shut-in” means “being closed indoors”, therefore “Shut-in Economy” is a “closed-in” economy, developing within one’s physical borders.

Being aware of it will allow us to grow our business.

In my case, since it is not possible for me to organize events as before, I’ve noticed a huge increase in demand for having me as a “video testimonial”, that is the request to advertise products and services of tech companies through videos that are broadcast on my channels.

People don’t stop communicating and promoting, but they do it from “protected” environments, which are – we may say – closed environments. We are not locked up as if we were living in monasteries, but certainly online communication of all kinds – previously going unnoticed (from videos to socials, via blog post) – is now of great importance, and it is becoming the cornerstone of business.

In terms of content, when I speak, discuss, communicate and confront hundreds of people every day, I sense that people have a great need for reassurance.
Traditional media and social media are full of terrible news, of denials, and muddled concepts that in turn confuse us and throw us into a state of cognitive overload, from which it is difficult to get out. Too many voices, too much noise: we don’t know whom to believe; we don’t believe anyone; we are afraid. I think it is necessary to convey the message that things will go well if we all take our responsibilities and adapt to what is happening.

People need not to be afraid anymore. They need to be reassured and have fun. Therefore, I think that the era of infotainment is opening up. The era of being present online everywhere and all the time is ending and the era of talent is opening up.

In this context, maybe, operators, influencers completely alien to our eyes, and “glossy” characters with lives detached from reality, will disappear, to make room for the delirious and funny TikTok characters, where humour and personality count more than beautiful images.

Every concept can be transmitted in a thousand different ways. Hopefully, this period will bring in a new awareness: lightness does not mean superficiality.