Social media marketing is shifting, and brands are trying to keep up with the changes. In 2021 we’ll see even more of these trends popping up on social platforms as their usage continues its rapid growth.
Brands are not only wondering how they will engage huge, global audiences in 2021; they want to know what social media trends should be expected as well. The future of marketing on Facebook and Twitter has shifted from a focus primarily on posts about products or services toward live videos that can go viral at any moment. A recent study shows, that 34% of millennials prefer organic content over paid ads even when it comes down to a choice between these two options.
To learn more about what brands can expect in 2021 and beyond, Digitally Global has compiled research-backed trends social media marketers should watch and leverage in 2021.
“Less Is More” Posting Approach
In 2020, many brands spent less time churning out social media posts and more time producing only content that felt thoughtful. According to internal research conducted by HubSpot, the trend of “less is more” will continue into 2021. COVID-19 had them starting to ask themselves “Does my audience even want to hear from me right now?”
In 2021 we see marketers being mindful about when they post regardless of algorithms dictating how often a company needs their updates across all channels because this may be what’s best for business in both current times as well those ahead.
Content Value And Quality Beats Content Production Quality
Social media marketing teams needed to develop scalable production processes that could be done from home in 2020, but consumers continued engaging with videos even if the quality of the video was lower. This insight led them to realize that there’s still value-based engagement out on social channels; it just takes a different approach than before – one where you don’t need high-definition cameras and expensive equipment all over your office space making things look polished for viewers. Rather the value of the video content matters.
The COVID19 pandemic forced many brands to get scrappy when it came to content creation, especially video work. Without a production studio or tons of equipment available for them – the trend became more lo-fi but also human as audiences continue to appreciate this type of unadulterated approach. We’ll see some interesting things in 2021 where there’s less polish and instead raw emotion put into each frame because that is what people want these days.
Conversational Marketing Changes Its Tone
In 2021, it’s more important than ever for a brand to have an engaging conversation with its customers. With so many messaging channels available and consumers needing comprehensive information before they make any purchases or investments-the tone of conversational marketing is changing as well.
The new conversational marketing tactics in 2021, focus on helping a user with something, educating them about the product, and then trying to make the conversion by nurturing.
Brands need to find the right balance of human interaction and AI technology if they want their marketing campaigns not only to be successful but also to provide consumers with authenticity.
A healthy combination could enable brands to run efficiently on social media while still giving them what is needed for trustworthiness to make a purchase decision.
To learn more about scaling up your conversational marketing strategy, click here!
Consumers Crave For Snackable Content
In 2020, we saw the rise of TikTok and Instagram Reels, and continued engagement on Stories content from Facebook, Instagram, and Snapchat. Brands are creating other short-form or “snackable” pieces to educate consumers about their brands in an effort for more social media attention spans not to shrink any longer! As people spend hours scrolling through feeds while bored at home don’t expect snackable videos will lose steam anytime soon.
Video Content Takes Center Stage
As major platforms, such as Facebook and Instagram increasingly amp up their video capabilities in 2020-21, marketers can expect high consumption of this content type. In 2019 it was found that videos were the most commonly used marketing activities on social media with over 44% percent engagement rates for all types combined – which makes sense considering they’re often tailored towards an audience who uses those networks regularly.
More Brands Go Live!
In 2019, one in five Facebook videos were life. In May of that year, alone over 100 million people spent 284 hours watching live videos on YouTube! Brands around the world are now realizing how important it is for them as well to take their marketing events online so they can reach potential clients and customers wherever they may be – even if those interactions happen while someone watches back home after work or school.
The future of social media is live-streaming! Brands are taking advantage of Facebook, Instagram, and other channels to bring events directly into the hands (and screens) of their followers. This not only keeps people engaged but also allows you access at an earlier stage for feedback on what they’re interested in seeing more or less often going forward.
Social Media Platforms Doubles As Shopping Channels
Many brands learned how to do business completely online, and platforms like Facebook and Instagram raced to develop more advertising solutions.
As of 2020 companies are using social media as an opportunity for customer engagement which has led them into new areas in marketing such as shopping on the app or website without having to leave what you’re doing right now! Brands can use these features by creating relevant content that will appeal to their audience and then linking it from their brand’s site giving potential buyers easy access all within one place making buying quick and simple while also being safe.
Online shopping is a convenient, quick way for consumers and brands alike. It’s no surprise that more companies are taking advantage of this opportunity with digital tools like Facebook Shopping Ads or Shopify Plus which can help them sell their products effectively from anywhere at any time!
Users Embrace Gaming And VR
The number of gamers who identify themselves on social media platforms has gone up by more than 10 million in the last year. The highest uptick happened when COVID-19’s heaviest lockdown months were happening, so it is no surprise that Facebook and Oculus are now launching new VR products with gamification compatibility. With Snapchat also expanding into mini-games as well for their app users this means there will still be a strong connection between these things going forward until 2021 at least.
With Facebook and other major platforms continuing to launch brand tools around their newest features, it’s not shocking to think that more social media in-game advertising opportunities could be possible. However, as of now, brands should keep an eye out for game-related promotions in 2021.
Authenticity Is Important
In the past year, consumers have had their world turned upside down with global pandemics and financial turmoil. Now they need more than just deals to make them trust a brand; what’s needed are authentic companies who embrace social media for people to identify themselves as loyal customers or fans of yours.
Though some companies have spoken directly about COVID-19 and other news items, others show authenticity by zooming in on customers with user-generated content or customer testimonials. When done authentically both strategies can help brands gain the trust of their audiences while boosting awareness as a company that cares for people.
Social media marketers need to keep up with trends and data. The best thing you can do as a consumer continues your research into what’s popular, how people are using social networks for different purposes, or even if there is an opportunity in this area that deserves attention from the business sector.