Social Marketing Trends for 2021
December 21, 2020
2020 is FINALLY almost to its end and what a year it’s been. This past year changed the world. It also changed how businesses and marketers operate, as well as how consumers interact with them. Things that previously worked in social media marketing work less well now, while new and previously underused ways have become better suited to this new world. Here we’ll take a look at the trends that will influence social media marketing in 2021.
- Video Remains King: In early 2020, HubSpot’s Not Another State of Marketing Report found video was the most commonly used – and second most engaging – marketing content found on social media. Social media platforms such as Facebook, Instagram, Twitter, TikTok, and more continue to amp up video capabilities (especially after this past year), so expect video marketing to be a backbone for online marketing in the new year.
With consumers unable to visit stores, brands will need to engage them through video. Particularly LIVE video. Did you know that in 2019 YouTube users spent 284 hours watching live videos? How many hours do you think they and other social media users spent in 2020 watching live video? As brands were forced to move events and more online this past year, one can assume those hours rose exponentially. Live video keeps your followers engaged with your brand by bringing something they couldn’t otherwise attend or see directly to them. No matter you’re service or products, you can incorporate live video into your marketing with tutorials, events, webinars, and more. Even with a Covid-19 vaccine now available, it will be a while before enough people have received it to get life back to normal, meaning video will continue to reign.
- Learn to Listen: In 2020, the world changed so abruptly it left people reeling, and brands who jumped to insert themselves into online conversations without paying attention and providing needed value missed the mark. A 2021 Social Trends report found that around 32% of Gen Z, millennials, Gen X, and baby boomers said their main reason for going on social media this year was to find funny or entertaining content. Too many brands missed this angle, however, by rushing to release social media campaigns before finding out what consumers were truly wanting. Taking the time to listen to audience needs means you’ll produce more impactful campaigns at the right time, leveraging your social media marketing.
- Embrace User Generated Content: UGC is any content (video, image, reviews) created by customers rather than brands themselves and should be an important part of your 2021 marketing strategy. Approximately 86% of companies & brands currently use UGC as it has been shown to far outperform brand content, and after a year of quarantine, there’s been a huge increase in UGC as more companies moved online and looked to consumers to find out their interests. The appeal of UGC? It’s authenticity and relatability. With so much of social media portraying sponsored posts or unattainable ideals and after a year of crisis, people are more drawn to the authentic representation of ordinary people and experiences. By using UGC in 2021, your brand can connect more with customers and nurture a sense of community.
- Snackable Content Rules: People’s online attention spans continue to get shorter and shorter (especially after a year of quarantine where more time was spent online and on social media than normal). Hence the rise this year in “snackable content” – TikTok, Instagram Reels, Facebook/Instagram Stories, etc. Even with the potential for life to start returning closer to normal in the upcoming year, people will still prefer shorter pieces of content that give them information they need quickly. Snackable content includes memes, quote graphics, gifs, infographs, short videos, etc. Find out more about the 4 you should definitely be using in 2021.
- Be Authentic: 2020 was the year when EVERYTHING seemed to happen and most of it seemed to be bad. People are tired. People have felt more alone. Right now, your customers want more than just a great deal – they want brands that are authentic, whose values align with their own, and whose actions pay off as promised. So, in 2021, work on connecting with your audience by being transparent, being honest, and even a little vulnerable. People connect with people, not faceless corporations. Get the faces of the people who work for you out there, incorporate more video showing how your business process works, and talk about what matters.
2020 was a wild year that changed the face of online marketing. Some of those changes are here to stay, while others will revert back to the norm. Incorporating the above trends into your 2021 marketing plan will help you stay ahead of your game. Happy marketing in the new year!
Author
- Kelly Jones
Social Media Manager
