The coronavirus has changed our life a lot, but one thing is constant – social media. A survey conducted by DoubleVerify found that nearly half of consumers report an increase in time spent on social media platforms in 2020.
In today’s environment, brands have to adapt to real-time and meet people to stay relevant continually. In turn, brands are putting the foundation for the future path of social media marketing. As the new year approaches, there is no doubt that brands will continue to maximize their social media efforts. Here are some social media marketing trends that we can expect in 2021.
1- Social commerce is growing.
Apps like Instagram have made shopping on social media more painless than ever. By simply clicking on the shopping cart icon in the main navigation menu, users can find products and shop on the right app. In 2021, we can expect more features and updates from Instagram as they focus on social commerce. According to Absolunet, 87% of eCommerce shoppers believe that social media helps them to make purchasing decisions, so it’s no surprise that two years after the Instagram store launched, they made more than 130 million users. Facebook incorporated this trend with the Facebook Store in 2020, and more platforms may follow small and large businesses that will test their success with social commerce.
2- TikTok Trading
Facebook, Instagram, and Twitter have been social media engines for years in active monthly users, but a new app has recently rocked: TikTok. TikTok’s popularity is evident as it overtakes Facebook in 2020 in terms of downloads. TikTok is unique in the sense that you don’t have to follow anyone to get the content. The For You page is an auto-populated video feed that the algorithm thinks you’ll like. This allows creators with few or no followers to reach hundreds, if not thousands, of people who will be interested in their content for free. With lots of videos going viral on TikTok every day, those who follow brand trends and embed themselves with their content are sure to discover a newly engaged audience.
3- More transparent brand image
With a single touch of our finger, our smartphones allow us to search for anything at any time. To get endless results in an instant, it is essential to consider how the sound stands in the market. Is your brand successfully conveying the message you want your audience to know? As people become more specific with their searches (Google search for small businesses doubles, and black-owned businesses on Yelp increase by 0.43%!), Increasing your brand recognition It’s essential to define and make it known. … For example, if you are producing products from sustainable sources, this should be evident throughout your marketing and brand as it is looking for many consumers, especially today.
4- Continued investment in video content
Research suggests that video content outperforms other forms of social media content, so it is reasonable to expect an investment in this category and become one of the most important social media trends only. According to Ad.IQ, more than 175.4 million people watch digital video content in the United States, so while small businesses may be hesitant to invest, it is essential for consumers to move towards content.
5- The popularity of live content is increasing.
As we adjust to the “new normal,” brands are looking for different ways to connect with their consumers rather than in-person events. Live streaming is an effective way to build a real relationship with your consumers. A survey by software company Livestream and New York magazine shows that 80% of viewers prefer live video over blog content, so brands should seriously consider including live content in their 2021 marketing plans.
6- The impact of socially conscious audience
Consumers today are more socially aware than ever before. Generation Z and Alpha are actively discussing social issues such as mental health, equality, education and climate change. They deliberately seek out brands whose social values coincide with theirs and avoid those that do not.
In 2020, the epidemic has negatively affected people around the world. This, along with other important events in 2020, motivates consumers to speak louder about issues affecting society today.
Conversations on these issues are likely to continue in 2021, especially on social media. As a result, brands need to regularly engage in discussions on the topics that matter most to their consumers, ensuring active positive social impact. It is also important for brands to clearly identify the issues most relevant to their target audience in the region.
7- Rise of digital misinformation
While the “fake news” problem has plagued social media over the years, the problem was exposed in 2020 by the COVID-19 epidemic. Due to high levels of uncertainty, consumers are desperate to acquire and share information related to COVID-19. But this was not always accurate.
Spreading such misinformation can have serious consequences. In Singapore, some 40 cases of fake news related to COVID-19 have been denied from early 2020 until May 2020, prompting the Singapore government to activate the Online False and Manipulation Protection Act to limit the dissemination of false information .
In light of the increase in digital misinformation in 2021, major social media channels will take proactive steps to curb the trend such as social content being perceived as inaccurate or misleading. Consequently, brands need to implement a culture of transparency in their dealings with consumers to reduce the likelihood of people filling the information gaps with inaccurate news about their brands. Companies should practice brand monitoring to detect any instances of fake news related to their brand and resolve the problem before it gets into a full-blown PR crisis.
8- Conversational marketing
Conversational marketing is about attracting customers and building relationships through personalized content. Brands need two-way dialogue with consumers and communicate with them on the issues that mean the most to them. Selling is not a priority especially for consumers in times of crisis. Rather, real engagement and relationship building are key factors in building a solid customer service strategy.