2021 Social Media Marketing Trends
I recently posted about this topic on my Instagram account, but I thought it deserved it’s own blog post!
2020 has been a tough year and it has really forced marketers to think differently about how they communicate with their customers via social media. The global pandemic has made social media platforms re-think their features and tools as marketers have had to adapt quickly to learn how best to use them to continue to engage with their audience.
2021’s social media marketing trends are set to be similar to the rise of such features and posting techniques that have become popular throughout the pandemic such as video, lives and Facebook shopping. Read on below for more details.
Video
We have already seen a rise in the number of videos that brands are producing, however expect even more as we enter 2021. According to HubSpot, video was the most commonly used marketing content and the second most engaging type of content on social media.
SocialMediaToday cites the following statistics for 2020: -
“78% of people watch videos online every week, and 55% of those watch every day.”
“72% of customers prefer to learn about a product or service through a video.”
And finally – “81% of businesses use video in their marketing strategy. This figure is a 63% increase compared to 2019.”
So, if video content isn’t in your marketing strategy, then it definitely should be - it’s only going to grow in popularity, and you don’t want your business to be left behind!
Quality over Quantity
The global pandemic has seriously made social media managers think carefully before posting content. They’ve had to ask themselves now more than ever if the content that they’re putting out there is what their audience wants to see. It remains to be seen that this mindset will continue into 2021 with brands choosing to post quality, relevant content rather than just posting mediocre content consistently.
If your audience has heard bad news that day, don’t post something overly positive or content that is in no way relevant to them. A post addressing how your customer feels will receive a far better response. Consider putting yourself in your customer’s shoes – are you likely to buy from a brand that seems out of touch with current affairs or only posts content about their business?
We’re all Human
Producing authentic content now more than ever is one of the best things that your brand can do and I guarantee that it will receive more engagement compared to other types of posts. It’s for this reason that brands will continue to post content showing a more human side of the business as we move forwards in 2021 with less of a focus on just getting sales.
This also stems from the focus that social media and the pandemic has placed on small, local businesses that due to Covid-19 have needed our help far more this year. This emphasis simply shows that behind each business is a person just trying to earn a living. Putting a face to a brand makes the whole company more real and more trustworthy leading to the likely increase in sales. So, humanising your brand is likely to stay far into the new year and here’s a cheeky stat just to prove just that – 86% of consumers say that authenticity is a key factor when deciding what brands, they like and support (Stackla, 2019).
Going Live
With the facility to go live more readily available across social media, we can expect brands to continue to take advantage of this tool – especially as the pandemic has forced many businesses to shut their brick-and-mortar premises.
Many brands found themselves taking to Facebook Live for events that were supposed to take place face to face and no longer could due to the pandemic, whether that be a book launch, a live music night or a charity quiz. Facebook Live enables businesses to continue to interact and engage with their customers in a more human way which inevitably continues to keep the brand alive in the mind of the consumer.
HubSpot notes that in 2019 one in five Facebook videos were live and with everyone working and staying at home, we can expect 2020’s number to be even higher.
Shopping
Going to the shops this year has been something of a luxury that continues to hang in the balance for the start of 2021. But social media platforms have really stepped up their game to help shoppers and businesses alike online.
Take Facebook Shops for example. Businesses can now tag their products in every post they make allowing shoppers to be taken directly to the brand’s website page of that particular product easing the customer journey just that little bit more. Ensure your Facebook and Instagram accounts are linked so that your catalogues are synced, and you can tag your products on both your Facebook and Instagram posts ensuring you don’t miss out on a sales opportunity. This tool is also handy if you simply just want to post about your products without the caption sounding like a sales pitch as tagging your products in the picture still lets your audience know that they are available to buy.
I hope this blog post has been useful and has given some insight as to what to expect from social media in 2021 and how you can use these trends in your own digital marketing strategy. If you would like any assistance or support in creating your social media strategy, please get in touch!
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