2020 redefined a lot of social and business norms and went so far as overwriting some. eCommerce saw an all-time rise. People spent more time on social media, live streaming, and video platforms than ever. Meetings were redefined with video conferencing becoming common as stay-at-home orders were issued. 2020, as a whole, changed how brands interact with their customers. Here are some of the latest social media trends that you should follow for social media marketing in 2021!
1. Ephemeral Content and its popularity
Video content that is short, usually less than a minute, and disappears a while after posting is known as ephemeral content. The ‘Story’ feature of platforms such as Instagram and Snapchat are great examples of this.
FOMO or the fear of missing out is one of the biggest ways brands can capitalize on this. With the inherent novelty and short nature of the content, whether it is a photo or a short clip, the fear of missing out creates more opportunities for impulse buying. Another way that brands can capitalize using this is by posting raw behind-the-scenes photos and clips to show themselves in a new, more humane light to consumers, raising the amount of trust that a consumer has in that brand.
2. Influencer Marketing and its benefits
Hiring a celebrity to promote a brand isn’t unheard of. This is a common occurrence in the realm of social media marketing. To connect with more consumers, brands hire influencers to make original content based on their product or directly for them. Whilst it isn’t the same as an ad campaign, it is quite cheaper. A person is more likely to buy a product when it is endorsed by someone they have chosen to consume media from. In a way, it is endorsed by a person who they trust.
3. Live streaming and its benefits to consumer interaction
Whilst brands have used videos to interact with consumers before, they can often feel over-scripted and overproduced. This reduces the authenticity of the content. A Livestream brings a certain engagement that a prerecorded video cannot recreate. Consumers can interact with brands on a personal level. With the number of live streamers on the rise, this sort of consumer interaction will soon become the norm in the years to come.
4. Incorporation and adoption of new technologies on the rise
One of the biggest events to occur in 2020 was the complete stoppage of in-store shopping. Brands that relied heavily on in-store purchases have had to come up with new, innovative ways to generate revenue. For instance, a consumer can now use augmented reality or AR apps to see how a certain shade of paint would look on their wall or furniture in their home. A brand is seen as modern and ahead of the curve when compared to its competitors when they use such technological components. With these technologies becoming more readily available and cheaper, AR- and VR-based marketing will be on the rise and may even replace conventional forms of advertisement and shopping.
5. User-generated content and its continued popularity
Encouraging consumers to create content for a brand isn’t a new thing either. Many brands ask their customers to create content for a chance to be featured on their page. User-generated content (UGC) is always unique and refreshing when seen on the front of brands’ social media pages. It allows a brand to gain further insights on how to improve products or services.
If a user tags their friends or family in their UGC, it can create more consumers for a brand. A UGC campaign is also often free and allows for consumer interaction, which raises the trustworthiness of a brand.
6. Social Listening and what it can do for you
Data metrics and analytics aren’t enough to gain insights. Instead, Social listening can provide great insights into how a brand is seen in the eyes of its consumers. With the rise of many social listening tools, brands can tap into conversations and draw reviews about themselves. Brands and marketers should see this as an integral part of any social media strategy.
7. Social Media Communities and their influence on consumers
Sites such as Facebook and Reddit are great places to find a community of users who are like-minded or share common interests. Existing and prospective customers come together in these communities to discuss various topics, share experiences, and look for help with problems. Brands have used these communities for gaining insights and customer feedback in the past too.
8. Video Content and its benefits
Videos are one of the most common forms of content on social media. Short or long, videos are a way for a brand to show off their products, encouraging consumer interaction, or showing a product. Videos are a strong way for establishing relevancy in the social media domain.
9. Data Regulation and what it means for you
With millions of users on social media platforms, data privacy and security have been in paramount discussions in the news. Data can easily be misused, and social networks are working to put more policies in place to prevent that. This will be important going into the future since brands must be aware of newer regulations and restrictions on social platforms.
10. Personalization and its importance
Social media platforms have begun giving advanced targeting options to marketers, which allow consumers to see ads only relevant to them. This means that a consumer will only see ads for things that they like or are relevant to them, increasing the likelihood of them making a purchase.
These are some of the trends that will be of great importance in the coming year. Staying ahead with developments about these themes may give rise to your dominance in the social mediascape!
Here at MKTDIRECTOR, we help companies manage their different social media channels effectively. Contact us to find out more!