As we approach the end of 2020, we’ve seen once again how popular social media platforms are around the world. According to Statista, there was a 21% increase in monthly social media usage in March.
But, this figure doesn’t come as a surprise.
This year, countries had to impose stay-at-home orders due to the coronavirus pandemic. This introduced the new normal to our lives and changed the way we interact with each other and brands.
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Throughout 2020, consumers have relied on social channels to connect with their loved ones. Not only that, but they’ve also embraced them for product research, shopping, and entertainment. Now more than ever before, businesses are benefiting from these platforms and using them to gain exposure and nurture relationships with their customers.
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With more than 3.5 billion social media users, it’s obvious where you should engage your audience in the new year. As countries continue to deal with the pandemic, your brand will still have a chance to interact with customers thanks to these networks.
But what social media trends for 2021 should you expect? We’re here to tell you that and help you prepare your marketing strategies for the new year!
Let’s see where the main focus will be!
In 2020, we saw that businesses had to change their approaches to production processes. As companies went remote, they couldn’t rely on the same practices anymore. As a result, marketing teams needed to develop new production processes that would get the job done even while working from home.
They couldn’t simply ignore videos because this content type was what helped customers through many hours of isolation. Indeed, the global pandemic has led to an increase in digital media consumption around the world. For instance, time spent streaming TV and online video grew by over 40% in Austria and Spain.
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As people wanted (and needed) to see more videos, marketers had to think fast. It didn’t take them long to realize that content with lower production quality could still provide value and engage their target audience.
So, choosing content value over production quality will be one of the major social media trends for 2021.
After all, even without a production studio or proper equipment, brands were able to deliver video content that engaged and entertained their viewers. Making videos with smartphones or recording them on Zoom humanized brands and made them more approachable to their audience. And businesses will want to achieve this result in 2021 as well!
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Let’s see what other social media trends for 2021 will dominate the industry!
Snackable content is the true MPV of 2020. This is a short-form, easily digestible contentthat informs and entertains viewers like nothing else. Naturally, all of this makes it perfect for social networks. Snackable content is visually engaging and brands can post in consistently whenever they have a good idea.
In 2020, short content has been all the rage on the internet. We saw TikTok grow to 800 million users worldwide, with many brands joining the app. Then, Facebook and Instagram launched a feature that resembles TikTok — Instagram Reels. So, it’s official — 2020 is the year of short-form content.
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Marketers took a cue and many of them started creating snackable content for various purposes, most importantly to educate customers about their brands.
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With Time proclaiming that we now have “shorter attention span than a goldfish,” it’s no wonder that people want to see easily digestible videos. Snackable content isn’t going anywhere anytime soon. Don’t forget to add it next to other social media trends for 2021 your brand should follow!
Video has been the most popular and favorite content format for many years now. Indeed, two-thirds of millennials would rather watch a video from a brand than read text. Customers favor this tool that is able to convey a message clearly in a matter of seconds. That’s why brands have increasingly included video in their marketing tactics, presenting their products and services by way of this medium.
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Social media today is video-friendly. As you scroll down your feeds, there’s no chance you won’t find either a viral or branded video. Both internet users and businesses are now able to leverage features that help them create videos in only a matter of moments. It’s logical, then, that video will be a part of social media trends for 2021.
Furthermore, short-form videos are especially popular today (remember snackable content?). Indeed, video consumption has had a year over year increase of 120% in 2020. TikTok, Instagram, and Snapchat all introduced easily digestible videos that catch consumers’ attention.
So, it’s no wonder that this marketing medium thrived this year as well. You can expect that the same will happen in the new year.
Start planning your marketing campaigns, think how you can present your brand through video, and yell “Action” as soon as possible!
Let’s see what else you should know before developing your social media marketing strategy.
Of course, video will shape much of the social media trends for 2021. We expect that more brands will broadcast live streams in the new year as a way to build trust and interact with their audience in real-time. After all, 80% of customers would rather watch live video from a brand than read a blog. Luckily, social media platforms have many features that enable you to go live whenever you want to.
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Not much has changed in 2020.
With social distancing becoming the norm, many brands had to move their conferences online. Advances in technology have made it possible for them to stream these events and deliver them to their audience around the world. Therefore, we expect that 2020 live stream numbers will be even higher than they were in 2019.
What’s more, marketers will still need to rely on live video to form a more personal connection with their audience in 2021. We imagine that they’ll choose Facebook, Instagram, or Twitter to stream events, Q&A sessions, tutorials, product launches, and other content. This will engage their followers and keep them glued to their screens.
And here are the remaining two social media trends for 2021 you should keep an eye on.
Due to the global pandemic and stay-at-home orders, brands have had to take their business online. This also meant encouraging customers to shop on the internet rather than visit brick and mortar stores. With social media consumption increasing this year, major platforms like Facebook, Instagram, and TikTok were competing to develop advanced online business marketing solutions.
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TikTok launched TikTok for Business which helps brands create short ads on the app. On the other hand, Facebook and Instagram took a step forward and enabled businesses to sell their products or services directly on the apps. This improves user experience and also indicates what the future of shopping will be like. Social media trends for 2021 make us look forward to the new year!
With Facebook Shops and Instagram Shoppable posts, internet users are now able to buy a product they see in a post without leaving the apps. This feature allows brands to design their own shops, gain global reach, drive discovery, and communicate directly with their customers.
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Additionally, this feature is a win-win for both consumers and brands. Namely, it adds convenience to customers and gives a chance to brands that don’t have their own ecommerce store to sell their products online.
2020 has been a year of challenges. We saw the whole world trying to combat a global pandemic and adapt to the new normal. Now, brands need to come up with new ways to maintain existing and attract new customers.
Although great deals are helpful during these uncertain financial times, they aren’t enough to encourage your audience to trust and identify with your brand. In 2021, your business should embrace authenticity and show a more human side on social media. We’ve seen some companies do this in 2020.
Some brands have shared their thoughts on COVID-19 and its impact, offering support to their communities. Other brands have come across as authentic by posting user-generated content, customer testimonials, or behind-the-scenes footage. This appealed those brands to customers who felt that they all were together in these troubling times.
When done right, this can help you build trust and increase awareness, showing that you care about people. In fact, most of the listed social media trends for 2021 will indicate to consumers that you don’t only want to sell your products to them, but that your goal is to show you’re just like them.
So, in 2021, prepare to see brands focusing on authenticity and transparency.