Predictability and planning went out the window in 2020, making way for community connection and creative experimentation. Here are 5 trends to watch and leverage to get your brand noticed in 2021.
Walking the talk
The rise of the socially conscious audience means that the relevancy of brands who meaningfully give back has never been higher. Audiences are increasingly connecting with brands that stand for something, and with 56% of consumers saying they have no respect for businesses that remain silent on important issues (Merkle), demonstrating genuine commitment on socials will matter more than ever in 2021. This will be 2021’s biggest social media trend (Talkwalker).
Frictionless shopping with Instagram Shop
Instagram is now an e-commerce powerhouse, and their launch of the ‘Shop’ tab only fuels this rise. Now, brands can integrate their online store experience directly into their feed. So bid farewell to “link in bio to purchase”, and say hello to seamless customer experience and reduced barriers to purchase.
Set up your Instagram Shop and tag your products as they appear in your content. Some brands have seen a 25% increase in conversions (Oberlo).
Social listening and two way conversations
2020 saw social media go back to its roots and actually connect people; users are hungry for more personalised experiences from brands.
It’s time for brands to lean into this shift in expectation and meaningfully engage with their community in a dialogue. Use social listening tools to stay across what your audience and your competitors are talking about on your channels, and beyond. Find your place in the conversation.
User generated content (remixed)
User generated content (UGC) is still on the rise with the emergence of TikTok and Reels in 2020 as powerful UGC tools, with remixing as a growing feature for engagement.
70% of consumers state that they trust online reviews and recommendations over professional content (the Guardian); the power of genuine UGC can’t be ignored.
Encourage your community to create their own content. Engage with it, remix it, reshare it back to the community.
2020 showed us that digital marketers need to stay tuned in to what’s happening in their audiences’ lives. With the 4 Cs, community, contactless, cleanliness and compassion, consistently trending all year, and predicted to continue into 2021, brands need to consider how they can cater to their customers’ everyday desires and concerns.
78% of consumers believe brands should help them in their daily lives (Marketing Week), so instead of invasive marketing, let’s offer content that directly addresses our audience’s needs.
A philosophy that we should all take into 2021 is to be adaptable. Find joy in the ebbs and flows and get creative with experimentation.
Not sure where to start? At Compass, we offer full suite support with your digital and social media channels, from strategy to implementation and measurement. Get in touch with us for more information!