top of page
ONE-NOUGHT-ONE.png
  • Tanushree Vaish

The Most Innovative Things Happening With Social Media Algorithms



As social networks add new features and tweak their algorithms, social media trends evolve as well. Take, for example, Instagram Stories. Snapchat was famous for its disappearing, FOMO-inducing content a few years ago, but there didn't appear to be a large appetite for similar features on other networks. Over 500 million users now use the function on Instagram on a regular basis, and other platforms are following suit.

These rapid changes present a whole new

challenge for brands and social media marketers as they have to constantly

review their existing strategies and pivot to add new types of content to their

repertoire. Marketers continually have to keep an eye out for the latest trends

influencing the future of social media and evolving accordingly.

These quick shifts provide a whole new set

of challenges for companies and social media marketers, who must continuously

examine their existing strategies and pivot to incorporate new types of content

into their repertoire. Marketers must always monitor the latest developments

shaping the future of social media and adapting accordingly.

Why does your entire team require social

business intelligence?

After a year of transformation,

corporations are fully embracing social media as a useful source of business

intelligence.

If you're seeking the hottest social

media trends for 2021, you're in luck. We've compiled a list of the top trends

to keep an eye on in order to help you adapt and flourish.

1. Live streams will continue to be popular.



During the global health crisis of 2020,

several businesses went digital in order to maintain social distance and avoid

the spread of COVID-19. Face-to-face meetings became Zoom conferences, and live

concerts became live broadcasts of musicians performing from their homes.

As a result, there is an increase in the

use of social media's live streaming services. Facebook chat and live streaming

usage skyrocketed, particularly in COVID-19 hotspots like Italy. For example,

in just a week, the number of views on Instagram and Facebook Live more than

doubled.

While the scenario will continue to evolve

in 2021, individuals have grown accustomed to interacting with brands in real

time without ever leaving their homes. As a result, live streaming will

continue to grow in popularity and should be a part of your social media

marketing strategy.

According to 25% of marketers, live video

is one of the most important types of content for accomplishing social goals.

2. The use of stories as a content structure



As previously said, more than 500 million people

interact with Instagram Stories on a daily basis. So, despite the fact that

Instagram Stories were already the dominant content format the previous year; they aren't going away anytime soon.

If brands aren't already doing so, they'll

need to get more organised and plan for Stories as a content format for their

publishing calendars. More crucially, the use of video as Stories is expected

to grow as it appears to surpass images.

According to a Social Insider analysis,

photos in Stories have a 5.65 percent greater tap-forward rate than videos. The

tap-forward rate is the percentage of individuals that saw your Story and then

went on to the next one before finishing it.

3. Social media will grow increasingly

popular for virtual reality.



People are seeking more meaningful contacts

electronically in the midst of stay-at-home directives and the necessity for

social separation. One of the current technological advances that can supply them

with those encounters is virtual reality (VR).

Interacting with others via VR gives you

the impression that you're truly in the same room with them, even if they're on

the other side of the planet. This is the type of encounter that people require

when they must socially remove themselves.

Take, for example, Facebook Horizon. As of

early 2021, Facebook will be beta-testing a virtual environment that lets

people explore, engage with others, and play games using the Oculus VR platform.

4. The media trend of augmented reality



Recent events, similar to virtual reality,

have pushed the adoption of Augmented reality (AR) experiences, notably in the

social arena. AR requires no additional hardware other than a smartphone,

making it even more accessible than VR. It's also reminiscent of experiences

such as dynamic photo filters, which have been available on many social

networks for years.

As platforms incorporate this technology,

virtual reality is expected to gain widespread use on social media in 2021.

Augmented reality experiences are

inherently interactive and extremely engaging.

Brands are fast jumping on board with

this latest social media trend, developing AR filters to advertise new items or

stimulate fan participation. This keeps your audience interested and delighted,

and with the correct promotion, it may even help you attract new consumers.

With minimal in-store shopping in 2020,

augmented reality (AR) can be helpful in pushing sales. AR shopping options

that allow you to 'try on' things using your phone camera were adopted on

Instagram in 2019 and AR experiences that allow you to envision products in

your own house are only likely to boost sales further.

Incorporating augmented reality (AR)

into your social media marketing strategy for 2021 could help your brand stand

out. According to the 2020 Sprout Social Index, unique and entertaining content

are among the top criteria that distinguish a brand's social presence.

5. Social commerce will expand further.



We're seeing more features and tools that

assist quick and easy shopping as the social media sector adapts to improve the

customer experience. For example, Instagram lets you add product tags and

enable easy checkout without ever leaving the platform. On Facebook, you may

create a Shop where customers can explore and buy directly from the platform.

Given the influence of social media in

purchasing decisions, this could be the ideal tool for marketers to capitalise

on in 2021. Keep in mind that 54 percent of social media users conduct product

research on social media. Furthermore, social media referrals can affect the

purchasing decisions of 71% of consumers.

And when you factor in social commerce, you

have something that simplifies and shortens the consumer journey. When your

target audience sees a product they like on social media, they no longer have

to go to the website and look for it. They can purchase it directly from the

platform, which is likely to reduce the number of abandoned transactions.

Given the influence of social media in

purchasing decisions, this could be the ideal tool for marketers to capitalise

on in 2021. Keep in mind that 54 percent of social media users conduct product

research on social media. Furthermore, social media referrals can affect the

purchasing decisions of 71% of consumers.

And when you factor in social commerce, you

have something that simplifies and shortens the consumer journey. When your

target audience sees a product they like on social media, they no longer have

to go to the website and look for it. They can purchase it directly from the

platform, which is likely to reduce the number of abandoned transactions.

Given the influence of social media in

purchasing decisions, this could be the ideal tool for marketers to capitalise

on in 2021. Keep in mind that 54 percent of social media users conduct product

research on social media. Furthermore, social media referrals can affect the

purchasing decisions of 71% of consumers.

And when you factor in social commerce, you

have something that simplifies and shortens the consumer journey. When your

target audience sees a product they like on social media, they no longer have

to go to the website and look for it. They can purchase it directly from the

platform, which is likely to reduce the number of abandoned transactions.

6. Campaigns with a clear purpose will take

centre stage.



While social media has always been a

driving force behind cause participation, the global epidemic has shone an even

stronger light on these causes. People are more willing to contribute than ever

before, and they expect brands to step up.

In fact, according to a Twitter poll, 74%

respondents want brands to highlight acts of kindness. And 77 percent are

more favourable about brands that are attempting to help society during this

crisis.

So even for 2021, we're likely to see

brands helping out however they can through purpose-driven social media

campaigns. 86% of respondents in the survey want brands to support vulnerable

members of the community. And 82% of respondents expect more support for

frontline health staff.

Companies like Unilever have taken

steps to support emergency efforts.

As brands negotiated several crises in

2020, the significance of authenticity and backing up their marketing initiatives

was underscored. It is critical to understand when to engage and when to

withdraw from a sensitive subject that may not be regarded as important to your

business. Audiences expect brands to take a leadership role and take actual

action on social issues, rather than simply exploiting them for marketing

purposes.

7. Inclusivity will be more important than

ever.



Brands are under increasing pressure to

make significant efforts toward inclusion in their corporate operations and

marketing. Audiences are more conscious than ever that they have a plethora of

options, prompting them to invest in companies that show investment in the

communities and issues they are passionate about.

And brands must keep up. You can no longer

afford to be mute and indifferent to problems that your target audience is

deeply concerned about. According to an Accenture survey, 29 percent of all

buyers would switch to a brand that is devoted to equality and diversity.

However, viewers are becoming increasingly

aware of performative activism that appears to be more of a marketing stunt

than a serious contribution — ensure that your material on diversity is

well-informed and that your brand is ready to act. These critical social

challenges cannot be dismissed as a passing fad.

As a result, in 2021, brands that want to

connect with their customers will place an even greater emphasis on

inclusivity. If your brand's social presence does not reflect your audience's

perspectives on identity and diversity, you will miss out on an important

opportunity to connect with them.

Fenty Beauty has created a reputation for

itself with its diverse range of beauty products. This viewpoint is also

reflected in the brand's social media presence, which features real individuals

utilising its products on a regular basis.

8. Authenticity and honesty will be of the

utmost importance.



Consumers expect brands to be authentic.

This includes remaining real and transparent about your products and

activities. If you want people to trust you, you must be truthful with them.

What better method to accomplish this than

through social media? According to the 2020 Sprout Social Index, the top two

factors that make a brand's social best in class are transparency and audience

engagement.

statistics for marketers and customers on

what makes a brand's social media the best in class

If you made a mistake, apologise in a

meaningful social media statement. Allow your customers to contact you whenever

they have a problem or are disappointed. Instead of deleting unpleasant comments,

openly address them and demonstrate your concern for their difficulties.

Because audiences are more socially aware than ever, you can't expect to 'get

away' with attempts to ignore, remove, or otherwise throw mistakes under the

rug.

Some tools make this process easier by

allowing you to tag messages, store reply templates, and filter your inbox

across all channels. This can assist you in capturing all types of

messages–including crucial ones–and prioritising them throughout your team.

Anticipating today's social media trends

could help you develop a greater presence in the future. You'll know exactly

what to look out for and how to adjust your social approach based on current

social trends.


Comments