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.
