2020 saw the rise and fall of many different social media trends. We saw entire platforms evolve into social media giants, while some fell quicker than they began. This ultimately leads to the question… what can we expect in the social media space in 2021? 

Social media giants adapting to change

Social media giants like Facebook, Instagram and Twitter are able to adapt to the current trends in next to no time, due to their sheer size and reach. We saw this in 2020 with Instagram releasing their response to the TikTok craze in the form of Reels. As a content creator, adapting to these changes is critical to social media success. 

User-generated content

2020 saw the explosive rise of user-generated content (UGC) creating incredible value for brands with little effort. No one does it better than Coca-Cola – we took a look at how they previously utilised UGC in our blog Want Your Customers to Do Your Marketing For You?

In 2021 platforms are predicted to offer more content options with templates, tools and assets to connect with your audience. In the changing landscape of digital marketing, we recommend looking at what online content you are producing, either directly or indirectly. This includes the authenticity of your company social media pages, as well as who is posting about your product and how you can increase the buzz around your brand. Watch trends in your consumers’ interests and give them something to get excited about! 

The Four C’s and a socially conscious audience

There is no denying that COVID had a significant impact on social media in 2020. Society is becoming more socially conscious and brands must take this into consideration to survive the social media world. 

The 4 C’s – Community, Contactless, Cleanliness and Compassion – are critical pillars to use when creating content in 2021. It needs to be inclusive and cover topics from mental health to social justice. Consumers want to be marketed a mission over a product, so it could be the key to audience engagement and retention. 

Memetic messaging

Move over emojis, goodbye GIFs, “memes” are here to stay! Internet memes are an effective way to connect with your audience through trending ideas, images or humour. Memes can be used on all platforms giving them ultimate reach. Brands should engage in their community and actively share user-generated memes to remain relevant. Although, with the nature of memes being slightly volatile, remember to be careful and understand the social regulations to an acceptable meme. This way, you will ensure your brand doesn’t get caught in a negative meme-war. 

Conversational Marketing

Marketing is quickly becoming a two-way street! People want to engage in a conversation, not have products shouted at them. Sales are no longer the goal, with engagement and information taking the lead. Brands should actively start a conversation with the customer and continuously review the consumer journey. Consumers want to be provided with information, not fancy marketing jargon. Newsletters and podcasts are rapidly growing in popularity and a great way to keep marketing simple. Polls, live feeds, events and stories are also great ways to engage daily with your audience. 

Nostalgia marketing

If 2020 taught us one thing it was to never neglect the past! Nostalgia marketing grew tenfold throughout 2020 and is predicted to continue in 2021. This year brands need to tap into the positive memories of their audience. Data digging, thinking outside the box and engaging with retro influencers are key ways to incorporate nostalgia to your brand. Remember, old is the new new! 

Digital disinformation

“Fake news” – is nothing new. In 2020 countless news stories were spread throughout social media, with disinformation potent in all too many. In 2021 we want to see it end. Be careful what you share, check your facts and ensure you are transparent and truthful. The power of transparency with consumers should never be overlooked. 

If there is one thing for certain, we have A LOT to look forward to in the social media world in 2021!  Don’t be afraid to go big on socials, but remember to not get lost in the hype. Finding the perfect social media mix for your brand and monitoring both paid and regular channels will ensure your brand’s success in 2021.

If you are struggling to get your head around these fast-changing trends, get in touch today to help get your social media marketing on track.