The new report global Digital Report clearly demonstrated that the growth rate of social networks in 2020 has accelerated and this trend will continue. Now more than 50% of all people in the world use social networks. That’s 4.14 billion users.
Compared to 2019, the increase in the number of social media users was 12.3%.
This means that every second there are 14 people online on social networks.
Can marketers afford to ignore social media?
No. And in 2021, it will be a completely unaffordable luxury, combined with stupidity.
To make it easier and faster for you to create an SMM strategy for a brand or edit an existing one (we really hope that the latter!), we present you a list of SMM trends for 2021. From the article, you will learn what will be relevant in marketing on various social platforms and will be able to update your plans for next year.
SMM trends for 2021
All information provided is based on social media trend report, which was developed by the Talkwalker platform and marketer software developer HubSpot. More than 70 experts took part in the analysis, including both managers and marketing directors.
#1. The remix is a new type of user-generated content
The culture of remixes originated in the music industry. Artists take the original track of a popular track or some of its parts and add new sounds, and effects, changing the tempo and tone. In terms of the number of plays, the remix can easily surpass the original. Moreover, it allows the authors to emphasize their own individuality and stand out from the general background of musicians. The same thing happened with visual content. You will definitely not have a hard time finding videos in which users overlay audio tracks from trending videos on their videos. TikTok is especially full of them.
2021 will bring even more remix content. After all, new applications not only allow you to distribute such videos but also make the process of creating them easier and more convenient.
Marketers should not miss the remix trend. This is a great way to engage with your audience and get more exposure for their companies. If you yourself become the authors of original content and involve users in creating remixes for it, then the brand will quickly gain recognition.
Important! Promotion through TikTok in 2020 has already been mastered by many big brands. Among them are Guess, MacDonald`s, Fanta, Pepsi, etc. And one of the most popular branded challenges belongs to EOS lip balms, which received a profit of 5 billion views.
#2. COVID-19 principles in content
Even if the coronavirus pandemic ends soon (which is highly unlikely), its effects will be felt for years to come. This will especially affect the communications of brands and their customers. Therefore, it is worth adopting any interactions with the audience to the four key principles of COVID:
- Community – companies and their customers should be united by a common goal;
- Contactless – replace offline with online where possible;
- Cleanliness – adhere to digital hygiene and do not litter the information space with fakes and manipulations;
- Compassion – stick to an inclusive approach, being sympathetic to various target audiences.
All principles boil down to making the company’s communication less advertising and more humane.
#3. Communication through memes
Experts recommend leaving emoticons and GIFs to communicate with the older generation. Millennials and representatives of the Z-generation are much more interested in interacting with memes. Some brands even use this type of content for various kinds of manipulations, normalizing the level of negativity towards the company and other image tricks.
Important! Memes can both benefit and harm a brand. Therefore, in 2021, you need to be able not only to convey your thoughts in a playful way, but also to defend yourself from memes if necessary.
#4. Nostalgic marketing
Since 2020 is on pause, many people are missing positive emotions in their daily lives. You can get out of the situation with the help of memories. Pleasant flashbacks from the past always cause a sentimental impulse. If we now consider the idea in the context of an advertising creative, then the probability of getting the coveted click increases significantly. This is how nostalgic marketing works.
Advice! The trigger for calling nostalgia in the user can be the words “as before”, “original”, “remember”, “the same taste”.
#5. Conversation with the audience is the top priority
Marketing 2021 is not a one-sided game. To achieve the goal of sales, it is necessary to increase the involvement of the audience through the story lived together with them.
Good communication with existing and potential clients may include:
- Providing useful information;
- Holding offline and online events;
- Social surveys;
- Charitable or social projects.
Reciprocal actions lead to engagement and, as a result, promote sales.
Important! For continuous communication with the audience, use the advantages of omnichannel.
#6. Video games drive content
The impact of video games on the lives of users has become especially strong during the pandemic when people are forced to refrain from social contact. Moreover, in each of the games, its own society is formed, with similar interests and a tendency to make certain decisions.
In the SMM trends forecast for 2021, marketers believe that brands will undoubtedly focus on video games. Online entertainment will be the driving force behind content creation.
Important! Games are not just for fun. They give players certain benefits – they develop relevant skills, provide social contacts and other things that are valued in the real world.
#7. “Old school” marketing
Some trends go as fast as they come. And only a few have the ability to circulate in the public consciousness. It is they who should be used in 2021 to interact with the audience on social networks.
Why is this a good idea? Proven methods work better than disruptive new creative. Especially in times of uncertainty. They build trust and increase brand loyalty, as the consumer is already familiar with the communication format in advance.
#8. Social media giants will be relevant
Those SMM platforms that are dominant today will remain relevant in 2021. They may have new features, and forms of interaction with the audience will adapt to fashion trends, but the degree of influence from this will not decrease.
At the same time, social media consultant Matt Navarra believes that social networks will be even more regulated by the government and users.
#9. Life without fakes
2020 has blurred the line between fact and fiction. Perhaps it can be considered a record for the amount of disinformation on the Web. Even ex-US President Donald Trump repeatedly distinguished himself on his Facebook page and fell under strict content moderation.
In 2021, brands are expected to carefully filter the information published on social networks and reduce the number of “fakes”.
Experts recommend prioritizing the reduction of malicious content in accounts.
#10. Social consciousness
Here. The number one trend, according to research by Talkwalkers and Hubspot. The socially conscious Generation Z and the rising generation of Alpha have significantly influenced the behavior of brands on social networks in 2020, as well as society as a whole.
In order to keep the attention of the audience, in 2021 the company will have to pay even more attention to topics such as mental health, inclusiveness, and tolerance. Otherwise, they will become irrelevant to potential customers and risk losing more of the existing ones.
Example! A striking example of social consciousness in the Ukrainian market is the campaign#storyVinsideLibresse brand. For the past two years, the company has been working to break the taboo of the concept of menstruation. And social networks help them in many ways to promote this position.
What is the most important SMM trend in 2021?
The COVID-19 pandemic has created a unique environment for brands and users to connect. They can and should be used to find like-minded people and build a strong bond. At the same time, it is important to maintain a balance between the position of an “influencer” and the one who hears feedback from the audience.
Use in-depth analysis to better understand consumers, their opinion about your product/service, and the reasons why they interact with it.
