Where Social Media is Headed in 2021 - Predicted 2021 Social Media Trends
In many ways, social media is saving us this year. It’s giving us connection when we can’t gather in person. It’s helping us keep our businesses open through online shops. And into 2021, it will continue to evolve to meet our personal and professional needs for person-to-person connections. So what are the 2021 social media trends? Let’s explore what folks at TalkWalker and Hootsuite have to say about what to expect in 2021.
Nostalgia Marketing
Look for an uptick in content that references the “good old days” or that has a “remember when...?” focus. TalkWalker says that reflecting back on 2019 and earlier times “help boost current emotions” which “connects strong positive emotions to your brand.”
Reflection isn’t a bad thing. We all want to return to a life that includes hugs, coffee shops, parties, concerts, and unmasked grocery shopping. Acknowledging that to your audience makes you relatable because, you know, we’re all in this together. We’re all looking for ways to connect and to distract ourselves. Reminiscing is fair game.
Just be careful not to veer into sticky sentimentality. Everything was not flawless before the pandemic. Careful to avoid those rose-colored glasses.
Increased social listening
A recent Hootsuite survey found that 66% of respondents said “social listening has increased in value for their organization over the past 12 months” and that they think it will continue to be important, even beyond the pandemic.
Social listening—which is simply paying attention to what your customers and others in your target audience are talking about—is what Hootsuite calls an “intelligence tool” that helps businesses remain relevant, flexible and viable.
Customer needs and desires are changing. Make sure you know what they’re saying so you can keep up and stay relevant and helpful—especially during uncertain times.
Getting more conversational
One thing we love about social media is that it’s made brands more relatable. Smarmy copy and over-the-top promises are a thing of the past. Instead, it’s all about authentic engagement and a conversational tone.
According to TalkWalker, you can expect this trend to continue. “Sales are no longer top priority for customers,” they say, “it’s information, engagement, and social issues. Connecting with those stories will be key for engagement.”
Plan to show up on social media, be available to promptly answer questions, offer solutions, and chime in on what others are doing in your community and your industry. Conversation and connection are the parallel paths that lead to sales, long-term customer engagement and even future brand advocates.
Understand (and move on from) vanity metrics
The numbers are in and they point...away from big numbers! It’s so tempting to go after them. We get it. But creating a few popular memes or racking up followers who never engage with you will not lead to new sales. It will just make you feel good for a little while.
Hootsuite says marketers should know “when to aim for engagement and participation and when to aim for reach and reaction.” If you’re looking to make sales (like most FFM clients), engagement is almost always the way to go. If you’re promoting a community or fundraising event, a wide reach can play an important role.
As a small business owner, the ultimate goal is to encourage engagement and long-term loyalty though. Create content that invites people to seek out more information, visit your online store, or reach out to make an appointment. Content should pave the way to action.
Silencing fake news
Talkwalker notes that “social media has always blurred the lines between fact and fiction - from the highly edited lives of some Instagrammers, to Twitter parody accounts.”
But after a tumultuous year that included the coronavirus pandemic, a divisive election, and a nationwide racial reckoning, people have had it with truth-stretching, lies, and smokescreening online. Expect brands to follow the masses by highlighting truth, calling out and exposing fake news and taking a stand on social issues.
Socially Conscious Audiences
Speaking of social issues, your audience is educated and conscious of the ways their actions (and dollars) affect society at large. In fact, TalkWalker says the number one trend in their survey is that Generation Z consumers are more socially conscious. They had a big impact on everything from politics to shopping habits.
For brands, there will be a need to do things very differently from the way businesses operated in the past. Claiming neutrality won’t work anymore. To survive, brands will need to engage with issues such as mental health, institutional racism and poverty. If they don’t, they could become irrelevant in a hurry.
Interested in figuring out how to capitalize on 2021 social media trends to upgrade your social media marketing? Reach out for a consultation!
