The year that is about to end took the world of Social Media by surprise: the sector had to reinvent itself and seek new forms of communication during a pandemic that dominated (and still dominates) all conversations and messages on social networks... With more than 1.2 billion mentions to date according to HubSpot!
Although viral content appears from one moment to another (this 2020 has been an excellent example), the world of Digital Marketing is one step ahead and sets guidelines on what type of content should not be lacking in our digital communication strategy. This is where the million-dollar question comes in: What awaits us for 2021?
After a somewhat chaotic 2020 worldwide in every way, 2021 is seen as a "year of social reset", a space to evaluate what has been experienced amid the pandemic and from that introspective, seek changes to improve our lifestyle.
This change is already beginning to be reflected in how we interact through social networks: according to the annual trend report "Think Forward 2021" by the We Are Social agency, followers of the different platforms are looking for content that brings them closer to simple activities and that improve your quality of life such as gardening, DYI, cooking or craft beads. They are also more receptive to issues of social activism that transform their community or their closest environment, so much so that even Facebook incorporated the reaction "I care", to create a message of empathy in their community.
With this panorama of social network users, we are walking on a more defined line of what content consumers expect in 2021 in order to divide it into the 7 trends that we can use on our platforms, with the purpose of generating more conversations and interactions with our brands.
According to the study by HubSpot and Talkwalker, user-generated content using remixes is on the rise thanks to the mobile apps that power it like TikTok and Instagram Reels. The use of very simple templates has encouraged both young people and adults to be autonomous and generate their own material to share on social networks, giving them the power to express themselves.
In the case of brands, the use of remixes through templates with their logo will be essential, allowing users to download and use on their own. The success of this trend will focus on giving users platforms so that they can share their content and integrate them into the community.
Yes, we understand… we are tired of the pandemic! But whether we like it or not, it will continue to dominate social media conversations at least for a long time. To continue using this topic of conversation without sounding tiresome and trite, mentions must revolve around 4 axes that, according to HubSpot, are the ones that generate the most noise and trends online: community, non-contact, hygiene, and compassion.
To measure the impact that this type of communication has on our digital strategy, 78% of consumers consider that brands should help them in daily life. This data, during a pandemic, should ignite creativity on how we should talk about the issue as a brand through messages that bring us closer to our followers and remind them of the importance of hygiene measures and social distancing, for example.
They became a form of communication to such a degree that you could perfectly have a conversation just using them. Memes have completely displaced emojis and GIFs: 55% of 13- to 35-year-olds share memes every week, according to data from Hubspot.
This 2020, during the months of confinement worldwide, the production and interaction of memes increase by 26% compared to 2019, becoming the "escape valve" for many who only had communication through social media.
At this point you must be very careful: well-used memes can be a success for our brand, but otherwise it can cause us a headache by damaging us with negative messages about what we communicate and how we communicate it or even more sensitive topics such as legal issues for copyright.
Well, we are clear that, with this new normal, we yearn to return to the pre-pandemic life, the one that seems distant, but that we left behind less than a year ago. Nostalgia Marketing will become stronger in 2021 with messages that evoke fantasy, nostalgia, or memories of the past.
Love the 70s, 80s or 90s? This vantage point is going to be your favorite! From fashion, to video games or advertising plans, they will turn to these decades to attract the attention of those they want to reach with their message. For example, Netflix has taken “Karate Kid” out of the trunk of memories thanks to the launch of the series “Cobra Kai”; or "Stranger Things", which is based on the eighties to develop a story full of suspense and fiction.
At this point, the only thing we could consider is that there will be messages that may permeate some generations but go unnoticed in others. Given this concern, the recommendation will be a good segmentation of our followers so that the communication is a total success.
Communication is two-way: now brands, in addition to having a voice, must have an ear to listen to what their audience wants to build more lasting relationships that generate quality sales or leads.
Truthful, transparent, relevant, and personalized information (66% of consumers say that brand transparency is its most attractive quality, according to data from Hubspot); Social awareness on topics such as climate change, equality, inclusion, and more humane content will be key to strengthening the ties that unite us with our followers.
Take advantage of Artificial Intelligence and data management! At this point, chatbots will also play a fundamental role in improving communication with their followers and potential clients, if they are humanized and close to generate confidence that we are talking “with someone”, not with a machine.
During the months of confinement, video games gained much more momentum as a form of distraction for young and old. This has generated an increase in communities and forums around a particular game, which is strengthened by the conversations of its members.
According to data from Hubspot, in the last year, the number of people who identify themselves as gamers went from 31.1 million in August 2019 to 41.2 million people in July 2020.
Platforms like Twitch, game tutorials on YouTube or streaming platforms to play with other people anywhere in the world have increased and strengthened their community, which could become a good opportunity for brands to develop content through these spaces (if they are according to the profile).
An example of this is Warner Bros.: due to the closure of theaters due to the pandemic, they moved their marketing efforts and went to Fortnite for the launch of the trailer for the movie "Tenet." Using Fortnite's “Party Royale” (a space within the game for players to interact with the community), the production company revealed the trailer for the film, generating an engagement of 10,300.
Not because it is the last, it is the least important, but it is the one that those of us who live in the world of Social Media know the most. Fashions are cyclical and it seems that Marketing resources too: simple forms of attracting customers such as newsletters and podcasts will return.
According to data obtained by Hubspot and Talkwalker, 55% of Americans listened to podcasts during confinement and newsletter subscriptions increased by 14%, the tool that generates the most revenue for companies in the B2B sector.
Voice is booming at this point thanks to advances in technology with virtual assistants such as Alexa, Siri or Bixby, despite the fact that text messages continue to dominate communication by more than 68%. Proof of this is that in 2020, Twitter launched the option to upload tweets in audio format, which has generated 744,400 interactions since its appearance.
For which social networks can I use these trends? For all! However, at this point it must be considered that not all social networks are for our followers, so the definition of a buyer persona and the creation of a complete and segmented omnichannel digital strategy appropriately for each social network will be fundamental for each creative idea to achieve the success we want on the platform we want.
You still have time to take notes and redefine strategies that get your key messages to the right people at the right time through Social Media platforms!
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