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It’s safe to say that 2020 did a number on just about every global industry, marketing included. With much of the world secluded in their homes for the majority of the previous year, the marketing industry watched in fascination as the pandemic caused seismic shifts in what resonated with buyers.

That was certainly the case in the social media realm, where over 50% of people acknowledged using social media more during the pandemic than they had in previous years. And it makes sense—at a time when we were forced to distance from those we love, social media offered a much-needed connection to the outside world.

While the world seems to be moving ever so slowly toward some semblance of normalcy, the changes in how people use social media and what they expect from the businesses they follow seem to be here to stay. It’s important to be aware of such changes to shift your social media marketing goals so they line up with what your followers want to see.

Let’s look at 5 of the top social media marketing trends for 2021.

1. Social Commerce is Key

The pandemic certainly caused an online shopping boom, with online buyer growth increasing by 38% during 2020.

Social media platforms added buy buttons, allowing followers to add items to their cart directly from their social media feed with a single click.

While Instagram and Pinterest lead the pack, other platforms like Facebook, TikTok, and Snapchat are also adding buy features.

If your business has an online store, creating a buy option for your followers could be a game changer for your business in 2021.

2. Start Using Stories

I know, I know…some of you feel as if you’ve just gotten really good at posting well-branded content to your regular social media feed, and now we’re telling you to do it again somewhere else.

But consider this—more than 500 million people use Instagram Stories….every…single…day, and one third of the platform’s most viewed stories are created by brands.

Posting to Stories can help humanise your business and increase engagement, particularly if you use Stories to ask questions of your followers or to create polls. It can give followers a glimpse behind the scenes of your business and help them understand company culture.

3. Embrace User Generated Content

It’s an exciting day when a follower decides to create content about your product because they love it and want to share it with the world…especially when they tag you in it.

User generated content (UGC) is essentially free marketing that provides a wealth of benefits. It establishes social proof, letting other followers know you have a product or service people actually use and love. It also increases trust between your business and those considering using your services.

Get ahead of the curve and consider creating a custom hashtag followers can use to tag your business in posts about your products/services. Then share that UGC on your own page (be sure to ask permission before posting and always tag the creator…it’s just good manners).

4. Go Green

According to Nielsen, 81% of consumers feel strongly that companies should help improve the environment.

Even if your business isn’t in the environmental industry, it is important to share with followers how your business supports sustainability or green practices. It could be as simple as showing off the recyclable packaging you use with a post explaining why this is important to your company.

Whether you decide to go green or promote sustainability (yes, there is a difference), it’s important to do research. Talk to employees to see if there are opportunities within the company to reduce waste, consider changing production practices, or develop a company-wide sustainability initiative…then share this information on social media.

Letting followers know the environment is important to you and your company can go a long way in building strong relationships.

5. Incorporate Videos

Allowing followers to see real people as the face of your business deepens the relationship between your company and your customers. Videos can also boost sales—76% of adults say they’ve purchased an item after watching a video.

Most social media platforms make video recording and uploading a breeze, with plenty of filters to help your content look professional and trendy. Be sure to keep videos short, sweet, and relevant.

While the world climbs out of the dumpster fire that was 2020, it is clear many of the side effects of living a year in seclusion will remain for the immediate future. Customers have developed an attachment to social media that continues to grow, so it’s important for marketers to take notice and follow suit.

Here’s to successful social media marketing!

Thanks for reading,
Digital Canteen Team
02-9025-4304