Is your social media marketing approach in line with the latest usage and behavioral trends?
The use of digital platforms changed significantly over the course of 2020, with the lockdowns and COVID mitigation efforts forcing people to find alternate ways to socialize, to shop, and to work, all of which have flow-on effects. That’s sparked new trends, like audio social, and new approaches in how businesses connect with their target markets.
As social platforms introduce new features and change their algorithms, social media trends likewise undergo an evolution. Take Instagram Stories, for example. A few years ago, Snapchat was known for its disappearing, FOMO-inducing content, but there didn’t appear to be a wide appetite for similar features on other networks. Now, over 500 million people use the feature daily on Instagram, and more and more platforms are adding equivalent features.
These rapid changes present a whole new challenge for brands and social media marketers as they have to constantly review their existing strategies and pivot to add new types of content to their repertoire. Marketers continually have to keep an eye out for the latest trends influencing the future of social media and evolve accordingly.
If you’re looking for the latest social media trends 2021 has in store for you, you’re in luck. We’ve put together some of the top trends to watch to help you adapt and grow.
1. Live streams will remain popular
The global health crisis of 2020 saw many businesses going digital however they could to maintain social distancing and prevent the spread of COVID-19. Face-to-face meetings turned into Zoom conferences and live concerts turned into live streams of artists playing from their homes.
Molbak Garden + Home, for example, created a series of live tutorials on Facebook to provide gardening tips.
2.Stories as a content format
As highlighted earlier, more than 500 million users interact with Instagram Stories every day. So although Instagram Stories were already dominant content format in the previous year, they’re not going away any time soon.
A SocialInsider study found that images in Stories have a 5.65% higher tap-forward rate than videos. Tap-forward rate is the number of people who saw your Story and moved on to the next one before finishing it. The same analysis also found that photos in Stories had more drop-offs than videos, showing that people tend to spend more time viewing videos.
No wonder 51% of brands are already using videos in Stories, and the number will likely increase in 2021.
3.Virtual reality will become more popular on social media
2021 is likely to see virtual reality gaining more popularity on social media as platforms push forward with incorporating this technology.
Take Facebook Horizon, for example. As of early 2021, Facebook is leveraging the Oculus VR platform to beta-test a virtual world that allows people to explore, connect with others, and play games.
4.Authenticity and transparency will be paramount
Consumers want brands to get real. That means maintaining authenticity and transparency about your products and operations. If you want people to trust you, you need to be honest with them.
And what better way to do that than through social media? According to the 2020 Sprout Social Index, transparency and engagement with the audience are the top two factors that make a brand’s social best in class.
If you made a mistake, own up to it through a heartfelt social media message. Allow your customers to freely reach out to you in case of any problems or disappointments.
5.Social commerce will continue to grow
With the social media industry constantly adapting to enhance the user experience, we’re seeing more features and tools that support quick and easy shopping. Instagram, for instance, allows you to add product tags and enable easy checkout without ever leaving the platform. On Facebook, you can set up a Shop that people can browse and buy right on the platform.
Ready to stay on top of trends?
Anticipating the latest social media trends today could help you build a stronger presence for the future. You’ll know just what to watch out for and how to adapt your social strategy according to the current social trends.