As we near the end of 2020, one thing is certain: We’ve spent a lot of time on social media this year.
But , the increased connection to social media actually at all shocking.
In March, as countries implemented stay-at-home orders due to the global outbreak, Statista reported a 21% uptick in monthly social media usage.
Throughout the year, consumers never have only continued to use interpersonal channels to catch up with loved ones, but they’ve also accepted them for product analysis, the latest news coverage, plus hours of mindless entertainment.
Now, as the entire world hits 3. 6 billion social media users and continues to deal with the pandemic, brands aren’t just wondering just how they’ll engage huge social media audiences next year. They’re furthermore asking, “What social media tendencies should I expect in this constantly changing landscape? ”
To learn more about what brands can expect next year, I spoke with HubSpot’s Social Media Manager Kelly Hendrickson and dug through study including HubSpot and Talkwalker’s Social Media Trends Report.
Below, I’ve compiled nine professional or research-backed trends social networking marketers should watch or even leverage in 2021.
1 . Brands will continue to take a “less is more” publishing approach.
This year, many brand names spent less time churning out social media posts and more time producing only content that felt thoughtful, valuable, plus in-touch with the world around them.
According to Hendrickson, fashionable of “less is more” is likely to continue in 2021.
“COVID-19 had brand names starting to ask a question they might have never asked themselves before: ‘Does my audience even want to hear from myself right now? ‘, ” Hendrickson says.
“I expect we’ll see brands being more thoughtful about when they post. This may even mean publishing less — regardless of methods — because it’s the right thing to do, ” Hendrickson points out. “There will also be more innovative ad buys and relationships. ”
“Never before offers ensuring your audience acquires true value from your brand name meant so much, ” Hendrickson adds.
2 . Content worth will beat production quality.
When many businesses had been forced to go completely remote in 2020, social media plus video marketing teams required develop scalable production processes that could be done from home.
When consumers still continued to engage with videos, reside streams, and other social media content that was clearly made from home offices, marketers realized that at ease with lower production quality could be engaging — if it provides value.
“COVID19 forced many brands to obtain scrappy when it came to producing content, especially video work, ” Hendrickson explains. “Without a production studio or tons of equipment available, creation value became a bit more lo-fi and in the end, but also a little more human. ”
“The interesting thing for brands is that — generally — audiences loved it. If anything, they saw themselves more in the work, ” Hendrickson adds. “They too had been on Zoom, filming things with their phones, or stuck in their homes. ”
Hendricks predicts that “we’ll observe bare bones productions within 2021. But , audiences will certainly continue to appreciate it. ”
three or more. Conversational marketing will change the tone.
Conversational marketing is not new. In fact , most of the large brands we know and adore allow you to connect with them via social media messaging channels at any time.
But , in 2021, with more messaging channels than ever — and consumers needing more information to make a worthy expenditure — the tone associated with digital conversations might change.
For example , while previous conversational marketing tactics centered around promotions and making sales as quickly as possible, 2021’s conversational marketers might be more focused on helping a user with some thing, educating them about a item, and nurturing them to conversion with a more thoughtful or empathic tone.
“Brands need to be more human on social media marketing, inviting the world to your dinning table for a meaningful and interesting conversation, ” says Aaron Kaufman, Director of Social media marketing at Square Enix within our Social Media Trends Report. “You are your fan’s finest fans and need to embody that no matter what social media funnel you live on. Emote, react, recognize, relate, be appealing. We’re not robots.
So , how will brands deal with a lot more demand for thoughtful speaking marketing? A mix of AI tools and human interaction could help.
A healthy combination of AI and human interaction can enable brands to run efficiently on social media while nevertheless giving consumers the genuineness they need to see to trust a brand and make a purchase. For instance , a bot could deal with quick message queries, whilst sales, service, or community management reps could react to more complex questions and problems.
To learn more about scaling up your conversational marketing strategy, take a look at this guide to building a chatbot or learn how HubSpot improved qualified leads with simply by mixing human and robots in our conversational marketing.
4. Consumers will crave snackable content.
In 2020, we saw the rise of TikTok and Instagram Fishing reels, continued engagement on Stories content from Facebook, Instagram, and Snapchat, and brands creating other short-form or even “snackable” pieces content to instruct consumers about their brand name.
As social media attention spans continue to shrink and more people scroll endlessly by means of feeds while bored at home, don’t expect snackable content to lose steam anytime soon.
To learn more about four sorts of snackable content your brand name should leverage next year, check out this helpful post.
4. Video will continue to keep take center stage.
Early in 2020, HubSpot’s Not Another State of Marketing Report found that movie was the most commonly used marketing content — and the 2nd most engaging content kind on social media.
As major platforms, such as Facebook, Instagram, TikTok, Twitter, and LinkedIn increasingly amp up their video features, marketers can expect high movie consumption to continue and develop in coming years.
5. More brands goes live.
In 2019, one in five Facebook videos were live. In May of the year, YouTube users cumulatively spent 284 hours viewing live video.
In 2020, as many brands were forced to take conferences, events, and other marketing experiences online, it’s not shocking to think that 2020 live stream numbers might be higher.
At the moment, several brands are using Facebook, Instagram, Twitch, and Twitter to reside stream events, Q& As, tutorials and other types of content. These types of content keep your fans engaged with your brand by bringing an event they or else might not be able to attend directly to their screens.
For example , every year, INBOUND interviews some of its noteworthy speakers and guests in live INBOUND Facility episodes on Facebook. This allows followers who can’t sign up for us to get live ideas from experts. It also enables followers of interviewed experts to learn more about INBOUND and HubSpot.
To learn more about going live on the internet, check out this guide to live streaming, as well as these tips for advertising your next virtual event.
6. Social media platforms can double as shopping channels.
As many brands learned the best way to do business completely online, systems like Facebook, Instagram, Tweets, Snapchat, and TikTok ran to develop more online business marketing solutions.
While TikTok and Snapchat expanded business marketing offerings in 2020, Fb and Instagram actually introduced shopping capabilities directly to their particular apps.
With Facebook Shops, Instagram Shoppable posts, consumers can buy a product seen in a post without also leaving the app they’re on.
For consumers, this particular adds convenience. For brands that couldn’t build their very own ecommerce store, the online buying tools noted above are usually providing new opportunities to efficiently sell products online.
8. Social media users can embrace gaming and VR.
In the last year, the number of social networking users who identify since “gamers” increased by greater than 10 million — or 32%. Our Social Media Tendencies Report reveals that the best uptick in gamer identification happened in COVID-19’s largest lockdown months.
Now, along with Facebook’s company, Oculus, launching new VR products, Twitch continuing to expand online game-streaming capabilities, and platforms like Snapchat launching mini-game apps, it’s clear that will gamification and social media can continue to go hand in hand in 2021.
As a little to medium-business marketer, gaming-related promotions might be inaccessible now, but with Facebook and other main platforms continuing to start brand tools around their newest features — decades shocking to think that a lot more social media in-game advertising opportunities could be possible in the future.
Brands should keep an eye out to get game-related promotions in 2021.
Even if advertorial game content becomes available to big brands but not smaller companies, online marketers can still watch what bigger companies are doing and hit the ground running with new ideas if gamified promotion become more scalable.
9. Authenticity will be vital.
This year, customers and brands faced a worldwide pandemic, uncertain financial times, and a number of major activities that paused nations in front of news channels.
Now, consumers need more than just great deals to trust, identify with, and invest in a brand. At this point, a lot of brands have taken notice simply by embracing authenticity and their human side on social media.
While some brands have voiced directly about their thoughts related to COVID-19 or some other news items, others have shown authenticity by zoning on their customers through user-generated content or customer testimonials.
When done authentically, each strategies can help brands obtain trust from their audiences whilst boosting awareness as a company that cares about people.
“We will continue to view the growth in creators within
the social media space. Influencers will continue
to be present, but liability, authenticity,
and visibility will be the areas brands plus
companies will use to find out who to partner
with, and who to on, ” says Karen Freberg in our Social Media Trends Report. “Empathy and advocacy will be elements that will be integrated within messages and purposes for creator campaigns. The days of ‘faking it till you make it’ with no experience other than having lots of followers are over. inch
In 2021, expect genuineness to take center stage on social networking as successful brands still build trust from their audiences.
Navigating Social Media in 2021
Today, the world around us is constantly changing. And, although we think we know what to expect along with social media, this list of developments is likely not exhaustive associated with what we’ll see within 2021.
As a social media internet marketer, the best thing you can do is to keep research trends, online customer behaviors, and your team’s social networking data to determine which developments or strategies to lean into or how to navigate unparalleled online scenarios.
A single great place to start doing this research could be our HubSpot and Talkwalker’s recent Social Media Trends Report.
Along with insights and quotes from social media specialists, our Social Media Trends Survey walks through all the major 2021 trend predictions to know about and data on how COVID-19 could impact social media marketing. to find the free report, click here or the banner below.