Earlier this year, Hubspot released their report on social media trends 2021. In this blog, we wanted to take a closer look at them, how relevant they might be to you and how you can implement them in your own marketing. Many of these trends reflect our changing perspectives towards brands and social issues, which have been expedited by the pandemic. So, let’s dive straight in and find out what they are!
Social consciousness
Our audiences are becoming more socially conscious and this is one of the most prominent social media trends for 2021. Consumers no longer care just about your product; they are also keeping a close eye on your values as a brand. Companies will need to tackle sustainability, inclusivity, social justice and mental health across their entire operation to stay afloat. Now is the time to stand up for the issues you care about. Make sure to avoid performative and superficial actions as you will be quickly found out. Identify the causes that are important to you and your audience, work to tackle them within your company and make your branding and actions reflect your values.
Communicating through crisis
Although we see restrictions easing in many parts of the world, customers are still concerned with companies’ efforts to keep them safe. Many brands choose to focus on bringing communities together. However, consumers are more worried about safety and cleanliness. Make sure your customers are aware of your health and safety efforts. Be mindful of the lasting effects of the pandemic and reflect that in your communication with your audience.
Nostalgia is the new new
Often, when we go through a traumatic event as a society, we turn to escapism. This makes us reminisce on ‘the good old days’, even if they weren’t that good. Nostalgia is a big social media marketing trend for 2021. If you want to use it effectively, find out which era your audience is likely to feel nostalgic for. Then, implement some of those cultural and industry highlights into your marketing and offering.
Old school methods
Following on from nostalgia marketing, we have seen a resurgence of old school methods taking on a new form. There was a lot of misinformation going around in 2020, which means audiences took it upon themselves to do more research and look for thorough pieces of information. That’s where we saw a rise in podcasts and newsletters. We are also witnessing a resurgence of voice thanks to voice search, voice notes and voice Tweets. To take advantage on this, try starting a podcast or become a guest on other podcasts. Don’t overlook newsletters as a powerful marketing tool and make sure to personalise them to different segments of your audience.
Rise of misinformation
As we mentioned in the previous point, misinformation and ‘fake news’ were brought to the forefront in 2020. Brand transparency and providing accurate information has become more important than ever. Make sure your social media channels are verified and tackle any opportunities for hacks. Be careful with the information you share and ensure it is fact-checked before you present it to your audience.
Start conversations
Moving on to a lighter note, marketing your business in 2021 is all about having conversations with your audience. It’s time to move away from the impersonal sales pitch and start having real, one to one conversations with your customers. Soften your brand’s tone of voice and pay attention to what your customers really want. Having a more personal approach will also give you more insight into your audience, allowing you to optimise your marketing strategy.
Gaming and communities
There was a significant rise in gaming during lockdown. While it may not always be relevant to each business, one of the takeaways from this trend is creating a sense of community online. Many companies got involved on streaming platforms such as Twitch and joined their customers in their favourite games. If this is not your cup of tea, however, you can also create communities on Facebook and other platforms. This will help your audience connect with likeminded people, while giving you a deeper understanding into your customers and how you can meet their needs to the best of your ability.
Keep adapting
There are a lot of new social media platforms popping up, which can be tempting to explore. You may even think that the current social media giants would become obsolete. That isn’t the case. If you want to stay on top of social media marketing trends in 2021, we would recommend narrowing down the most effective platforms for your business and sticking to them. Don’t get caught up in the hype and think you need to be on every single one or you’ll spread yourself too thin. Instead, focus on a couple or a few and really pay attention to how they change and keep adapting your marketing to stay on top of it.
Meme it
Memes are a powerful way to communicate and a great addition to your social media marketing strategy! While they are fun and conversational, keep in mind some memes can be inflammatory and have a negative impact. Before using popular meme references in your content, make sure you understand their meaning and suitability for your brand and audience.
Remixing
Taking popular trends and adapting them to your own expression is nothing new. We’ve seen it countless times on TikTok and Instagram. You can encourage your audience to do the same by providing them with branded templates and creating fun challenges that they can take part in. When done right, this could bring you ample amounts of user-generated content. UGC can be much more authentic and effective in your marketing than traditional branded content. You can read more about it here.
The takeaway
The key social media trend of 2021 is that your audience, your consumer is king. It’s no longer about shouting impersonal, sales messages into the digital world. It’s about having conversations, understanding what your audience cares about and standing up for your values as a business. Creating a community rather than just a brand will be the main driver for success in your business.
If you are ready to take your marketing strategy to the next level, get in touch with us! We work with small and medium sized business, providing the personalised, full-service approach they need to help them succeed. Our friendly yet professional team has years of experience in all aspects of marketing from content creation to web design, user experience and everything in between.
