To promote goods and services, social networks have over the years become popular platforms for companies and essential for all digital marketing professionals. In a recent study conducted by Talkwalker, a company specializing in social listening, the web and social media monitoring tool interviewed more than 70 experts and influencers to define social media trends for 2021. Here is an overview of what ‘it shows.
Although the year 2020 has been greatly affected economically and healthily by Covid-19, this scourge has led companies to rethink and adapt their social media trends, while making drastic changes.
But, you will see, marketing on social networks has ultimately suffered little from this crisis, on the contrary, companies have quickly been able to adapt and optimize their actions on these networks.
2021 is fast approaching, here is a summary of the top 10 social media trends for 2021 according to more than 70 experts and web influencers surveyed by TalkWalker .
1- REMIXING: THE ART OF PERSONALIZING WHAT ALREADY EXISTS
This new expression, remixing , refers to the already existing content that users of social networks take to arrange it to their liking. Still doesn’t speak to you? This is what apps, such as TikTok, currently allow.
The objective is to give the user the possibility of personalizing a buzz, for example, by adapting it to a completely new context. This then offers a lot of content around a brand or a campaign.
2- THE COVID-19: THE BIRTH OF NEW CONCERNS
With around 1.2 billion people testing positive for Covid-19 currently, it is important to return to this particular point.
Thus, each company must become an agent who educates its customers, by continuing to promote barrier gestures and by proposing optimal solutions to avoid potentially dangerous physical contact with them.
The idea is to set up a responsible community, aware of the dangers of the pandemic, and adopting the necessary measures to protect themselves and their fellow human beings.
3- THE SAME: TO GENERATE ENGAGEMENT, BUT NOT ONLY
This format has been around for years and continues to generate public interest. Eh yes ! Memes have become mainly satirical tools, where politics, economics and other special circumstances are made fun of.
If, basically, they were used only to “entertain the gallery”, they currently allow to create reflections around topics really important for the community and especially to generate a lot of engagement on social networks.
As for brands, memes allow them to gain sympathy with their consumers and prospects, without requiring long messages or a poster designed by experienced graphic designers.
The idea behind using memes on a brand’s social media trends is to stay in something very simple, but with a punchy message.
4- NOSTALGIA: A STRONG FEELING TO RELAUNCH YOUR BRAND
The marketing of nostalgia is a very interesting alternative, at a time when everything seems bleak because of the covid.
To improve your brand image and regain the confidence of your consumers in 2021, don’t hesitate to dig into your archives.
You have to remind your target audience what positive your brand has done before and that nobody wanted what is happening now.
Nostalgia marketing is especially effective during major crises when the community is on the verge of depression.
5- CONVERSATION: TO FORGE LINKS WITH CUSTOMERS
This is not a new phenomenon: social networks have become sales platforms in recent years.
Today and in 2021, this situation will be even more true.
Indeed, despite the deconfinement of certain countries, the Covid-19 has not disappeared for all that.
It is thus normal if customers wish to limit physical contact as much as possible.
For your part, it will then be necessary to privilege the conversation with your consumers. It won’t be about giving out all the information about your products, but understanding their needs and redirecting them to what suits them best.
If you have to choose automatic messages with chat bots , choose warm words that invite discussion.
6- VIDEO GAMES: THE NEW SOCIALIZATION PLATFORM
Due to the limited physical contact, video games helped bring together a community that craved entertainment.
It doesn’t just happen on generic social networks, such as Facebook.
Gamers also meet in dedicated spaces, like Twitch, YouTube or streaming sites.
Not only do these consumers play, but they also share a lot of tutorials.
It is essential not to forget this type of clientele for whom interactions and advice are among the main factors of motivation and decision-making.
7- CLASSIC MARKETING: PROOFS ALREADY MADE
Of course, classic marketing techniques are not innovative, but they have the merit of having already been proven.
Consumers always want as much information as possible about the products they are going to buy.
Thus, you can still use emails (e-mailings and newsletters).
But let’s not forget either the famous podcasts which better capture the attention of consumers through audio, given their attractive format that can be listened to in (almost) all circumstances.
8- BETS ON LEADING SOCIAL NETWORKS: UNWAVERING FOR THE YEARS TO COME
Social networks have obviously experienced flops a few years ago, as was the case for Google+ or even Tsu and Ello .
That said, for 2021, leaders should still hold their current position, with Facebook leading the way ahead of Instagram, TikTok, YouTube, Linkedin, Twitter, Pinterest, and Snapchat.
Always bet on social media trends which have already shown their effectiveness in order to avoid wasting your time and money as much as possible.
Of course, keep in mind the usefulness of each. While Facebook is the most versatile, Instagram focuses on sharing visual content, while LinkedIn is ideal for reaching professionals.
9- THE FIGHT AGAINST FAKE NEWS: A WAR TO BE WON
An upsurge in fake news has been observed since the pandemic crisis.
In 2021, companies will have to set themselves the task of reassuring consumers about the quality of their information.
For SMEs, it will be a question of backing up the information relayed with reliable sources, accepted as references in their field for years.
For TGEs, community managers will have to react as quickly as possible if ever there is any misinformation. The objective is to deny it as quickly as possible, with the support of the competent authorities.
10- CSR: A KEY SUCCESS FACTOR
The societal (or social) responsibility of companies is at the heart of concerns .
The fact of investing in causes that are more human and ecological allows companies to give meaning to their activity, while in the process restoring their image.
It will therefore be important to reassure the community on the merits of each of your actions and to show that you have remained individuals always listening to the most disadvantaged. The spread of a planetary pandemic should in no way cause consumers to lose hope in the existence of genuine and ethical people.
2021 will be a real challenge for every business. With the proliferation of Covid-19 which has turned the world economy upside down, it is time to show responsibility and prove that we are still so concerned about the fate of our fellow human beings.