Social Media Marketing will not go away and is here to stay. It is synonymous with digital marketing in its efforts, as it is observed often going hand in hand with digital marketing in many campaigns. It is not static (and will never be that way) as previous trends & tactics that once worked on it will not be working on it anymore.
It is now more important than before for marketers in understanding today’s reality. They need to be ahead of the curve constantly in terms of social and digital media. This ensures that they have what it takes (an updated strategy, the skills, the tactics, and the certifications) to make the most of social media today.
Now let us have a look at important social media trends for 2021.
Short and brief content will always be popular
Short and brief content (aka Transient content) is something that is available for a short span of time and disappears afterward. The perfect examples of such content are Instagram and Snapchat Stories.
Attention spans of users today are short and the way they consume content has also changed. This is the reason why content format in the form of stories has become popular today. They are brief, engaging and addictive in a way that people can spend hours scrolling from one story to another.
This is evident from the rise in daily active users of Instagram stories. Marketers are aware of this trend and are leveraging it in the best manner possible. Hoot suite reveals that 64% of marketers either have incorporated Instagram stories in their strategies or are planning to do so.
Rechecking metrics for determining the success of content
Marketers are now looking at a variety of metrics in finding out what works and what does not work. Also, the removal of public likes from the Facebook messenger app and Instagram has also changed the measuring instrument of a content’s performance. This indicates that brands must look beyond the conventional into new measuring sticks.
Social listening is crucial this year. When analyzing sentiments and conversations, marketers have determined the effects of what is being said on social media instead of how many people are looking at it or talking about a particular piece of content or liking it and vice versa.
Long-term engagement is most meaningful, and no brand should be chasing viral moments. Trying to understand what drives conversation with customers is what brands should be doing.
Creating content for the target audience according to them a big part of meaningful and valuable experiences on social media is how brands engage with their audience. Sharing posts that the target audience loves is an integral part of social media marketing. Regarding this, brands must encourage and start interactions that are more human.
A lot of brands at the moment have large followings across their social media handles. But when their posts are observed individually, their engagement levels are not good. Brands observing more engagement from their followers do so by making communities revolving around their content.
The boom of private communities on social media
with privacy becoming of utmost importance, private communities are on the rise on social media handles. Marketers are now focusing on creating meaningful connections with members of their audience. Brands somehow desire to reach as many customers as possible in spite of all changes taking place.
The emergence of marketing tribes helps brands speak directly to their audiences instead of speaking to a broad range of demographics. This helps them understand their needs and wants, their problems and how they can tackle them.
That being said, a large number of brands are looking to reach younger consumers.
Today, organizations and brands respond directly to customers and speak to them in their tone with their brand’s own distinct voice. People are happy to be engaging with their favorite brands today & consumers are now selective when it comes to interacting with brands.
Instagram Threads is something new and hip. This allows Instagram users to only share stories with a select group of friends, giving the platform a close & intimate feel. Despite a decline in users, Facebook Group marketing has proved to be valuable in promoting goods and services to smaller, private communities as a reliable means of reaching users organically.