Whether your business lends itself to imagery and visuals or not, you can’t have missed the huge rise in social media business profiles and brands drawing in an increasing amount of custom from their social media presence.
The fact is that social media is now more prominent than it has ever been before – and the percentages and figures are only continuing to rise; with users are spending an average of 3 hours per day on social media and messaging platforms in 2021. What this means is that if you’re not already leveraging the power of social media as part of your marketing strategy, it’s time to read on and learn exactly what you should be focussing on this year. And if you’re already there, read on anyway – you might pick up some new ideas!
In this piece, we uncover 5 of the top trends taking social media by storm – and consider how you can implement them as part of your own strategy.
Authentic and Genuine Video Content
Back in 2020 we shared a blog on the importance of patience and credibility in business marketing – and this links nicely with the first of our top 5 trends for social media in 2021.
When we talk about authentic video content, we are referring to the videos you share on Instagram and Facebook, the Tik Tok and Instagram Reel videos you compile, and the way you use genuine video content as a way of not only sharing your brand but also providing your brand with a very real personality – and face behind the product.
In 2020 when the pandemic put millions of business operations on hold, social media and online platforms became the best way of showcasing new products and services, and so users came to expect and look out for online guides, how-to’s, and introduction videos. Nowadays, an advert sometimes isn’t as effective without some kind of animated visual or short video – with consumers consistently looking for things which allow them to do less and get what they want faster.
Look at it this way – would your target audience prefer to read a 5 page guide on how to use your product, or watch a 90 second video?
Top Business Ideas:
- Consider introducing your new product with a short launch video
- Create user guides on how to use your products
- Introduce the team with a series of behind-the-scenes reels
- Get involved in trending Tik Toks
Have you ever been on Facebook and seen one of those photos taken by someone where, when you move your screen, you move the static image around as if you were seeing it through a live lens?
This kind of visual is an example of virtual reality and is the kind of thing that we will be seeing more of in 2021, even with the easing of lockdown and the reopening of physical interactions. The fact is that 2020 forced events and other experiences online, and that is unlikely to change throughout this year, with businesses still using their social media platforms as a primary outlet for discussions, events, and collaborations.
Another example is the creation of Instagram and Snapchat filters, and the growing trend of businesses and brands instigating Tik Toks challenges. Designing and launching challenges and interactive visuals allows your customer to really step into you brand – with the filters utilising brand logos to share the overall brand message, while Tik Toks can widen a brand’s online presence.
Get creative with your business and find ways of giving your target audience more value online. Not only will it save you money, but it can help widen your audience if you create content which your followers start to share and comment on.
Share meaningful messages
Now, more than ever before, brands and business profiles are weighing in on causes and conversations that matter – showing their followers that they care and giving weight to a multitude of different causes and messages. Whether it’s the Cuthbert vs. Colin Caterpillar Cake debate between Aldi and M&S, or the BLM campaign that started in 2020, the more that brands interact with the news and use their own platforms as a source for good messaging, the greater the respect they’ll gain from followers.
Remember, the most popular brands and businesses out there are the ones that care about the causes that their audience and target customers care about. One of the best ways of showing this is through social media and responding to trending topics.
You will no doubt have noticed the amount of influencers who now put #AD at the end of some of the posts they share, which references brands and products that have been gifted to them. This is all in response to the consumer demand for increased transparency and goes to prove just how much sway the end user has over the way that brands and their ambassadors are using social media.
A similar growing concept to this is the increase in inclusivity across social media campaigns, with businesses and brands alike celebrating diverse working cultures and flexibility in the way they work. And finally, under the transparency bracket, businesses and brands need to continue to share their response to COVID and how they are keeping both colleagues and customers safe.
In a similar vein to the first of our five trends, this again deals with video but in an even more natural and engaging way. Three of the top social media platforms are now using Live stream videos as a way of keeping audiences in tune with their latest offers, product launches and in-house events: including Facebook, Instagram, and Tik Tok.
Despite the natural, live nature of these videos which can make it feel like the subject has just popped on to share a few details or new products, live streams can take a lot of planning. If you have the time and resources, we recommend scheduling in a certain time a few days per week, where you speak to your audience. Making this a regular thing will encourage excitement and familiarity from your customers whilst they wait for new, regular content.
Social media is just a small part of your digital marketing strategy however it is one of your most important touchpoints and should be as well planned as any other marketing tool you decide to use.
For more information and advice on bringing your social and online presence to life, enquire through our Quick Query Form or speak to one of our consultants on 0207 193 4209.