Almost everything you need to know about social trends in 2021...

Almost everything you need to know about social trends in 2021...

As social media takes an even more prominent role in our daily lives, now is the time to invest in your social strategy to really leverage the most value from your online presence. After all, last year was extraordinarily tough but as many of us turned to the social landscape to nurture connections in ways that government-ordered lockdowns prevented us from doing in person, it is imperative for brands to reimagine strategies and explore what their audiences now want, need and expect.

Not only have consumers started to interact with brands in new ways, but they expect to be engaged and to see brands actively demonstrating that they have a clear purpose and mission. In short, audiences want to know that you care and if you can showcase that, they will reward you with their attention and their loyalty.

But how exactly do brands take this new approach to social? Well, here are a few things to keep in mind if you want to make 2021 the year your social strategy flourishes.

1. Tapping into a sense of nostalgia

During such uncertain and unprecedented times, none of us can be blamed for revelling in nostalgia for simpler, more positive times. Nostalgic content can be enormously powerful for brands, particularly those who successfully connect with positive memories that will prompt the development of an emotionally charged brand/consumer relationship.

Don't forget, when your audience feel warmth towards a memory and you successfully connect your brand to that memory, they will start to instantly associate you with that positive feeling. So, don't be afraid to create content that focuses on a sense of escapism because it is primed to make more of an impact than creating content that highlights the sense of loneliness that we are all, quite frankly, tired of being reminded about.

2. Socially conscious messaging is key to sustained relevancy

Consumers want the brands they engage with to demonstrate that they are socially engaged and aren't afraid to speak out on important topics. Although that might sound like a daunting task, shying away from social conversations risks your brand drifting into irrelevancy which is clearly something you will want to avoid at all costs.

In 2018, a Forbes poll revealed that more than 80% of consumers actively want to support brands that take steps to align their products and/or services with environmental and social causes. 

Importantly, however, it is imperative to ensure that all socially conscious messaging relates to your brand's ethos and mission to avoid coming across as disingenuous or inauthentic. Additional Forbes research also highlighted that more than 75% of consumers have taken action when a brand they previously supported did something they found disagreeable, including switching to a competitor brand and/or actively discouraging other people from supporting that brand. 

Significantly, this percentage rises to 85% amongst Millennial consumers and 88% amongst Gen-Z consumers. So, as you can see, consumer expectations are high but there is no reason why, with the right strategic approach, you can't meet or even surpass those expectations.

3. Don't disregard the potential power of remixing

If you take an existing content format or concept and recreate it in a way that expresses your brand personality, you're already firmly on the remixing bandwagon. As Instagram reels and TikTok are here to stay, now is the ideal time to provide your audience with branded hashtags and challenges that they simply won't be able to turn down. 

After all, user-generated content is set to be the jewel in the crown for the most successful brands this year. It's fun, interactive and an excellent way to create a sense of community around your brand. Plus, 84% of Millennial consumers say that user-generated content has some influence on their purchasing decisions.

4. The consistent popularity of livestreams

Social media streaming services saw significant growth throughout 2020 as brands and consumers looked for ways to interact from afar. Research indicates that 40% of consumers actively want to engage with more live video content from brands and there are likely to be myriad ways your brand could integrate live content into your social strategy. From live Q&As to live tutorials that allow you to demonstrate your expertise, there are some excellent ways to encourage audience interaction and deliver value.

5. The rise of social commerce

Social platforms are constantly taking steps to improve user experience in line with consumer demand and one of the most significant enhancements has been the functionality to support easy shopping. Instagram supports the addition of product tags and allows consumers to check out without ever needing to leave the platform. Facebook allows businesses to set up a shop within the platform that consumers can browse and purchase from directly.

Don't forget, more than 50% of consumers who use social media use these platforms to research products and services before they commit to making a purchase. So, as social media now plays such an integral role in consumer purchasing decisions, utilising these tools could be an excellent move for your brand.

Although keeping on top of social media trends is no easy task in a digital landscape that moves so quickly, suitable focus in this channel will ultimately help you to build a more robust digital presence.

Katie Whitley - Founder

Kreate Ldn.