The new year is approaching quickly, and while you may be enjoying some down time right now, chances are you’re also eager to get back to work and hit the ground running in 2021.
To help you accomplish that, Hootsuite’s latest annual social media report highlights the trends which will influence how you drive traffic to your site, increase app downloads, engage new customers, get to know multiple audiences, and generate leads from your Facebook, LinkedIn, Instagram, and Twitter activity over the next 12 months. Here are a few of the most important points.
1. Diverse Messaging
Do you publish similar content out across every social media platform? Do you consider your audience demographic when creating those messages? If not, expect to spend much more time over the next year thinking about how you can precisely adapt to a variety of viewers. According to Hootsuite, this is a trend we can expect to see more of thanks to the growing presence of new demographics on social media platforms. Its report cites baby boomers as increasingly avid online media users in 2020, but this demographic is not traditionally targeted by brands. Interestingly, it is noted that this demographic has also fared better financially than other generations this year, which could persuade many brands to overcome their prejudices and alter their digital strategy to include them.
2. Prioritize Purpose
We have recently witnessed how consumers expect brands to champion the worthy causes that matter to them. In 2021, this will likely translate into businesses more carefully considering their overall purpose and being more transparent about the movements they support across their social media activity. This may also carry through to other areas of marketing, such as an organization’s branding, app and website activity, or charitable initiatives. It’s apparent that consumers will respond to conscious and expressive messaging, so it’s up to businesses to clearly communicate their goals and values directly to sympathetic audiences.
3. Encourage Digital Experiences
Global challenges like the COVID-19 pandemic have halted many in-person experiences which sustain both businesses and consumers. With no clear or straightforward timeframe in sight for the return of engaging physical events, social media has a crucial role to play in bridging the gap. Think about how your business can replace some of the more traditional events you may have previously hosted with digital equivalents. For example, this could mean frequently going live on Facebook, utilizing Instagram stories, hosting online classes, webinars, or virtual meet and greets, as well as generally recording more videos. The most successful brands will adapt and maintain their personality and enthusiasm, regardless of the medium. Content is king, as you may well know, and this leveraging this trend will continue to be critical as we face this extended period of uncertainty.
4. Personalize Conversations
Social media use soared during the year 2020, and even now, as many individuals choose to remain distant from friends and loved ones, it has an essential role to play. As people spend more time on social media, finding a way to contribute to the conversation by engaging in constructive dialogue with your audience is indispensable. Since each channel offers a unique opportunity to deliver targeted, impactful messaging to diverse crowds, personalized social media engagement should therefore be of primary concern moving forward.
Consumers demand that businesses maintain a digital presence now more than ever. Online shopping, responsive feedback, and social media engagement will be standard practices in 2021 and beyond. If businesses aren’t prepared to meet their markets online, they risk falling behind or being replaced.
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