2021 Social Media Trends
Our Digital Marketing Manager, Charlotte, gives us the inside scoop on what we can expect from social this year.
Last year we saw more brands than ever adopt a social-first strategy, directly in response to the pandemic, and many diverted budgets from out of home activity to social.
Simultaneously, with so many us at home, screen time and use of social platforms also significantly increased.
It was an unpredictable and challenging year, but with eCommerce sales through the roof, it also created a huge opportunity for a lot of brands. One that we don’t see going away anytime soon.
The Rise of Ecommerce and Shop-first Platforms
Ecommerce will continue to be the main focus for Facebook in 2021. In 2020 we were introduced to the first stages of Facebook's transactional focus with the rollout of Facebook and Instagram shops. Proving its popularity with brands, Facebook and Instagram shops will continue to evolve and become an increasingly important part of D2C strategy.
Further development of Facebook Pay will also provide consumers with a seamless and secure way to make payments across the Facebook family (Facebook, Instagram, WhatsApp, Messenger).
Like Facebook, Instagram will continue to become a shop-first platform, so if you are an eCommerce brand and you are yet to explore Instagram's latest shopping features - now is the time! Through tracking user behaviours, Instagram creates a customisable shopping experience that allows consumers to discover new brands and engage with the ones they love - all from the palm of their hand.
Interconnectivity Between Platforms
We have already seen the integration of Facebook Messenger and Instagram Direct, but expect to see WhatsApp integrated further this year too. Facebook will continue to unify its platforms and create multi-channel advertising opportunities in its bid to dominate the social media sphere.
Social Content
It may come as no surprise that stories will become the primary focus whilst the current Instagram feed takes a backseat. Expect the algorithm to continue to prioritise newer content types like Reels, as the algorithm always favours content that is taking advantage of the latest updates.
Live streaming was the biggest trend of 2020 and will continue to grow in popularity this year. It allows real-time engagement with your consumers and gives your content the human edge. Unlike traditional branded video content, live streams also need little to no budget to create and there is a lot more forgiveness from consumers when your content is not prerecorded.
Bringing the Future to the Present with Virtual Experiences
VR has been around for a while, and I guess you can say, it's a bit like marmite - you either love it or hate it. VR will continue to be at the forefront of Facebook's mind as it aims to increase digital connection, virtual experience, and authenticity on channels.
Facebook is planning to launch its Smart Glasses later this year with its aim for technology to perceive space as humans do and to encourage 'presence'. Facebook has been vague about the glasses' functionality, but theoretically, they could help you find your lost keys or overlay a street map - we can't wait to find out more!
Quality Over Quantity
2020 has had a real impact on consumer mindsets and sentiment. When it comes to social, this has made us more aware of what content we are consuming on social. Brands need to be more thoughtful about what they are posting because consumers are being a lot more thoughtful about what they’re happy to see.
If you’d like to find out more about how Seed could help you succeed on social in 2021, drop Ann an email on ann@theseedgroup.co.uk