With the slowing down of the effect of the virus in our lives, it’s time to leave behind the 2020’s chaos and look forward to how new normal has affected the marketing of B2B business, and see what holds up in the coming next 12 months.
Despite the unprecedented challenges in 2020, e-commerce flourished in these tough times. The sales of e-commerce went through the roof and social media marketing played a crucial role in this. During the lockdowns, people spent a lot of time on video calls, meetings and enjoying the spare time on social media.
As we tune into 2021, here are the social marketing trends that we can expect this year.
Growth in video content
Pandemic has changed the way social events were organized. Staying at home doesn’t mean people will stop enjoying the events they want. Live streaming of content is one of the most powerful ways to connect people on a platform.
Video content is upsurging and it has increased with the short-video format. According to reports, the live viewers in Facebook hiked by 50% during the lockdown and on Instagram, it increased by 70%.
Influencer’s live stream and video content create trust and it builds a better relationship between followers and influencers.
Goodwill and purpose-driven marketing strategy for brands
Lockdown has severe effects on people who are not that privileged. A lot of brands did humanitarian work at this time. Creating videos, posts or showing the work they did to help the underprivileged section of society during this pandemic can send a positive message to people.
Shoppers can connect with the brand on human level. This will boost the sales as people want to be part of a brand that uses a part of their profit to help underprivileged sections of society.
Give limelight to people behind the brand
People want to know the story behind the brand. Providing humanized transparency of brands is the key to earn customer’s trust. Letting people speak humanly about the brand is the marketing strategy that creates meaningful engagement for the user.
Using the voice of people behind the brand will show the value of the product.
SEO friendly marketing
It is a well-known fact that in 2020, the use of social media in every section of society has upsurge. When it comes to preparing the marketing strategies for 2021, the one thing you should not cut down is the SEO budget for marketing. For Instagram marketing, one thing that all marketers should leverage is SEO.
Instagram has announced in November 2020 that it will become more SEO-friendly. This means people can search for products with the help of relevant keywords. To integrate SEO into your marketing strategies, you can Hire Indian Programmers who would assist you throughout the process.
The proliferation of memes
The audience has enjoyed memes and it is expected to be one of the trending marketing strategies for 2021. OTT platforms are leveraging the trend of memes in marketing movies and web series.
Memes are the best way to take the audience’s attention and give them a chuckle while strategically placing the brand in it. For instance, Zomato, the food delivering app, Netflix, the OTT uses trending memes to connect with the audience and advertise their brand.
The shift of traditional shop to the online platform
The competition is becoming tougher in the social media platform. It is a tough time for the retailer and the traditional shops are closing down due to pandemic.
In 2021, you will notice a rise in eCommerce business on the social media platform. In a few years, it might be possible that your local retail shop will offer online delivery. The shift toward contactless shopping is upsurging, so e-commerce retail will thrive in 2021.
Social issue-driven content with a message
Social media is a platform to influence people and show a better world. People often fall prey to doom scrolling that affects mental health. Spreading positivity, encouraging people to talk about social issues can create change through social media. Brands are using the platform to take a step on social-driven issues like black lives matter, ocean plastic pollution, healthcare crisis and widespread environmental disaster. The brands can strategize the content by leaving a message for a solution.
Brands play a huge part in influencing people to engage in sustainable resources. Taking a step ahead and using it as a brand marketing strategy is a way of driving users and increasing the conversion rate.
Increase the visual and voice search
Voice optimization in social media apps has helped in making the search easier. Alexa and Google assistant have become a part of our lives. Voice-activated tools have become popular in this lockdown. Voice search is closing the gap between the marketer and the audience. On average, a human can speak 140 words per minute while one can type only 40 words. Voice search optimization on social media can boost sales as consumers are more curious and AI is helping them to resolve the queries.
In 2021, the voice search will prevail along with visual search. Tools like Google lens enable the user to search whatever they see around and want a similar product from a brand.
Social media stories
Be it Snapchat, Twitter, Instagram or Facebook, every platform has a concept of ‘My story’ where you can put anything that lasts for 24hours. Since these stories don’t last for a long period the marketers use the feature to benefit their product.
It ensures constant engagement with users and targets a young audience easily. Stories that connect a wider audience are polls before product launch, location tags, filters that promote your product and call-to-action in the product.
User engagement is of the utmost importance in 2021. Consumers enjoy engaging content and marketing strategies are focusing on building memorable and easy content for users. User-generated content upticks all the boxes that are required to target the millennial and Gen Z generation.
The UGC strategy enhances brand engagement and increases the conversion rate. UGC can be anything from a basic blog to social media posts or high-quality video created by the user. The brand promotes the product by engaging the audience in challenges so they can be a part of the product. This creates engagement in the audience and the popularity of the brand is pushed enormously.
Harikrishna Kundariya, a marketer, developer, IoT, ChatBot & Blockchain savvy, designer, co-founder, Director of eSparkBiz Technologies. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and ChatBot.