New Year, New Trends
It’s no surprise that last year marked a substantial shift in digital behavior and saw a drastic increase in the amount of time that users spend online. So, what does that mean for marketers? Keep reading to learn more about our predictions for the top 5 digital marketing trends in 2021 and how to help your brand navigate the year ahead.
- Short-form video. With the rise of TikTok and its counterparts such as Instagram Reels, short-form video has become a sure fire way to make sure users watch your content to completion. The introduction of new, exciting content every 30 seconds to a minute keeps users engaged, making this type of video highly addictive, as Dr. Julie Albright states in a recent Forbes article. For brands, attention is arguably the most valuable asset when it comes to marketing your product or service, so take advantage of where your audience’s attention already lies. Tip: Take your campaign to the next level by leveraging user-generated content and remixed content. According to Social Media Today, “85% of consumers say that user-generated content is more trustworthy than branded content and it drives 28% more engagement.”
- Social media ROI. It’s important to focus less on selling or marketing your product, and more on building an authentic connection with your audience and strengthening brand perception and awareness. With changing consumer behavior and unpredictable markets, brands are challenged to get creative with their marketing approach, how they track ROI, and how to balance short-term sales with long-term success. Given that 60% of Instagram users report finding a new business through the platform, it’s a good idea to start here. Some tips for long-term social success include:
- Ensure your channel bios are thoroughly filled out. Make it easy for someone to browse further, get their questions answered, and contact you.
- Utilize built in Instagram features such as swipe up, tags, and shopping stickers to drive conversions.
- Engage with everyone. Respond to DMs and comments as quickly as possible, and seek out accounts to follow, share, and engage with – remember sometimes you have to give a little love to get a little love.
- Hybrid events and experiences. The live streaming industry grew a staggering 91.8% in 2020 over 2019, and this is a trend that’s here to stay. Even as pandemic restrictions ease, many live events will continue to be offered both in-person and online for pure convenience and the ability to ‘host’ an unlimited number of people. Furthermore, with the normalization of work-from-home culture, it will be imperative that businesses adopt hybrid events to maintain company culture and stay engaged with their workforce.
- Brand Accountability. Unsurprisingly, 2020 gave rise to a highly conscious consumer who emphasized the need for corporate social responsibility. As important as it is to work toward a greater good, it’s equally important to know when to remain silent and practice social listening. Over the years, even brands with the best intentions have jumped into the conversation too soon instead of finding the right way to effectively advocate for a cause. Forge meaningful relationships with your digital audience by finding out what’s most important to them, what resources they need, or how you can better serve your community. Tip: Look beyond your brand to campaign for an issue that’s important to your consumers. Your next marketing campaign may not directly promote a product, but instead can be designed to resonate with people’s emotions and build brand loyalty.
- Influencer marketing. The use of micro and nano influencers has skyrocketed in the past 2 years and it can be an effective way to market your brand without breaking the bank. Surveys show that 90% of marketers believe ROI from influencer marketing is comparable to, or better than other marketing channels. Plus, many users report preferring marketing that comes from a person they relate to as opposed to a brand without a face. Tip: If you’re new to influencer marketing, focus on finding micro influencers with under 25k followers first. They tend to have higher engagement rates and are more cost-effective to work with than mega influencers.
We can’t wait to see what this year holds and what new trends will emerge in 2021. If you have any helpful tips and tricks, or if you decide to implement any of these campaigns, let us know! Happy New Year from the Diamond View team!