Trends in Social Media Marketing 2021
Social media is big business now. As of December 2017, the number of active social media users worldwide was around 2 billion across all platforms. By 2021, that number will have increased by almost 150 million to reach 2.38 billion people using social media on a monthly basis worldwide. Social media marketing is just as popular and accounted for 23% of the UK's total ad spend in 2019.
Social media marketing 2021 will be a more personal and targeted approach with users expecting more of brands and businesses they choose to engage with. People want the human connection that forms on social media and this means more personalised content from friends, family and their known brands. Subsequently, more companies are opting for one-on-one interactions over broadcasting and therefore a more relevant and targeted approach that is able to reach the right people.
Advertisers will be spending more capital on social media platforms such as Facebook Advertising, Instagram, LinkedIn, TikTok, Snapchat and Pinterest as they become more popular for businesses looking to market themselves to a larger audience. Social media marketing 2021 is going to be a multi-channel strategy with all social channels getting in on the advertising and social commerce trend. But what trends are we likely to see emerging towards the end of the year in the lead up to Christmas and new year?
Social Commerce
During the COVID-19 pandemic, one of the most popular ways for people to purchase goods and services was through social media platforms such as Facebook, Instagram, Pinterest and Twitter. Social commerce will continue to grow in 2021 as advertisers utilise these platforms more often. Social Commerce is a very attractive advertising channel with its low cost per transaction and the likelihood of users making impulse purchases as they use their mobile phones for pretty much everything nowadays. Most channels have a way for business owners to incorporate a 'buy' button, meaning users can make purchases directly from the social media site. One of the main reasons why it is so successful is because customers are far more likely to make an impulsive purchase using their mobile phones as they may be bored or waiting somewhere.
Social Media Influencer Marketing
Influencers are now a huge part of our daily life, being "Instagrammers" or Youtube stars it's easier for brands to endorse products through the eyes of an influencer. The reason why this is so effective is that they are not surrounded by adverts everywhere they go, therefore ads are more organic to them, which makes it feel less like an advert and more personal.
Social Media Chat
Social Media Chat is a great way of engaging with customers on social media. The most effective platforms for chat are Facebook Messenger and WhatsApp, as they have a higher engagement rate than other apps such as Telegram or Viber. Marketers are now targeting these Social Media Chatting channels and giving out exclusive offers and information to their most loyal customers.
Social Media Platforms
Over the years Facebook has become less effective for brands that want to increase their adverts, which is leading many companies into using Instagram as a platform to follow. This is because it shows where your target market is most likely spending their time online, therefore appealing to a younger demographic.
Another trend that is advancing rapidly in social media advertising is Snapchat. With Facebook continually updating their algorithm, it has made the reach of content on Instagram and Facebook very slim. This is why many companies are looking to advertise on Snapchat. Snapchat uses augmented reality to advertise products such as sunglasses, makeup and watches. This is why it can attract a younger audience, who are able to try the products virtually before purchasing them.
One of the most popular trends in social media marketing is Facebook advertising: it has a very high reach with ads appearing on the newsfeeds of millions of people. One of its benefits over Instagram, TikTok and Snapchat is that Facebook can target users based on location, demographics, interests and behaviours
One of the most recent trends that have come into play is TikTok, this app allows users to upload 15-second clips so that they can be shared on multiple social media platforms. It has been reported that TikTok will make up 20% of all social media traffic by 2020 and become bigger than Instagram. This is big news, as advertisers. Many millennials are changing their habits and now using this platform as it's very easy to use, which is why many brands are looking to target these new users.
LinkedIn Advertising
When it comes to marketing business to business services or products, there is no better platform than LInkedIn. Just like Facebook, LinkedIn allows you to target demographics, job roles and seniority so that you know that your ads are going in front of the right person. However, unlike Facebook, LinkedIn ads are really expensive and can be very cost-prohibitive for many businesses to use.
Pinterest Ads
Pinterest advertising allows you to put images directly in between other users' content - making it look like a natural part of their profile. By 2022, Pinterest would like to be seen as the online shopping place for social commerce. They would like their users to be able to buy anything that they can see in their pictures. Pinterest is becoming an important part of many brand's marketing strategies, including interior design brands, panting and decorating brands and even fashion. They could be a real dark horse in the social commerce landscape.
Conclusion
Social media marketing will play a huge role in 2021. Social platforms like TikTok, Instagram and Snapchat will continue to grow, which means that Facebook and LinkedIn will become more popular as well. This is good news for social marketers as there are many opportunities for them to engage their target market through these platforms.