How Social Media Marketing Will Change in 2021
2020 has redefined the phrase ‘uncertain times.’ The COVID-19 pandemic has riveted the world and brought unprecedented change to our personal and professional lives. At this time, it seems likely that a vaccine will begin distribution among Americans early next year. But even after the pandemic has subsided, its impact on social media marketing will be immense. Here are our predictions for how social media marketing will change in 2021.
Emphasis on Nostalgia
If you’ve—like so many others—spent a lot of time watching television this year, you probably noticed a significant shift in advertising. One of the big changes to take place is that people have begun to use nostalgia as a marketing tool.
This year, people have found themselves looking back fondly on things they never thought they’d have to go without. From backyard barbecues, to traveling, to going to shopping malls, there sure is a lot to miss about 2019 and beyond.
During COVID-19, nostalgia sells. Smart marketers should use social media to capitalize on sentimentality to drive likes, shares, and sales.
Increased Social Consciousness
2020 has been a big year not only because of the pandemic, but also in terms of heightened awareness of racial and political issues. Protests against injustice have swept the nation.
Increasingly, consumers expect companies to take a stand on these issues. Naturally, people want to support businesses with beliefs that align with their own. This is why brands such as Patagonia, Ben & Jerry’s, and even Costco have fared so well among Millennials and Gen Z.
Consumers care about how your business has responded to COVID-19. They care about your stand on environmental and political issues. You ought to reflect your stance on these causes in your social media content.
What caused conversational marketing to spike in 2020? It’s hard to say. Perhaps it’s consumers looking for a little more interaction while they’re cooped up at home—even if it’s just with a chatbot. There’s no reason to expect this trend will die off in 2021.
Consider taking a more conversational tone with your social media marketing. Social media is a great way for your business to show its human side. Follow the lead of brands like Domino’s and Sephora who constantly interact with their customers through polls and Facebook Messenger.
In the post-COVID world, the name of the game will continue to be engagement. Strive to make that engagement feel organic. Social media can help you do exactly that.
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