The past year was full of lessons for any brand with a social media presence — which is to say, any brand. Thanks to the pandemic, social justice issues, an especially challenging presidential election and much more, brands had to rapidly re-imagine their channels. It was a wild year. But buckle up: 2021 is here and it’s already proving to be a beast. Below, check out the 2021 social media trends that brands should be keeping a close eye on.
TikTok is taking a big bite out of Instagram’s market share, with 30 percent of digital marketing pros saying they now turn to it as their preferred platform for influencer campaigns. The shift in user desire for highly relatable, personality driven content benefitted TikTok greatly; the platform has now surged to over 850 million active users. Last year also saw users start to prefer relatable content creators over aspirational, engaging with influencers who weren’t afraid to show their highs and lows equally. Authenticity is more important than ever. As we move into 2021, expect to see creators who are real and honest with their audiences thrive while those stick to picture-perfect content see lower engagement.
It was impossible to remain silent in 2020. During Black Lives Matter protests over the spring and summer, an unprecedented number of brands spoke out about racial injustice. Those that were seen as the most successful donated money and provided measurable action steps for their own internal company structures. Brands that simply denounced racism fell flat and were regularly ridiculed online. Meanwhile, July’s #StopHateForProfit boycott saw over 1,000 advertisers remove their digital campaigns from Facebook in hopes of pressuring the platform to take a stronger stance on hate speech and spreading of disinformation. We’re just days into 2021, but it’s obvious that consumers will expect brands to continue using their social media channels to spread progressive and inclusive messages — and to make meaningful internal changes as well.
In a year where people talked far less in person, new voice features on social media (and even new platforms themselves) emerged to give people a voice. Twitter allowed users to record their voice and tweet it out. A new site, Clubhouse, provided a live podcast experience that allowed users to hop in on conversations. Many podcasts are also incorporating video elements, posting to YouTube and IGTV in addition to the traditional audio-only platforms like Spotify and Apple Podcasts. In other words, social media is blending into something new. A platform isn’t just one thing anymore. It’s text, it’s video, it’s photos, it’s audio. Brands should be ready to take advantage of all these capabilities in the coming year.
