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From the Blog

2021 social trends

05. 01. 2021

Kerry on our digital team is always being asked "what's the next big trend in social media?"

She likes to tell the people what they want to hear, so she's decided to write a few words about it. So, Kerry...

What IS the next big trend in social media?

I think we can all recognise that 2020 was a year that no one could have predicted. Needless to say, any predictions made this time last year when it comes to social media trends have been well and truly blown out of the water. As a result of the global pandemic, the type of content we are seeking on social has shifted massively. Consumers have reevaluated their priorities and are are craving more engaging and entertaining content than ever before.

As we start to plan for the year ahead, I wanted to share the top ten social media trends for 2021, as compiled by a group of experts at HubSpot and Talkwalker. These provide some useful insights and a strong starting point for driving your social media strategy forward in 2021.

10. Remixing is the new User Generated Content

User generated content isn’t new but the way in which it’s being created is. Remixing involves taking existing formats, templates, or ideas and recreating them to express a user’s own personality - think TikTok and Instagram Reels. This year, we’ll see more opportunities for co-production, with brands providing templates for users to base their content on.

9. The four Cs of Covid-19 content

The tone of brand messaging in 2021 will be shaped by the four Cs: Community, Contactless, Cleanliness and Compassion. These topics are still driving conversations on social and brands need to be involved in such discussions. Consumers are turning to brands for information and reassurance, with 78% of consumers saying that brands should help them out in their daily lives.

8. Memetic media

Memes are a brilliant way to communicate with and truly engage your virtual communities. That being said, the ever rising popularity of memes also means that companies need to be ready to protect their brands from negative memes.

7. Nostalgia marketing

This year has seen a massive surge in the popularity of nostalgia related content and that won’t change any time soon. Nostalgia content connects strong positive emotions with your brand and gives it a sentimental boost - what’s not to like?

6. Conversational marketing

Building connections and having meaningful conversations with your audience helps to foster relationships and will ultimately drive sales. Customers are now more driven by one-to-one content and place value on brands with both knowledge and personality.

5. Social gaming

As the pandemic took hold, people turned to video games as a form of distraction and a number of gaming communities started to form. Over the last 13 months the number of people who identify as gamers rose 32%. This is a market segment that should no longer be ignored by brands.

4. Old-school marketing

Tried and testing approaches to comms often excel in times of uncertainty. Bring the focus back to providing the information your consumers need efficiently and everything else should fall into place.

3. Social media giants adapt to the new normal

The dominant social media platforms today will continue to be the main players in 2021 and beyond. Their size allows them to adapt to changing trends incredibly fast.

2. The rise of digital disinformation

Consumers are interested in authentic and engaging content. 2021 is set to be the year that brands focus on really highlighting the truth and silencing ‘fake news.’

1. Audiences will be more socially conscious

2020 has highlighted a new socially conscious generation and we’ve seen how that can have an impact on brands, politics, and society as a whole. Companies will have to actively engage with topics like mental health, inclusivity and social justice in 2021.

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