7 Digital Marketing Trends of Focus for 2021

With the chaos of 2020 now behind us, it’s time to look ahead to what we can expect from the next 12 months.

2020 was unpredictable, to say the least. That meant that while some of the trends which were predicted pre-pandemic did end up coming to light, others didn’t emerge at all, with various forced adaptations reshaping elements of the marketing landscape.

Most notably, eCommerce sales went through the roof, people spent a lot more time on social media, and video conferencing became the norm. This has led to a major shift in the way brands connect with their consumers.

So, as we turn a corner into the New Year, what marketing trends will continue to permeate in 2021? 

Here are some key trends to consider:

1. Live-streams and an increase in influencer content

Stay at home orders meant events were canceled, and consumers were unable to attend in-person events. They weren’t even able to socialize with their friends and family. 

This led to an uptick in the number of people tuning into live-streams, whether it was a branded live-stream, a live video from their favorite celebrity, or an online workshop. 

On Facebook, live viewings spiked by 50% during lockdown periods, while viewings on Instagram surged 70%. TikTok use shot up in 2020, and there’s a good chance we’ll see this upward trajectory continue to play out in 2021. 

Human-drive content like influencer live-streams can create trust, and tap into the ‘in-the-moment’ connection that 2020 consumers crave. 

Amazon Live really got going during the pandemic. Influencers took to the platform to promote their favorite products during live events. What’s more, the livestreams were shoppable, which meant viewers could make purchases while they were watching. 

2. More goodwill and purpose-driven missions from brands

The 2021 Hootsuite Social Trends report notes that: 

“The smartest brands will understand where they fit into customers’ lives on social media, and they’ll find creative ways of fitting into the conversation.”

At the core of this is the need for transparency. 

It’s impossible for consumers to connect with brands that they see as ‘shady’ or insincere. Why would they want to invest in something that they can’t trust or don’t believe in? This is why connection will be pivotal for brands that want to remain trusted sources in 2021. 

Read more: www.socialmediatoday.com