Social media evolved significantly in 2020 both for marketers and for buyers. We are in the new year, i.e., 2021, vaccines are being discovered, and we’re hoping that sooner or later we’re going to get out of this pandemic. Most of the people are optimistic about the new year.
Concerning the marketer’s point of view, the marketing plans will vary mainly in 2021 compared to the previous years. 2020 was a game-changing year for marketing as a dramatic upsurge in social media marketing was seen.
The revival of social media
As the world was under lockdown due to outbreak of COVID-19, people were forced to self-isolation, so social media played a significant role in bridging this gap that kept the people connected with the friends, family and their favourite brands. Before the outbreak of a pandemic, most brands knew where they stand in terms of social media presence, and they had an appropriate balance required for advertising and creating engagement. However, the whole game was changed with the interference of the pandemic.
New social standards for marketers
A widely used social media platform, Hootsuite, released its annual Social Trends Report’ report for marketers. In this report, about 11,189 marketers were surveyed. This report is based on interviews with industry experts and research conducted by industry analysts, and it highlights the following strategies that marketers can apply in 2021 effectively. Let’s have a brief look into what are those strategies.
- The race of Return on investment
About three-fourths of the marketers believed that their new customer acquisition in 2021 is mainly going to increase (58% rise year over year) due to appropriate usage of social media.
Almost three-quarters of marketers surveyed for the report ranked “increased acquisition of new customers” as their top outcome for social media in 2021, a 58% year-over-year increase. 2021 marketers will use social media innovatively and creatively to build long term relationships with the customers.
- 2021-the year of content rather than engagement
During the pandemic, social media activity increased. Many brands tried to cash this opportunity by flooding the social media with their advertisement, totally overlooking the fact that people were there to get engaged with each other instead of showing interest to know what deals/discounts a brand is offering. However, most of those brands instantly realized their mistake and started to focus on customer care and social engagement. With the ease in a pandemic over time, 2021 will be the year to place more value on the content over engagement.
- Bold brands will rely on social media to direct their strategies towards new buyer beliefs
In 2020, brands were highly pressurized to address public issues that were never the focus of many businesses. In 2021, bold brands will primarily rely on their social media teams’ analytics to adapt to the new buyer trends that will help them grow their brand. It will also make it easy for them to contribute to a better world.
- Smart marketers will tie engagement to customer identity
With a downfall in traditional marketing strategies, during the pandemic, social media resurgence started, and it was vastly appreciated. Social media became a reliable and robust tool for connecting with potential customers. In 2021, marketers will move a step further to cover a loophole between customer identity and engagement. This would be made possible by linking the social data with customer data.
- Baby Boomers are going to be focused by digital marketers
Marketers used to target baby boomers using traditional television advertising, which is the most convenient way of reaching them. However, it is reported that one-fourth of the baby boomers is observed to be spending more time on social media, especially during thethe pandemic. Over the past four years, a sixty-six-point rise was observed in the ratio of baby boomers who discovered new products and services using social media. Social media marketers will also focus on this digitally savvy audience in 2021.
Therefore, social media is going to bridge the gap between brands and new customer experiences.