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Social media software company HootSuite has conducted a survey of 11,189 marketers, as well as interviews with industry experts and extensive research, to identify key trends in social media for 2021.
These are:
1The race for ROI. Social media bridges the gap to a new customer experience
As companies struggle to recoup lost sales from the pandemic, marketers are turning to social media to meet two equally pressing imperatives: achieving short-term ROI with targeted marketing tactics while simultaneously , develop innovative digital experiences that facilitate the creation of long-term loyal relationships by bringing discovery, connection and fun to the customer experience, the report states.
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2Silence is gold. Brands find their place in the conversation
The massive uptick in social media usage brought a host of new opportunities for brands this year, the report says, but many failed to act too early. “Smart brands sat and listened and then won the race with creative and original ways to fit into the conversation on social media to break down the wall of indifference.”
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3Much plus what good. The generation ignored by the experts in marketing that triumphs in the networks
Stereotypes, age discrimination, and a years-long habit of chasing novelty over efficacy have led marketers to underestimate (and under-represent) an increasingly lucrative and digitally savvy demographic: the baby. boomers, according to the Hootsuite study.
By using smart segmentation and thoughtful representation, “marketers who include baby boomers in their digital strategies can outperform those who are still stuck in stereotypes and fail to take advantage of this growing technological enthusiasm.
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4To know Link the engagement with identity gives new impetus to experts
For years, linking the engagement Social media with customer identity has proven to be an elusive goal for marketers. “But with renewed momentum and executive team focus on the ability of social media to retain critical connections with customers, now is the time to take more or less ambitious steps to bridge the gap between engagement and the identity of the client ”.
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5The dangers (and hope) of having a purpose. Bold brands start in a boardroom, not on social media
In a year marked by social upheaval, marketers found themselves under pressure to have to publicly address issues that their organizations had never focused on or were only beginning to align with.
Instead of using social media as a mouthpiece for empty promises, the study says, the smartest CMOs will use the intelligence gathered by social media teams in 2021 to help the organization adapt to new beliefs from shoppers, new ways of doing business and the new path to growth that requires balancing the double requirement of building a better business and a better world.
Increase in investment in social networks
On the other hand, the report ensures that this year more than half of the companies (60%) plan to increase their Instagram budget, and nearly half will do the same for Facebook, YouTube, and LinkedIn.
On the contrary, according to Hootsuite, “despite all the hype about TikTok, it has not increased its importance in terms of investment.”
Instagram, according to this report, would lead the rise in investments in social networks by companies for this year. “Marketers,” says the Hootsuite report, “closely follow where user growth occurs. Instagram added the most new users between July and September 2020, publishing even more significant growth figures than Facebook. Instagram’s advertising reach grew 7.1% in the last quarter, more than three times faster than Facebook with 2.2%. With the widespread cut in marketing budgets this year, it is not surprising that specialists are focusing on what they already know, rather than experimenting with new tactics and platforms.
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