Social media has taken on greater signification for consumers and marketers because of the pandemic effects. The physical distance makes social media the ideal space to keep us connected with others.
Hootsuite released its annual ‘Social Trends Report‘ recently to help marketers plot their course in 2021, based on a survey of 11,189 marketers and information from interviews with dozens of industry experts. There are some useful tips for marketers concluded from this report:
Trend 1: Social media creates a new customer experience and increase ROI
The main purpose of using social media in 2021 is to increase the acquisition of new customers. In 2021, marketers will continue to use social media to meet two equally urgent imperatives: Delivering short-term ROI with targeted performance marketing tactics and Building innovative digital experiences to win long-term loyalty.
Trend 2: Closely connect with customers
Instead of capitalizing on the increased social media activity during the pandemic, brands should focus on crisis response, social customer care, and engagement. In 2021, marketers should add more value to content to attract audiences on social media.
Trend 3: More people are on social media
Marketers have typically targeted baby boomers through traditional TV advertising, which is still one of the most effective ways of reaching them. However, there has been a 66-point increase in baby boomers discovering new brands and products via social media over the past four years, and over a quarter of baby boomers are spending even longer on social platforms as a result of the pandemic.
Trend 4: Manage customer relationships on social media
The pandemic has given social media greater opportunities to become the strongest bridge for connecting with customers. In 2021, marketers will make effort to better bridge the gap between engagement and customer identity by connecting more customer data with social data.
Trend 5: Fulfill the promises and responsibilities of the business
In 2021 to help the organization adapt to new buyer beliefs and pave a new path to growth, brands have to balance the twin demands of building a better business and a better world. Brands should pay attention to social and community responsibilities, protecting the environment, and spreading the message of positive things. These things can create resonance and support from customers. However, to achieve those goals, brands must deeply understand and wisely use social media, otherwise may have the opposite effect.
2. The report: Hootsuite’s Social Trends 2021 Report.