We all experienced rapid changes in the digital landscape in 2020 as lockdowns forced people to find new ways to work, shop, and interact. To keep up with these digital demands, social media trends have evolved and new ones have taken hold. Take a look at our top five trends that can help to improve your social media marketing approach.
Following the sudden lockdowns of 2020, many businesses were forced to migrate online and take their potential marketing experiences with them. In their search for an alternative to in-person events, brands have started to use interactive features – livestreaming on varying platforms, surveys and polls, or even interactive infographics – to reach their audience in real-time anywhere in the world.
The very nature of interactive content puts the viewer in the metaphorical ‘driver’s seat’, that is, the ability to help ‘drive’ the interaction between themselves and the brand. The consumer has the option to take part in whatever content they would like, and they are able to choose the amount of information that they are willing to give to the brand. People feel more at ease when they are presented with a valuable exchange, in this case, personal information for engagement opportunities.
Creating a shared experience with your consumers enables them to get to know your brand on a deeper level and shape their perception of who you are, helping them to develop a deeper loyalty to your brand. Plus, simply by being something the consumer finds interest in, interactive content also helps to increase engagement rates.
Shorter, Meaningful Content
Every day, the average American is presented with about 34 gigabytes of data to process – that’s a whopping increase of about 350% over three decades. Combine that with the fact that the human attention span has rapidly decreased from 12 seconds to just 8.25 seconds in 15 years, and it’s no surprise that marketers must fight for their content to be seen.
According to the Technical University of Denmark, there is a direct link between attention span reduction and the amount of information presented to consumers. As content volume increases, we experience attention exhaustion and begin to actively switch between topics just to find something new. Quickly switching between topics means that any marketing messages are likely to be skipped over if they don’t immediately catch the consumer’s eye.
Luckily, there are some very easy ways to go about capturing your target’s attention. The best way? Streamline the messages of your posts. Instead of paragraphs of information, present your audience with little chunks of quick, easy-to-process information. If you have a large post, break it up into multiple ‘bite-sized’ posts. You could even convert a large text post into a quick video. Make sure to take advantage of this trend to reap the benefits of increased engagement rates and shareability.
With the ability to purchase almost anything in the world directly from the comfort of our home, the days of waiting in line at a store for the newest product have long-since passed. There is no surprise that social media channels have taken advantage of this new retail avenue, implementing everything from shoppable posts to digital marketplaces. Back in 2019, the ecommerce industry generated $22 billion in sales in the United States alone. That is expected to grow exponentially to a projected $604 billion by 2027.
By adapting the new online shopping experience into their sales strategy, brands and marketers can offer the consumer a smoother experience with less interruption, fewer clicks, and reduced headache. For example, let’s say a consumer is scrolling through Facebook and an ad for a new designer shirt pops up in their feed. Instead of having to click into the website and go through the process of adding it to their cart to purchase, all they need to do is click the handy ‘Shop Now’ button to be taken directly to the purchase page.
Ecommerce also offers a great opportunity to create an online community for your consumers. They’ll see your latest offerings and organic posts, all while interacting with others in the community. Happy consumers are great social advocates, so investing in this trend can help boost consumer loyalty and monetary gains.
Purpose Driven Campaigns
In the wake of the global pandemic, a spotlight has been shined on multiple causes. Social media users are calling attention to everything from the housing crisis to global health issues. Most importantly, they are expecting brands to show how they care by pitching in. In fact, 77 percent of respondents in a recent Twitter survey stated that they felt more positively toward brands that tried to support society during the crisis.
Due to the expectation from consumers, brands need to start clearly communicating their values, and an easy way to do this is through purpose driven campaigns. Whether it’s by donating money or products, or even just calling attention to an issue, taking action can help to boost your overall appearance.
When creating your purpose driven campaign, make sure you actively understand the social issue. You shouldn’t be exploiting an issue just for marketing opportunities, as you’ll receive backlash from your audience and the people actually affected by the issue. Be sure to align your social presence with your customer’s identity and views, as failure to do so can mean missing a crucial opportunity to connect with them. Show your audience that you care about them and their issues to foster a beneficial relationship.
Authenticity is Key
As the number of brands on social media increases, it’s only natural that consumers look for those that they can identify with. They want the brands they interact with to be real, not just some faceless and voiceless profile. Because of this, brands have begun to embrace a more authentic, human-like voice in their social media endeavors. But being real does not just mean creating a face for your brand. It also means being able to maintain authenticity and transparency in your actions. There’s no better way to build trust with your consumers than by being honest with them.
When creating your social media strategy, make sure you take a long look at what makes your brand your brand. What are your values and beliefs? What causes do you care about? Don’t just solely post about your product, include your beliefs as well. Doing so will create a sense of realness and authenticity that a brand so desperately needs.
Your consumers are becoming increasingly aware that they have plenty of options for brands to do business with. Whether a consumer decides to pass or do business with a brand heavily depends on their view of it. So be authentic, be accountable, and show consumers that you care.
Keeping Up with The Trends
It might be a bit challenging to participate in new trends, especially when new ones are being discovered every day. As one of the leading digital marketing companies in Boise, we’re here to help sort through the trends and find the best ones for your brand. Don’t hesitate to contact our team so we can help with all of your social media needs!