“Social media is not just a spoke on the wheel of marketing. It’s becoming the way entire bicycles are built.”
– Ryan Lilly
With global lockdowns, work from home orders, and social distancing, it’s no surprise most people have been spending a lot more time online, particularly on social media platforms. While we see new internet trends every year, the impact of the pandemic in 2020 has accelerated certain trends and given marketers new insight into user behavior.
With many new trends expected this year, below are 6 trends every B2B marketer should be aware of in 2021.
New offerings from LinkedIn:
While not exactly new, we can expect to see an increase in businesses and professionals using LinkedIn Polls to easily and quickly generate feedback and opinions from their network. Allowing them to make decisions and create new conversations based on the results.
We can also expect to see more marketers using LinkedIn Conversation Ads to foster and nurture relationships with potential clients that aren’t quite ready to move further down the sales funnel.
More live content:
Live streaming whether it’s for webinars, expos, presentations, interviews, or even customer service will become more prominent in 2021. All major social networks already offer and promote live content to their users. The popularity of live content can be attributed to its real and unedited feel.
Live streaming also has the unique advantage in that it can be saved and repurposed later as content or for marketing purposes.
The continued rise of ephemeral content:
Ephemeral content is content that is only available for a brief time. Think Instagram stories or GIFs. Why would something that only lasts a short time be so popular? Well, people are looking for short and entertaining ‘snack’ content, something they can quickly and easily digest while bored or in-between tasks. Businesses that can create engaging or educational ephemeral content can expect to see more users viewing their content.
Video content will continue to be popular:
With Facebook, Instagram, LinkedIn, and other networks increasing their video sharing capabilities. Marketers can expect video content to continue dominating feeds and performing well. Video content is expected to become the most popular content type on social media.
Video content ticks all the right boxes for users, it’s easy to digest, entertaining and engaging. For marketers’ video content is great as it usually means a positive ROI.
Increasing in technology adoption:
As technology continues to increase at incredible speeds, more and more people will adopt new technologies integrated with social media.
Technologies like virtual and augmented reality offer users new and more engaging social experiences. Brands should lookout for opportunities to interact with users as they game and explore.
Authenticity will be important:
The hardships caused by the pandemic in 2020 have left consumers wanting more from Brands. Marketers need to identify how they can make their social media and content strategies more authentic to aid in building trust.
By showing their human side on social media, brands can increase their awareness while showing users they care.
Is your business using social media’s full potential?
At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.
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