Based on 2020, it would seem impossible to predict how social media and digital advertising will change in 2021 – especially since the pandemic isn’t in the rearview mirror, yet. Most platforms are juggling internal policy issues regarding the election and it’s possible decisions won’t be finalized even after the inauguration. And, they could change again. That said, there are a handful of certainties ahead. Most social media blogs will tell you to “humanize the messaging” because the platforms reward this behavior. While there’s truth in that, it’s important to realize the platform isn’t the one rewarding you, it’s the audience.
Making things click
The success of organic and paid content still lies in the clicks and interactions with posts and ads. The best strategy is to give your audience what it wants – authentic and transparent storytelling. This shouldn’t come as a surprise for marketers. It’s the bread and butter for many successful brands. Social media is just setting the pace. If you’re looking to improve, post more faces, more video, and keep connecting the people buying the product to the people selling it.
Facing facts
How exactly did Facebook and Instagram fare in 2020? General user stats tell us things are booming. On the back end, where the actual work is done, there are a host of new updates. Some improve the administrator’s experience, but others have made companies decide to go quiet or reassess strategy. In social media, however, silence is rarely golden. We don’t recommend it.
Platform policies are subject to change at any time. You need to stay up to date. You also need to be relevant. The audience on social media has a significant social consciousness. Make sure you let them know what your company is doing to improve their community. So, if you’re involved with a social issue, focus on telling the stories of how you make an impact.
Battling burgers
One of the most interesting things to come out of social media in 2020 was how trending Twitter conversations evolved into what you’d expect to find on LinkedIn. Some business-first social groups on Twitter grew, the topics increased in popularity, and the platform moved away from the stereotype of tweeting about a ham sandwich. This year isn’t going to be anything like the Fast-Food Wars of 2018, but we’re sure to see brands like Wendy’s and Burger King pulling their rivals’ chains. The meme wave seems to have found a balance and subsided.
A new frontier
Social Media’s momentum, fueled by the pandemic and politics, isn’t going to peter out. We’ll be in a new frontier, especially for newer platforms popular among younger generations. Underlying trends you’ll want to keep an eye on are the popularity of podcasts and how audiences react to nostalgia. Looking back on better times is a temporary escape that, for the foreseeable future, will be a permanent fixture on social media.