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14 social media trends to watch in 2021

In Arik's annual presentation, he outlines 14 social media trends that realistically have a chance of impacting our work in 2021.

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14 social media trends to watch in 2021

  1. 1. ACH 14 Social MediaTrends to Watch in 2021 Arik C. Hanson ACH Communications Dec. 16, 2020
  2. 2. ACHACH ABOUT ARIK
  3. 3. ACHACH arik@arikhanson.com arikhanson.com TheTalkingPointsPodcast.com arikhanson.com/subscribe HERE’S WHERE TO FIND ME
  4. 4. ACHACH What trended in 2020? • More companies (and Mick Fleetwood) experimented with TikTok • Live video had its day in the sun • More brands weighed in on social issues on social media
  5. 5. ACHACH What about 2021?
  6. 6. ACHACH Trend #1: The comeback of the corporate blog
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  9. 9. ACHACH Walmart
  10. 10. ACHACH Walmart
  11. 11. ACHACH US Bank
  12. 12. ACHACH Target
  13. 13. ACHACH Target
  14. 14. ACHACH What it means for you • Owned content never went out of style • Time to knock the rust off your corporate blog in 2021? • Maybe it’s time to start—remember, it doesn’t have to be a “blog”
  15. 15. ACHACH Trend #2: Companies embrace video…on LinkedIn
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  17. 17. ACHACH Also: LinkedIn reports that users spent three times more time watching videos than viewing static content. During the limited or beta release of LinkedIn Video, it was found that videos were shared 20 times more than any other type of content.
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  22. 22. ACHACH What it means for you • Start small—you don’t necessarily need original video content • Make sure video connects to overall goals • Won’t be apples to apples with photo-based content
  23. 23. ACHACH Trend #3: User-generated content becomes a social mainstay
  24. 24. ACHACH Why? • More relatable • More human • Easier to source (especially during COVID)
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  29. 29. ACHACH Trend #4: Stories actually don’t become the future of social media
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  33. 33. ACHACH Feed still comes first • LinkedIn • Twitter • Facebook
  34. 34. ACHACH Stories: • Time-consuming to build • Mostly cannot be repurposed • Generating results brands want?
  35. 35. ACHACH Trend #5: Facebook (finally) becomes an e-commerce player
  36. 36. ACHACH Why? • 140 million small businesses use Facebook's products, and 1 in 3 businesses in the U.S. didn't even have a website • Facebook family of apps: 2.4 billion daily users and three billion monthly users • Facebook plays to “discovery”
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  40. 40. ACHACH Won’t make sense for all brands, but… • If you use Shopify, it syncs nicely with that tool. • It could be a more seamless shopping experience than your site for some companies • It’s e-commerce without the build
  41. 41. ACHACH Trend #6: Niche platforms further splinter the social web
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  45. 45. ACHACH What does this mean for brands? • You don’t HAVE to be on the “Big 4” • Additional investment or shifting priorities—spending time/energy on these niche platforms will require both • Budget ample “get to know the platform” time • Educate key leaders
  46. 46. ACHACH Trend #7: TikTok won’t crack the “top 5” for most brands
  47. 47. ACHACH But—brands need to be ready
  48. 48. ACHACH What does that mean? • Prepare for your “viral moment” • Scan to see if you have employees who might be influencers • Educate key internal stakeholders
  49. 49. ACHACH Trend #8: More companies will make bigger bets on bigger pieces of content
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  52. 52. ACHACH What it means for you: • Quality > Quantity • Resist the urge to focus on volume • Goal: Create one major content asset in Q1—see how it performs vs. 5-7 smaller ones.
  53. 53. ACHACH Trend #9: “Taking a stand” will be table stakes on social
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  55. 55. ACHACH These companies have been doing it for years
  56. 56. ACHACH But now…
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  59. 59. ACHACH What it means for you • Whatever stand you take, it should align with your mission, vision and values. • In this current climate, actions speak (a lot) louder than words.
  60. 60. ACHACH Trend #10: Influencers doing more social good than social selling
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  64. 64. ACHACH What it means for you: • Chance to engage influencers across different areas of your organization • Lead with social good—get to the selling later (read: establish trust).
  65. 65. ACHACH Trend #11: Companies let customers, culture dictate brand (a little)
  66. 66. ACHACH It’s amazing, but in 2020 some brands still think they can control everything
  67. 67. ACHACH However, more brands are adapting
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  72. 72. ACHACH What it means for you: • Be ready to embrace your “viral moment”—focus on education with key leaders now before you need it • Social listening can play a big role in figuring out what customers really think about your brand
  73. 73. ACHACH Trend #12: Social marketing will tug on nostalgic heartstrings
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  78. 78. ACHACH What it means for you: • Even if your brand doesn’t have obvious ties to nostalgia, it doesn’t mean you can’t participate • Even nostalgia for your brand can work well in some cases (old brand logos, former brand experiences and milestones)
  79. 79. ACHACH Trend #13: Twitch officially becomes a major social media platform for brands (via influencers)
  80. 80. ACHACH The stats • 40 million monthly active viewers • Owns almost 75% of video game streaming market • Average viewer spends 95 minutes a day on Twitch • Hours watched on Twitch jumped 50 percent between March and April 2020 and a full 101 percent year over year. • Overwhelmingly Millennial—71% of Twitch users are Millennials (the remaining 29% comes from my son’s usage)
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  84. 84. ACHACH What it means for you: • Maybe nothing—Twitch clearly isn’t for every brand • Identify influencers you think your brand might align with first—Twitch is an “influencer first” platform right now.
  85. 85. ACHACH Trend #14: Executives—not employees— will hold more influence on LinkedIn
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  89. 89. ACHACH What it means for you: • Make sure your CEOs/executives profiles are polished. • Take advantage of this moment—now is the time to work with your execs to get them active on LinkedIn!
  90. 90. ACHACH 14 Social Media Trends • #1: The comeback of the corporate blog • #2: Companies embrace video…on LinkedIn • #3: User-Generated Content Becomes a Mainstay • #4: Stories actually don’t become the future of social media • #5: Facebook (finally) becomes an e-commerce player • #6: Niche platforms further splinter the social web • #7: TikTok won’t crack the “top 5” for most brands—but… #8: More companies will make big bets on fewer pieces of content • #9: “Taking a stand” will be table stakes on social • #10: Influencers doing more social good than social selling • #11: Companies let customers, culture dictate brand • #12: Social marketing will tug on nostalgic heartstrings • #13: Twitch officially becomes a major social media platform for brands (via influencers) • #14: Executives—not employees—will hold more influence on LinkedIn

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