Social media has shifted in considerable ways in the past few years. Looking back, it is obvious to see the power it holds for growth moving forward. As our opportunities for physical connection were minimized or taken away, many turned to social media almost immediately, and data shows that usage is not slowing down. It's increasing. What’s next for social and digital media as we tackle 2021 one marketing trend at a time? 

1. Social Media Trends:
I See 2021’s Truuuue Colorrrsss,
Shining Through
#FalconEd #growwithsocial
@FalconIO
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2. Your Presenter.
Dino Kuckovic
Director of Community & Events
Falcon.io
@FalconIO #FalconEd #growwithsocial
@dinokuckovic
NYC.
CPH.

3. Welcome & intro
5 social/digital trends
Audience Q&A
Today’s Agenda.
Tag us and we’ll reshare: @FalconIO #FalconEd #growwithsocial

4. eBook. Available for download now
The Inspiration. The Next Step.
2021 Digital
Marketing Trends
You Need To Know
Virtual Summit. Available on-demand.
@FalconIO #FalconEd #growwithsocial

5. SETTING THE SCENE
Reimagining marketing in the next normal.

6. You can’t
just unpause your
social and expect the
same kind of response
that you enjoyed pre-
pandemic.

7. The New Normal
2020 2021
Reactive Proactive

8. 74%
increase in social media
spending February to
June 2020
24%
self-reported
contribution of social
media to company
performance
23%
of marketing budgets
go to social media in
2021
61%
shift to building
customer-facing digital
interfaces
56%
planning to transform
go-to market models to
digital focus
5%
decline on traditional
advertising spend
Source: The CMO Survey

9. 2021/5.

10. 1The rising tide of social commerce
The evolving social commerce landscape.

11. Lockdown measures have
accelerated the shift to e-
commerce by 5 years — and
social commerce is rising
along with that wave.

12. Social Commerce.
Catching up to the great digital migration to expand digital borders.
• Large chunk of consumers trying digital for the
fi
rst time.
• Global turn towards digital and reduced-contact ways of accessing products and services.
• E-commerce is e
ffi
cient, less expensive and safer.
• Consumer surveys show online shopping about to expand.
• Task for marketers: rethink how you connect with consumers.
• Use data to personalize o
ff
ers and messages but also to react to opportunities and
threats.
• Consider customer journeys for consumers across di
ff
erent states of mind.
34%
of Instagram shopping
decisions made based
on influencer
recommendations
Instagram
in-app
checkout
7%
decrease in net intent
to shop in physical
stores in Italy/UK
84%
increase in net profit
for Amazon YoY

13. 2The year of disruption
Social-in-Place and community building.

14. When the whole world is
focused on the same thing, we
rely on social media to express
ourselves and feel connected.

15. Community.
Localizing the experiences.
• Local communities turned to at-home epicenters.
• Localize your marketing.
• Growing con
fi
dence in local quality & safety.
• You’ll need to rewire your operating model to provide a granular presence at
scale.
• Standing out will be more challenging but…practical has become the new
premium.
• Check in with your online community, authenticity brings trust & loyalty.
Helping
local
venues
stay
connected

16. 3Diverse video formats
The doors they open.

17. Video continues to be an
essential online medium — and
new formats allow for
increased interactivity and
engagement.

18. • Not just video on the rise, technology is expanding
available video formats.
• Goal is to increase engagement, heighten user
expectations and cut through noise.
• 50 shades of video.
• Stories: still raw and direct sales.
• Quantity ≠ quality views.
Video.
Video content will continue to rise in production and demand.
80%
of consumer internet
traffic will be video
streaming by 2022
92%
of marketers
emphasize video in
strategies
2-5%
of users swipe-through
78%
of all Facebook views
are from autoplays
2 min
average drop-off in
video engagement

19. 4Maintaining mental health as a marketer
Social media was supposed to be fun.

20. • Battle against the stigma of mental health.
• 2020 > 21 pushed this trend to greater prominence.
• Social media platforms got the message too.
• Find your sweet spot between di
ffi
cult reality and real
value add.
• Don’t forget yourself.
Mental Health.
Mental health comes to the fore.
40%
Of consumers aged
13-39 appreciate
brands tackling mental
health

21. The social media marketer has
truly become the messenger for
brands across the internet and
the public has indeed shot the
messenger.

22. 5Digital accessibility and compliance
Removing the barriers around your content.

23. Ensuring everyone can
enjoy and understand your
website should be a
priority for all marketers.

24. • Your website should not have any
barriers preventing visitors from
accessing your site and its content.
• Disabilities can be permanent,
temporary, situational.
• Know the ADA (ADD) regulations.
• Small detail but huge impact (>
community).
Accessibility.
Added emphasis on website accessibility and compliance.
Why?
• Connect with a wider audience
• Reap SEO bene
fi
ts
• Improve UX
• Improve PR value
How?
• Use headings to de
fi
ne hierarchy
• Provide alternative text for images
• Write descriptive anchor texts
• Make web forms accessible
• Use tables to display data

25. 1. Run formal experiments.
2. Play with new channels & features on platforms.
3. Integrate social media into your overall marketing strategy.
4. Invest in top social media talent.
5. Ensure agile social media management.
6. Harness the power of influencers and creators.
7. Carefully consider the right platform(s) for your brand.
8. Reduce friction between social media and e-commerce.
9. Adapt your creative content to the times.
10. Take care to select and onboard the right agency partners.
do try this at home
Practical Takeaways.

27. @FalconIO #FalconEd #growwithsocial

28. @falconIO
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