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Social Media Trends:


I See 2021’s Truuuue Colorrrsss,
Shining Through


#FalconEd #growwithsocial
@FalconIO
falcon.io events@falcon.io @dinokuckovic
Your Presenter.
Dino Kuckovic


Director of Community & Events


Falcon.io
@FalconIO #FalconEd #growwithsocial
@dinokuckovic
NYC.
CPH.
Welcome & intro


5 social/digital trends


Audience Q&A
Today’s Agenda.
Tag us and we’ll reshare: @FalconIO #FalconEd #growwithsocial
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
SETTING THE SCENE


Reimagining marketing in the next normal.
You can’t
just unpause your
social and expect the
same kind of response
that you enjoyed pre-
pandemic. 
The New Normal
2020 2021
Reactive Proactive
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
2021/5.
1The rising tide of social commerce


The evolving social commerce landscape.
Lockdown measures have
accelerated the shift to e-
commerce by 5 years — and
social commerce is rising
along with that wave.
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
2The year of disruption


Social-in-Place and community building.
When the whole world is
focused on the same thing, we
rely on social media to express
ourselves and feel connected.
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
3Diverse video formats


The doors they open.
Video continues to be an
essential online medium — and
new formats allow for
increased interactivity and
engagement.
• 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
4Maintaining mental health as a marketer


Social media was supposed to be fun.
• 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
The social media marketer has
truly become the messenger for


brands across the internet and
the public has indeed shot the
messenger.
5Digital accessibility and compliance


Removing the barriers around your content.
Ensuring everyone can
enjoy and understand your
website should be a
priority for all marketers.
• 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
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.
Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through
@FalconIO #FalconEd #growwithsocial
@falconIO
falcon.io events@falcon.io

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Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through

  • 1. Social Media Trends: I See 2021’s Truuuue Colorrrsss, Shining Through #FalconEd #growwithsocial @FalconIO falcon.io events@falcon.io @dinokuckovic
  • 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
  • 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.