By Nikki Carlson, co-founder/co-president of ChicExecs Retail and Strategy Firm. She has over 21 years expertise in PR/advertising.
Social media is not a brand new technique on the earth of PR, but it surely’s continuously altering. After the firestorm of 2020, many manufacturers rapidly realized that social media generally is a lifeline between you and your prospects.
With a 10% surge in social media use through the pandemic, your enterprise has extra alternatives than ever earlier than to attach along with your viewers. Whether or not it is by means of Instagram, TikTok and even up-and-comer Clubhouse, your model stands to achieve quite a bit in 2021 on social media.
Unsure the place to dedicate your focus this yr? We predict these 5 tendencies will play an enormous position in social media success for 2021.
Act On Your Values
There was not often a boring second in 2020. What we have realized from final yr is that going ahead, manufacturers must rapidly and transparently talk their values.
The worldwide tumult did not finish with 2020. In 2021, shoppers count on manufacturers to indicate their true colours, standing up for what’s proper and taking actual motion on it. For instance, Airbnb endeared itself to prospects by providing short-term housing through the pandemic.
Speaking what you stand for is nice, however taking motion is even higher. And, in fact, you possibly can share your motion plan on social media to unfold the phrase.
High quality Is Higher Than Amount
Chances are high your model posts a sure variety of instances on daily basis or week. In 2021, social media platforms and followers care much less about how a lot you submit. On the finish of the day, it comes right down to high quality.
As an alternative of cranking out nonspecific, generalized content material to fill your buffer slots, dedicate your power to in-depth posts. Which may imply doing one of many following:
• Sharing behind-the-scenes content material.
• Filming movies or podcasts as an alternative of writing textual content posts.
• Sharing prospects’ opinions, movies or photographs in a compilation submit.
This seems like extra work, however in actuality, you are simply refocusing your time and sources on a smaller variety of higher posts. This can enhance follower engagement and enhance your possibilities of going viral.
Shorter, Useful Content material
The decision is in: Prospects prefer shorter, digestible content material. However that seems like a catch-22: how are you going to make larger high quality content material whereas conserving it quick?
In 2021, your objective should not be trimming the phrase rely. It’s best to give attention to streamlining the message of your social posts, specializing in fast, actionable suggestions that individuals can use. TikTok is legendary for that very cause!
Faucet into this development to enhance your content material’s shareability and engagement charges. Which may imply breaking a big submit into a number of, snackable posts or changing textual content posts into fast movies.
Do you know that social commerce generated $22 billion in 2019 in america alone? With extra individuals shopping social media, your enterprise must be promoting its items on social media, too.
As an alternative of crossing your fingers and hoping your touchdown pages load rapidly, use Instagram or Fb’s social commerce options. Create your Fb Store or create a shoppable submit on Instagram to benefit from this development. With built-in cost processing and a slick buyer expertise, social commerce removes numerous friction within the e-commerce gross sales course of, which implies boosting your gross sales with fewer complications.
Interactive, Actual-Time Content material
Fb Stay, Instagram Stay, YouTube Stay and extra are nice avenues to share your model in entrance of a stay viewers in 2021. However what’s totally different about going stay in 2021?
One big change is the bounce to on-line occasions. In-person occasions are nonetheless too dangerous in most areas, so manufacturers needed to pivot their webinars, conferences and different occasions on-line. As an alternative of investing in dear occasion software program, many manufacturers moved their occasions completely to social media.
For those who’re advertising your enterprise on a shoestring price range, use interactive, real-time options like stay social media video to achieve your viewers. Since social media is not certain to at least one location, you’ll attain a world viewers of consumers who’re prepared to interact along with your content material.
The Backside Line
It isn’t simple navigating your enterprise by means of a social media panorama that modifications virtually weekly. Whereas 2020 was a darkish time, it introduced a lot innovation to the world of PR. When shoppers are counting on social media for connection through the pandemic, your enterprise must be of their feeds. Observe these 5 tendencies to benefit from this surge in social exercise so you possibly can proceed rising properly past 2021.