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  • Amanda Cooper

Social Media Trends for 2021

2020 has seen a huge shift in how people use digital platforms, especially social media. This is really no surprise as people have been adapting during the Covid-19 pandemic.

This brings a challenge to businesses who now need to consider these changes in behaviour when planning their social media activity.

If you’re struggling with what strategies or content you should be using for 2021, I have included a few key things to keep in mind for social media this year.

User Generated Content is Worth its Weight in Gold

Building relationships and trust is more important than ever and User Generated Content (UGC) is the perfect way to build trust with customers. People trust people more than brands, User-Generated Content is just that, your existing customers sharing their experience or something fun with your product/services.

UGC is not a new concept, but it is one that is gaining more notice from marketers in their social media planning. Finding clever ways to incentivise your customers to share it themselves is the challenge, but one that is well worth the effort. Ultimately UGC is free and often more trusted than branded content, so definitely something to be utilised throughout 2021.

Influencer marketing – No Longer just for Big Companies & Celebs

Influencer marketing has been around for quite a while now, but the increase in the number of influencers sharing across social media is evidence that this is still strong and will only continue to grow in 2021.

Mrs Hinch and most people from Love Island are prime examples of influencer marketing! Brands will approach them and ask them to share what they love about their products to their followers.

Influencer marketing can work for any business, simply by researching influential figures in your industry and approaching them to promote your brand. Investing in this is worth considering as it is cheaper than paid social ads whilst still providing great results. This strategy doesn’t have to apply to big companies who can afford to bring on celebs. Smaller businesses are starting to incorporate this into their marketing by working with networks of small, niche influencers specific to their industry.

Influencer Marketing Hub have explored this further and state that “Going forward, more and more marketers will use this strategy and work with multiple smaller influencers instead of one celebrity.”

Video content is only growing in strength

It is common knowledge now that videos are more engaging than any other content. With Instagram Reels, Tik Tok and YouTube all constantly growing in popularity, this is only set to get stronger as we go through 2021.

If you haven’t started using videos in your social media posts yet, then 2021 is the year to start. It doesn’t need to be long polished, professional videos. Short form videos like Tik Toks and Instagram Reels have been taking over in 2020 and can be as simple as filming yourself talking on your phone camera.

Facebook Ads – Test GIF’s and User-Generate Content to get the Most out of your Budget

As mentioned above, video is powerful in organic social media and so it goes without saying that this will transfer over to your social ads.

Social Media Examiner states that GIF’s, User-Generated Content (UGC) and collages are all likely to see more success across Facebook ad’s in 2021.

GIF’s are easy and simple to create through sites such as but are still proving to be extremely effect for short and sweet clips, whilst still be included as video views.

UGC – I touched on this above, content from your customers could well be some of the most fun and creative ways you can share your product or services, so use it in your ads! (with their permission of course!)

This content is set to continue converting better than static images so is well worth testing to get the most out of your social advertising budget.

Ephemeral Content will Continue to Rise in Popularity

Ephemeral content is basically the social stories that are only visible for a short period of time and then disappear afterwards.

Stories and Reels have really taken off in 2020, with more and more people using stories daily instead of regular posting. Peoples behaviour has significantly changed, with more people preferring shorter, quicker content that they can flick through easily.

Because of this Instagram reels and stories are something that need to be included in your social media during 2021. The beauty with this type of content is it is easy to create and you can have fun and get creative with it too!

Online Shopping will Rise Even Further

Online expectations have increased due to Covid-19, now customers expect to be able to do everything online, and they expect it to work well! Brick and mortar shops have taken a real hit and had to think outside the box for ways to provide their products and services online instead.

The fitness industry is a prime example of how much businesses have had to adapt. No longer being able to carry out classes in a gym or hall, they have had to rethink how they provide their services and offer online classes through platforms like Zoom. Also more businesses are providing recorded options through platforms like YouTube that are held behind a paywall as a benefit for members to use as and when they please.

Although there will be mixed feelings about the changes, the convenience of being able to purchase more products and services at the click of a button, with no need for contact, will still appeal to many and continue to do so throughout 2021.

Facebook and Instagram are already recognising this shift and integrating in-app purchasing, making it even easier for people to shop straight from scrolling through their news feed.

How has your social media been going so far in 2021?

Are you already doing all of this? How are you finding it so far?

If you haven’t already, will you be incorporating any of the above strategies into your future marketing plans?

As always, I love hearing from you, so please let me know your plans for the rest of 2021.

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