Dave_Commerce

Dec 28, 2020

5 min read

Social Media Trends Marketers Should Watch in 2021 [Data + Expert Tips]

As we near the end of 2020, one thing is certain: We’ve spent a lot of time on social media this year.

But, our increased connection to social media isn’t at all shocking. In March, as countries implemented stay-at-home orders due to the global pandemic, Statista reported a 21% uptick in monthly social media usage.

Throughout the year, consumers have not only continued to use social channels to catch up with loved ones, but they’ve also embraced them for product research, the latest news coverage, and hours of mindless entertainment.

Now, as the world hits 3.6 billion social media users and continues to deal with the pandemic, brands aren’t just wondering how they’ll engage huge social media audiences next year. They’re also asking, “What social media trends should I expect in this constantly changing landscape?”

To learn more about what brands can expect next year, I spoke with HubSpot’s Social Media Manager Kelly Hendrickson and dug through research including HubSpot and Talkwalker’s Social Media Trends Report.

Below, I’ve compiled nine expert or research-backed trends social media marketers should watch or leverage in 2021.

9 Social Media Trends to Watch in 2021

  1. Content value will beat production quality.
  2. Conversational marketing will change its tone.
  3. Consumers will crave snackable content.
  4. Video will continue to take center stage.
  5. More brands will go live.
  6. Social media platforms could double as shopping channels.
  7. Users will embrace gaming and VR.
  8. Authenticity will be vital.

1. Brands will continue to take a “less is more” posting approach.

This year, many brands spent less time churning out social media posts and more time producing only content that felt thoughtful, valuable, and in-touch with the world around them.

According to Hendrickson, the trend of “less is more” is likely to continue in 2021.

COVID-19 had brands starting to ask a question they may have never asked themselves before: ‘Does my audience even want to hear from me right now?’,” Hendrickson says.

“I expect we’ll see brands being more thoughtful about when they post. This may even mean posting less — regardless of algorithms — because it’s the right thing to do,” Hendrickson explains. “There will also be more thoughtful ad buys and partnerships.”

“Never before has ensuring your audience obtains true value from your brand meant so much,” Hendrickson adds.

2. Content value will beat production quality.

When many businesses were forced to go completely remote in 2020, social media and video marketing teams needed develop scalable production processes that could be done from home.

When consumers still continued to engage with videos, live streams, and other social media content that was clearly made from home offices, marketers realized that content with lower production quality can still be engaging — if it provides value.

COVID19 forced many brands to get scrappy when it came to producing content, especially video work,” Hendrickson explains. “Without a production studio or tons of equipment available, production value became a bit more lo-fi and in the end, but also a bit more human.”

“The exciting thing for brands is that — generally — audiences loved it. If anything, they saw themselves more in the work,” Hendrickson adds. “They too were on Zoom, filming things with their phones, or stuck in their homes.”

Hendricks predicts that “we’ll see bare bones productions in 2021. But, audiences will continue to appreciate it.”

3. Conversational marketing will change its tone.

Conversational marketing isn’t new. In fact, most of the big brands we know and love allow you to connect with them via social media messaging channels at any time.

But, in 2021, with more messaging channels than ever — and consumers needing more information to make a worthy investment — the tone of digital conversations might change.

For example, while past conversational marketing tactics centered around promotions and making sales as quickly as possible, 2021’s conversational marketers might be more focused on helping a user with something, educating them about a product, and nurturing them to conversion with a more thoughtful or empathic tone.

“Brands need to be more human on social media, inviting the world to your dinner table for a meaningful and engaging conversation,” says Aaron Kaufman, Director of Social Media at Square Enix in our Social Media Trends Report. “You are your fan’s greatest fans and need to embody that no matter what social media channel you live on. Emote, respond, recognize, relate, be engaging. We’re not robots.

So, how will brands deal with more demand for thoughtful conversational marketing? A mix of AI tools and human interaction could help.

A healthy combination of AI and human interaction could enable brands to run efficiently on social media while still giving consumers the authenticity they need to see to trust a brand and make a purchase. For example, a bot could handle quick message queries, while sales, service, or community management reps could respond to more complex questions and concerns.

To learn more about scaling up your conversational marketing strategy, check out this guide to building a chatbot or learn how HubSpot increased qualified leads with by mixing human and bots in our conversational marketing.

4. Consumers will crave snackable content.

In 2020, we saw the rise of TikTok and Instagram Reels, continued engagement on Stories content from Facebook, Instagram, and Snapchat, and brands creating other short-form or “snackable” pieces content to educate consumers about their brand.

As social media attention spans continue to shrink and more people scroll endlessly through feeds while bored at home, don’t expect snackable content to lose steam anytime soon.

To learn more about four types of snackable content your brand should leverage next year, check out this helpful post.

5. Video will continue to take center stage.

Early in 2020, HubSpot’s Not Another State of Marketing Report found that video was the most commonly used marketing content — and the second most engaging content type on social media.

As major platforms, like Facebook, Instagram, TikTok, Twitter, and LinkedIn increasingly amp up their video capabilities, marketers can expect high video consumption to continue and grow in coming years.