Digital Marketing Trends to Watch Out for in 2021
With 2020 now behind us, it is time to look ahead at what we can expect in 2021. 2020 was completely unpredictable, meaning some of the trends that were predicted at the start of the year pre-pandemic didn’t emerge at all, due to various forced adaptations and reshaping of the marketing landscape. It is clear to see eCommerce sales went sky high, people spent a lot more time on social media, and video calls became the new norm. Because of this, it has led to thousands of brands changing the way they connect with their consumers. Take a read of this blog to find out some 2021 trends we predict are here to stay!
Live streams and increase of influencer content
With in-person events being cancelled, there was an uptake in the number of people tuning into live-streams, whether this was a branded live-stream, a live video from celebrities, or an online workshop of some sort. During lockdown periods in the UK, Facebook live viewings spiked by 50%, Instagram lives surged 70% and apps like TikTok shot up in 2020, and there is a good chance we will continue to see these figures play out in 2021.
UGC to enhance customer experience
Customer experience has always been vital for brands, but it has never been more important. They always need to be reassured that what they are purchasing is legit and don’t want to make any wrong decisions. User-generated content (UGC) ticks all the boxes when it comes to connective content:
- It builds and strengthens communities
- It is often relatable
- It helps brands generate a lot more content against a backdrop of stay-at-home orders and restrictive measures.
UCG has always been effective for brands and to build relationships with their customers. This will be a common theme you will see in 2021.
An Emphasis on Sustainability
81% of people think that brands should be more sustainable with their products and services. Although, in the past few years we have seen a shift in the number of brands becoming more sustainable. The hunt for more sustainability continues in 2021, as more people are actively seeking brands and putting forward ideas to them on how they could help the environment. As the world remains a fragile place, it is important for brands to reiterate their sustainability this year.
Inclusivity will be key
Inclusivity became a big focus in 2020, with the likes of the Black Lives Matter movement and other protests that took place that highlight endemic issues that linger within various elements of society. A study by Accenture shows that the cultural shift towards inclusivity is also impacting purchase behavior. With 41% of shoppers shifting away from retailers that don’t reflect their views on identity and diversity and are willing to switch brands completely if they don’t show enough diversity.
Easy to consume content
2020 was also the year that saw people leaning on easy-to-consume content, including things like podcasts and things that can be consumed on the go like newsletters. Convenient and readily-available content like podcasts and newsletters will help brands connect on a deeper level with customers, meaning they are more likely to stay in touch.
For an updated list, please read our blog on the digital marketing trends for 2022.