Which of These Social Media Marketing Challenges Does Your Company Face?

With each new year, the world of social media marketing promises to change, evolving to fit the new challenges businesses face.

Here, we’ll discuss the top social media marketing trends that businesses should keep an eye on in 2021 and how each one will affect your strategy.

1. Personal Branding Is Back

The first trend to note is that personal branding is back. In past years, many businesses avoided using their name in social media posts due to concerns about brand integrity. Now, with the rise of influencers and content creators who are more likely to be paid to promote a product or service, many companies are reaping the benefits of having a more personal connection to customers.

This trend is most prominent in the United States, with 74% of adults under 30 using the nomad brand name in some capacity in their everyday lives. In 2021, expect to see more businesses using this brand name in social media and other marketing channels to strengthen their connection with customers.

2. Authentic Long-Form Content

You may be familiar with the term ‘content curation,’ which provides a quick snapshot of the content covered in a certain publication. While there is still value in this type of content, long-form content is becoming more popular and can offer greater value to consumers.

This is largely due to the rise of TikTok and other platforms that allow users to watch and participate in long-form content. According to HubSpot Blogs research, 82% of consumers prefer to ‘tune in’ to longer-form content than shorter-form content.

The key to success with long-form content is to make sure it is interesting and well-written enough to keep your audience engaged. Additionally, companies should aim to incorporate various media into one content piece, utilizing both words and images to engage the reader.

3. Video Is On The Rise

Another major trend to keep an eye on is the rise of video content. According to HubSpot Blogs research, video is now seen as more valuable by consumers than ever before. In the coming months and years, you’ll see many businesses embracing video content in one way or another.

In the United States, video is viewed as the most used social media platform, being referenced in content 85% of the time.

Additionally, consumers prefer to use video to learn about products and companies, rather than reading about them in text-based content. If your business has a lot of text content, consider incorporating video content into your marketing strategy.

4. Native Advertising Is On The Rise

Native advertising is a form of advertising placed in-line with the content on a web page, rather than in a discreet box or banner at the top. The key to success with native advertising is to make sure that the content is well-integrated and formatted in a way that isn’t jarring or distracting. Additionally, businesses should aim to use real people and existing social platforms to engage with their audience.

According to HubSpot Blogs research, 40% of consumers have learned about a brand or product from something they saw in-line with the content on a page, rather than from a banner ad. Additionally, 14% of consumers have learned about a brand or product from something they saw in a commercial and only 11% from a piece of printed material.

The growing popularity of TikTok, along with other platforms that allow for real-time commenting and sharing, is likely responsible for the trend towards in-line native advertising. If your business is looking for ways to integrate online advertising into your marketing plan, consider using in-line native advertising as part of your strategy.

5. Influencer Marketing Matures

Influencer marketing has become a popular strategy among businesses, with 74% of marketers planning to spend more on this type of marketing in 2021. What is Influencer Marketing?

As the name suggests, influencer marketing aims to influence and connect with consumers through well-known personalities and content creators. Essentially, the strategy leverages the power of big names and massive followings to advertise products and services.

This strategy has proved to be popular amongst businesses, especially those in the beauty and skincare space, where influencers can play an integral role in connecting with customers and helping them to understand products better.

If your business sells beauty and skincare products, consider using influencers and other content creators to drive engagement and awareness of your brand.

Content Creation Is Evolving

In light of the above, it’s evident that content creation is evolving, with businesses stepping up their game and taking the content strategy more seriously. In the coming year, expect to see more businesses creating original content and investing in in-house journalists to curate valuable content for their brands.

To stay relevant and gain support from potential customers, businesses must continually update their content to keep it interesting and useful. Additionally, as people become more accustomed to having their news delivered to them as snippets on their feeds, businesses should aim to create more detailed and in-depth articles to complement their social media content.

To put it simply, if you’re not updating your content frequently and consistently, you’re losing out to your competitors who are. Keeping up with the latest news, trends, and technology is essential for any business, but especially for those looking to build a brand for the first time or want to grow their following.

Shifting From Social To Search

One of the most significant changes we’ve noticed in the past year is the rise of ‘search-first’ and ‘findable content,’ which are phrases that describe the content strategy of successful businesses.

This content strategy focuses on providing useful information to consumers through easily-findable and descriptive content that encourages further exploration. Essentially, this type of strategy shifts the focus of the process from ‘social’ to ‘search.’

If your business is looking for ways to make their content more discoverable and accessible, consider implementing a search-first content strategy and investing in digital assistants that can help you to curate content and respond to consumer queries with relevant and valuable answers.

The trends above should provide you with ample food for thought as you consider your marketing strategy in the coming year. As always, we hope this article provides you with some new insight and valuable tips on how to continue growing your business successfully in the next year and beyond. To stay in touch with our blog, keep an eye on this space and subscribe to our emails to receive regular insights on the latest trends and best practices relating to marketing and digital growth.