The most interesting social media trends of 2021

We are just days away from a brand new year and although you might be enjoying a little down time right now, chances are you’re raring to dive back into work and set about making your 2021 a success.

To help you do just that, Hootsuite’s latest annual social media report showcases the trends which will shape how you drive traffic to your site (and increase app downloads!), engage new customers, get to know your audience and generate leads from your Facebook, LinkedIn, Instagram and Twitter activity over the next 12 months. Here’s the pick of the crop for your easy reference…

1. Smarter segmentation

Do you push the same social media messages out across your platforms? Do you consider your audience demographic when creating those messages? If not, expect to spend a lot more time over the next year thinking about how you can smartly segment your audience. According to Hootsuite, this is a trend we can expect to see more of thanks to the growing presence of new demographics on social media. Its report cites baby boomers as avid social media users thanks to the pandemic, but a demographic not really targeted by brands. Interestingly, Hootsuite notes that this demographic has also fared better financially than other generations through the pandemic; something which could persuade many brands to rethink their stereotypes.

2. Greater purpose

We have increasingly seen how consumers expect brands to care about the causes that matter to them. In 2021, this will likely translate into brands thinking more carefully about their purpose and being more transparent about the causes they champion across their social media activity. This can of course carry through to other areas of your marketing, such as you in-app activity or charitable initiatives.

3. More digital experiences

The pandemic put a rapid stop to the in-person experiences that brands and consumers thrive on. With no end in site or timeframe for the return of physical events, social media has an important role to play in bridging the gap, says Hootsuite. Think about how you can replace some of the traditional events you may host with digital equivalents – this could mean going live on Facebook or Instagram Stories more for example or hosting online classes, virtual meet and greets and shooting more videos.

4. Conversations not monologues

Social media use soared during the height of the pandemic and even now, as we are asked to remain socially distanced from friends and loved ones, it has an increasingly important role to play. With more people talking more on social media, finding a way to contribute to the conversation and engage in dialogue with your audience is critical. Social media listening should therefore be high up on your agenda for 2021.