5 Social Media Trends to Watch For in 2021

So much has happened in 2021, and we’re still only in January. There is so much activity happening on the internet right now, it’s hard to keep up. Between blogging and my corporate job, I try to stay afloat on current trends and happenings in social media and digital marketing. Since I started blogging years ago, social media and influencer marketing has drastically transformed. It’s a massive industry and an accepted part of any brand marketing strategy now! Part of my day job is to stay on top of all of the trends in social media and digital marketing. It’s important in order to work with our clients on digital strategy and transformation. 2021 will be a year of continued growth and change in the social media and influencer marketing space. See below for some of the key social media trends to watch for in 2021,

5 Social Media Trends to Watch For in 2021

1. Influencer marketing isn’t going anywhere.

I’ll admit, when COVID-19 hit, I was certain it would be the end of influencers. However a year into the pandemic, and I’ve been proven completely wrong. While there certainly has been a massive shift towards authenticity and relatable content, consumers are still looking to influencers. We aren’t getting dressed up and traveling as much as before.

However, there’s still plenty of space for home decor, beauty, skincare, fitness, cooking, and other lifestyle content. Moreover, brands have come to rely on influencers to create user generated content in the current environment. Influencer marketing has also become completely normalized and standardized across marketing budgets. This means more money is being poured into it than ever before.

With that said, the nature of being an influencer has changed dramatically in recent years. It’s no longer enough to focus only on one platform – the days of the “Insta influencer” are coming to an end. Many influencers have realized that in order continue growing their followings (and income), they will need to diversify across platforms. Between Instagram, Facebook, Twitter, Pinterest, Snapchat, Tik Tok, YouTube, podcasting, and blogging, being a digital content creator is a full time job many times over.

2. Increased competition online in every category.

The rise of the digital economy means there has never been so much competition for attention online. The new currency is your attention – and everyone from influencers to brands to platforms is competing for your precious attention. More people are trying to become influencers than ever, hoping to break through on any platform. Brands are vying for advertising space, strategic relationships with influencers, and consumer’s dollars. Now that every platform from Facebook to Pinterest to Spotify is offering advertising units, there’s more competition for marketing dollars. All this is to say, there’s never been a better time to be a part of the digital economy. But no matter what part you play in it, you’ll see increased competition.

With the increase in competition for attention, comes changes to algorithms around content creation. One example to highlight how competitive social media has become is on Instagram. The platform alone recommends its creators post an aggressive amount of content every week. The recommended cadence is 1 IGTV video, 3-4 reels, 3-4 static posts, and 5-8 stories per week. For the average micro or part time influencer, or small brand, this amount of content is incredibly overwhelming (and oftentimes not feasible). On the plus side, it creates ample opportunity for small scale social media managers and content creators.

3. Proliferation of short form video.

With the rise of Tik Tok and Instagram Reels on its heels, we’re seeing a huge shift in how people consume short form content. I feel like a total millennial saying this, but a year ago I had no idea how Tik Tok worked. I think I literally said, “I don’t get this.” Well, it’s now 2021, and Tik Tok has officially become my favorite social media app. The content is light, funny, and authentic and is one of social media trends to watch for in 2021.

The app feels completely addictive, from its easy user interface to an algorithm that serves up eerily relevant content. In many ways, it’s a breath of fresh air from Instagram, which has begun to feel too curated and stiff. I receive a lot of questions from new or small business owners on social media strategy and which platform to prioritize. I tell many of them to try Tik Tok. Because the app is newer, you have a better chance of being rewarded by the algorithm (aka it can be easier to grow a following on Tik Tok). 2020 bred a new generation of social media influencers through Tik Tok, and this year will be no different.

Although Instagram is determined not to lose to Tik Tok in the battle of creators and attention, it’s still too early to tell who will come out on top. One thing is for sure though, short form video content isn’t going anywhere.

4. More ads and shopping on social media.

2021 will see a big rise in adoption of social commerce across platforms. Instagram is aggressively pushing their shopping feature. It has been on the roadmap for a long time and opens up an opportunity for Facebook to compete against other e-commerce giants. Pinterest is also following with shoppable pins. The problem with Instagram is the app is starting to become cluttered – between all of the different surfaces and types of content (in feed posts, stories, IGTV, reels, lives, shopping), there are more placements for ads than ever. Subsequently, as consumers we are seeing more ads than ever on our social media apps. It will be interesting to see how brands and consumers adopt social commerce through their social media apps and how consumers react to more and more advertisements.

5. Mission and values driven brand marketing.

2020 ushered in a new era of social media marketing. There have been a larger emphasis than ever on brand mission and values. Today’s customers are looking for brands that have messages that speak to inclusivity, diversity, sustainability, and standing up for a cause. Expect this trend to continue into the future. These have long reaching implications on where and how advertising dollars are spent and the types of content creation that are elevated.

I’ve received SO many questions around social media marketing and requests for advice, and it’s an area that I’m super passionate about. One of my goals for 2021 was to create more – so I’m looking into posting more frequently about social media trends and digital marketing. If you have specific questions, I’d love to help – send me an email at [email protected] and we can chat. Stay tuned for more digital marketing related content! xx