Where is social commerce developing? Which trends will prevail in 2021? Which new social media platforms are gaining in importance? The following 10 points will help you prepare for 2021, adjust your strategy, and take credit for the competition as an early adopter.
In 2021 there will be another chance to use the fast-moving video format in 9:16. The design is increasingly becoming the focus, also thanks to platforms such as Tiktok or Instagram Story. People now hold their smartphones upright 90 percent of the time and no longer want to rotate their device to watch videos in full-screen format. But this also raises numerous questions because the conception of a video often has to be redesigned entirely. After all, the motifs appear altogether different in portrait format.
On average, the attention span is only 8 seconds. In 2000 the attention span was still around 12 seconds and fell rapidly year after year since then. We are gradually developing into a goldfish – because the ever-increasing supply leads to selective perception. It is all the more relevant to present the message clearly in the first few seconds.
Facebook has set itself zero friction as its goal: to optimize the customer journey so that the friction surfaces for the user are reduced. In e-commerce, the way to the checkout is often the case that is still distracted by many obstacles and challenges. That is why Facebook also implements the Instagram Shop Tab with which users no longer have to leave the network. The checkout is thus possible seamlessly. A few clicks and a short purchase process also improves the user experience – but there is also a disadvantage here because Facebook keeps a transaction fee of 5% for every purchase.
AR is gaining relevance and is one of the top marketing trends. AR filters have become a trend increasingly since the launch on Instagram in 2019 and offer great potential in social media marketing, as interaction is encouraged and curiosity increases. A completely new way to allow the user to interact with the company. In the meantime, several companies have become aware of this and use the effect for themselves, on the one hand, to stand out from the crowd and on the other hand to use the impact of viral distribution.
Brilliant campaigns in the paid area are getting stronger and stronger because the algorithm requires less and less manual input from the advertiser, continuously learns, and independently looks for ways to optimize. While most of Google is already automated, robust features such as CBO (Campaign Budget Optimization) or Dynamic Product Ads in social media marketing clearly show the trend. Use innovative bid strategies and automatic optimizations to get the most out of them.
Modern Customer Service
Copy the email address, set up the email, and describe the matter in detail – this is what customer inquiries used to look like. Today, however, making contact with companies using Facebook Messenger and WhatsApp is the be-all and end-all. Because the hurdle to get in touch with the company is significantly lower, and reference can be made with one click. But not only the contact with concerns, but also the individual advice, which the saleswoman provided in the shop beforehand, is gaining in importance. “Which scarf goes with this dress?” – Customer service will be happy to advise you.
The live stream is not a new phenomenon, but this function has reached an entirely new level in the pandemic year. While it is already common in China to use live streaming as a shopping channel, we lag in Europe. As soon as the direct checkout in the live stream becomes available as a feature, Facebook will act as a direct competitor to teleshopping.
Front Camera Instead Of Glossy Video
No money for expensive video production? You do not need that either! Front cameras and selfie videos are becoming increasingly important in social networks and are often used in ads. In most cases, such ads achieve better formats than glossy advertising videos, which have been produced at great expense. So save yourself these costs – or use the “saved” for the ads – and think of a creative selfie video. In general, advertising formats are increasingly moving toward native designs, authentic, showing the rough edges of the company. Simple advertising messages without creativity with “Buy now” are pretty out, and nobody wants to see them anymore—storytelling, ads that encourage interaction, and emotional stories are what users want to see.
Social Media Is Catching Up!
A few years ago, social media performance was seen as “minor,” with the bulk of the budget spent on Google. For a few years now, however, the tide has been turning – social ads are becoming more and more relevant, and companies understand that performance is much more than just “inspiration.” The data sets are getting bigger, and the algorithms are improving. This is one of the reasons why social ad sales are increasing. So it is hardly surprising that the budget invested in Google will continue to decrease, and social channels will gain popularity.
The Communication Strategy
What we at Mawave Marketing, as the leading social media agency in Germany, have been able to gain as learners in recent years also includes the right communication strategy. Video marketing that evokes emotions goes viral faster. Image videos are becoming more relevant for companies, so they tell what is behind the brand, who the founders are, what culture the company has developed. But equality, diversification, and anti-racism are also essential for social media users because consumers appreciate it when the brands they shop from campaign for equality in terms of ethnic origin, religion, sexuality, and diversity. The principle “Be yourself” is becoming increasingly important in social networks.
If you keep the above points in mind and adapt your strategy accordingly, you will stand out from the competition at an early stage and gain a competitive advantage. Don’t miss the potential of new advertising formats, social media platforms, change communication strategies, and use the learnings from Mwave Marketing to get the most out of 2021. Because the trends for social media in 2021 are going a bit more in the direction of authenticity, native advertising effectiveness, and storytelling, it is essential to adapt the strategy accordingly. I wish you success!