2020 was unpredictable, to say the least. That meant that whereas some of the traits which had been predicted pre-pandemic did find yourself coming to mild. People went through a lot more time on social media, and video conferencing turned the standard. This has led to a serious shift in the best way manufacturers join with their shoppers. So, as we flip a nook into the New Year, what advertising and Marketing traits will proceed to permeate in 2021?
Here are some key traits to contemplate:
1. Live-streams and a rise in influencer content material
Stay at dwelling orders meant occasions had been canceled, and shoppers had been unable to attend in-person occasions. They weren’t even capable of socialize with their family and friends.
This led to an uptick within the number of folks tuning into live-streams, whether or not it was a branded live-stream, a stay video from their favorite celeb, or a web-based workshop.
On Facebook, stay viewings spiked by 50% throughout lockdown intervals, whereas viewings on Instagram surged 70%. TikTok use shot up in 2020, and there’s an excellent probability we’ll see this upward trajectory proceed to play out in 2021. (marketing)
Human-drive content material like influencer live-streams can create belief, and faucet into the ‘in-the-moment connection that 2020 shoppers crave.
Amazon Live actually bought going in the course of the pandemic. (*5*) took to the platform to advertise their favorite merchandise throughout stay occasions. What’s extra, the live streams had been shoppable, which meant viewers may make purchases whereas they had been watching.
2. UGC to boost the client expertise
Customer expertise has by no means been extra vital.
Consumers crave pleasant experiences with manufacturers which might be straightforward and memorable. They need proof earlier than they purchase and so they need to be reassured – in spite of everything, nobody desires to make the flawed determination.
User-generated content material (UGC) ticks all of the bins with regards to connective content material:
It builds and strengthens communities
It’s relatable and uplifting
It allows manufacturers to satisfy clients the place they’re already hanging out
It helps manufacturers generate tons extra content material towards a backdrop of stay-at-home orders and restrictive measures
UGC has lengthy been an efficient approach for manufacturers to forge relationships with their clients and supply social proof, and this can be a typical theme in 2021 as properly.
3. Inclusivity can be key
Inclusivity additionally turned an even bigger focus in 2020, with the Black Lives Matter motion highlighting endemic points that linger inside numerous components of society.
A research by Accenture reveals that the cultural shift in the direction of inclusivity can be impacting buy habits, with 41% of consumers shifting away from retailers which don’t replicate their views on id and variety – and 29% are keen to modify manufacturers utterly in the event that they don’t present sufficient variety.
Brands which might be seen to be non-inclusive, or who don’t seem like a component of the inclusivity dialog, will doubtless see impacts in 2021. On the flipside, manufacturers which brazenly showcase their involvement in inclusive causes, will reap the advantages and drive deeper connections with their consumers.
4. Increase in voice and visible search
A rising quantity of shoppers is looking out through voice-activated instruments like Alexa. Perhaps that’s resulting from folks have been caught at dwelling, with restricted alternatives for dialog, or maybe it’s just because this kind of expertise is extra available But it’s not simply voice search that may prevail in 2021 – we are able to additionally anticipate different artistic search strategies to rise to the highest, like visible search.
Tools like Google Lens allow shoppers can search for no matter they’ll see. This means entrepreneurs might want to focus much more on picture alt-text and sitemaps for photographs. Over the following 12 months, visuals will grow to be more and more vital within the search engine marketing sport.
It’s going to be worthwhile too: Retail Customer Experience estimates that by 2021:
“Early adopters that overhaul their web destinations to help unmistakable and voice look will upgrade their computerized commerce pay by 30%.”
5. Easy-to-consume content material
2020 additionally noticed folks leaning on easy-to-consume content material – issues like podcasts that may be consumed on-the-go or newsletters that land immediately in subscriber’s inboxes.
Studies present that 55% of Americans now take heed to podcasts, whereas publication mentions had been up 14% throughout lockdown.
Sponsors are investing additional on podcasts as well, which could be a touch to their proceeded victory in 2021.
Convenient and readily-available content material like podcasts and newsletters will assist manufacturers join extra deeply with clients and supply a extra intimate solution to keep in contact.
Digital99 is offering related sources that may assist them in turbulent occasions.
Are you prepared for 2021?
The unpredictable nature of 2020 has compelled manufacturers to assume lengthy and exhausting about how they join with their clients. Shop closures and stay-at-home orders meant folks had been caught inside, which additionally meant that they had been spending much more time on-line. This has pushed manufacturers to department out and create extra human-centric methods of reaching their consumers.
Over the following 12 months, we’ll see this proceed. Live-streams will grow to be more and more widespread, purpose-driven manufacturers that champion sustainability will rise to the highest, and UGC will stay an integral half of each advertising and marketing technique.