Social Media Optimization

Social media trends 2021

Social media is changing and in 2021 it’s become more important than ever. Being a valuable channel for marketers to reach and convert customers, brands need to focus on social media strategies too. A survey conducted by Datareportal’s Digital snapshot 2020 stated that nearly half of respondents have spent more time on social media due to COVID-19. 

Right from rising platforms to worthy causes, utilizing social media for shopping, live events, or forming relationships, 2021 social media trends is certainly something to look forward to.

Key Findings

  • Studies show that 75% of people don’t accept advertisements as truth
  • 63% of social media users feel consumer ratings are a priority
  • 70% of consumers believe customer opinions more than advertisements
  • 90% of people believe in brand recommendation from friends

This shows us that people trust strangers more than advertisements. Hence, to work in 2021, social media marketers must invest in their relationships with employees, customers, and influencers. This will ensure brand messages are backed up by voices that customers value. Here are a few trends to look forward to in 2021:

People-first 

Two-way communication is the key to boosting organic growth.  Brands need an engaged online community who engages with your content through likes, comments, and shares. This will help amplify content, through a channel which customers trust. Be it influencer marketing, reviews, etc. using nano influencers especially those who already have a brand affinity, and finding ways to collaborate with them is an essential component of your digital marketing.

Diversification

Social media has diversified tremendously this year with TikTok, pioneering as a new approach in social engagement. The introduction of Instagram’s Reel has also offered the opportunity to create short 15 second videos. A diversified social media field has definitely been laid down. Hence, it becomes vital to reconsider content posted on social media platforms and explore previously unexplored platforms.

Live 

Live social media has performed tremendously this year. Using live streaming, especially during the pandemic has helped fill the physical void for consumers. Marketers can use this opportunity to meet their customers live online. Additionally, live social media innovation has helped brands achieve their goals in ways previously unknown.

Social Causes

With political, environmental, and social issues taking the centre stage this year brands need to start conversations about the issues close to customers’ hearts. Merkle’s 2020 Media Insights Report found that 56% of consumers say they would not buy from businesses that remain silent on important issues. It’s now time for brands to use social platforms to inform and reassure customers. Brand giants such as Nike, Disney and Ben & Jerry’s have delved into this during the Covid-19 pandemic. Brands using this have seen increased interaction and engagement with customers.

Social Commerce

87% of e-commerce shoppers say that social media helps them make shopping decisions. Hence with Pinterest catalogues, Facebook and Instagram shops, 2021 is the perfect time for social e-commerce. Infiltrating social media, will improve the shopping experience, and shorten the purchase process. 

Hence, the above-mentioned trends will certainly help companies perform better and increase sales, while directly creating engaging content. Contact experts from Tenvio to help your company ace the 2021 social media game. 

Social Media Round-Up

Facebook

Virtual Reality for Facebook Messenger this Halloween

Facebook Messenger is celebrating Halloween with a new fun feature, i.e., Augmented Reality. Through this users can experience a 360 degree animated background that includes Augmented Reality effects. Users will be allowed to take photos, make video calls through Facebook Messenger, etc, through the available features.

Less than 20 per cent text rule for ads removed from Facebook

In an attempt to produce quality, Facebook ads have removed the less than 20% text rule. Although the ads will have to follow the rest of the d guideline, it can include more text, this will give advertisers a creative boost to produce more quality content now that the rule is removed.

Instagram

Instagram launches its first influencer campaign Love Runs Deep

The social media giant has launched Love runs deep campaign. This campaign invites brands & companies to submit ideas for a ‘Love Runs Deep Challenge,’. Five companies will be shortlisted to work with 25 content creators free of charge. This will thus act as an important marketing tool, and help companies understand the importance of influencer marketing. 

New tool allows you to shop directly on the app

A new feature on the app allows users to buy the product, along with paying for it all on the brand’s Instagram’s page. Customers can view the product, shop & pay all on Instagram this feature was first made available in 2019, but now Instagram Checkout is streamlined. Additionally, IGTV is also offering in-stream shopping.

Linked.in

LinkedIn Stories in India with local additions

Similar to other social media platforms, it will allow users to share pictures or videos (up to 20 seconds) of their work-life with their connections on Linked.in. This is feature will enhance work experience, produce creative, and authentic content that will cause an increase in engagement.

Prompt professional communication for Linked.in 

A new feature on linked.in will enhance user experience through face-to-face chats and video calls, creating new opportunities on the platform. Communication will now be seamless, faster and smoother with this new messaging feature. 

Pinterest

Pinterest shopping 

This brand is diving into the shopping sector by integrating ads in relevant content thus gauging the interest of shoppers. Retailers too will be able to promote Pins and promote ads on pages where the users shop the most. Visual search is upcoming in the eCommerce market place and Pinterest seems to be delivering the same.  

Do your marketing activities measure up to Social Media success?

Social Media makes for an indispensable part of your marketing strategy. Needless to say, you would do everything possible to make your efforts successful and increase your brand visibility on social media. But how do you know if your strategy is relevant and is working as expected? That is where social media metrics play a significant role.

Here are a few proven ways to measure social media success

Check for the effectiveness of your social media activities
To assess this, you must first set your social media goals and determine what you want to achieve out of your activities. Read, share, reply, click, purchase, or engage? The results of your activities will be effective accordingly.

Decide which metrics you want to monitor
Based on your ultimate goal, you will need to measure awareness, engagement, traffic, followers, and fans, or brand’s share of voice. Accordingly, you will only look at the numbers that matter.
For awareness– see volume, reach, exposure, etc.
For engagement– see retweets, comments, shares, replies, and participation in contests/polls/discussions.
For traffic– see URL shares, clicks, conversions, time spent on your site, activity on your site.
For followers– track contributors to your page/s/profiles and their influence on the rest of the audience.
For the share of voice– track your brand’s mention among your competition

Calculate the metrics that you need
You can look at ongoing activities to measure and monitor all social activities over a period (week/month/quarter). Or you can focus on campaign-based activities for specific results.
Once you know what to measure, look for tools to extract the data and analyze them. You can use the inbuilt analytics tools provided by most social media channels or use third-party tools.

Interpret the numbers that you extract
This is the most important part of your analysis and will determine if your social efforts are bringing any results or not. Compare a) number you got against what you expected, and b) your results against your competitors against related products/campaigns.

Numbers do look great on the monthly report but measuring social media activities can do more than that. It helps you learn about what is working for you and what isn’t, and what can you do to improve your strategy and create a robust plan.

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