10 Social Media Strategies That will Work in 2021
The coronavirus pandemic sent all the predictions for 2020 flying right out of the window. No one could have predicted such drastic changes in businesses the way we had seen it last year. Ideas and perspectives changed, sales processes altered, the criteria for sales changed and the way of communication was completely re-created.
And to save your 2021 from these uncertainties, here are 10 social media trends that will work this year, all based on expert advice and audience behavior. You cannot go wrong with these!
1. Leverage user-generated content in “new” ways
User-generated content (UGC) is not new in the content market – More than 86% of companies use it as part of their marketing strategy already and the primary reason why it works because it is authentic and not sales-y.
‘Remixing’ UGC is the new trend, where you provide your audience with fun and creative logos or templates and they use them to express their ideas and personality. It often builds up to an archive of what consumers perceive your brand to be. Filtercopy, the popular entertainment house often comes up with meme templates for their followers.
Keep a lookout for communities that remix your templates, and make efforts to engage with them. Mark your presence on all hot-and-happening social media channels to connect with a younger audience and always keep damage control for negative remixing. The trend is fairly new, and you’ve got time to master it.
2. Adapt your tone to the 4 C’s of Covid Content
Both consumers and sellers have been affected by the pandemic alike – financial cuts and uncertainty characterizing their activities, which are likely to show signs in 2021 as well.
In this scenario, the 4 C’s of coronavirus content are to be kept in mind, namely, Community, Contactless, Cleanliness, and Compassion. These four ideas are going to dominate your content directly or indirectly.
Acknowledge the difficulties of the pandemic in your messages – avoid pushy ads and get compassionate with your content. Keep a tab on the trends of the pandemic and find a communicative tone to your messages. Adhere to the 4 C’s, personalize your communication, and plan for the next financial year ahead of time. Corona times have been difficult, and it is only wise if your messages reflect that.
3. Manoeuvre Meme Marketing
Memes rule social media. More popular with the younger generation, memes have huge influential power over the mindsets of people, but unfortunately, not all are nice and jokey.
Link your content to popular memes, so that you are able to introduce your brand to the meme communities online, engage with them and increase your visibility. Most memes are visuals – make sure you keep a track of your logo being used on social media via image recognition.
As the meme community gets better and bigger, a certain set of rules are developed. Ensure that you comply with all the guidelines and are through with the interpretation and impact the meme will have once it is released. Memes are also a good way of leveraging UGC for your content marketing.
4. Evoke Emotic responses with Nostalgia marketing
2020 has not been any less of a tumultuous year and everyone will appreciate a little positivity in the form of the ‘good ol’ days’. We are talking nostalgia marketing.
When you are stuck between falling sales and no budgets, a family to run, and all the while protecting yourself from the virus, remembering your optimistic past and connecting to its emotions is a real thing.
You know your audience; you have been interacting with them for long. Dig deep into your data and analyze your marketing trends in the brackets of ten years. Look up the catalog, bring out an old product you think the present generation will find attractive. Bring in your ultra max pro creativity, revamp the idea and re-release it. Bonus points for bringing in influencers who run communities on these nostalgic elements.
5. 2021 is all about conversations and connections!
B2B businesses have always been about building a trustworthy and reliable relationship with your clients but only 42% of marketers solicit a two-way conversation with potential buyers. During the pandemic, this aspect of the business was prominently brought to light. You converse, connect and sell.
Interacting with your audience, one-on-one is a great way of getting conversations started. All along the buyers’ journey, you can position SMSM services, chatbots, and DMs to provide them with a channel to get in touch with you. Review your content channels and add more ways of conversations, all the while maintaining a tone that makes you approachable.
Check with your customer service; they will definitely have a lot of conversations in their inboxes. Streamline the connection between your team and the consumers, because marketing geniuses can spring from there as well. Integrate all of your data – it gives you information from across channels and a better idea of improving your processes.
6. Social Gaming is the new Facebook
You do remember sending out friend requests and then slowly talking your way into products and services? Well, with the pandemic pushing more people towards gaming to kill time, it is only obvious that huge numbers of gaming communities are forming to connect and gush over the characters.
Gaming communities are like a gold-mine of prospects, you just need to pick the right one. Look for such communities that match your target demographics. Become a part of them but don’t jump to advertising. Understand the way they work and craft your content according to that. Think of creative ways to launch your products.
But beware that not all gaming communities are up for advertisements. Even if yours is not, just be a part of it if it that has your audience. Pick up ideas from conversations and content and incorporate it into your own strategy. Now, chicken dinner anyone?
7. It’s time to bring back the “old-school”
Old-school means your tried and tested ideas. This is because the post-pandemic time is uncertain and marketers are not very keen on taking risks in the face of budget cuts. So, they’re back to the same old routine.
Informing your audience takes a top priority position in the plan. Blogs, videos, newsletters, podcasts, and more importantly whitepapers make their way back into the ‘engagement with audience’ section. You get back to segmenting your audience and personalizing messages for each section. Well, did you know 96% of buyers are looking for whitepapers or other content with greater input from known industry thought leaders?
This time, focus more on audio – podcasts. Look for influencers across different channels that have connection points with their audience and collaborate with them. Strengthen omnichannel marketing and put in place recognition systems that not only track your brand on audio but texts as well. The old school is the new school.
8. Go all-in for Social Media
The user numbers are increasing – 83% of marketers are actually using it. Even if you hear ‘Who uses that now?’, remember that they are still the most popular digital marketing channels you have, apart from your website.
As and when newer platforms come up with slight differences in their features, there is always a tendency to grab the opportunity and put yourself there, but think about whether you will be able to contribute the same value as you invest in other channels?
Adapt to the new features of social media platforms and review their success. Keep monitoring individual platforms to track consumer behavior insights and double the watch if you’re paying for your social media.
9. Despise fake, and endorse truths!
The coronavirus has really caused widespread fake news and misinformation. People now eye information with skepticism and hesitation. All during the lockdown, authentic information was needed, but false news and conspiracy theories made it difficult to distinguish one from another.
In this crisis, you should be clear as water about what information you provide to your consumers. If you don’t provide them with genuine information, they will find it elsewhere. 67% of buyers in the B2B space say that “relevant communication” will set you apart from others.
Establish guidelines for your communications team and do not share information until you are a hundred percent sure. Be on high alert to see where the brand is being associated with false news and upgrade your security system to fend off hackers. Check up on employees who might be rogue and take the company’s channels.
10. Learn to be socially “conscious”
One good thing that the pandemic has done is make us conscious of our locality and immediate society. People are starting to feel connected with their surroundings and an urge to connect with brands that are socially conscious has also seeped in.
Find out the causes that your audience is passionate about before you engage with it in public. Lead an action-oriented campaign with advertising on the sidelines, because even if you don’t show it explicitly, modern buyers will find it out during their research.
Go all out on the efforts but know where to draw a line, and before you get into anything, make sure your marketing and PR align.
Marketing and adapting to new strategies are all fine, but in 2021 consumer-centric marketing is going to be crucial. You have to adapt yourselves to the needs and challenges of the buyers and not just bother about “hitting” the quotas.
The audience is intelligent and they now know when a company is trying to be pushy. Refrain from unnecessary advertising and focus on treating your consumers with consideration in these times. Aim at making your customer’s your marketers and if you want expert guidance on it, seek consultancy from B2B sales and marketing consulting firms.
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