With the chaos of 2020 now behind us, it’s time to look forward to what we are able to anticipate from the following 12 months.
2020 was unpredictable, to say the least. That meant that whereas a number of the tendencies which had been predicted pre-pandemic did find yourself coming to mild, others didn’t emerge in any respect, with numerous compelled diversifications reshaping components of the advertising and marketing panorama.
Most notably, eCommerce gross sales went by way of the roof, individuals spent lots extra time on social media, and video conferencing turned the norm. 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 12 months, what advertising and marketing tendencies will proceed to permeate in 2021?
Listed below are some key tendencies to think about:
1. Dwell-streams and a rise in influencer content material
Keep at residence orders meant occasions had been canceled, and shoppers had been unable to attend in-person occasions. They weren’t even in a position to socialize with their family and friends.
This led to an uptick within the variety of individuals tuning into live-streams, whether or not it was a branded live-stream, a dwell video from their favourite movie star, or a web based workshop.
On Fb, dwell viewings spiked by 50% throughout lockdown intervals, whereas viewings on Instagram surged 70%. TikTok use shot up in 2020, and there’s an excellent likelihood we’ll see this upward trajectory proceed to play out in 2021.
Human-drive content material like influencer live-streams can create belief, and faucet into the ‘in-the-moment’ connection that 2020 shoppers crave.
Amazon Dwell actually acquired going throughout the pandemic. Influencers took to the platform to advertise their favourite merchandise throughout dwell occasions. What’s extra, the livestreams had been shoppable, which meant viewers might make purchases whereas they had been watching.
NYX Professional Make-up ran the same promotion, the place they invited influencers to live-stream make-up tutorials for his or her annual Delight celebrations.
2. Extra goodwill and purpose-driven missions from manufacturers
The 2021 Hootsuite Social Tendencies report notes that:
“The neatest manufacturers will perceive the place they match into prospects’ lives on social media, they usually’ll discover inventive methods of becoming into the dialog.”
On the core of that is the necessity for transparency.
It’s unattainable for shoppers to attach with manufacturers that they see as ‘shady’ or insincere. Why would they need to spend money on one thing that they’ll’t belief or don’t consider in? For this reason connection might be pivotal for manufacturers that need to stay trusted sources in 2021.
Now greater than ever, manufacturers are having to dig deep to learn the way to flourish in turbulent occasions. A report from Deloitte states that, to do that, manufacturers have to “be deeply attuned to why they exist and who they’re constructed to serve”.
We’re no strangers to seeing manufacturers doing good issues, however there might be a fair greater emphasis on this subsequent 12 months.
We’ll see extra manufacturers operating campaigns like Hilton’s #HotelsForHeroes, the place they gave away free rooms to medical staff, or Chanel’s contribution to the pandemic the place they tasked their seamstresses with making face masks.
3. UGC to reinforce the client expertise
Buyer expertise has by no means been extra necessary.
Shoppers crave satisfying experiences with manufacturers which might be simple and memorable. They need proof earlier than they purchase they usually need to be reassured – in any case, nobody needs to make the incorrect determination.
Consumer-generated content material (UGC) ticks all of the packing containers in relation to connective content material:
- It builds and strengthens communities
- It’s relatable and uplifting
- It allows manufacturers to fulfill prospects 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 means for manufacturers to forge relationships with their prospects and supply social proof, and this might be a typical theme in 2021 as effectively.
4. An emphasis on sustainability
81% of shoppers strongly really feel that firms ought to assist enhance the atmosphere.
It’s a quantity that’s not that shocking. Over the previous couple of years we’ve seen a shift in manufacturers shifting in the direction of a extra sustainable future, whether or not it’s by way of the supplies they use, the packaging, their techniques, or one thing else.
The hunt for a greener planet continues, and shoppers are actively searching for out manufacturers which might be purpose-driven and acutely aware concerning the atmosphere. Because the world stays a fragile place, it is going to be key for manufacturers to reiterate their sustainability in 2021.
The Ocean Cleanup is a superb instance of a model that’s carried out this effectively. In late October, they introduced their first product made solely from plastic collected from the Nice Pacific Rubbish Patch.
They used TINT to share the announcement, which outlined how the model will proceed to make use of recycled merchandise from the ocean to create lovely, sustainable merchandise. In a full circle flip of occasions, the income generated from the merchandise might be pumped again into the model’s cleanup marketing campaign.
5. Inclusivity might be key
Inclusivity additionally turned a much bigger focus in 2020, with the Black Lives Matter motion highlighting endemic points that linger inside numerous components of society.
A examine by Accenture exhibits that the cultural shift in the direction of inclusivity can also 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 change manufacturers fully in the event that they don’t present sufficient range.
Manufacturers which might be seen to be non-inclusive, or who don’t seem like part of the inclusivity dialog, will seemingly 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 patrons.
6. Enhance in voice and visible search
An rising variety of shoppers are looking by way of voice-activated instruments like Alexa. Maybe that’s as a consequence of individuals have been caught at residence, with restricted alternatives for dialog, or maybe it’s just because the sort of know-how is extra available (about one in 4 American properties has a wise speaker of some type).
But it surely’s not simply voice search that may prevail in 2021 – we are able to additionally anticipate different inventive search strategies to rise to the highest, like visible search.
Instruments like Google Lens allow shoppers can seek for no matter they’ll see. This implies entrepreneurs might want to focus much more on picture alt-text and sitemaps for photographs. Over the following 12 months, visuals will develop into more and more necessary within the search engine marketing recreation.
It’s going to be worthwhile too: Retail Buyer Expertise estimates that by 2021:
“Early adopters that redesign their web sites to assist visible and voice search will improve their digital commerce income by 30%.”
7. Straightforward-to-consume content material
2020 additionally noticed individuals leaning on easy-to-consume content material – issues like podcasts that may be consumed on-the-go or newsletters that land instantly in subscriber’s inboxes.
Research present that 55% of Individuals now hearken to podcasts, whereas e-newsletter mentions had been up 14% throughout lockdown.
Advertisers are spending extra on podcasts too, which is a touch to their continued success in 2021.
Handy and readily-available content material like podcasts and newsletters will assist manufacturers join extra deeply with prospects and supply a extra intimate technique to keep in contact.
Take a leaf out of Nisolo’s ebook. They used their e-newsletter to attach with prospects and examine in with them, earlier than 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 laborious about how they join with their prospects. Store closures and stay-at-home orders meant individuals 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 patrons.
Over the following 12 months, we’ll see this proceed. Dwell-streams will develop into more and more frequent, purpose-driven manufacturers that champion sustainability will rise to the highest, and UGC will stay an integral a part of each advertising and marketing technique.