7 Digital Advertising Tendencies of Focus for 2021

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. 

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