Marketing Trends: Looking into 2021
While 2020 had us all hanging on for dear life, it shaped three of the largest trends we can expect to see from businesses this year.
If you’ve researched this topic, you’ve probably seen articles with trends about personalization and artificial intelligence. Those are all relevant! However, three trends most align with what we know: last year’s experiences, this year’s high expectations for businesses, and the realistic capabilities of smaller businesses. (You know, because not every business has the resources to formulate chatbots, ultra-custom newsletter systems, or collaborations with influencers. Not every high-tech trend is practical!)
Short-Form, Casual Videos
Your audience wants to see the real you. With the explosion of TikTok last year, anyone and everyone can now make simple videos. If you’ve seen our previous post about TikTok, you’ll already know that TikTok has a place for almost every industry.
What do you need to create a viral video and connect with this audience? It’s easy as a smartphone and an idea. (It doesn’t hurt to add a trending song either.) Plus, you don’t even have to leave Instagram to share videos through reels, IGTV, IG Live, or standard feed posts.
Now, don’t feel pressured to jump into a new social media outlet, especially if it’s hard enough to manage your other channels. Above all else, ensure your website is good to go so you can link your TikTok to it!
Socially-Conscious Brand Communication and Identity
As consumers aimed a much more critical eye on large corporations last year, brands have made it a point to speak up and align themselves in social conversations. The world is unafraid to call out on brands who don’t put their money where their mouths are. So if a business has poor interactions with their audience, has not expanded their diversity, has otherwise been caught on the wrong side of social justice, well, they’re going to hear about it.
Consumers want to know who makes the goods, where they make them, and how they make them. Consumers want to know that employees are protected and treated fairly. Consumers want to know if the appropriate recipients receive donated funds. Consumers want to know businesses aren’t harming the environment.
And most importantly, consumers want to know that brands aren’t lying about their claims either.
Virtual and Socially-Distant Events and Opportunities
Whether COVID-19 goes away today or a year from now, these new forms of marketing won’t go anywhere. While safety is everything, more and more people choose to attend online meetings, visit drive-thru events, pay to watch televised concerts, and more. Convenience, comfort, and safety are very appealing to shoppers.
Chances are your business can make use of a socially-distant or virtual event. Think: a virtual fundraiser with a special musical guest, a flash sale on Instagram Live, expanded delivery or shipping options, or a sneak peek for donors. The ideas are endless.
As we jump into this year and you strategize marketing plans for your business, remember what is important to you as a consumer.