The history of social networking, although it doesn’t last more than 15 years, we can freely say, is amazing and in many ways revolutionary. Few of those who, when the most prominent social platforms today (Facebook, YouTube, Twitter, Instagram) were created, thought that they would exert so much influence and be significant on almost every social level, including to become the core of sales and successful business.
If you want a company to be successful at what you do, you need to constantly monitor and analyze social media and predict what will be trending in the near future. Behind every social media stands a website of the same brand – not necessarily but usually. In addition, every website needs hosting. But, in the sea of various types – which one to choose? Of course, there are four main types of web hosting – shared hosting, VPS hosting, dedicated hosting, and cloud hosting – that will do the job for websites created with HTML as the basic language.
However, given the rising popularity of WordPress for creating websites, you may opt for MySQL hosting as a quality hosting subtype. What can these plans and packages do for your web platform that’s built on WordPress? It’s simple – MySQL database management system is used to run WordPress, so purchasing a hosting based on MySQL for your WordPress website will make it operate smoothly and secure it confidently.
Although sometimes it seems social networks can’t invent anything new – don’t be fooled! What’s more, it’s evolving by every day and, to keep up with the trends and avoid the pitfalls, we bring you 9 trends on social media that will be relevant to 2021 digital marketing.
Trend #1: Privacy and Security
Privacy and security aren’t at the forefront, not only in the field of social networks but the Internet in general, by accident. For instance, in order to open an account on Gmail or any social network, it’s necessary to leave certain personal information, which, paradoxically, serves to protect our privacy. However, no one can say for sure what’s actually done with all that data and if it’s used, what exactly it’s used for.
In addition, there’s the problem of false followers and influencers. Don’t forget what happened to Zuckerberg recently and how the issue of privacy and the protection of personal data have raised many socio-moral issues. When it comes to digital marketing, it’s very important to gain customer’s trust and privacy, and security is, without a doubt, the strongest asset that will bring you good results.
Trend #2: Videos as Content #1
The numbers don’t lie and in this case, they say that video content is content that records the fastest growing trend year after year. YouTube is getting stronger and stronger, and it’s no coincidence that Facebook and Instagram have recently been particularly promoting video content.
Why’s the video so appealing? Because it combines the following types of content into one:
- Visual content
- Textual content
- Audio content
It’s enough to click on Play/Stop and keep their senses occupied. Increasingly popular “stories“, first tested on the Snapchat platform, soon afterwards were introduced by Facebook, Instagram, and WhatsApp. On average, about 500 million people worldwide watch the “stories“ daily, and they are also visible on Messenger.
- Highly interactive content
- Content that’s easy to consume
- Content that’s easy to create
As such, it has become a very popular marketing tool for many brands. Likewise, the “stories“ are very short – they are succinct, and you can literally watch them while being on your feet.
Another form of video content is Live Video, which Facebook started implementing in 2016. This form of video conversion is a very reliable way to reach potential customers, engage in quality interaction, and most importantly, to launch a new product in a very creative way, take your audience “behind the scenes“, and eliminate any doubts about the quality of what you sell. Such a live video approach to your marketing strategy gives a human touch, one that doesn’t impose perfection as an imperative and, additionally, creates a sense of trust in customers.
As a supplement – you can create Q&A forms where you have instant feedback. You should really pay attention to the creation of any form of video content as the popularity of this form of content will undoubtedly grow.
Trend #3: Social Networks as the Main Source of Information
We’re witnessing that web portals are increasingly taking advantage of the transfer of information, ie. news about daily political events in the country and in the world. There are fewer and fewer print media and the younger population doesn’t follow news on TV but through portals or, more precisely, through social media.
Some data shows that 57% of the web portal traffic comes from sharing content on Facebook or Twitter. Likewise, social networks are a channel for a swift flow of information, and a certain “breaking news“ is transmitted at record speed across the globe. The other side of the medal is fake news which is just as easy to produce, bringing us back to the beginning of the article and the issue of trust, security, and responsibility for the content posted.
Trend #4: Armchair Shopping
The advantage or disadvantage of the Internet, and also of social networks, is that for almost 70% of daily activities you don’t have to move at all. Namely, you can do everything from the armchair. Digital marketing uses our laziness, which isn’t necessarily a bad thing, so it’s possible to pay bills, buy food, clothes, find a job, make money… all from the most comfortable place for us – the home.
All this has contributed to the popularity of webshops, especially through Facebook and Instagram and not only for small, local businesses but also for leading global brands.
Trend #5: Engagement
Engagement is interaction to quality content within the niche you work in that will encourage your audience to react in the form of:
All that without the classic Call to Action trick. The point is to animate the audience so that they become interested and inspired by your content and get the urge to respond.
Facebook groups are a great place (especially after Facebook changed the algorithm) for people gathered within the same niche to discuss, comment, and share content and ideas. At the same time, with the help of Facebook groups, you can more easily test your audience, which will be of great help for later targeting.
A similar trend is gradually being introduced on the Instagram platform, where influencers have started locking profiles, meaning they can more easily generate pure followers, i.e. ones that are really interested in certain content.
Another good thing is that, in this way, followers feel privileged because “only they can see this and that content”, say what they think, etc. It gives them a sense of “exclusivity,” which, you’ll admit, is a good feeling. In order to achieve all this, in addition to the quality of the content, it’s very important to know what your customers need. Precise audience targeting is required to get the best possible conversion.
Trend #6: Influencers
Like it or not, influencers are important players in the digital marketing field. It’s estimated that by the start of 2021, globally, influencers will generate about $ 10 billion, and judging by those assumptions, that trend will continue to grow.
Almost every niche has its influencers creating a community, that is, attract customers and audiences. For many major brands in various fields, the use of influencer’s skills and services has become a must-have. Their secret is that they already have an audience, meaning potential customers according to whom they already know how to market themselves or have figured out what’s the best way to successfully present a particular product to them.
It’s these influencers that have led to the growing popularity of video content (vlog, story) primarily in the fashion and cosmetics industries. However, because they charge a lot for their services, influencers having several hundred thousand followers have become too expensive even for large brands that can, usually, pay for everything.
Many, however, practice the wiser logic and engage the so-called micro-influencers (under 100,000 followers) who cost less and reach fewer customers but whose audience is more clearly defined and targeted, so is the greater chance of a successful conversion. Given the current trend of homogenizing potential buyers and turning to micro-influencers, now is the right time to partner with some of them.
Trend #7: Transparency
Let’s go back to the beginning of the article again and reiterate the importance of security. We mustn’t forget 2018, which was quite tense with many problems about protecting the privacy of social network users, the GDPR was launched… all this was supposed to protect users. However, many remain suspicious of the various forms of manipulation on the Internet and, especially, on social networks.
The so-called millennials are, actually, the generation that dictates, that is, requires brands and influencers they love and follow to be as open as possible or more transparent and accessible on social media. More specifically, they want an honest relationship. They feel they have the right to know clearly and unequivocally who’s behind everything, the origin of the product, the conditions and methods of their processing and, in general, to know exactly what they are buying.
More and more attention is being paid to the “hidden“ approach to the product or the potential customer. The more open and honest you are on social networks, where caring for the environment isn’t just a phrase but proven and shown, customers who value it will find it easier to trust you and will definitely come back to you. In addition to high-quality, clearly crystallized content (and aforementioned and increasingly important video content, which perhaps contributes most to transparency) helps you with all this.
Trend #8: More and More Advanced Automatic Responses and Chatbots
If your business is primarily oriented to the online platform or generates the most sales through social networks, this is great news for you because the way you communicate with your customers is essential for the best possible conversion. Think of yourself as a customer who, on some social platform, is interested in a particular product and sends a message to the product offering page but no one answers for days or simply ignores you. It’s logical that you give up and find someone else who offers the same or similar product and who’s, above all, more friendly and kind.
Automatic answers already exist, however, many feel as they are talking to a machine or robot. They lack that sense of human relationship, no matter all is online. In the near future, this will likely be solved by creating more advanced chatbots. They will start and finish all communication processes, from offer to purchase, but will also be much more “sensitive“ – customers will have the feeling to communicate with a human being.
Trend #9: Augmented Reality
Augmented reality (AR) is a kind of experience where the real environment is “expanded“, i.e. covered with certain digital information, thus creating a new, altered reality. AR, in addition to being very entertaining and engaging, is one of the biggest future prospects for digital marketers.
Let’s remember, for example, Pokémon GO mania, which has shown great power in playing with AR and has been realized on time as a chance by platforms like Snapchat, Facebook, and Instagram – they have introduced still popular filters of various uses and types.
The strongest trump card of AR is that it’s fun and friendly for all ages. It’s undeniably creative and everyone will definitely find something for themselves. When it comes to digital marketing, AR offers a unique way of personalizing storytelling and can be leveraged across niches and set to the sensibilities of diverse audiences. It’s certain that this industry will continue to develop and discover new dimensions of altered reality.