When it comes to getting yourself out there, you really have very few options in a world saturated with media. But is it saturated?
The world is changing, it has changed, and you have been asking yourself if you are up to speed with what is going on. In fact, you have become overwhelmed by the potential but sometimes lost in the technicality of it all. Times are changing without your permission. You have no option but to try and keep up if you want your business to survive or re-start.
Here are a few interesting points to consider about your business going into 2021.
You have never lived in a time when there are so many great options but so much disinformation. The truth about who you are and what you offer is becoming a very dominant solution to your brand. What are you doing to take advantage of it?
You need to understand your brand's algorithm and how this works.
Your marketing team/you need to train to get better at how you communicate the news about your products and services.
You need to be accurate about what you are saying and fact-check everything and provide verifiable research.
Don't share too much, humans are smart they can see fake a mile away. You need to ensure that you don't fabricate stuff.
Originating on social media, memes have been gaining popularity year-on-year, and their usage will only continue to increase in 2021.
It is advisable that you be careful with your brand’s own use of memes. There is no harm in wanting to jump on a trend, but with that said, ensure that the one you are using is non-offensive and, of course, relevant to what you are sharing as well as to your own audience.
Each captioned image has its own message behind it and, as a marketer, it’s your job to figure out what that message is and to use it in the correct place.
Nostalgia works well in marketing but it can have a sting in it's tail.
An increasing trend in the new year will be nostalgia marketing, something that was at its peak in 2020. Considering the current state of the world and its constant state of flux, it’s no surprise that people are keen on remembering the ‘good old days’, and they will only continue to do so in the next year.
Whether they’re posting about it, sharing a meme about it or creating a hashtag surrounding that particular event, nostalgic marketing works because people enjoy bringing up positive memories during times of struggle as it reminds them of better days.
Nostalgia also brings consumers a sense of comfort and allows people to ‘relive’ good memories. Take, for example, that time Coca-Cola reintroduced limited edition retro cans.
Targeting the older generations, such as boomers, this initiative was geared towards everyone associated with and who grew up with these cans, taking them back to a time that potentially evoked very positive experiences from their adolescent days.
An audience that is often overlooked in the marketing industry is that of the gamer. And considering the stats surrounding this community, it’s not something that should be ignored in 2021. In fact, according to contributor Grace Ong in an article for Marketing Interactive, “the number of people who identify as gamers has increased from 31.1 million in August 2019 to 41.2 million in July 2020.”
However, this is not to say that brands should get in touch with their own inner gamers and start grabbing the nearest headset or consoles (especially since social games also include things like board and mobile games). The trend also isn’t around the actual games but it’s around the conversations that this community has, with many of the keywords in their discussions being ‘on trend’ — hence, social gaming.
“... The keywords that come up more frequently are not related to the games people play, but rather who they play with. People, friends, community are all conversation drivers, with platforms for connecting with other gamers such as Twitch and YouTube also showing up. The tone is also positive,” says Ong.
This means that your brand’s audience could also be tapping into these discussions online and utilizing these platforms; it’s up to you to start targeting them. You never know, you could find a consumer goldmine who really enjoys your products or services.
Smart businesses will understand that being transparent, authentic, and even vulnerable is smart marketing in 2021. People connect with people.
This means the brand should be personified in a way that reveals who they stand for and what they stand for.
Get more faces out there, create more videos, and talk about what matters to your core tribe.
As the online marketplace continues to become more saturated and Facebook advertising costs continue to rise, returning to the foundational aspects of running ad campaigns on Facebook and Instagram will be critical to success.
Central to that success will be accurately assessing the customer life cycle and the average customer value so you know how much you can pay for a lead and still remain profitable. Review the records of your past customers to get a solid sense of how leads join your list, the length of time between someone joining your list and becoming a paying customer, and how much your average customer spends with you.
Use that information to build out your projections and a Facebook advertising strategy that reflects your true customer data. Then you can move into developing innovative ad campaigns that play to Facebook’s preferences with creativity.
For example, because Facebook is giving more prominence to Reels on Instagram, I predict that video ads will convert better than images. I recently tested ads that featured an image with audio, a static image, a moving image, and a video and found that the ad with video converted at as much as half the cost of the others. Test videos, GIFs, and Reels in your own ads to see which perform best with your ideal customer.
Online business is exploding and YouTube is no exception. Many channels, even newer channels, are seeing exponential growth right now.
In the midst of this growth, differentiation will be key to standing out and reaching your ideal customer. As YouTube becomes more saturated with topical niches it’s also becoming more personality-centric. This means your most valuable differentiator is your unique personality, the way you speak, the way you explain concepts, etc.
Leaning into what makes you different and injecting that into your channel from day one will make it easier to attract and build loyalty with a new audience on YouTube.
So what is being said?
The power to move on starts with you not trying to find a short cut through the hype of the drive to reach large online goals. There is no short cut!
There is only you looking at what is out there and associating your brand with what is already going on. Don't try to re-invent something thing right now. Get yourself stable and show the world that you are moving one step at a time to gather momentum.
You have so many tools and so many resources, you are not without options. In fact, there is a solution to every problem that you face, you have dig within yourself to find it. If you really want to make the difference then earn the respect of the consumer and humanize your service and products. be yourself and don't fake a single thing. If what you have to offer is wanted, then you will thrive. If what you are offering does not take off, then you have to try new ways of making it known what you are up to.
Anything is possible in a connected world.
Social media is getting bigger, not smaller. You have to create a sustainable digital footprint. It is your investment into your own future. You have to be smart about this and start now by changing things up and messing around with new marketing options on different media platforms.
Video is the strongest dominant force out there at the moment and is a clear winner in getting most forms of engagement.
If you're not currently creating videos, it is time that you include them in your content strategy. In the near future, videos will dominate social media, and anyone who doesn't realize that will have a tough time.
You can start by using features like Stories both for your social media content and for advertisements. You can also add videos to your social media posts, even on platforms traditionally dominated by image or text content.
As this year draws to a close, we wish you the very best 2021 and beyond. Social media is a dynamic and competitive space, and these trends can help you ace your social media game. So, keep abreast of the latest developments around these themes and use these for your social media initiatives.