2020 was unpredictable, to say the least! Some pre-pandemic predictions came to light and others were way off. What we do know is that social media usage skyrocketed. And with that, E-commerce sales boomed, online events took off and video calls become the norm.
We aren’t here to make any whacky, bold statements about 2021. These are predictions based on stats, facts, and our learnings from 2020.
Selling on social is BIG:
And it’s getting BIGGER. E-commerce sales went through the roof last year and show no signs of slowing down. Over 81% of UK customers say that they purchased a product after seeing it on social media. And sales through mobile devices are growing 16% annually! That’s a whole lot of consumers waiting to snap up your product! Brands need to take the time to understand their consumer needs, adapt to technology trends, and ensure they’re on top of the latest changes to all platforms. Find out more about E-commerce selling here.
A sensitivity towards Sustainability:
85% of millennials (Nielsen) said that it’s extremely important to them that companies implement programmes to improve the environment. And of course, this means the messaging should filter through to their social presence. Whether it’s packaging, materials used, who they work with or even the technologies used, brands must consider how this aligns with consumer’s core values and beliefs. Or else risk turning them off and losing their trust altogether.
Living it up Live:
During periods of lockdown viewing of Facebook Live spiked 50% and viewings on Instagram rocketed a whopping 50%! And they’re expected to rise (again!) during this current lockdown, with more and more people planning with a digital-only mindset. We’ve certainly made the most of live streaming since lockdown began. Check out this (once live) video all about making digital events successful.
Channeling influencer marketing:
Thinking about splashing some cash on influencer marketing? Well, don’t aim for the stars just yet. Micro-influencers (<50k followers) generally have the best engagement rates and offer better results for businesses – at a better price. A recent study from Tracker revealed that influencers with fewer than 50,000 followers receive higher engagement rates (3.5%) than those with over 50,000 followers (2.67%). Over the last year, around 40% of all branded social media influencer partnerships involved micro-influencers (social bakers). As consumers look to get closers to brands, they seek authenticity and want to trust in whatever it is they’re buying.
So, what do you think we will see this year? Regardless, we think it’s going to be a bumpy ride! But don’t fret, if you’re a marketer and feel like it’s Groundhog Day, check out yesterday’s blog for best practice tips for success on social this year!