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Social media essentials for 2021

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Ioana Barbu
Ioana Barbu

We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.

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SOCIAL MEDIA ESSENTIALS f o r 2 0 2 1
On average, the world’s internet users spend 2 h o u r s a n d 2 4 m i n u t e s u s i n g s o c i a l m e d i a across all devices each day, accounting for more than one-third of our total internet time. Spending more time at home, in search for digital ways to spend their leisure time and to remain informed, people have used their smartphones more in 2020 than ever before – a trend that is expected to live in 2021 as well, as the Coronavirus pandemic continues for at least a few more months. According to eMarketer estimates, the average U.S. adult spent in 2020: 2 3 a d d i t i o n a l m i n u t e s o n t h e i r s m a r t p h o n e 1 1 m o r e m i n u t e s p e r d ay j u s t o n s o c i a l m e d i a WELCOME TO 2021 THE POWER OF OUR SMARTPHONES
In 2020, social media became our main source of entertainment, of news gathering, the way we saw the world instead of travelling and, more importantly, our main way of communicating with our loved ones. P i n t e r e s t ‘ s d a i l y a c t i v e u s e r b a s e r o s e + 3 7 % T w i t t e r ‘ s b a s e g r e w b y + 2 9 % S n a p c h a t h a d + 1 8 % m o r e u s e r s F a c e b o o k u s e r b a s e g r e w b y + 1 2 % SOCIAL MEDIA GREW IN 2020, PREPARING THE FIELD FOR A FULLY-SOCIAL 2021
ESSENTIAL TRENDS AND GUIDELINES TO FOLLOW IN 2021 All about how, when and what to do in 2021 in order to stay relevant and be a part of the conversation. Gathered from social media and digital marketing experts from around the world.
There is no stronger trend when it comes to the second year of the pandemic than social responsibility. Caring for others, civic spirit, attention to the environment and a refined sense of ethics must guide our marketing efforts in 2021. From racial inequality to environmental sustainability or more empathy in our speeches, 2 0 2 1 i s t h e y e a r w e n e e d t o t h i n k t w i c e a b o u t o u r m e s s a g e s a n d c a m p a i g n s to make sure we are not biased and do not encourage inappropriate behaviour, either related to those around us or to the environment. #1 BE SOCIALLY RESPONSIBLE
One of the biggest shifts produced in 2020 as a result of discussions about the marginalization of certain ethnic categories occurred in the beauty industry, where many consumers, public figures and influencers said they stop using certain products until b ra n d s c h a n g e t h e i r a p p r o a c h , in terms of colour palette, from extremely light skin to very dark skin. Similarly, all types of silhouettes are encouraged in fashion brand campaigns, and the exposure of various aesthetic problems that need to be normalized is encouraged: scars, acne, stretch marks, vitiligo, etc. In 2021, digital marketing should include media and subject matters that cover a v a r i e t y of races, sexualities, religions, etc., as well as representation for people with physical disabilities and learning disabilities. #2 INCLUSIVITY
Tu r n y o u r b ra n d i n t o a v o i c e and build your communication around discourses relevant to your business and products. I n 2 0 2 1 i t i s n o l o n g e r e n o u g h t o h a v e a g o o d p r o d u c t o r s e r v i c e , but you must build an open brand that communicates efficiently and constantly, a brand that empowers people by trust. Refine a strong set of values and include them in your communication as often as possible. #3 TALK ABOUT YOUR PURPOSE
Considering the changes imposed in recent years by GDPR policy, as well as the severe situations caused by misinformation in areas such as politics or health, brands must pay more attention in 2021 to: o s t r i c t e r p o l i c i e s t o p r o t e c t u s e r s ; o r e l i a b l e i n f o r m a t i o n f r o m t r u s t e d s o u r c e s ; o s e c u r i t y o f p e r s o n a l d a t a ; o m o d e r a t i n g c o n t e n t i n t h e o n l i n e e n v i r o n m e n t . Any breach of data or promotion of misleading information is now more serious than ever. #4 SAFETY ABOVE EVERYTHING
Omnichannel marketing has become popular as a concept in recent years, when specialists from large companies began to think of marketing campaigns across multiple platforms (such as social media, apps, email and blog) in order to connect with prospects on more touchpoints. The great advantage of this approach is a cohesive message, with increased power. Stats show that brands using three or more channels in an automation workflow can generate great results: o E n g a g e m e n t r a t e : 18.96% on omnichannel vs. 5.4% on single-channel o P u r c h a s e f r e q u e n c y : 250% higher on omnichannel vs. single-channel o A v e r a g e o r d e r v a l u e : 13% more per order on omnichannel vs. single-channel o C u s t o m e r r e t e n t i o n r a t e s : 90% higher for omnichannel vs. single-channel #5 OMNICHANNEL MARKETING
With the growth of adjacent video content platforms such as TikTok and the introduction by veteran platforms of new options for such content, such as Instagram Reels, there is no doubt that v i d e o c o n t e n t m u s t b e p a r t o f 2 0 2 1 ' s d i g i t a l m a r k e t i n g s t r a t e g i e s . Among the strongest trends is to repurpose video content for your feed, so that the creation efforts are minimal - for example the same video can be used on TikTok and Instagram Reels. Equally strong is the tendency to create short-form video content - memorable, easily digestible and with the power to create viral movements. #6 THE KING OF CONTENT: VIDEO
We can now shop on Instagram via Reels Shopping and Instagram Live Shopping, while TikTok has recently partnered with Shopify. We are seeing more and more products mentioned on feeds and even LinkedIn has introduced the option for brands to mention their products on their pages. O n l i n e s h o p p i n g h a s s e e n a m a j o r u p t a k e d u r i n g t h e p a n d e m i c , which means that the trend of shoppable posts on all major social media platforms including Instagram, Facebook, YouTube and Pinterest has caught the perfect wave for a rapid soar in popularity. Customers can easily click on the shopping icon of any product showcased and either be directed to the eCommerce website page or go straight to checkout. It’s e a s y , c o n v e n i e n t a n d h a s s l e f r e e . Instagram reports that the platform has 1 b i l l i o n u s e r s , a n d 9 0 % o f t h e m a l r e a d y f o l l o w a c t i v e s h o p p i n g b r a n d s . #7 SOCIAL SHOPPING
Stories are a perfect example of how social media and the way we consume content is changing. Snapchat, Instagram Stories, YouTube Stories, Facebook Stories, WhatsApp and even Twitter - all platforms seem to have aligned to this trend which is proving to be popular precisely because it offers us what we expect to receive nowadays from social media - s h o r t c o n t e n t , e a s y t o d i g e s t , m o s t l y i n v i d e o f o r m a t , which disappears after a short time for something else to take its place. It is the mirror of the way we consume content today, in a social media environment saturated with a g r o w i n g n e e d f o r m o r e , f a s t e r a n d s i m p l e . #8 STORIES TAKE BY STORM ALL PLATFORMS
Influencer marketing is not going anywhere, but is transforming and d e v e l o p i n g i n a m u l t i c h a n n e l d i r e c t i o n , attracted like a magnet by platforms like TikTok and even Pinterest. Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to amplify your brand message to a larger market. 6 3 % o f c o n s u m e r s t r u s t i n f l u e n c e r s ’ opinions of products much more than what brands say about themselves 5 8 % o f p e o p l e h a v e b o u g h t a n e w p r o d u c t in the past six months because of an influencer’s recommendation #9 INFLUENCER MARKETING
P e o p l e t r u s t o t h e r s l i k e t h e m s e l v e s f a r m o r e t h a n t h e y t r u s t c o m p a n i e s . In fact, one survey found that 9 0 % o f s h o p p e r s reported that user-generated content influenced their decision to purchase more than any other form of advertising, with a whopping 9 7 % o f 1 8 – 2 9 - y e a r - o l d s saying that it had an “extreme influence.” User-generated content is the new word of mouth. An interesting fact is that, as consumers continue to value individual recommendations over being marketed at, it’s going to make sense to invest more in “micro-influencers” - those social media users who have a much smaller but dedicated following and can deliver truly authentic marketing messages to a trusting audience. #10 USER-GENERATED CONTENT
Augmented reality (AR) and virtual reality (VR) have truly entered the spotlight during the pandemic, allowing marketers to bring experiences to life. We experienced AR and VR as 3D environments in which we visited museums, walked on the beach and traveled digitally to far corners of the world. Experts say that t h e n e x t ‘ b i g t h i n g ’ t h a t w i l l h a v e a m a j o r i m p a c t i n 2 0 2 1 i s t h e u s e o f A R a n d V R to create 3D environments that strengthen the emotional bonds between a brand, its products and the customers. A u g m e n t e d R e a l i t y ( A R ) & I m m e r s i v e Te c h n o l o g i e s Gartner predicts that by 2022, 7 0 % o f e n t e r p r i s e s w i l l b e e x p e r i m e n t i n g with immersive technologies, and 2 5 % w i l l h a v e d e p l o y e d to production. #11 INTEGRATION OF AR AND VR
In an attempt to remain relevant and make their voices heard in the most ethical way possible, brands will rely in 2021 on the p o w e r t o i n f o r m , t o e d u c a t e , t o o f f e r s o l u t i o n s a n d s o u r c e s o f i n s p i r a t i o n . Instagram carousel posts, for example, are the perfect tool for easily shareable and educational content based on the mix of text and images or symbols. Instagram Guides are also a brand new way to share and consume content on Instagram. In 2021, meme or challenge posts are no less important, but they must be designed and kept in line with the brand, so as not to easily turn into an action that disadvantages the brand instead of helping it. #12 ENGAGING & EDUCATIONAL CONTENT
Especially on platforms like LinkedIn, marketers will want to focus on b u i l d i n g r e l a t i o n s h i p s r a t h e r t h a n c o l l e c t i n g c o n n e c t i o n s whose sole purpose is to drop a sales pitch after two interactions. While outreach spam ruins relationships and reputations, real relationships build them. T r a n s p a r e n c y a n d t h e h u m a n c o n n e c t i o n (all the more important as with the pandemic many relationships have moved into the digital environment) are the main reasons why brands need to rethink, in 2021, their approaches, proposals and ways of negotiating and solving problems. #13 BUILDING RELATIONSHIPS
WHERE TO START? In digital marketing, now is actually yesterday. Keeping abreast of trends is essential to stay relevant and achieve your goals. With the right strategy, trends merge seamlessly as your brand grows in value. Getting started is the first step, but you always have to move forward, as the digital world never stops changing. We are surfing the waves, so let our Purple Kites guide you as well.
In 2021, social media is not just about fun anymore. It brings us together, helps us face our isolation times and find communities that share our interests and values. The SOCIAL part of social media has been more relevant than ever, in 2020. And the growth continues. IN ORDER TO BE A RELEVANT SOCIAL MEDIA BRAND, BE MOBILE, CREATE STORIES, BE RESPONSIBLE, BE DYNAMIC AND OPEN YOUR EYES TO THE REALITIES OF YOUR AUDIENCE. Their lives should matter to you. Their struggles should matter to you. Be their supporter, be their motivator, be their inspiration.“ - I o a n a , C o F o u n d e r & M a r k e t i n g S t r a t e g i s t o f K I T E “
KEY STATS & TRENDS TO GUIDE YOUR 2021 PLANNING
DAILY TIME SPENT WITH MEDIA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES USING THE INTERNET USING SOCIAL MEDIA WATCHING TELEVISION* LISTENING TO MUSIC STREAMING SERVICES 6H 55M 2H 29M 3H 29M 1H 34M USING A GAMES CONSOLE 1H 14M * SOURCE: GLOBALWEINDEX (Q2 2020). Figures represent the findings of a broad survey of internet users aged 16 to 64. See GLOBALWEBINDEX.COM for more details. NOTE: Television time includes broadcast (linear) television and content delivered via straming and video-on-demand services. Use of different devices and consumption of different media may occur concurrently.
SOCIAL MEDIA USE AROUND THE WORLD THE NUMBER OF PEOPLE WHO ACTIVELY USE SOCIAL NETWORKS AND MESSENGER SERVICES SOCIAL MEDIA PENETRATION (USERS vs. TOTAL POPULATION*) 53% TOTAL NUMBER OF ACTIVE SOCIAL USERS 4.14 BILLION # TOTAL NUMBER OF SOCIAL MEDIA USERS ACCESING VIA MOBILE PHONES 4.08 BILLION # PERCENTAGE OF TOTAL SOCIAL MEDIA USERS ACCESING VIA MOBILE 99% ANNUAL GROWTH IN THE TOTAL NUMBER OF SOCIAL MEDIA USERS +12.3% +453 MILLION * SOURCE: KEPIOS ANALYSIS; social media company statements and earnings announcements; social media platforms’ self-service advertising tools; CNNIC; MEDIASCOPE; CAFEBAZAAR (all latest data available in oct 2020) NOTE: Penetration figures are for total population, regardless of age.
SOCIAL MEDIA BEHAVIOURS PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH 90% VISITED OR USED A SOCIAL MEDIA NETWORK OR A MESSAGING SERVICE IN THE PAST MONTH 98% AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* 8.3 PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES 41% AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA 2H 29M * SOURCE: GLOBALWEINDEX (Q2 2020). Figures represent the findings of a broad survey of internet users aged 16 to 64. See GLOBALWEBINDEX.COM for more details. NOTE: Figure for social media accounts may not include active use of all accounts every month.
FACEBOOK POST ENGAGEMENT BENCHMARKS THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: PHOTO POSTS 0.21% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: ALL POST TYPES 0.18% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: LINK POSTS 0. 05% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: STATUS POSTS 0.21% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: VIDEO POSTS 0.26% *SOURCE: LOCOWISE (oct 2020). Fogures represent averages for Q3 2020. NOTE: Percentages compare the combined total of reactions, comments and shares to the total number of page fans. Figures are averages based on a wide variety of different kinds of page, with different audience sizes, in various countries around the world.
INSTAGRAM ENGAGEMENT BENCHMARKS AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS AVERAGE ENGAGEMENT RATE FOR ALL POST TYPES AVERAGE ENGAGEMENT RATE FOR PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR CAROUSEL POSTS 0.96% 1.03% 0.75% 0.86% *SOURCE: LOCOWISE (oct 2020). Figures represent averages for Q3 2020. NOTE: Engagement rate as used here refers to the combined number of likes and comments on a post compared to the number of account followers at the time of post publication. ADVISORY: Figures represent averages for a broad range of different accounts and accounts with a larger following will typically experience significantly lower levels of engagement vs. the averages cited here.
FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS * SOURCE: LOCOWISE (oct 2020). Figures represent averages for Q3 2020. NOTE: Engagement rate as used here compares the combined total of a post’s reactions, comments and shares to the total number of page fans. Figures are averages based on a wide variety of different kinds of page, with different audience sizes, in various countries around the world AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH FEWER THAN 10,000 FANS 0.52% < 10K AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH 10,000 - 100,000 FANS 0.28% 10K – 100K 0.10% AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH MORE THAN 100,000 FANS > 100K
INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS * SOURCE: LOCOWISE (oct 2020). Figures represent averages for Q3 2020. NOTE: Engagement rate as used here refers to the combined number of likes and comments on a post compared to the number of account followers at the time of post publication. Figures represent averages for business accounts across a variety of different categories and countries. AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH FEWER THAN 10,000 FOLLOWERS 1.55% < 10K AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH 10,000 - 100,000 FOLLOWERS 0.99% 10K – 100K 0.62% AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH MORE THAN 100,000 FOLLOWERS > 100K
USER OVERLAPS BETWEEN SOCIAL MEDIA PLATFORMS PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE A SELECTION OF OTHER SOCIAL MEDIA PLATFORMS * SOURCE: GLOBALWEINDEX (Q2 2020) NOTE:Only includes users between the ages of 16 and 64. DOES NOT INCLUDE USERS IN CHINA. Figures represent the percentage of users of the platform identified in the lesf-hand column who also use the platform identified in the row at the top of each column. The “who do not use other platforms” column identifies the percentage of users who do not use any of the platforms identified in the table. See GLOBALWEBINDEX.COM for more details. WHO DO NOT USE OTHER PLATFORMS WHO ALSO USE FACEBOOK WHO ALSO USE YOUTUBE WHO ALSO USE INSTAGRAM WHO ALSO USE REDDIT WHO ALSO USE SNAPCHAT WHO ALSO USE TWITTER WHO ALSO USE TIKTOK WHO ALSO USE PINTEREST FACEBOOK USERS 3.7% 100% 90% 73% 16% 30% 52% 38% 33% YOUTUBE USERS 5.1% 82% 100% 72% 16% 30% 51% 37% 32% INSTAGRAM USERS 1.0% 86% 92% 100% 19% 36% 59% 43% 37% REDDIT USERS 1.0% 82% 90% 83% 100% 61% 74% 60% 62% SNAPCHAT USERS 1.1% 83% 91% 87% 33% 100% 66% 60% 50% TWITTER USERS 1.0% 87% 93% 84% 24% 39% 100% 45% 40% TIKTOK USERS 1.5% 85% 90% 82% 26% 48% 60% 100% 43% PINTEREST USERS 1.0% 85% 92% 82% 31% 46% 62% 50% 100%
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Social media essentials for 2021

  • 2. On average, the world’s internet users spend 2 h o u r s a n d 2 4 m i n u t e s u s i n g s o c i a l m e d i a across all devices each day, accounting for more than one-third of our total internet time. Spending more time at home, in search for digital ways to spend their leisure time and to remain informed, people have used their smartphones more in 2020 than ever before – a trend that is expected to live in 2021 as well, as the Coronavirus pandemic continues for at least a few more months. According to eMarketer estimates, the average U.S. adult spent in 2020: 2 3 a d d i t i o n a l m i n u t e s o n t h e i r s m a r t p h o n e 1 1 m o r e m i n u t e s p e r d ay j u s t o n s o c i a l m e d i a WELCOME TO 2021 THE POWER OF OUR SMARTPHONES
  • 3. In 2020, social media became our main source of entertainment, of news gathering, the way we saw the world instead of travelling and, more importantly, our main way of communicating with our loved ones. P i n t e r e s t ‘ s d a i l y a c t i v e u s e r b a s e r o s e + 3 7 % T w i t t e r ‘ s b a s e g r e w b y + 2 9 % S n a p c h a t h a d + 1 8 % m o r e u s e r s F a c e b o o k u s e r b a s e g r e w b y + 1 2 % SOCIAL MEDIA GREW IN 2020, PREPARING THE FIELD FOR A FULLY-SOCIAL 2021
  • 4. ESSENTIAL TRENDS AND GUIDELINES TO FOLLOW IN 2021 All about how, when and what to do in 2021 in order to stay relevant and be a part of the conversation. Gathered from social media and digital marketing experts from around the world.
  • 5. There is no stronger trend when it comes to the second year of the pandemic than social responsibility. Caring for others, civic spirit, attention to the environment and a refined sense of ethics must guide our marketing efforts in 2021. From racial inequality to environmental sustainability or more empathy in our speeches, 2 0 2 1 i s t h e y e a r w e n e e d t o t h i n k t w i c e a b o u t o u r m e s s a g e s a n d c a m p a i g n s to make sure we are not biased and do not encourage inappropriate behaviour, either related to those around us or to the environment. #1 BE SOCIALLY RESPONSIBLE
  • 6. One of the biggest shifts produced in 2020 as a result of discussions about the marginalization of certain ethnic categories occurred in the beauty industry, where many consumers, public figures and influencers said they stop using certain products until b ra n d s c h a n g e t h e i r a p p r o a c h , in terms of colour palette, from extremely light skin to very dark skin. Similarly, all types of silhouettes are encouraged in fashion brand campaigns, and the exposure of various aesthetic problems that need to be normalized is encouraged: scars, acne, stretch marks, vitiligo, etc. In 2021, digital marketing should include media and subject matters that cover a v a r i e t y of races, sexualities, religions, etc., as well as representation for people with physical disabilities and learning disabilities. #2 INCLUSIVITY
  • 7. Tu r n y o u r b ra n d i n t o a v o i c e and build your communication around discourses relevant to your business and products. I n 2 0 2 1 i t i s n o l o n g e r e n o u g h t o h a v e a g o o d p r o d u c t o r s e r v i c e , but you must build an open brand that communicates efficiently and constantly, a brand that empowers people by trust. Refine a strong set of values and include them in your communication as often as possible. #3 TALK ABOUT YOUR PURPOSE
  • 8. Considering the changes imposed in recent years by GDPR policy, as well as the severe situations caused by misinformation in areas such as politics or health, brands must pay more attention in 2021 to: o s t r i c t e r p o l i c i e s t o p r o t e c t u s e r s ; o r e l i a b l e i n f o r m a t i o n f r o m t r u s t e d s o u r c e s ; o s e c u r i t y o f p e r s o n a l d a t a ; o m o d e r a t i n g c o n t e n t i n t h e o n l i n e e n v i r o n m e n t . Any breach of data or promotion of misleading information is now more serious than ever. #4 SAFETY ABOVE EVERYTHING
  • 9. Omnichannel marketing has become popular as a concept in recent years, when specialists from large companies began to think of marketing campaigns across multiple platforms (such as social media, apps, email and blog) in order to connect with prospects on more touchpoints. The great advantage of this approach is a cohesive message, with increased power. Stats show that brands using three or more channels in an automation workflow can generate great results: o E n g a g e m e n t r a t e : 18.96% on omnichannel vs. 5.4% on single-channel o P u r c h a s e f r e q u e n c y : 250% higher on omnichannel vs. single-channel o A v e r a g e o r d e r v a l u e : 13% more per order on omnichannel vs. single-channel o C u s t o m e r r e t e n t i o n r a t e s : 90% higher for omnichannel vs. single-channel #5 OMNICHANNEL MARKETING
  • 10. With the growth of adjacent video content platforms such as TikTok and the introduction by veteran platforms of new options for such content, such as Instagram Reels, there is no doubt that v i d e o c o n t e n t m u s t b e p a r t o f 2 0 2 1 ' s d i g i t a l m a r k e t i n g s t r a t e g i e s . Among the strongest trends is to repurpose video content for your feed, so that the creation efforts are minimal - for example the same video can be used on TikTok and Instagram Reels. Equally strong is the tendency to create short-form video content - memorable, easily digestible and with the power to create viral movements. #6 THE KING OF CONTENT: VIDEO
  • 11. We can now shop on Instagram via Reels Shopping and Instagram Live Shopping, while TikTok has recently partnered with Shopify. We are seeing more and more products mentioned on feeds and even LinkedIn has introduced the option for brands to mention their products on their pages. O n l i n e s h o p p i n g h a s s e e n a m a j o r u p t a k e d u r i n g t h e p a n d e m i c , which means that the trend of shoppable posts on all major social media platforms including Instagram, Facebook, YouTube and Pinterest has caught the perfect wave for a rapid soar in popularity. Customers can easily click on the shopping icon of any product showcased and either be directed to the eCommerce website page or go straight to checkout. It’s e a s y , c o n v e n i e n t a n d h a s s l e f r e e . Instagram reports that the platform has 1 b i l l i o n u s e r s , a n d 9 0 % o f t h e m a l r e a d y f o l l o w a c t i v e s h o p p i n g b r a n d s . #7 SOCIAL SHOPPING
  • 12. Stories are a perfect example of how social media and the way we consume content is changing. Snapchat, Instagram Stories, YouTube Stories, Facebook Stories, WhatsApp and even Twitter - all platforms seem to have aligned to this trend which is proving to be popular precisely because it offers us what we expect to receive nowadays from social media - s h o r t c o n t e n t , e a s y t o d i g e s t , m o s t l y i n v i d e o f o r m a t , which disappears after a short time for something else to take its place. It is the mirror of the way we consume content today, in a social media environment saturated with a g r o w i n g n e e d f o r m o r e , f a s t e r a n d s i m p l e . #8 STORIES TAKE BY STORM ALL PLATFORMS
  • 13. Influencer marketing is not going anywhere, but is transforming and d e v e l o p i n g i n a m u l t i c h a n n e l d i r e c t i o n , attracted like a magnet by platforms like TikTok and even Pinterest. Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to amplify your brand message to a larger market. 6 3 % o f c o n s u m e r s t r u s t i n f l u e n c e r s ’ opinions of products much more than what brands say about themselves 5 8 % o f p e o p l e h a v e b o u g h t a n e w p r o d u c t in the past six months because of an influencer’s recommendation #9 INFLUENCER MARKETING
  • 14. P e o p l e t r u s t o t h e r s l i k e t h e m s e l v e s f a r m o r e t h a n t h e y t r u s t c o m p a n i e s . In fact, one survey found that 9 0 % o f s h o p p e r s reported that user-generated content influenced their decision to purchase more than any other form of advertising, with a whopping 9 7 % o f 1 8 – 2 9 - y e a r - o l d s saying that it had an “extreme influence.” User-generated content is the new word of mouth. An interesting fact is that, as consumers continue to value individual recommendations over being marketed at, it’s going to make sense to invest more in “micro-influencers” - those social media users who have a much smaller but dedicated following and can deliver truly authentic marketing messages to a trusting audience. #10 USER-GENERATED CONTENT
  • 15. Augmented reality (AR) and virtual reality (VR) have truly entered the spotlight during the pandemic, allowing marketers to bring experiences to life. We experienced AR and VR as 3D environments in which we visited museums, walked on the beach and traveled digitally to far corners of the world. Experts say that t h e n e x t ‘ b i g t h i n g ’ t h a t w i l l h a v e a m a j o r i m p a c t i n 2 0 2 1 i s t h e u s e o f A R a n d V R to create 3D environments that strengthen the emotional bonds between a brand, its products and the customers. A u g m e n t e d R e a l i t y ( A R ) & I m m e r s i v e Te c h n o l o g i e s Gartner predicts that by 2022, 7 0 % o f e n t e r p r i s e s w i l l b e e x p e r i m e n t i n g with immersive technologies, and 2 5 % w i l l h a v e d e p l o y e d to production. #11 INTEGRATION OF AR AND VR
  • 16. In an attempt to remain relevant and make their voices heard in the most ethical way possible, brands will rely in 2021 on the p o w e r t o i n f o r m , t o e d u c a t e , t o o f f e r s o l u t i o n s a n d s o u r c e s o f i n s p i r a t i o n . Instagram carousel posts, for example, are the perfect tool for easily shareable and educational content based on the mix of text and images or symbols. Instagram Guides are also a brand new way to share and consume content on Instagram. In 2021, meme or challenge posts are no less important, but they must be designed and kept in line with the brand, so as not to easily turn into an action that disadvantages the brand instead of helping it. #12 ENGAGING & EDUCATIONAL CONTENT
  • 17. Especially on platforms like LinkedIn, marketers will want to focus on b u i l d i n g r e l a t i o n s h i p s r a t h e r t h a n c o l l e c t i n g c o n n e c t i o n s whose sole purpose is to drop a sales pitch after two interactions. While outreach spam ruins relationships and reputations, real relationships build them. T r a n s p a r e n c y a n d t h e h u m a n c o n n e c t i o n (all the more important as with the pandemic many relationships have moved into the digital environment) are the main reasons why brands need to rethink, in 2021, their approaches, proposals and ways of negotiating and solving problems. #13 BUILDING RELATIONSHIPS
  • 18. WHERE TO START? In digital marketing, now is actually yesterday. Keeping abreast of trends is essential to stay relevant and achieve your goals. With the right strategy, trends merge seamlessly as your brand grows in value. Getting started is the first step, but you always have to move forward, as the digital world never stops changing. We are surfing the waves, so let our Purple Kites guide you as well.
  • 19. In 2021, social media is not just about fun anymore. It brings us together, helps us face our isolation times and find communities that share our interests and values. The SOCIAL part of social media has been more relevant than ever, in 2020. And the growth continues. IN ORDER TO BE A RELEVANT SOCIAL MEDIA BRAND, BE MOBILE, CREATE STORIES, BE RESPONSIBLE, BE DYNAMIC AND OPEN YOUR EYES TO THE REALITIES OF YOUR AUDIENCE. Their lives should matter to you. Their struggles should matter to you. Be their supporter, be their motivator, be their inspiration.“ - I o a n a , C o F o u n d e r & M a r k e t i n g S t r a t e g i s t o f K I T E “
  • 20. KEY STATS & TRENDS TO GUIDE YOUR 2021 PLANNING
  • 21. DAILY TIME SPENT WITH MEDIA THE AVERAGE AMOUNT OF TIME EACH DAY THAT INTERNET USERS AGED 16 TO 64* SPEND WITH DIFFERENT KINDS OF MEDIA AND DEVICES USING THE INTERNET USING SOCIAL MEDIA WATCHING TELEVISION* LISTENING TO MUSIC STREAMING SERVICES 6H 55M 2H 29M 3H 29M 1H 34M USING A GAMES CONSOLE 1H 14M * SOURCE: GLOBALWEINDEX (Q2 2020). Figures represent the findings of a broad survey of internet users aged 16 to 64. See GLOBALWEBINDEX.COM for more details. NOTE: Television time includes broadcast (linear) television and content delivered via straming and video-on-demand services. Use of different devices and consumption of different media may occur concurrently.
  • 22. SOCIAL MEDIA USE AROUND THE WORLD THE NUMBER OF PEOPLE WHO ACTIVELY USE SOCIAL NETWORKS AND MESSENGER SERVICES SOCIAL MEDIA PENETRATION (USERS vs. TOTAL POPULATION*) 53% TOTAL NUMBER OF ACTIVE SOCIAL USERS 4.14 BILLION # TOTAL NUMBER OF SOCIAL MEDIA USERS ACCESING VIA MOBILE PHONES 4.08 BILLION # PERCENTAGE OF TOTAL SOCIAL MEDIA USERS ACCESING VIA MOBILE 99% ANNUAL GROWTH IN THE TOTAL NUMBER OF SOCIAL MEDIA USERS +12.3% +453 MILLION * SOURCE: KEPIOS ANALYSIS; social media company statements and earnings announcements; social media platforms’ self-service advertising tools; CNNIC; MEDIASCOPE; CAFEBAZAAR (all latest data available in oct 2020) NOTE: Penetration figures are for total population, regardless of age.
  • 23. SOCIAL MEDIA BEHAVIOURS PERSPECTIVES ON HOW INTERNET USERS AGED 16 TO 64 ENGAGE WITH SOCIAL MEDIA ACTIVELY ENGAGED WITH OR CONTRIBUTED TO SOCIAL MEDIA IN THE PAST MONTH 90% VISITED OR USED A SOCIAL MEDIA NETWORK OR A MESSAGING SERVICE IN THE PAST MONTH 98% AVERAGE NUMBER OF SOCIAL MEDIA ACCOUNTS PER INTERNET USER* 8.3 PERCENTAGE OF INTERNET USERS WHO USE SOCIAL MEDIA FOR WORK PURPOSES 41% AVERAGE AMOUNT OF TIME PER DAY SPENT USING SOCIAL MEDIA 2H 29M * SOURCE: GLOBALWEINDEX (Q2 2020). Figures represent the findings of a broad survey of internet users aged 16 to 64. See GLOBALWEBINDEX.COM for more details. NOTE: Figure for social media accounts may not include active use of all accounts every month.
  • 24. FACEBOOK POST ENGAGEMENT BENCHMARKS THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS AND SHARES) COMPARED TO THE TOTAL NUMBER OF PAGE FANS AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: PHOTO POSTS 0.21% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: ALL POST TYPES 0.18% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: LINK POSTS 0. 05% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: STATUS POSTS 0.21% AVERAGE TOTAL POST ENGAGEMENTS* vs. PAGE FANS: VIDEO POSTS 0.26% *SOURCE: LOCOWISE (oct 2020). Fogures represent averages for Q3 2020. NOTE: Percentages compare the combined total of reactions, comments and shares to the total number of page fans. Figures are averages based on a wide variety of different kinds of page, with different audience sizes, in various countries around the world.
  • 25. INSTAGRAM ENGAGEMENT BENCHMARKS AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS AVERAGE ENGAGEMENT RATE FOR ALL POST TYPES AVERAGE ENGAGEMENT RATE FOR PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR CAROUSEL POSTS 0.96% 1.03% 0.75% 0.86% *SOURCE: LOCOWISE (oct 2020). Figures represent averages for Q3 2020. NOTE: Engagement rate as used here refers to the combined number of likes and comments on a post compared to the number of account followers at the time of post publication. ADVISORY: Figures represent averages for a broad range of different accounts and accounts with a larger following will typically experience significantly lower levels of engagement vs. the averages cited here.
  • 26. FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS * SOURCE: LOCOWISE (oct 2020). Figures represent averages for Q3 2020. NOTE: Engagement rate as used here compares the combined total of a post’s reactions, comments and shares to the total number of page fans. Figures are averages based on a wide variety of different kinds of page, with different audience sizes, in various countries around the world AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH FEWER THAN 10,000 FANS 0.52% < 10K AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH 10,000 - 100,000 FANS 0.28% 10K – 100K 0.10% AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE*: PAGES WITH MORE THAN 100,000 FANS > 100K
  • 27. INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS * SOURCE: LOCOWISE (oct 2020). Figures represent averages for Q3 2020. NOTE: Engagement rate as used here refers to the combined number of likes and comments on a post compared to the number of account followers at the time of post publication. Figures represent averages for business accounts across a variety of different categories and countries. AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH FEWER THAN 10,000 FOLLOWERS 1.55% < 10K AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH 10,000 - 100,000 FOLLOWERS 0.99% 10K – 100K 0.62% AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH MORE THAN 100,000 FOLLOWERS > 100K
  • 28. USER OVERLAPS BETWEEN SOCIAL MEDIA PLATFORMS PERCENTAGE OF USERS AGED 16 TO 64* OF EACH SOCIAL MEDIA PLATFORM WHO ALSO USE A SELECTION OF OTHER SOCIAL MEDIA PLATFORMS * SOURCE: GLOBALWEINDEX (Q2 2020) NOTE:Only includes users between the ages of 16 and 64. DOES NOT INCLUDE USERS IN CHINA. Figures represent the percentage of users of the platform identified in the lesf-hand column who also use the platform identified in the row at the top of each column. The “who do not use other platforms” column identifies the percentage of users who do not use any of the platforms identified in the table. See GLOBALWEBINDEX.COM for more details. WHO DO NOT USE OTHER PLATFORMS WHO ALSO USE FACEBOOK WHO ALSO USE YOUTUBE WHO ALSO USE INSTAGRAM WHO ALSO USE REDDIT WHO ALSO USE SNAPCHAT WHO ALSO USE TWITTER WHO ALSO USE TIKTOK WHO ALSO USE PINTEREST FACEBOOK USERS 3.7% 100% 90% 73% 16% 30% 52% 38% 33% YOUTUBE USERS 5.1% 82% 100% 72% 16% 30% 51% 37% 32% INSTAGRAM USERS 1.0% 86% 92% 100% 19% 36% 59% 43% 37% REDDIT USERS 1.0% 82% 90% 83% 100% 61% 74% 60% 62% SNAPCHAT USERS 1.1% 83% 91% 87% 33% 100% 66% 60% 50% TWITTER USERS 1.0% 87% 93% 84% 24% 39% 100% 45% 40% TIKTOK USERS 1.5% 85% 90% 82% 26% 48% 60% 100% 43% PINTEREST USERS 1.0% 85% 92% 82% 31% 46% 62% 50% 100%