As this year comes to an end, it’s time to take what you’ve learned and start building a new map for 2021.
2020 was the year of useful vs engaging content, where brands had a lot of pressure to be vocal. Industries have had to pivot to adjust to challenges and consumer expectations; aligning not just a social strategy but a company strategy too.
According to Hootsuite’s social reports, more than half of all businesses (60%) are planning to increase their Instagram budget. Almost half are planning to do the same for Facebook, Youtube, and LinkedIn.
Notably, for all the hype of TikTok, it has not increased in importance in the investment stack.
With Instagram adding the greatest number of users in 2020, and growing advertising reach by 7.1% in the most recent quarter – IG is taking the lead in attracting market spend.
With overall marketing budgets trimmed in 2021, it’s no surprise that marketers are focusing on familiar platforms, rather than experimenting with newer ones.
This year brands learned they can’t be all things to all people. Less time was spent posting entertaining content on a frequent level and instead, energies were channelled in posting more thoughtful, useful content.
According to HubSpot, the trend of “less is more” is likely to continue in 2021.
“Covid-19 forced many brands to get scrappy when it came to producing content, especially video work. Without a production studio or tons of equipment available, production values became a bit more lo-fi and, in the end, also a bit more human” says Hendrickson from HubSpot.
It is assumed that raw content publishing will maintain throughout 2021 and that audiences will continue to appreciate it.
This year brought consumers and brands face to face with a global pandemic, and many other uncertainties. This has pushed the tone on social media from corporate to authentic, and with many brands embracing this, content and TOV has taken a more human approach on social channels.
“We will continue to see the growth in creators in the social media space. Influencers will continue to be present, but accountability, authenticity, and transparency will be the areas brands and companies will use to determine who to partner with and who to pass on. Empathy and advocacy will be elements that will be integrated within messages and purposes for creator campaigns says Karen Freberg from HubSpot.