Four Social Media Marketing Trends to Focus for 2021 Part Three
3. Live-Streams and An Increase In Influencer Content
Stay at home orders meant events were canceled, and consumers were unable to attend in-person events. They weren’t even able to socialize with their friends and family.
This led to an uptick in the number of people tuning into live-streams, whether it was a branded live-stream, a live video from their favourite celebrity, or an online workshop.
On Facebook, live viewings spiked by 50% during lockdown periods, while viewings on Instagram surged 70%.
TikTok shot up in 2020, and there’s a good chance we’ll see this upward trajectory continue to play out in 2021.
Human-driven content like influencer live-streams can create trust, and tap into the 'in-the-moment' connection that 2020 consumers crave.
Amazon Live really got going during the pandemic. Influencers took to the platform to promote their favorite products during live events. What’s more, the live streams were shoppable, which meant viewers could make purchases while they were watching.
4. More Goodwill and Purpose-Driven Missions From Brands
Throughout the turbulent year of 2020 A groundbreaking global study analyzing the business value of brands having a well understood “Purpose” has revealed a strong business benefit to such purposeful brands and their companies, as consumers are four to six times more likely to buy from, trust, champion, and defend companies with a strong Purpose.
The “Strength of Purpose” study of 8,000 global consumers and 75 companies and brands was commissioned by New York-based Zeno Group, the global, integrated communications agency.
Zeno surveyed more than 8,000 individuals across 8 markets (United States, Canada, United Kingdom, France, China, India, Singapore, Malaysia), having them rate more than 75 brands on their perceived strength of purpose.