Social media platforms saw a growth of 12 percent in the past year, no doubt fueled by the coronavirus pandemic. The good news for marketers is that this is likely to continue throughout 2021.

Here’s our roundup of 2021 social media trends you need to be on the lookout for in the coming year.

1. The Nostalgia Craze

Life before COVID-19 was so much simpler—at least, that’s the way we remember it. It was filled with family, with happy gatherings, with predictability and hope. And we all want to escape the relentlessly negative news into a more soothing past.

Which explains why a recent study found that searches for “nostalgia” have increased 88 percent over the past few months. And it also points the way forward for ways to engage customers. A study by the Journal of Consumer Research, Inc., found that consumers are more likely to spend money when they’re feeling nostalgic, apparently because they’re trying to “buy back” their past.

For most of us, the childhood and teen years were the best parts of our lives, before adulthood and the attendant responsibilities took over. If you know your target demographic well (and you should!), that will help you as you seek to conjure up comforting memories from their youth.

2. Video is King

From TikTok to YouTube to Reels to Fleets, user appetite for short-form videos is growing exponentially. Experts predict that the 15-30-second long Instagram Reels will dominate the social media marketing conversation in 2021. Indeed, it’s already happening. Stories are so yesterday, while the reach for Reels is exploding.

3. Authenticity

Surveys show that 90 percent of consumers say authenticity is important when choosing the brands they want to do business with. People buy from those they know and trust. Therefore, in 2021 you will need to build relationships with your fans, even more than you have in the past. 

Let them get to know you. Show them behind-the-scenes Stories; tell them why you started your business; share interesting or funny videos or memes.

Keep in mind that social media is all about the two-way conversation. So respond to all comments, ask questions, and engage with your fans by listening to what they’re saying.

Above all, be honest. Let your flaws show; turn mistakes you’ve made into funny stories or videos. Share stories about how difficult the pandemic has been to get through, and what you’ve done to survive, both personally and professionally. 

Remember to offer value with your posts: hints, tips, ideas, useful links . . . anything that can help your ideal client and that will make them want to keep reading/watching.

4. Community

Social consciousness is the byword for 2021, especially for millennials, Gen-xers, and Gen-Z. This means you have to have to align your products and services with good causes in the community you serve. More important, you have to put this message out on social media.

Everything from the environment to gender equality are potential points of interest with the younger generations, who also happen to be the heaviest user of social media. If you know your audience well, you’ll know which causes appeal to them the most. Therefore, you can align your brand with issues your fans support.

Such topics might include education, jobs, health, the economy, social justice, and sustainability.

This means not only creating content that embraces these topics, but also getting behind such local initiatives as a food drive in your area, a park or waterway cleanup initiative, or raising funds to support healthcare workers.

At the same time, you need to be wary of highly charged political or social issues that could create conflict or even end up driving away potential customers. Again, know your audience.

Our social media management experts are always on top of the latest trends, so let us help you capitalize on them.