2021 Predictions - The 411 for Brands

I don't know one person who wasn't delightedly waving goodbye and saying a big old 'toodle-oo' to 2020! It was a year that left us exhausted and overwhelmed, zoomed out, and mentally drained.

It also left us slightly confused when looking at the current digital landscape.

In a year where everything seemed to change, so too did the online social environment, whilst we simultaneously relied on it more and questioned its validity. The global pandemic which demanded social distancing on a previously unthinkable level, made us clutch at the devices which could keep us connected. However, 2020 saw us also demand more from these platforms, putting pressure on them to accept responsibility and stand up for social and cultural changes.

So where does this leave us as we look ahead to 2021?

Indisputably Social Media will retain its power - this is undeniable. How brands and the public explore each platform however will change and consumers will rightfully start to demand more; more transparency, more reliable and trustworthy content, and more enjoyable and fulfilling posts that enhance their lives. For brands who are eager to retain and continue creating connections with their audiences, acknowledging that Social Media is still their most effective and direct marketing tool is key.

So here are our 3 top tips for Brands as they tackle 2021!

It's time to get intimate & give back...

• Consumers are demanding more from the brands they invest in, this means it's time, to be honest with your audience and use social media as a tool to engage in open conversations, start discussions, and showcase the good things your company is doing or in the process of implementing. Whether this is environmental and sustainable targets/goals, raising social awareness, or ensuring more inclusive and diverse marketing campaigns. Buyers who are hesitant to invest are often won over once they know the values and motivation behind a company. Let transparency develop deeper, longer-lasting connections that keep buyers invested in your brand. It will also be important for brands to give back in 2021. Actively ensure you are giving your audience something they can use, for example sharing important information through Instagram stories, sharing fun, informative tutorials, or adding healthy habits and lifestyle suggestions to your regular newsletters.

Let influencers raise awareness for you…

• Influencers demonstrated their power during the pandemic in their unique ability to create high quality, engaging content from their own homes all over the globe. People have also said that they believe influencers to be more trustworthy than brands, showing their incredible power over their followers. Use this talent wisely and to your advantage! Brands should continue to welcome influencers into part of their companies, imagining them as an extension to the 'boardroom brainstorm,' (or perhaps, 'zoom brainstorm is now more fitting)! Our advice is too, introduce your products to them personally, making them feel special which in turn will get them excited to be part of your brand. Then, continue to let Influencers excel at what they're good at, understanding their audience and how to effectively market products to them. As a product of this, you'll see greater content creation, investment, loyalty, and a greater chance of securing future campaigns with them or the influencer community. 2021 will also see a rise in 'Influencer co-creation.' For those brands in the position to offer an influencer the opportunity to help develop a product, this is a winning formula. Influencer 'co-creations' create curiosity, one of the most effective emotions that drive audience engagement and often they help design a unique product that their audience is eager to invest in to support them.
  

Plan a Multi-channel Campaign…

• 2021 will see even greater investment in the digital landscape, and consequently multi-channel campaigns. Youtube, LinkedIn, Pinterest, and podcasts are all growing social formats that can be assets for digital campaigns partnered with Instagram, Facebook, and TikTok. In particular, the end of 2020 saw advertisers spend an increased amount on Podcasts, which hints at how they'll continue growing in 2021. Podcasts becoming an accompaniment to everyday life, as we walk, drive, sit on the bus, or workout, becoming an easily accessible and readily available tool that doesn't show any signs of slowing down. In the UK alone, Podcast listenership has been increasing year-on-year and now reaches approximately 15.6 million people. Overall find the format that works best for you, but don't put all your eggs in one basket. You can reach an incredibly diverse audience by actively engaging on multiple platforms through talent who already have large followings and audiences on each social network.
  

So there it is! Our predictions and tips for Brands looking to outshine their competitors this year. 2021 will be led by purpose-driven, relatable, and wholesome content coupled with authentic influencer campaigns. While we truly can't imagine what this year may have in store, we do not doubt that brands interacting and engaging on a more personal level will rise to the top.

Stay tuned for our top tips for Influencers!

Lots of love,

Rosey Management