Hootsuite report identifies effective social marketing trends

Social media

Hootsuite has launched its fifth annual Social Trends Report, which highlights emerging trends in social media to help brands navigate the fast-changing consumer landscape in 2021.

According to the social media management platform, its findings reveal the shifts marketers must make as the world becomes more digital after a year that “redefined social trends” – with 4.1 billion people now using social media worldwide.

“As much as we all would like to forget 2020, it has reshaped the world of social and business. In a year marked by a global crisis, social unrest, and widespread mistrust, Hootsuite’s Social Trends Report is an optimistic forward look into the future of social media,” said Henk Campher, VP of corporate marketing at Hootsuite.

“Every second of every day, 14 people create a new social media account—and amidst physical distancing across the globe, the need for brands to pivot, adapt, and overhaul to keep up with complex consumer lifestyle shifts and expectations has only increased.”

Hootsuite said its guide to navigating social in 2021 pairs salient findings with quick wins and industry examples. Based on a survey of 11,189 marketers in Q3 2020, the report features insights from primary interviews with industry specialists, as well as published reports and data from Deloitte, Edelman, eMarketer, Forrester, GlobalWebIndex, The CMO Survey, and others.

The industry analysis found:

  • Customer acquisition is social marketers’ top goal: 73 per cent of all marketers ranked “increased acquisition of new customers” as their top outcome for social in 2021, compared to only 46 per cent last year, marking a 58 per cent year-over-year increase.
  • Instagram reigns: More than half of all businesses (60 per cent) are planning to increase their Instagram budget. And though Instagram leads the charge in attracting marketing spend, almost half are planning to do the same for Facebook, YouTube, and LinkedIn.
  • Social data builds confidence: 85 per cent of organisations that integrate social data into other systems have confidence in their organisation’s ability to accurately quantify the ROI of social media.

Five key trends emerged from the report’s data, with insights on the most effective ways to bring new customers through the door:

  • The race to ROI: Social bridges the gap to a new customer experience: Deliver short-term return on investment with targeted performance marketing tactics while building innovative digital experiences that win long-term loyalty by bringing discovery, connection, and fun back to the customer experience.
  • Silence is golden: Brands find their place in the conversation: Smart brands sit back and listen, then win with creative, original ways of fitting into the social conversation to break through the wall of indifference.
  • Way more than OK: A generation overlooked by digital marketers booms on social: By using smart segmentation and thoughtful representation, marketers who include baby boomers in their digital strategies can leapfrog those still stuck in stereotypes.
  • Do I know you? Tying engagement data to identity gives advanced brands new momentum: With renewed momentum and executive attention on social media’s ability to retain critical connections with customers, now is the time to take steps—big or small—to bridge the gap between engagement and customer identity.
  • The perils (and promise) of purpose: Bold brands start in the boardroom, not the front lines of social: Instead of using social as a mouthpiece for empty promises, strong CMOs will use the intelligence gathered by social media teams in 2021 to help the organisation adapt to new buyer beliefs, new ways of doing commerce, and the new path to growth.

“In 2020, our customers did a phenomenal job of quickly adapting their digital strategies to include a more integrated and imaginative approach to social,” said Mr Campher. “With Social Trends, we hope to give them the confidence they need to navigate a dynamic new phase of global social growth in 2021.”

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