In a year of unprecedented change, many consumer habits have shifted, driven by the ways their lifestyles have been forced to change as a result of the global pandemic. But with great change comes opportunity and marketers now face even more opportunity to innovate and engage with customers online. As you approach 2021, take the time to understand new trends so that you can shift your strategy into a direction that aligns with the trajectory of the larger consumer marketplace. Whether it’s live video, voice search, interactive content, or shifts in influencer marketing, there’s a significant opportunity for growth and expansion. Below we have provided some new trends that you should consider in your 2021 brand strategy.
Live video streaming has exploded over the past three years, (and will continue to grow at an accelerated pace). Powered by social media platforms Instagram, Facebook, and TikTok – live streaming is available to mass audiences. Consider the following data points as curated by HubSpot:
– Internet users watched approximately 1.1 billion hours of live video in 2019.
– By 2027, the live video streaming market is expected to hit $184.3 billion.
Approximately 27 per cent of the online global population uses voice search. Consider that by the end of 2021, roughly 35 per cent of all internet browsing sessions will include voice search. And that more than half of adults use voice search on a semi-regular basis. With this being said, voice search is ushering in a new age of SEO and content creation where long-tail keywords are the focus. SEO will need to be adapted to a more natural, conversational language. Brands that adapt to this style will see their SEO rankings improve and search traffic scale to great heights.
Research shows that interactive content gains double the amount of engagement than static content. The most popular types of interactive content include quizzes, polls, interactive infographics, AR and VR. Interactive content was typically just a subsegment of the larger content strategy. But in 2021 and beyond, it’s going to become an even bigger portion. While many brands are currently developing one piece of interactive content for every nine pieces of static content, that number will likely increase by 20 per cent.
Shifts in influencer marketing
In 2016, the influencer marketing industry was worth an estimated $1.7 billion. By the end of this year, it’s projected to be worth somewhere north of $9.7 billion. The earned media value for money spent on influencer marketing was roughly $18 for every dollar spent in 2019. And over the last three years, there’s been a 1500% increase in brands searching for “influencer marketing” on Google. In other words, influencer marketing is effective and here to stay.
As we enter into 2021, this industry will undergo significant shifts that will ultimately change the way businesses approach marketing and advertising. One of the biggest shifts will be the rise in micro-influencers. These are influencers who have small yet loyal followings (anything less than 10,000 followers). And what they lack in reach (compared to large influencers), they make up for with high engagement and affordability. So as you approach 2021, we recommend you understand these new trends and take some time to look for a different way of doing things. Trust us, it will pay off in the long run. Good luck!