In 2020, Instagram took the world by storm by hiding likes, and we saw an uptick in personalised ads, including the growing need for authenticity among influencers. Thinking of how to ace your social media marketing in 2021? We’ve sieved through a report by Talkwalker and HubSpot to highlight 4 trends you should be on top of this year.
Converse with consumers
The pandemic brought about new challenges and priorities. Consumers are hankering for engagement and information more than ever. They are also heavily involved in social issues (e.g. the Black Lives Matter movement which gained recognition globally in 2020) and favour brands endorsing the same cause as them. Sephora was one of the brands that received support from fans after joining the 15 Percent Pledge.
How to go about it: Instead of focusing solely on sales, incorporate technology (e.g. chatbots and personalised messaging) to gather feedback, build rapport and join conversations that matter most to your consumers. Adding a human touch to explicit brand messages with the help of influencers is another option. As backed by Nielsen’s Global Trust in Advertising Report, 92% of consumers trust advertisements fronted by influencers more than traditional advertising, highlighting the benefits of influencer marketing.
Growing need for fact-checking
It is easy to post just about anything online. However, with the rise of fake news and misinformation regarding COVID-19 in particular, accuracy has been highly sought-after.
Social media platforms like Twitter and Instagram have stepped up their checks for misinformation with pop-ups and links to official news sources. The Government has also been actively pushing out communications to remind the public to be vigilant. Likewise, brands should do their part in disseminating accurate information.
How to go about it: Refer back to reliable sources when in doubt, and avoid misleading claims. 2 Korean cosmetic brands were recently caught in a SPF controversy for their products, shaking up the beauty community. In such cases, it is paramount to address concerns raised in a timely manner to minimise the circulation of assumptions.
The rise of emotional appeals
According to CoxBLUE, close to a third of marketers noted a significant increase in profits from running emotional campaigns as opposed to statistically-driven campaigns. With Coronavirus in the equation, many are turning to positive emotions as a form of distraction. Singapore Tourism Board shared a feel-good video for that purpose, in hopes of evoking a sense of togetherness.
Travel bans and various social restrictions gradually led to an increase in many reminiscing about happier times. Lucky for Instagram, they launched a feature called Instagram Memories back in 2019 and similar to Snapchat, allowed users to share past Stories from their bank of archives.
How to go about it: Spread positivity and check in with your consumers. Show that you care, especially in tough times. Consumers would feel good and develop positive emotions towards your brand, connecting with you on a deeper level.
Encourage brand-user collabs
According to Ebiquity, social media usage in 2020 shot up by 8% (an increase of 82 minutes per day) compared to 2019, due to reduced face-to-face interactions. Brands have since turned to platforms like TikTok and Instagram to connect with their fans, and to tap into their creativity to create unique content.
Seeing that it costs 5 to 25 times more to reach new customers than retain existing ones, it is cheaper to leverage user-generated content while reaching new fans. Brands need not worry about depletion of their content pool as well.
How to go about it: Feature consumers by reposting their pictures or liking their content. Recognising their efforts strengthens the attachment they have with your brand. Creating Instagram Story templates is another way to spread brand awareness while building your community.
Research shows that 88% of consumers trust online reviews as much as personal recommendations. If you are looking to build a loyal fan base and maximise profits, it is therefore essential to have an online presence by garnering positive and authentic reviews. Think about it - would you rather shop with a highly raved brand or an unknown brand?
Here’s where Partipost comes in. Traditionally, influencers are expensive. But with nano influencers (everyday people like your friends and family), your brand has ready access to a pool of consumers - 31,000+ strong in Singapore and 300,000+ across Southeast Asia - who are ready to try your brand and share reviews with their family and friends at a significantly lower cost.
Let us connect you with the best influencers suited for your campaign.
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