Written by: Julia Grant
It is inevitable that the strategies in the marketing department will conform alongside the constant shifts in social trends. However, the shocking events of 2020 are far from the usual social media shifts that marketers are used to.
Starting in July 2020, time spent on social media nearly doubled. Unlike in the past, marketers are now being thrown the full load of responsibility as dependence on digital technology increases.
So what will be different in 2021 compared to past years? Studies show that 75% of people don’t view advertisements as the truth, and 63% of social media users view customer reviews as the number one priority. Relationships with buyers are becoming ever more crucial as customers look more at the reviews of the products rather than the logistical facts provided.
As of April 2020, statistics show that 89% of buyers say that they are more likely to buy from Amazon than other ecommerce sites. The reason for this is the trust that the platform has gained from its customers. The site is consistent with deliveries including a 98.9% on time delivery rate, and makes returns easy and flexible. Even 23% of all online shoppers browse through the site without anything in mind to buy.
As shopping malls and public stores are losing their convenient touch due to current circumstances, marketers will now have to take on the new challenge of competing head-on with some of the world’s top online platforms.
Social media is one of the main tools to build relationships with users. According to Neal Schaffer, a social media expert and the President of PDCA Social, “The social media algorithms will always favor people.”
Continuing on, he brings up that a “people-first” social media strategy should be implemented and that it should be “driven by the voice of your employees, customers, and influencers.”
Therefore, potential customers get to see more behind the scenes. They get to observe company employees, work experience, and also hear previous buyer satisfaction. Building this kind of trust, not only comes across as transparent, but also shows you care about your customers and want provide the best and easiest experience.
Based on several studies, up to 90% of our decisions are based on emotion. We can conclude from this, that logic may become more of a justification for decisions rather than a requirement for them.
By appealing to the feelings and emotions of your audience rather than the technical advantages of your product, you succeed in building long lasting connections, rather than sporadic and inconsistent product sell rates.
As 2021 approaches, the marketers with the most success will be the ones who take advantage of each respective online social platform.
TikTok can be used as a friendly and upbeat reminder of the product, while instagram reels or livestreams can show evidence of your service through tutorials or customer testimonials. LinkedIn and FaceBook both allow a more direct and professional analysis of your product to be portrayed—this often appeals to an older, more proof-riden audience.
In conclusion, as we enter into 2021, social media strategies will be ever more crucial to a company’s success as the competition and fraudulent site rates grow. 2021 will become more peer referral and review based, along with the use of multiple social media platforms as evidence, guides, and as a way to connect to people all over the world.