2021 Social Media Trends

2021 Social Media Trends


Planning ahead is so important for social media marketing. But after so many changes this year, what trends can we pin down for 2021?

Talkwalker and HubSpot interviewed 70 global experts and frontline professionals to gather their top 10 predictions for next year:

• The four Cs of COVID-19 content: The pandemic has changed our lives. Brands will need to shape their communications and content around: Community, Contactless, Cleanliness, Compassion. 

• Memetic messaging: Memes are here to stay, but it’s not just about humour – memes can be used to manipulate the mindset of viewers and normalise extreme behaviour.

• Nostalgia marketing: During times of uncertainty, positive emotions from the nostalgia are stronger than ever. Consumers are looking to connect with happier times as a distraction from the current situation.

Conversational marketing: Connecting through conversations is key for engagement. The pandemic has excelled this, as customers are looking for information, engagement and social issues more than just product sales.

Remixing is the new UGC: Users can take existing brand templates and recreate their own branded content to express themselves. For example, have you seen the Vogue Challenge on TikTok?

Social gaming = gaming social: During lockdown, video games were a popular escape. But it’s not just about winning, it’s about social communication within communities. Brands can capitalise by becoming relevant within these communities.

Old-school marketing for a new market: During these uncertain times, brands may choose tried-and-tested methods over disruptive ideas, switching to simpler ways to engage with consumers.

Social media giants adapt to the new normal: Platforms sometimes die out, but it’s clear that the dominant social media platforms of today will be just as significant in 2021 and beyond.

The rise of digital disinformation: Social media can twist the truth – just look at edited Instagram photos and parody Twitter accounts. As society faces an uncertain future, brands and social media accounts will need to be transparent and truthful in 2021.

Socially conscious audiences: The influence of Gen Z and the future Gen Alpha on brands, politics and society cannot be understated. Brands need to engage with topics like mental health, inclusivity and social justice to stay relevant.

One consistent theme throughout – the pandemic has changed us. As a consequence, brands need to change too; community and togetherness is no longer just a nice to have, it’s essential for brand survival.

Read more here: Talkwalker

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