We’re all very aware that social media isn’t going anywhere anytime soon, so the short answer to that question is, ‘yes’. However, there have been some recent changes in the trends and habits concerning social media that are set to continue into 2021, and could affect your business and marketing strategies. With more than 3.2 billion people worldwide active online daily, and 90% of those people using at least one social media platform on a regular basis, you’d be forgiven for thinking that some of that traffic is going to come your way whether you roll with the punches or not – and you’d be right, in part.
The vast majority of those who are going to visit your website will check out your social media pages first, largely because they’re already scrolling through Instagram/Facebook/Twitter, so it’s not exactly a big leap to search your company name and then pop over to your website, is it? But in 2021, getting those potential clients and customers to your website isn’t as simple as just posting a link to it and sitting back any more. And here’s why:
Likes Are Less Prominent – In 2021 social media sites are going to be making ‘likes’ less prominent, with Instagram already leading the way.
With less emphasis on this and other ‘vanity metrics’, marketers and brands are going to have to adapt in order to target potential customers. Of course, you’ll still be able to see how many ‘likes’ you’re getting – but visitors to your social media won’t be able to see how popular products or services are at a glance, and that could cause a problem; humans can be a fickle bunch who might easily pass your business by if they can’t gauge your popularity right off the bat.
So how do you combat this? Simply by not relying so much on ‘likes’ and instead of making the quality of user engagement much more important in order to entice traffic to your site. Which brings me to my second point:
Video Content – It is predicted that 82% of internet traffic in 2021 is going to be vlog or video-based.
we only have to look at the continued growing popularity of platforms such as Tik-Tok and YouTube to not be surprised by that statistic. It is important that marketers are going to have to make videos part of their overall strategy on social media, and that these need to be creative and engaging enough that visiting your website is simply the next natural step to your potential customers.
So it’s about finding a way to personally connect with audiences, rather than relying on a bunch of likes and a website link; in other words:
Showing Your Brand’s Human Side – A recent poll showed that the overwhelming majority of respondents said that being able to directly message a company made them feel more confident about the brand in general.
If you think about it that makes a lot of sense. In this day and age of faceless technology, we are still social creatures who feel a lot more comfortable ‘talking’ to someone than just reading a bunch of information on a product or service – even if that is much more likely to be through a computer keyboard or smartphone in 2020 than face-to-face interaction. Being able to respond to direct messages from customers is certainly another way to direct that traffic to your website, and to already have instilled some confidence in a potential client before they even get there.
If you are looking for a professional to supercharge your social media and to actively seek connections with new potential clients contact us for a free consultation. Click here to read more about our social media management services.