The unpredictable nature of 2020 has pushed brands to branch out and develop more human-centric ways of reaching their customers.
FREMONT, CA: With the pandemic strike 2020, it's time to look ahead to what the world can expect from the next year. Last year was unpredictable. That meant that while some predicted pre-pandemic trends did come out, others didn't emerge at all in the marketing space. Most notably, eCommerce went through the roof, people spent more time on social media platforms, and video conferencing became the new norm. This has resulted in a significant shift in the way brands connect with their consumers. So, what marketing trends will continue to permeate in 2021?
• Increase in Influencer Content
Stay at home orders meant many plans were canceled, and consumers could not attend in-person events. They weren't able to socialize. This resulted in an uptick in the number of people tuning into live-streams or an online workshop. On Facebook, live viewing increased by 50 percent during the lockdown, while viewings on Instagram surged 70 percent. Human-drive content like influencer live-streams can generate trust and tap into the 'in-the-moment' connection that 2020 consumers crave.
• Purpose-Driven Missions from Brands
Consumers can't interact with brands that they see as insincere. Why would they need to invest in something that they can't trust or don't believe in? This is why interaction will be pivotal for brands that need to remain trusted sources in 2021. Now more than ever, companies are having to dig deep to find out how to thrive in turbulent times. More brands running campaigns would give away free rooms to medical workers or contribute to the pandemic where they tasked their seamstresses with making face masks or something.
• Emphasis on Sustainability
Eighty-one percent of consumers strongly feel that brands should help enhance the environment. It's a number that is not that surprising. Over the past years, the world has seen a shift in brands moving towards a sustainable future, whether through the materials, leverage, packaging, or systems. The hunt for a greener planet continues, and customers are actively searching for purpose-driven and conscious brands about the environment.