Social Media Trends

Social Media Trends for 2021

The video predicts that brands will need to create social content that is quick to consume, easy to shop from, more personalized, and more authentic. It highlights seven tactics.

1. Short-Form Video

Snackable video is expected to remain popular as users grow accustomed to brief, entertaining, or educational content. Brands can use new platform features early to seek additional visibility; the video says Instagram gives early adopters of features such as Reels a boost.

Examples: MAC Cosmetics used TikTok for behind-the-scenes content, while Louis Vuitton created a short Instagram Reel.

Action: Design content for the platform and format—for example, a 12-second vertical or square video—rather than simply repurposing longer videos.

2. Social Commerce

Use social platforms to move customers from discovery to purchase through shops, shoppable posts, or catalogues.

Metric: The video reports that 71% of consumers use social media for shopping inspiration.

Examples: ASOS uses an Instagram Shop combining polished and more candid imagery. Levi’s uses Pinterest catalogues that link to its e-commerce site.

Action: Make the shopping experience accessible and relatable, and reduce friction between product discovery and checkout.

3. Augmented Reality

AR filters can make brand experiences interactive and encourage users to share branded content. Instagram lets brands, businesses, influencers, and individuals create filters for Stories.

Example: Vogue Australia created a Diamond filter for its 60th birthday, using audience participation to extend the celebration and brand reach.

4. Personalized Marketing

Use consumer data to tailor creative and messaging to specific audiences or individual customers.

Examples: Lexus ran more than 1,000 Facebook ads in one campaign, targeting niche segments with relevant imagery and messages connected to its NX model. Cadbury generated personalized videos using Facebook account data and nostalgia to promote Cadbury Glow.

Action: Match the creative and message to the audience segment. Personalization can apply at scale, not only to one-to-one communications.

5. Live Video

Live streams can help brands build credibility and more genuine connections by prioritizing authenticity over highly polished production.

Metrics cited: One in five Facebook videos is a live stream, and 1 million Instagram users watch live video daily.

Examples: Sephora streams makeup tutorials, MTV hosts music sessions, and NASA broadcasts seminars on science and research.

Action: Use live video for demonstrations, events, education, or community-building, and prompt viewers to follow or engage.

6. Content for Good

Audiences increasingly expect brands and creators to express views on social, political, and environmental issues.

Examples: Nike posted in support of Black Lives Matter, and Ben & Jerry’s Australia encouraged action on sustainability.

Action: Connect advocacy to a clear cause and demonstrate commitment through consistent content, rather than treating it as a one-off post.

7. Self-Aware Marketing

Consumers’ awareness of advertising is increasing, raising expectations for honesty and authenticity. Brands can acknowledge flaws, own mistakes, and openly reference their own marketing.

Examples: Marmite leans into its polarizing reputation and communicated product shortages with an apologetic, humorous rationing campaign. Oatly used satire across outdoor advertising and social media.

Action: Be candid about problems, use humor carefully, and avoid presenting the brand as flawless.

Metrics and Timelines

• 71% of consumers reportedly use social media for shopping inspiration.
• Lexus ran more than 1,000 Facebook ads in its personalized campaign. It reached millions and increased engagement, though no precise engagement figure is given.
• One in five Facebook videos is reportedly live.
• 1 million Instagram users reportedly watch live video each day.
• The trends are framed as predictions for 2021; no specific performance targets or deadlines are provided.

Presenter and Sources

• Presenter: Jen McKinnon
• Source: Envato trend roundup, Social Media Trends
• Brand examples discussed: MAC Cosmetics, Louis Vuitton, ASOS, Levi’s, Vogue Australia, Lexus, Cadbury, Sephora, MTV, NASA, Nike, Ben & Jerry’s Australia, Marmite, and Oatly.