3 PAID SOCIAL TRENDS TO WATCH OUT FOR IN 2021
Written by:
Callum Dunn
Paid Social Media Manager
2020 was a year to forget for many of us, but the world of social media thrived both from an organic and paid perspective. Friends and family found new ways to connect, consumers changed their buying habits and, as a result, brands followed suit by focussing their efforts on digital platforms, particularly social, veering away from more traditional out of home advertising formats.
As consumer and brand activity increased over the course of the year it soon became apparent that this was far from a fad. Social was back. And it's here to stay. Many of the paid social media trends that started last year remain relevant today. So here's what to expect in 2021 across paid social media.
1. Plan for new placements
Social media platforms rarely stand still, dropping new features, ad types, placements and more on a regular basis. Some good. Some bad. And at times it's impossible to keep up with what you can and can't do. Where you can and can't post certain pieces of content. Although, we know full well there's still no edit button on Twitter! C'mon guys, sort it out.
Anyway, with new features come new opportunities for brands to interact with potential customers. Last year Instagram launched Reels - their take on TikTok - allowing users to post 15 second videos that sit on their feed and an exclusive Reel section within Explore. At the time of writing there's no option for ad placements within Reels, but considering the success of Stories - Instagram's placement rivalling Snapchat - and lack of ad placements available within the platform compared to Facebook it's surely only a matter of time before this new ad placement is made available.
Therefore it's imperative for brands to plan ahead. Create and test new creative types with organic posts before pumping money into new ad placements. Not only can you determine what type of content resonates best with your followers, but you can also get ahead of the curve.
2. Video, video, video.
Video consumption was on the rise well before the pandemic hit last year. But with national lockdowns and a lack of social interaction people changed their behaviours turning to social media and video content to keep themselves entertained during the long, boring days. In 2020 video content was king and that looks set to continue in 2021 with the increasing popularity of Stories, Reels and TikToks. In a report by Zenith Media, It’s estimated the average person will watch 100 minutes of video content per day. Which means as a brand you need to start taking video content seriously if you’re not already doing so.
Video content is a great way of voicing your brand message in a fun and engaging manner across paid social. Features like augmented reality allow brands to tell their stories in unique ways and stand out from the crowd, this type of content is perfect for acquiring new customers.
3. Explore new platforms
Whilst it's easy to become tunnel visioned and stick to what we all know best. New opportunities and customers await on new platforms. As you’d expect Facebook continues to dominate the UK social scene with almost 45million users, but it’s the rise of TikTok that’s starting to turn heads.
The video platform, a favourite amongst younger demographics, has around 4million UK users as of last year - that’s almost 10% of the UK's smartphone owners using the app. And while the figures seem small in comparison to its competitors, growth for the channel is going to continue at a ridiculous rate throughout 2021. It’s also worth noting paid activity across the platform is relatively new, meaning early adopters will benefit from low auction costs and reduced competition. Meaning now is the perfect time for brands to delve into the world of TikTok advertising.