We believe that the communications industry has changed permanently as a result of the pandemic. The need for imagination, creativity and, crucially, a human story will continue to shape strategies for some time to come. We’ve outlined four trends you should look out for in 2021.
1. Socially-aware audiences
Consumers today are more socially aware than ever before, taking an interest in issues ranging from wellbeing and the environmental to equality and justice. Buyers will increasingly put pressure on brands to align their marketing and communications with modern values and will consciously search for brands that align with their own thinking, avoiding those that don’t.
2. Livestream goes mainstream
The pandemic has accelerated the digital transition, enabling (or sometimes forcing) businesses to operate in a different way – think virtual showhome tours, board meetings via Zoom and live social media events. All content needs to be tailored to your customer and their interests, easily accessible across your chosen platforms and aligned seamlessly across your channels to create an engaging customer journey.
3. A drive in influencer culture
Social influencers were becoming more and more popular as a marketing tool pre-pandemic; in 2021, this has accelerated exponentially. We expect this trend to continue long term, with more people, personalities and products hitting our platforms. Brands that team up with rising stars and utilise their audiences before they reach peak popularity will benefit greatly.
2021 should be the year to adopt a strategic approach to building meaningful, real communities – online as much as anywhere else. If you’d like to revamp your PR or social media strategy for the coming year, get in touch with the team.