In 2021, the marketing realm is seeing significant changes, and social media is becoming the focus of most marketing strategies. More than 4 billion people around the world are online, and with them using different social media platforms and making buying decisions influenced by what they see, you need to make social media marketing a key part of your overall marketing strategy.
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The Evergreen Marketing Secret: Videos
Online audiences love watching videos, and it’s predicted that online video will make up more than 82 percent of all consumer internet traffic, by 2022. It’s proven that visual content retains user attention for a longer time, and they’re self-explanatory and engaging. Visual content like live streaming videos and video ads are excellent forms of storytelling that social media marketers can tap and effectively connect their audiences with, for higher impact and brand retention. Some of the significant connotations of using videos / visual content are:
Build Your Brand Trust
Facebook sends personalized videos to customers to thank them for joining the Facebook community, and also allows the users to take a stroll down memory lane with the “On this day” video feature. This, in turn, helps Facebook engage its customers better, retain them and build greater brand trust as well.
Connect With Your Customers
Incorporating visual content into your social media marketing strategy can give your customers an in-depth look at your products or operations. You can also build customers’ trust in your brand by introducing them to your team with a company culture video. Capture why your employees feel motivated to work, and the viewers will believe in your brand, knowing that your employees are driven and passionate.
This Headspace culture video focuses on how employees feel about the company mission. The video successfully brings out how the employees are truly passionate about the brand’s desire to make the world a healthier and happier place through meditation. The video remains true to its brand by incorporating brand colors and unique brand elements too, throughout the video.
While users consume such videos for entertainment and education, social media marketers can leverage this opportunity to convert their audience into loyal followers.
Showcase Products and Improve User Experience
With short-form videos gaining traction, and shoppers preferring video ads to understand the product better, social media marketers should leverage videos in their eCommerce strategy.
The Solo Stove video showcases the product in action and gives its viewers the background on how and why the product came to life. This video is a perfect blend of storytelling and product showcase. Social media marketers can use these videos to improve user experience and to present the use cases of their product(s), and hence making a strong case for viewers to buy them.
Exhibit Customer Testimonials
People are more likely to get influenced when someone else endorses your brand as opposed to self-endorsements. Consequently, customers also care about how your brand is benefiting others, and testimonials are great for highlighting this.
Tesla created a testimonial video that is captivating with its cinematic and organic look. Instead of just watching the customer being interviewed, the viewers get to experience his day-to-day life with his Tesla Powerwall. For viewers, these everyday details make his positive statements about Tesla believable. Therefore by showcasing your existing customers and their journey with your brand/product, you can persuade potential customers to buy your products.
The Next Buzzword: Social Shopping
Social Shopping is the new way ecommerce brands are selling their products online. 81 percent of consumers are more likely to make a purchase online if friends and connections recommend it, which means people who use social media platforms to discover new products, read customer reviews, can now buy goods in-app. This creates a seamless shopping experience without social media platforms isn’t an option. Here are a few facts to say that social shopping is gaining popularity at a rapid pace:
- 60 percent of people discover products on Instagram and 78 percent use Facebook to find new products.
- 30 percent of consumers would buy through social media platforms like Facebook, Instagram, Twitter, or Snapchat.
Increasing Popularity of In-App Purchases
An in-app purchase can be any digital item, a subscription, or any content sold within a social application. Unlike forcing smartphone users to pay up-front for your app, an in-app purchase gives the user a greater sense of free will, and a customer who feels in control and authority is likely to spend more on your app.
Using Influencers (Micro and Nano) Marketing
Influencer marketing in the form of celebrity marketing hit its stride on Instagram in 2018. However, that trend led to celebrity endorsements that were transactional and all about the monetary benefit involved for the influencers, notwithstanding the thousands of fake followers they had. This is when the credibility of such recommendations was shaken. Besides, most marketers can’t afford a big-name influencer.
The focus is slowly but surely shifting to smaller influencers - Micro and Nano influencers. Although they might not have enough followers, micro and nano-influencers are increasingly being used by social media marketers with great effect. They offer honest reviews and are more enthusiastic in their efforts to promote the brand or product. The traction gained through such engagements is found to be genuine and long-standing.
For instance, Daniel Wellington is a watch brand that is often featured by fashion and style bloggers. In an effort to expand their reach to new audiences, the brand identified influencers representative of different styles and niches.
Here, Joyful Jax shares a picture of her dogs while wearing her Daniel Wellington watch. This post reached a larger spectrum of prospective consumers, cutting across age and geographies, and drove them to action through account-specific discount codes. Approaching such influencers not necessarily in your own industry can help build partnerships and endorsements that are true and more fruitful.
Driving Sales Using Ephemeral Content
The concept of ephemeral content was used by Snapchat in 2013 which introduced “Stories”, the concept of “disappearing content”. Stories vanish within 24 hours, which created the FOMO (Fear Of Missing Out) effect among users.
Ephemeral content has increased the amount of time people spend on social media from 15 to more than 32 minutes a day and is increasingly becoming a great way to cut through the noise and hook your target audience.
When it comes to social shopping, ephemeral content helps boost ecommerce sales. You can get started with Instagram Stories to drive business results, and boost sales by offering a time-limited deals, promote a product launch, or announce a mid-season sale.
For example, Pela Case exhibited their smartphone cases and added a link to the website to provide interested Instagrammers with further information (if interested/needed). These sponsored ephemeral stories didn’t get buried in the feed, and therefore got many more views. If you want to reach more people without annoying them with sponsored posts, say hello to Instagram Story ads as these ads pop-up spontaneously while users are watching other story posts. Running Instagram Story ads is a neat way to reach your target audience and then target them later via their Instagram feed.
Get Educated to Get Ahead
Finally, Technology keeps changing at a rapid pace, and so does social media. While ephemeral content and Artificial Intelligence are two trends on the rise in 2021, next year will bring other trends to be considered and mastered. It’s a great idea to be prepared. Consider learning more about social media marketing with a certification. By earning a certification, you can have a rock-solid foundation in social media marketing that will help you keep pace with advancing technologies in the field
Check out our Digital Marketing training program and Post Graduate Digital Marketing Certification Program in association with Purdue University that can give you an edge to manage and strategize other digital marketing initiatives so that you can implement them successfully and win in the marketing game in 2021.