Social Media Trends for 2021
by Melanie Cowie

It’s no surprise that last year had seen unprecedented changes in the way social media had been used as people spent more time on social media due to COVID-19.

As too the brands and marketers in response to the increase with many increasing their time and spend online or, for some, engaging in online for the first time.

Now, as the world hits 3.6 billion social media users and continues to deal with the pandemic, brands aren’t just wondering how they’ll engage huge social media audiences this year. They’re also asking, “What social media trends should I expect in this constantly changing landscape?”

Based on Hootsuite’s annual survey of 11,189 marketers, interviews with industry experts, and exhaustive research, they’ve identified key social media trends for 2021.

The most effective social platforms for 2021?

More than half of businesses (60%) are planning to increase their Instagram social media in 2021, and almost half are planning to do the same for Facebook, YouTube, and LinkedIn. 

Notably, for all the hype of TikTok, it has not increased in importance in the investment stack.


Most Effective Platforms

Marketers are smartly following where the user growth is. Instagram added the greatest number of new users between July and September 2020, posting even stronger growth figures than Facebook. Instagram’s advertising reach grew by 7.1% in the most recent quarter—more than three times Facebook at 2.2%.1 With overall marketing budgets trimmed in 2021, it’s no surprise that marketers are focusing on familiar favourites, rather than experimenting with newer tactics and platforms. Marketers double down on well-established platforms

With a fast-paced year of COVID-19, protests for racial equality, and a US election, Twitter saw a resurgence. It remains one of the top 20 most visited websites in the world, and is often underestimated in the media mix for marketers. Pinterest added new ROI-driven advertising tools and a “Today” tab to keep users engaged. And while retail remains the dominant use case for Pinterest, we saw rising use of Pinterest among brands in the education, advertising, and business and professional services industries.


“The global pandemic has given companies a renewed appreciation for social media,” says MyKreative Director Melanie Cowie. “Social media became the strongest bridge for connecting with customers after so many traditional strategies and advertising opportunities collapsed.

“Now, consumers need more than just great deals and offers in order to trust, identify with, and invest in a brand,” adds Melanie.  “Some of the most successful brands have taken notice by embracing authenticity and their human side on social media.”

Accountability, authenticity, and transparency will be the areas brands and companies will use in 2021.  The days of ‘faking it till you make it’ without any experience other than having lots of followers are over.”

“In 2021, expect authenticity to take centre stage on social media as successful brands continue focus on building trust from their audiences with honest, transparency – and it’s about time too.”

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