SOCIAL LIKEMEDIA NEVER BEFORE: HOW BRANDS CAN NAVIGATE 2021 INTRO “You don’t need us to tell you this year’s been like no other. It will have lasting implications on all our futures, and social media has played a key role. It’s never been more instrumental in keeping us in touch, entertained and able to buy what we need (or want) and as a result of consumer behaviour changes and ultrafast platform developments, the world of social media has exploded. To say it’s a new world is wrong; it’s a new universe; comprising new cultures, new languages, and new players from political activists to gamers. With the wrong pilot you will crash and burn. For brands, this can be daunting, but the temptation to either run blindly away from 2020 or to attempt some version of 2019’s business of usual must be avoided. Social will mean something very different to your target consumers next year, but it’s never been a more important channel with which to reach them.” Danielle Smith, Managing Director, Communicator SOCIAL EVOLUTIONS GAMING: THE NEW SOCIAL MEDIA CONNECTING & DISCONNECTING CHANGING ROLE OF INFLUENCERS ACTION AND INFORMATION RISE OF SOCIAL COMMERCE Social EVOLUTIONS The 87% of FACTS TIKTOK USERS think Instagram Reels is ‘basically the same’ but Social is constantly evolving, which can mean constantly that doesn’t mean it’s enough to make them switch contradicting itself. For example, you could say this has been a big year for sound-on content. Audio drives trends on TikTok, Image source : Clubhouse-social-chat voice notes launched on Twitter and Clubhouse, an audio- based discussion app, lets users spontaneously join voice chat rooms. It’s a sign of social becoming more creative and conversational. But on the other hand, as a result of awareness driven by deaf and disabled social media users, closed captions have become more prevalent, appearing on influencer, brand and publisher posts. Social evolutions aren’t just about new features, but about how we use them: the social ecosystem thrives off its users. That’s just as well, because what we’ve noticed this year is that new features aren’t always all that new. This year alone, Twitter and LinkedIn stole stories from Instagram who stole them from Snapchat. Instagram created Reels to try and beat TikTok and Triller. And the list will go on well into 2021…. 1.Social evolutions 2.Gaming: the new social media 3.Connecting & disconnecting 4.Changing role of influencers 5.Action and information 6.Rise of social commerce The BrandLENS In So how do brands compete in a world where social is never the SHORT same from one day to the next? Reassuringly, the answer won’t change as fast: no one can be everything to everyone. Having a new and shiny TikTok campaign won’t drive success if your Social trends are never straightforward, and a strong audience is actually on the less shiny Facebook. Optimising for audience relationship is more important than being the first. platform, audience and content type is more important than being on-trend – so if that means creating content for Pinterest which is by default sound-off, go for it. Channels and features show no signs of slowing, but a close relationship with consumers and influencers should always be your guiding light. 1.Social evolutions 2.Gaming: the new social media 3.Connecting & disconnecting 4.Changing role of influencers 5.Action and information 6.Rise of social commerce GAMING: The new social media 2020 showed gaming to be a mainstream, community-led social channel, which engages 4 in 5 internet users globally and 92% of Gen Z and millennials. Gamers have constant opportunities to collaborate and socialise – from multi-player games aided by in-game voice chat, local play features for nearby friends, and a new mode on Fortnite this year which turns the game into a purely social space where players are free to The hang out. Gamers are responsible for building a new type of social network with its own rules and features. And luckily for brands, gamers are a huge FACTS captive audience, more likely to say they respond well to advertising than that they prefer to avoid it. Imag e so urc e: Pe xe ls G o d i sa b le J a c o b INTERNET4in5 USERS globally play video games every month 1.Social evolutions 2.Gaming: the new social media 3.Connecting & disconnecting 4.Changing role of influencers 5.Action and information 6.Rise of social commerce In-game activations are a rich space for virtual gatherings, like Animal Crossing’s partnership with Global Pride or Travis Scott’s Fortnite gig, enabling participation in a whole new immersive experience. They also enable The brands to bypass adblockers set up by tech-savvy gamers by enhancing the experience rather than interrupting. FRONTRUNNERS There’s strong potential for brands to call their audiences to action too. Hellmann’s used Animal Crossing to encourage users to donate spoiled turnips to the Hellmann’s island, for which the brand would donate real meals to charity Second Harvest – providing a new challenge for gamers as well as an opportunity to do some good. And as Senator Ocasio-Cortez (better known as AOC) found when she logged on to stream Among Us on Twitch, there are plenty opportunities in online gaming for people Image source : instagram.com/lucyandyak or brands to show their true selves and reach a brand new, young audience while they do so. 1.Social evolutions 2.Gaming: the new social media 3.Connecting & disconnecting 4.Changing role of influencers 5.Action and information 6.Rise of social commerce The In BrandLENS SHORT Before stepping on board, brands need to find where their Gaming isn’t replacing social as we know it, but it’s a facet that demographics like to play. Are they Animal Crossing lovers brands can’t ignore in 2021, with captive young audiences creating or Rocket League fans? Then, it’s about finding evidence that their own networks, and a whole world of creative freedom. they’ll care that your brand is there. One of TikTok’s first forays into gaming was sponsoring the FIFA esports team Tundra – a move backed up by the fact that FIFA has over 3.3 billion views on TikTok. From there, it’s all about enhancing a gamer’s experience. In order to stand out and succeed brands must add value to a player’s passion. Focus on what helps the gamer get closer to what they actually want, set a new challenge, ira-unsplash e-vie elip and make it fun. : F ce ur so e ag Im 1.Social evolutions 2.Gaming: the new social media 3.Connecting & disconnecting 4.Changing role of influencers 5.Action and information 6.Rise of social commerce sh spla -un -im llo He : ce ur o s e g a Im CONNECTING & DISCONNECTING lash nsp d-u ran nb eo N e: The rc u o s e g a FACTS Im Lockdown saw UK social media users spend 28% more time using social apps. On the one hand, we won’t forget the value of social networks in bringing us together after this year, and the communities built and bonds developed online this year will continue to thrive. But constant online news cycles, mental health considerations and the rise of ‘doomscrolling’ are provoking a change in attitudes to online connectedness, with digital detoxes and social declutters growing in popularity. 60% of While social is a lifeline for many who are isolated, we’re all too YOUNG PEOPLE aware of its detriment too, with 60% of young people feeling feeling social media negatively social media negatively impacts other areas of their lives. impacts other areas of their lives. Anyone creating digital content will need to be hyperaware of their audience’s willingness to mute, unfollow and block what doesn’t add positive value to their digital space. For brands, the difference between unfollowing and becoming a die-hard fan is often accountability: people are logging on to see how brands give back and take action on issues and topics important to them. 1.Social evolutions 2.Gaming: the new social media 3.Connecting & disconnecting 4.Changing role of influencers 5.Action and information 6.Rise of social commerce The FRONTRUNNERS It’s something the Boohoo Group has fallen fowl of, with Black Lives Matter posts feeling hollow, particularly when Micro communities and subcultures are what makes platforms like TikTok and Reddit what they are, and enable Online movement played a key role in followed by revelations of unsafe and non-COVID- users to find their people and their niche from anywhere in the world. With an easily curated feed, the question protestingsecure conditions police at brutality its factories. in Nigeria “what side of TikTok are you on?” is one with many answers that might include LGBT TikTok, frog TikTok, Cottage Core, Trump TikTok, and deep TikTok – just some of those YouTuber MacDoesIt ‘explored’ this year. On Reddit, communities organised by subreddits have their own rules and in-jokes and are self-moderated by members who keep content relevant and enjoyable. In terms of switching off, Digital Detox Day saw influencers Zoe Sugg and Jordan Stephens partner with LUSH to encourage people to take time off social and raise money for grassroots mental health charities. 16%of YOUNG PEOPLE feeling social media negatively impacts other areas of their lives. While LUSH has attracted controversy for some of its charity partnerships in the past, its previous work with mental health charities and the donation it made from profits of the special ‘IRL’ bath bomb, Image source : Instagram @boohoo lent authenticity to its involvement here.