Top 5 Trends In Social Media And Influencer Marketing | January 2021

Let’s be honest, 2020 was not soft on us. But, with global vaccination starting to happen, a new administration in the US, and more focus on public safety in regards to the social media environment, we know things will turn better this year! And to start the year on the right foot, here are the Top 5 trends on social media and influencer marketing of the month.

1. What can we forecast from the social media landscape in 2021?

We can say 2020 was a year of transformation and new directions. The global pandemic has impacted the way people consume content and consequently many new trends have emerged, along with behavior changes and public safety concerns. We can see social media platforms releasing new features and updates, including changes in their privacy policies and more e-commerce features.

There is definitely a shift happening and there are a few things brands can expect and should stay focused in 2021.

First, consumers are no longer low-key caring about things anymore, but are a lot more vocal about what they need and want from brands. They have made this clear on a poll by Forbes in 2019, where 88% of consumers indicated they want to support brands that have social causes aligned with their end product or service. Just a large donation will no longer satisfy consumers, they want to see brands actually care. This will make social conscious marketing key in 2021. Brands will need to engage more with social topics such as mental health, inclusivity and injustice and in return consumers will pay with their loyalty.

When it comes to social media, the biggest trend is the integration of e-commerce. Social media platforms are rapidly moving towards social e-commerce, with many of them developing features to maximise the platform’s capabilities for in-app online purchases (you can read more in our white paper “Influencers and Shoppable Content: The Future of Social Media”).

As we see the main social media platforms becoming less differentiable with their new features, 2021 may be a great opportunity for alternative platforms to exponentially expand. So is the case for Twitch, with 140 million monthly users. More and more content creators are embracing the long-form streaming and moving to Twitch, growing the portion of non-gaming content creators. We can also see more brands looking to maximise their presence on the platform, a trend that will carry on in 2021.

2. Google is testing a new way for you to shop directly from YouTube videos

YouTube is looking to add new possibilities for social e-commerce on their platform. A few weeks ago, the channel announced it is currently testing a new way to buy items that are used or mentioned in the videos.

Photo credits: rupixen.com

It’s not surprising that Google is taking this path as we have seen other social media channels, such as Instagram, releasing important new features and updates throughout 2020 to make their platform more e-commerce focused. Google itself has been on this road since back in 2015, when they added shopping ads under YouTube videos.

The new feature is still on pilot and only a few creators were selected for the testing period. The lucky group can now include certain products in their videos, so when viewers click or tap on the shopping bag icon at the bottom left of the screen, YouTube will display a list of the featured items. Users will be able to check out more information about those products, watch related videos or buy the items. So far, only US users who access YouTube through Android, iOS and via desktop will currently see the shopping bag icon.

On another note, YouTube announced the first participants in its #YouTubeBlack Voices program, a multi-year project that was first announced back in June last year, in the wake of the #BlackLivesMatter protests. With this initiative, the platform seeks to maximise diversity and representation on its platform, while also seeking to eliminate cultural bias.

3. TikTok updates its privacy and safety settings and introduces TikTok for Black Creatives incubator program

Photo credits: TikTok

We know TikTok has been focusing on making the platform a safe environment for its underage users since users' safety concerns have risen. Last year in October, we talked about its partnership with Oracle, a secure cloud provider. This month they have announced a new partnership with Common Sense Networks, a media company focused on creating and curating age-appropriate and engaging media experiences for kids and families. Through this partnership the social media platform seeks to improve its app experience ‘TikTok for Younger Users’.

Moreover, the platform is strengthening its privacy and safety settings for users under 18 to ensure a secure digital journey for them. Some changes for users under 16 include having accounts automatically set to private and commenting will only be allowed between ‘Friends’ or ‘No One’ for their account, the ‘Everyone’ option is no longer available. TikTok has also put restrictions on content download and direct messaging to users 16 and over.

Additionally, the platform introduced earlier this month "TikTok for Black Creatives", a three-month initiative that will focus on helping 100 Black creators and music artists develop their talent to help "open doors for them to reach new heights in their careers", the company said. The program will include town halls, forums and educational events.

"Black creators on TikTok have been a driving force for our community, from starting trends to fostering connection to introducing new ways to entertain and inspire others, and we're committed to continuing to elevate and amplify their voices" has explained the platform.

4. Clubhouse - the new social network everyone is talking about

Photo Credits: Business Insider

Clubhouse is an audio-based social network where people can spontaneously jump into voice chat rooms together. Users can choose a topic they are interested in and drop into the audio chat to join to talk or just listen along.

Founded in New York, Clubhouse is still in a private beta phase and available only to iPhone users and by invite-only, which fuels its exclusive nature. The only way you can get the app without an invitation is by reserving your username on Clubhouse’s website and depending on how many of your friends are already using the app you will be able to join through the ‘side-door’. In spite of this the app is currently at 1.3 million users and growing quickly.

And, how does it work? Well, after setting up their profile, members can explore the ‘Hallway’ - the main feed for active and ongoing chat rooms, these are public rooms where users can join at any time as a listener or to talk about a specific topic. Or they can start a private room with one or more of their connections and have a private chat.

The app also has its own calendar which shows the list of upcoming chat rooms and where you can add a new room/event as well and organize it with active speakers and moderators on the so-called stage of the room. Lastly, Clubhouse users can create ‘clubs’ which are communities within the platform. Rooms started with a club can be private and intimate—reserved only for community members—or public to help introduce the club to Clubhouse members.

5. Twitter aligns with Facebook on permanently suspending Trump's account

Earlier this month, Twitter aligned with Facebook in permanently suspending Trump’s account in the wake of the Capitol riots and his propensity to post incorrect information.

"Our public interest framework exists to enable the public to hear from elected officials and world leaders directly. It is built on a principle that the people have a right to hold power to account in the open. However, we made it clear going back years that these accounts are not above our rules entirely and cannot use Twitter to incite violence, among other things", Twitter said.

While the discussion right now is around Trump and his personal use of social media, there are rising questions about the restrictions and regulations social media platforms choose to apply, and when they choose to apply them. This has left some arguing that the stand social media has decided to take on Trump is a move to align with the new administration by demonstrating a willingness to work with them on changes regarding public safety and social media.

Still, the policies around the actions social media platforms take regarding this issue are not clear. There is the need for these to establish clearer guidance on rules, and to educate and equip people with the necessary tools to navigate platforms safely.

If you want to know more about how to leverage the latest trends in your marketing efforts,