The pandemic continues to influence the consumption habits of social networks. In recent months, a new type of consumer has been identified since more than 30% spend between six and eight hours on a mobile phone, and 75% of users are more committed to the content they consume. An agency specializing in influencer marketing has developed the ten trends already being implemented in social networks, which will be present in influencer marketing this year.
Consumers value more than ever the philosophy of brands and the awareness they have regarding sensitive issues for society such as sexual orientation and religion, which can influence their perception of the brand. Consumers also highly value measures to encourage recycling and care for the environment; therefore, organic and ecological brands are very well received. So much so that 40% of the brand’s reputation results from its CSR plan.
Measurement is essential to maximize marketing campaigns. It is important to study trends and analyze potential customers. In this way, the brand can shape its products to offer the most in line with its target, gain new customers, reduce the abandonment rate, increase revenue per customer and be more transparent.
The authenticity and reality of people in everyday situations are valued. Perfect lives go unnoticed as the consumer cannot empathize with them. Generation Z values the company’s ethics, that it is consistent with what it preaches and that measures are taken to improve certain social aspects.
In addition, this type of consumer is increasingly demanding and takes product reviews into account when trusting a brand. 96% of Generation Z take their time reading reviews and recommendations of the products they are interested in.
64% of consumers say they like to watch a video of the product they plan to buy before buying it.
To get the most out of the video, a very detailed description of the product can be made, showing its physical characteristics and operation. Including the typical questions that the consumer could ask about the product will resolve any doubt. There is also the possibility of adding a direct link to the e-commerce, which facilitates the moment of purchase for the consumer.
To achieve this, 80% of companies intend to integrate a chatbot system in 2021. This service ensures 24-hour assistance for their customers and savings in customer service costs.
It is essential to be precise with this service since the consumer demands increasingly personalized attention. Messaging applications beat general customer service since the consumer can express his doubt more comfortably.
The data supports the success of campaigns with influencers. An increase in investment by brands is expected as 67% of them believe that these types of campaigns reach a more specific audience. On the other hand, the return on investment has been multiplied by 11 compared to traditional forms of marketing since consumers trust influencers as a source of relevant information when making purchases. In addition, various studies estimate that 5,000 million dollars will be earned in investments for influencer campaigns in 2022.
However, care must be taken when selecting influencers. It is necessary to study the data and the content to choose the most suitable collaborator to take into account the collaborator’s reputation and see if it is in line with the values of the brand. There are many frauds of false profiles, and in order not to fall into them, must be a previous study.
Influencer marketing has changed, and it is no longer enough to hire an influencer and have them create advertising content for their community, as authenticity is lost this way.
The objective of the brand is to get genuine followers of its products. That is why advocacy marketing is used. The brand establishes a long-term relationship with the influencer, who becomes a steadfast defender of the brand and transmits quality recommendations to his community’s valuable content.
Also Read : Digital Transformation Trends For 2022
After the pandemic crisis, brands must activate their strategies to achieve a higher return on investment. They can accomplish this with the appearance of new clients and with the creation of innovative digital experiences that serve to obtain a return of
short-term investment while at the same time building long-term consumer loyalty. In addition, brands that create multi-channel campaigns will have a higher ROI since they gain effectiveness for each channel they advertise on.
Leveraging social media to increase online sales continues to rise and gain importance in 2021. 40% of brands use social media to generate sales, and 30% of consumers say they would make purchases directly through it.
On platforms like Instagram, 200 million users visit a business profile daily, and through reels, users can buy products without leaving the app. Tik Tok relies on Shopify to connect its users with e-commerce, where brands can create highly targeted campaigns with high-quality, creative tools.
Also worth noting is the WhatsApp Business service, where companies can send personalized messages, show their product catalog and serve their customers more directly, and provide a shopping cart from the application.
Three platforms must take into account in 2021. On the one hand, Tik Tok is aimed at millennials and generation Z. They are short videos where entertainment content is created instead of advertising to use, which already has 524 million active users worldwide. It has a high engagement rate.
On the other hand, there is Twitch, a platform that allows you to broadcast live and interact in a much more direct way with a particular audience. These streams will be critical in 2021 campaigns as very competitive growth is anticipated and already converting viewers into buyers significantly higher than traditional marketing.
And finally, the reels, which are not a different platform, but a new way of consuming Instagram. They are 15-second videos with users of all ages and allow e-commerce to show their products quickly and easily.
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