Thought leadership

By Steve Hurst, Editorial Director at Engage Business Media

Illuminating new research in this week’s newsletter which shines a light on emerging trends in social media to help brands navigate the fast-changing consumer landscape in 2021. The new findings reveal the shifts marketers must make as the world becomes more digital after a year that redefined social media—with 4.1 billion well over half the world’s population people now using social worldwide.

Hootsuite’s fifth annual Social Trends Report, touted by the organisation as the guide to navigating social in 2021 pairs salient findings with quick wins and industry examples. Based on a survey of 11,189 marketers in Q3 2020, the report features insights from primary interviews with dozens of industry specialists, as well as published reports and data from Deloitte, Edelman, eMarketer, Forrester, GlobalWebIndex, The CMO Survey, and others.

The industry analysis discovered that Customer acquisition is social marketers’ top goal with three in four  all marketers ranking “increased acquisition of new customers” as their top outcome for social in 2021, compared to only 46% last year, marking a 58% year-over-year increase. More than half of all businesses are also planning to increase their Instagram budget. And though Instagram leads the charge in attracting marketing spend, almost half are planning to do the same for Facebook, YouTube, and LinkedIn. And the vast majority of organisations that integrate social data into other systems have confidence in their organisation’s ability to accurately quantify the ROI of social media.

“As much as we all would like to forget 2020, it has reshaped the world of social and business. In a year marked by a global crisis, social unrest, and widespread mistrust, Hootsuite’s Social Trends Report is an optimistic forward look into the future of social media,” said Henk Campher, VP of Corporate Marketing at Hootsuite. “Every second of every day, 14 people create a new social media account—and amidst physical distancing across the globe, the need for brands to pivot, adapt, and overhaul to keep up with complex consumer lifestyle shifts and expectations has only increased.”

The opportunities and challenges thrown up by this research will be examined in detail at our upcoming free-to-attend Virtual Customer Engagement Summit next month. Look forward to welcoming you there.

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