Ten key trends for 2021
1. Omni-channel social content marketing will grow, with brands able to achieve different brand objectives by taking a creator-plus-platform tailored approach. Marketers can tailor messaging through content creators aligned to specific platforms, such as using Tik Tok for viral video, YouTube for tutorial, Instagram for layered content - the message reaching an audience that is switched on to the creator and the format.
2. TikTok emerged as a major pop-culture force and must-have channel for an increasing number of brands in 2020. As of April this year the app had been downloaded more than two billion times and is set to continue to be a dominant player next year. The flow on effect is that other platforms delivered innovations in order to compete - case in point Insta Reels.
3. Short form videos will continue to rise in popularity - people cooped up due to the pandemic really switched on to consuming and creating short-form video. As a result, we will continue to see product innovation from TikTok, Instagram Reels, YouTube Shorts (not to mention Triller and Byte) as platforms focus on delivering new features to lure top-notch creators along with brand marketers - the all important social consumers are also set to benefit in 2021.
4. Social-commerce offerings will continue to grow across all the platforms so that marketers will seek brand safe, authentic partnerships with content creators that reflect their brand values. The focus will be on creators delivering brand stories that will connect with consumers to deliver sales directly through their social channel.
5. The rise of micro-influencers with authentic, niche reach means more brands working with them to effectively target specific audiences. While the big influencers get bigger, so will the number of niche influencers grow enabling marketers to benefit from content tailored to reach more targeted audiences.
6. As the talent pool expands the evolution of influencer discovery platforms will simplify talent selection. The likes of Tribe, Vamp, Hypetap, Tagger Media – is making influencer and creator selection easier. It means that brand campaign execution is simplified by enabling marketers to select and utilise multiple nano/micro influencers to hit a wide audience with unique Influencer content across multiple platforms in a defined marketing window.
7. Look out for a significant rise in Virtual Influencers/VTubers as brands explore new ways to connect with audiences. They are growing in popularity worldwide with characters like Lil Miquela, Shudu, Bermuda and Blawko each attracting more than 100k followings.
8. Increased scrutiny will mean platforms need to address accountability and transparency. Instagram is widening the net on ad disclosure with its Branded Content tool along with more age-gating facilities, this is just one example of the platforms stepping up to ensure greater transparency and accountability.
9. Marketer’s will focus on accountability and channel effectiveness as more money flows into influencer and creator channels with campaign measurement and ROI in the spotlight. As well, marketers will focus on vetting talent to ensure brand safety and defining contract terms to ensure brand objectives are met.
10. AiMCO will continue to work with the Australian influencer marketing community to support this growing sector in 2021 by providing expert knowledge, best practice codes and guidance to marketers, agencies and creators.