by Julie-Ann Sherlock

As we embark on a new year, brands and businesses are reflecting on 12 hard months that will go down in history. So many things have changed, so many difficult lessons have been learned, but as green shoots of hope emerge and we look to a more hopeful future — what trends will reign supreme in 2021?

Social media: Platforms such as Twitter, Facebook and Instagram are already indispensable tools in the marketer’s kit. But during Coronavirus-imposed lockdowns, social media became even more crucial for staying in touch with family, friends and customers in 2020. This trend is likely to continue this year and brands really need to step up their game when it comes to building communities, reaching people and developing conversations in this realm.

Community causes: As an essential part of building trust and forging connections, brands need to be aware of the causes that unite (and divide) their audiences. Showing warmth and humanity and supporting the causes that matter to customers — with more than just lip service — will engender trust, strengthen online communities and maybe even inspire change. 

Voice search: Voice search has become extremely popular the world over. Therefore, structuring your content to be found and enjoyed through voice search on smartphones or speakers is going to be more critical than ever. 

Video/podcasts: With the meteoric rise in popularity of TikTok, content creators can ignore video communication at their peril. Short, entertaining and informative videos, demonstrations, webinars and podcasts will be a crucial part of the content landscape in 2021. In eCommerce, live shopping events/infomercials are likely to grow too. 

Artificial intelligence: The enhanced capabilities of AI will continue to shake up the content field this year. The use of synthetic influencers such as Lil Miquela, chatbots with personality and augmented reality are all going to take automation to a new level. 

The world is changing, as is the way that companies reach out to their customers — but in 2021, if you create engaging, genuine content targeted to your audience while embracing these trends, you’re sure to build a tribe of followers to help your business grow.

To hit the ground running this year, contact the ALHAUS team for editorial and brand strategy support.