The global COVID-19 pandemic has abruptly altered consumers’ behaviors and attitudes, changing marketing strategies, trends, and plans as we know it. Now, roughly a year and a half into the pandemic, we’re just starting to gain a better and true understanding of the massive impact COVID-19 has had on social media and content marketing trends. Whether it was sharing information or finding humor to distract from the heaviness of it all, it’s clear people spent a good amount of time on social media during the midst of the pandemic. But which of those trends and habits stick around once the pandemic ends?
What’s Here To Stay?
According to Statista, as of January 2021, 3.3 billion people worldwide are active social media users. Although we’re not quite out of it just yet, the global pandemic has become the ultimate catalyst for digital content transformation. Several popular content marketing trends are leading people to use social media in a renewed sense when creating marketing strategies.
1. Live Feeds
With human connection on the top of everyone’s minds, the trend of live feeds has risen tremendously. Apps like Zoom, FaceTime, and Google Hangouts are further strengthening human connections online. Facebook, Twitter, and Youtube also have live feeds often using Q&A elements that directly engage you to the audience. Besides live feeds, companies have also used their live feeds to showcase company initiatives to combat the pandemic, provide educational videos or virtual interviews.
2. Digital Shopping
In addition to live feeds and Q&As, digital shopping will also continue as a staple trend. Shopping remained vital during the pandemic, but physical distancing and stay-at-home customs forced consumers to purchase differently. The dramatic rise in the adoption of e-commerce and omnichannel services see no sign of fading away post-COVID. Across all channels and devices, companies are aiming to make the shopping experience as easy as possible and consistent across all devices. The vast majority of consumers increasing their use of omnichannel services such as home delivery, curbside pick-up, or shopping via social media platforms such as Instagram are here to sustain in the future.
3. Subscription-based Community Networks
Other than digital shopping, fee-based fan communities will also stick around. Consumers are increasingly drifting towards smaller, intimate topical communities. As we approach post-COVID times, content marketing trends will push brands to adopt more fee-based communities. Exclusive access to super fans is here to stay as well. Companies such as Patreon or OnlyFans, for example, have led the way in subscription-based communities. Essentially, it’s a post-modern version of a membership club that will give brands the ability to build advocacy amongst core customers who are willing to pay a monthly fee.
4. Short-Form Visual Content
In addition to the new household social media and content marketing trends, COVID-19 has also affected the type of content users engage with – enter the digital world of TikTok. TikTok was created well before the pandemic, but it’s safe to say this app isn’t going anywhere. According to Sensor Tower, TikTok had its big moment in Q1 of 2020. The app gained over 2 billion downloads globally, the most downloads for any app in a single quarter. Pretty wild, right? However, no one was quite sure whether TikTok would be a blip on the trend radar or if people would grow to love it.
Nearly a year and a half later, this platform specializing in short-video format is stronger than ever – even after almost getting banned in the U.S. In fact, as stated by Emarketer, not only will adult users on TikTok spend more time online than adult users on Facebook, but TikTok will have more Gen Z users than Instagram and Snapchat by 2023.
How to Implement Content Marketing Trends?
Depending on your business there can be multiple ways to implements these marketing trends. For example, companies selling goods and services to consumers can implement digital shopping services like curbside pick-up as an option for online purchases. While all industries can use live feeds or short-form videos on social media to give updates on company news, projects, or acknowledgments for employees and clients.
The tools and marketing trends used during the pandemic remain as fluid as the pandemic itself. With engagement levels and post times always changing in constantly evolving circumstances, users will continue to find new ways of creating entertaining content and effective post-pandemic content marketing trends. By staying up to date with these trends, you’ll always be ahead of the digital curve.
You can learn more about how Seventh Scout evolves to meet clients’ needs online by reading our blog “Social Media and Community Engagement 101”.