Hootsuite-2021年社交媒体趋势（英文）-2021.1-54页_4mb

Hootsuite® 2021 Social Trends Summary

Core Content Overview

Hootsuite's 2021 Social Trends report outlines five key trends that define the evolving landscape of social media marketing. Based on a survey of 11,189 marketers, the report highlights strategic shifts and insights from industry experts to guide brands in navigating the challenges of 2020 and beyond.

Key Trends

1. The Race to ROI: Social Bridges the Gap to a New Customer Experience

• Main Focus: Marketers are under pressure to deliver both short-term ROI and long-term customer loyalty.
• Top Goal: Customer acquisition is now the top priority for social marketers, with a 58% increase in its importance compared to 2020.
• Insight: While transactional online experiences are common, they fail to create memorable brands. Marketers must blend performance-driven tactics with innovative, engaging experiences that mirror the fun and connection of in-person interactions.
• Example: Livestreaming events and short-form video are becoming key tools for social commerce. Clarins used Instagram Stories to offer skincare guidance, resulting in a 75% increase in story completion rates. Walmart is also investing in short-form video to capture consumer attention.

2. Silence is Golden: Brands Find Their Place in the Conversation

• Main Focus: Brands need to listen more than they speak, especially in times of crisis.
• Insight: Many brands overestimated their relevance and flooded social media with overly sentimental content, which often backfired. Successful brands instead waited to engage, aligning with the natural flow of conversation.
• Example: Securian Financial launched a UGC campaign called "Life Balance Remix" after observing a shift in user sentiment on social media. They encouraged users to share their "new normal" and donated to a food charity, resulting in 2.5 million impressions. Ocean Spray similarly waited before responding to a viral trend, which led to positive engagement and brand recognition.

3. Way More Than OK: A Generation Ignored by Digital Marketers Booms on Social

• Main Focus: Baby boomers are becoming a more significant demographic on social media, despite being historically overlooked.
• Insight: Increased digital literacy and spending habits are making baby boomers a lucrative audience. They are more active on platforms like Facebook and are less influenced by traditional marketing methods.
• Example: Facebook remains the most effective platform for baby boomers, with many marketers still relying on it for reach. The report notes that the percentage of images containing adults over 50 has increased significantly, reflecting their growing presence on social media.

4. Do I Know You? Tying Engagement to Identity

• Main Focus: Marketers must connect social engagement with customer identity to build stronger relationships.
• Insight: Social media is a powerful tool for retaining customer connections, but many brands have not effectively tied engagement to identity. This gap is a missed opportunity for deeper customer insights and loyalty.
• Example: Brands that use social listening and integrate it with other data sources can better understand customer behavior. UGC is seen as a trusted alternative to expensive brand content, as consumers prefer peer recommendations over branded messaging.

5. The Perils (and Promise) of Purpose: Bold Brands Start in the Boardroom

• Main Focus: Purpose-driven marketing is essential in a socially conscious environment.
• Insight: Brands that align with customer values and have a clear purpose are more likely to succeed. CMOs must use social data to guide strategic decisions and ensure their brand's message resonates with new buyer beliefs and behaviors.
• Example: Coors Light used humor and relatability in a campaign that encouraged users to share their stories with the hashtag #CouldUseABeer, resulting in a significant increase in engagement and brand visibility.

Methodology

• The report is based on a survey of 11,189 marketers conducted in Q3 2020.
• Additional insights were gathered from primary interviews with industry experts and published reports from organizations like Deloitte, Edelman, eMarketer, Forrester, and GlobalWebIndex.

Most Effective Social Platforms for 2021

• Instagram leads in attracting marketing spend, with 60% of marketers planning to increase their budget.
• Facebook, YouTube, and LinkedIn also see significant investment from marketers.
• TikTok remains popular but hasn't increased in importance in the investment stack.
• Twitter and Pinterest are seen as effective for non-paid advertising, with Pinterest excelling in driving conversions.

What You Should Do in 2021

• Multiply ROI by Adding More Channels: Multichannel campaigns offer higher ROI than single-platform strategies.
• Use UGC to Enhance Engagement: UGC is cheaper and more trusted than branded content. It can be integrated into email campaigns and search ads.
• Don't Dismiss Passive Content Consumption: Most users engage with content passively. Brands should balance engagement and reach goals.
• Bolster Social Listening with Other Insights: Social listening alone is not enough. Combining it with search analysis and other data sources provides a more comprehensive view.
• Make Social the Leading Light in Customer Loyalty: Focus on retaining loyal customers through targeted, meaningful interactions and proactive listening.

Conclusion

Hootsuite's 2021 Social Trends report emphasizes the importance of balancing short-term ROI with long-term customer experience, listening over speaking, and rethinking traditional marketing approaches to include older demographics. It also highlights the value of UGC, the need for strategic purpose-driven marketing, and the role of social media in building customer loyalty. The report serves as a guide for brands to adapt and thrive in a rapidly evolving digital landscape.