Like hair scrunchies and pegged jeans, social media trends tend to come and go. It can be hard to stay on top of the current best strategies for success because social media is dynamic, constantly changing and evolving based on algorithms, audiences and new technologies.
Social media marketing firm HubSpot recently shared the top nine social media trends for 2021, and we’ve narrowed down our top five for home improvement retailers. Follow the trends below to strengthen your social media presence and develop closer connections with customers.
1). Less is more.
In the past, social media strategy has meant churning out as much content as possible. In 2021, retailers should be more thoughtful about what they post, providing more valuable and pertinent information to their audiences. Before you post, think about what value the information will bring to your audiences and whether they need to hear from you right now. There is a lot of noise online, so choose your timing and content carefully to make a bigger impact.
2). Content is more important than production.
Along with fewer, more quality-driven posts, social media audiences are looking for more organic content, rather than polished and produced posts. During the pandemic, many companies who normally posted highly produced pieces found that they were getting just as much engagement on videos and photos taken at home on a smartphone. Rather than worry about how your content looks, focus more on the content itself, aiming for more authentic and realistic posts.
3). Video rules the digital kingdom.
HubSpot’s Not Another State of Marketing Report found that video is the most commonly used marketing content and the second most engaging content on social media, right behind photos. As mentioned previously, videos used as marketing tools don’t have to be professionally done, just authentic and engaging. Thanks to integrations between most of the major social media channels, you can easily share the same video on multiple platforms, further extending your reach.
4). Social media is the new online store.
More consumers are turning to social media for their online shopping; a 2019 Home Improvement Research Institute Survey found that 33 percent of homeowners bought home improvement products online that year. Many of the platforms have created online e-commerce solutions for companies to easily sell products via their social media pages. Facebook Shops and Instagram Shoppable posts allow consumers to purchase a product without leaving the Facebook or Instagram app.
5). Going live is crucial.
Tying into creating more authentic and less polished content, going live on Facebook or Instagram are easy ways to genuinely connect and engage with audiences. In 2019, one in five Facebook videos was a live video, and with so many people doing business, meetings, conferences and more online during COVID-19, that number will continue to rise. Some suggestions for live content for retailers include Q&As with company employees, live streams of store events and how-to and tutorial videos.