Your marketing strategy is in place – but how do you get fresh and sharable content? And where is the best place to share it? In this article you will find out what makes good content stand out, especially in times of Corona and post-Corona. We give you an overview of digital marketing trends 2021 and present some platforms that you should know.
Would you like to learn more about marketing and modern companies? In Module 5 of Squared Online we deal with the topic “The ongoing revolution”, in which digital trends in particular are discussed and which you can get a lot of insights into here in the blog. Of course, the course goes even deeper and trains you thoroughly in online marketing.
What distinguishes good content?
Before you think about where to share your content based on the digital trends for 2021, you first need really good content. You certainly already have a strategy for this – but right now it is important to adapt it regularly.
The following checklist will help you to take a closer look at your content :
- Do you know the values of your target group and do you adapt your products to them?
- Do you know the current wishes and fears of your target group? How do you deal with that?
- How do you interact with your target audience?
- How do you show flexibility and resilience to inspire trust?
- How do you manage the transition between lockdown and post-corona? (Remember, not everyone will suddenly go back to using like they used to)
- What special offers do you have for your customers? will you take her by the hand
- What added value do you offer them with your content?
- Do you give regular updates about your company?
Good content should have an answer to all of these questions. The COVID-19 crisis is an important opportunity to position yourself according to your values and to build long-term trust . In this way, your customers see that you are not only interested in their purchasing power, but that you put them in the foreground as people. Therefore, adapt to current circumstances without losing the core values of your brand.
In short, good content is a mix of established formats, new formats, and adapted formats . For example, if you’ve had good experiences with “behind the scenes” insights so far, you should take this content further. You may be able to partially adapt it to Corona. At the same time, it makes sense to start new formats such as surveys or a podcast.
Which digital trends should I know about?
Before we go into more detail about individual platforms, we present you with a few important digital trends for the year 2021. By using these intelligently, you can signal to your target group that you are moving with the times. Many of these trends not only sound good, but also offer both companies and customers great added value .
An important development is the use of artificial intelligence , for example in chatbots . These make it possible to offer personalized customer service without using employees’ time. The focus on personal, natural-looking communication is particularly important in 2021, as in this example:
Video marketing is also a persistent trend. More and more videos are being recorded live and streamed via social media or YouTube. This makes it possible to gain something new from the video trend that has existed for some time. Also worth mentioning is the tendency to present experiences and services in a 360° video .
That marketing is also not new, but it is still very important for digital marketing in 2021. Most recently, for example, the Eurovision Song Contest in May 2021 with YouTube star Nikkie de Jager as moderator showed how much media attention can be generated by influencers. The audience in the arena also showed their preferences: Every time Nikkie came on stage, there was cheering so loud that she could hardly be heard.
Finally, the search via images should be mentioned. This also shows that more and more customers communicate visually. Apps that offer the ability to upload images and then search, like Google Reverse Search, are becoming increasingly popular. You should therefore make sure that your online presence can also be found via image search.
Where is the best place to share my content?
Now you know that you should create good and trustworthy content with added value, which is currently best distributed via visual channels. More and more companies are relying on social media stories , for which we present two important platforms below. But we also go into the auditory channel. Because in terms of disruptive marketing, it is sometimes particularly valuable if you stand out from the crowd by using other channels.
TikTok is one of the most popular apps. She has kept many people happy in lockdown. More and more companies now have their own TikTok presence. In the short videos, they give a glimpse behind the scenes, try out their products and show themselves from a very casual side.
Before you install TikTok directly, you should think and research whether this app suits your target group . Depending on your product or service, TikTok might be just the thing – it’s particularly popular with younger people – but you might be better served on YouTube or other channels.
Reels are Instagram’s answer to TikTok . Here you have the option to record 15-second videos within your IG account, which feature music in the background. There is no talking here, but dancing or showing. This is often very well received, but only if you really enjoy creating the reels. Therefore, the trick here is to find out what you feel particularly comfortable with.
The reels are best suited for small bits of information, funny data and facts à la “did you know?” or references to products and other content. We recommend that you first check out the reels from similar companies for yourself. The following video shows you how to use reels to your advantage:
Incidentally, in addition to videos, webinars are also an interesting trend in digital marketing in 2021. Therefore, consider whether you create reels that have instructional content or perhaps refer to a longer webinar video.
Another tip for Instagram: experiment with the “ shoppable posts ”. At first glance, these look like normal posts in the feed, but you can connect them directly to your shop by clicking on the photo. This allows users to easily visit your online shop from Instagram.
Clubhouse has been on everyone’s lips since early 2021 and is still growing. This podcast app offers various rooms in which listeners can listen to panels, but also ask questions themselves. This creates interactive live podcasts that are not recorded , which only adds to the appeal. Read more about Clubhouse as a disruptive marketing tool here .
There is no general answer as to whether Clubhouse is suitable for your digital marketing. But if you have something to say, enjoy arguing with experts, and don’t value purely visual marketing, it could be a very good strategy for more likes, shares, and engagement. Also consider whether your ideas and inspiration for content could be packaged in a classic podcast .
Conclusion: Go with the trend, but also listen to the target group
As you can see, you have a wide range of popular social media and platforms for your content. As long as you know your target group and produce suitable content, an important part of the work is already done. Resist the temptation to follow every single new trend and choose carefully instead. You can ask your target group directly what they want.
The trick is to keep an eye on digital trends in 2021 and then move to the right platforms with well-chosen content. Fresh, modern content inspires your target group and makes your digital marketing more successful.