The year 2020 has been a rollercoaster ride for marketers. The COVID-19 pandemic has shifted consumer behaviour and industry demands, and brands should be aware of these changing trends, and adjust their content and brand messaging accordingly to fit the current landscape. According to a recent study done by Talkwalker and Hubspot, the tone of 2021 will be shaped by the “four Cs” of COVID-19 content: community, contactless, cleanliness, compassion. The report found that these four aspects have been trending online and have become common conversation drivers. Hence, brands will need to adapt their communications with this in mind.
There is also a communication gap among consumers and brands when it comes to the 4Cs. While business accounts have been focusing on messages around supporting communities, consumers are more focused on cleanliness. Moving forward, while brands have to be part of these COVID-19 conversations, they will also need to assess the topic carefully to ensure their communication is relevant. Additionally, brands will have to be pandemic-conscious when it comes to developing brand content. With COVID-19 driving their consumers’ motivations, invasive advertising won’t work, the study found. Instead, brands should focus on relevant content that covers audience needs and concerns.
The “2021 Social Media Trends” also highlighted nine other aspects that brands should take note of the next year.
1. A little more conversational marketing
The pandemic has also brought the need for brands to connect with consumers to the forefront. Brands now can no longer shout their messages into the void and