To anticipate 2021, we must first understand 2020. The Covid-19 crisis has upset practices by acting as a catalyst, especially on social networks Tunisia Phone Number List which have concentrated the boiling of billions of human beings in real time. Indeed, this unprecedented and at the very least extreme situation left no one indifferent.
To cope with this, companies have often moved heaven and earth to strengthen and initiate solutions, meet new or increased needs for which no one was prepared. By force of circumstances, brands have therefore reinvented their way of communicating and have had more than ever to demonstrate agility to adapt to the current context. This adaptation is a long-term process, which requires listening to consumers in the grip of new questions, and sometimes falling in order to then get up better.
Despite the unstable nature of the context, certain reasons emerge from the changes that have taken place on social networks in recent months. In order to understand and predict their evolution, Hubspot and Talkwalker published a detailed report on social media trends in 2021 . Between nostalgia, TikTok, gaming and fake news, take a look at the predictions that could well sculpt the social media landscape for the coming year.
3. The Marketing Of Nostalgia
Remixing is the natural evolution of the concept of user-generated content. If the latter is now widely democratized, we are observing changes in the way it is created and diffused. The term “remixing” appears more and more, especially with regard to the TikTok platform, which has quickly become essential. The idea is for users to appropriate existing formats by adding their personal touch.
If this trend has a bright future ahead of it, it is because it responds to two universal and yet contradictory needs: the need to belong to a group and the need for individuality. By allowing users to conform to a fashionable model while expressing their personality, remixing is establishing itself as an unstoppable solution to the concerns of today’s consumer.
We no longer present them, these viral and protean elements of communication have invaded social networks to the detriment of gifs and emojis. For brands, this is an opportunity to reach their young audiences with unprecedented proximity. This quasi-community language has had some success with brands wishing to gain the sympathy of its audience and help consumers identify with them. It’s a fun way to interact with a community and better understand its codes.
However, it’s important to keep in mind that memes, beyond being comical and light-hearted, are frequently used for nefarious purposes. With the brilliance we know from social networks, a simple joke can turn into a symbol of hatred or an instrument of political persuasion in the space of a few hours. Thus, using memes in its communications means delivering an impactful message to its community by appropriating its codes, but also taking a risk for its brand image.
1. The Rise Of Remixing
Throughout history, periods of uncertainty have given rise to a need to go back to the “good old days” when everything seemed simple. The marketing of nostalgia impacted communication during the Great Depression and the Depression of the 2000s, capitalizing on the idealized memories of generations gripped by shared anxieties.
The year 2020 marks a new point on this timeline, and its potential has been increased tenfold by the power of social networks. During lockdown, nostalgia-related keywords grew 88%, which did not go unnoticed by brands. Campaigns playing on nostalgia have flared up, lining the advertising landscape with funny messages that play on symbols of decades past and breathe life into today’s problems.
This strategy makes it possible to create an emotional bond, especially with millennials who are particularly sensitive to it. If one relies on the general feeling of anxiety linked to the health crisis, but also to the uncertain ecological climate, this need for escape and comfort has not finished making itself felt.