Social Media Goals for 2021: Marketers Have Their Say

As we prepare to say goodbye to the year 2020, we can all safely agree on two things:

1. The year has been different

2. And we have spent a lot of time online – especially on social media.

In fact, when countries around the world ordered lockdowns in March, stats show a steady increase in global social media consumption. Besides using social media for entertainment, information, and communication – consumers have also logged in to the social network to find products, do research, and make purchase decision during the pandemic.

And with consumer behavior and industry demands taking a shift to the ‘new normal,’ the advertising community rushed to the changing their operations accordingly to fit the pandemic landscape.

But as we gear up to welcome 2021, many of us wonder how these changes will influence the coming year. Will the trends stay or will the marketers embrace new trends for the year 2021?

To answer these questions and more, Hootsuite surveyed more than 11,000 marketers and asked their predictions for the upcoming year.

What were the answers? Find out below!

1. Social Media Goal for 2021

When asked the surveyed participants about their goals for the New Year, majority of them (73 percent) said that they aim to gain more customers. This was a major change from last year when just less than half of the survey participants had the same goal.

Similarly, they also want to increase brand awareness and drive conversions in the coming year.


2. The Most Effective Platform

With over 2.7 billion monthly active users, Facebook remains to be the top-grossing platform of 2020 in marketer’s list, followed closely by Instagram.

Interestingly, LinkedIn was ranked as the third most effective platform for generating revenue with around 42% of marketers finding it as a useful channel for advertising.



While continuing investment on the same platforms is worthwhile for the marketers – some are also planning to expand their marketing efforts to other platforms as well.

For example, marketers were asked to name the platforms they would increase their investment in the coming years. Around 61% named Instagram as the channel they would put more effort in with Facebook and YouTube following closely behind.

Experts also predict the year 2021 to be a year of baby boomers. Today, nearly 70% of people aged between 55 and 73 own a smartphone, and targeting them according to their age, hobbies, and lifestyle should be made a priority by marketers.

3. Brand Purpose

With the world (almost) upside down, consumers are more concerned about their brand’s credibility and whether or not they are doing their part in making the world a better place.

In this regard, Hootsuite asked the businesspersons to rate different values they want to see in their business.

55% of the votes went to ‘operating as per the business value/principle’ while 47% wanted a clear statement outlining the same.

53% also agreed to make the world a better place with heir business model. At the same time, 45% wanted to set an example for other businesses with their operations.


What You Should Do In 2021

To enhance the credibility of your business during the year 2021, its critical for the brand’s to establish a guided marketing plan for social media. Outline how you want your employees to use social media. Set up a crisis management plan to keep the team focused in case a claustrophobic situation occurs.

Moreover, use the power of listening and find opportunities where you can insert your brand into trending conversions.

In Conclusion

These were just some areas of social media that marketers are vouching for in 2021. What do you think? Let us know in the comments below!

Read next: Worldwide Reach of Influencer Collaborations Increased by 57 Percent despite the Decline in the Number of Sponsored Collaborations in 2020

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