We’re halfway through 2021 so let’s take a look at a couple of the marketing and communications trends of this year so far.

Platforms 

2020-2021 was an important year for the growth in social media use. It’s been reported that there are currently around 53 million active social media users in the UK which is up 4.4% compared to last year, according to a recent report. So now more than ever social media content creation is at the core of successful marketing. 

The dynamics of online platforms are constantly shifting and recently we’ve seen visual media based platforms come to the forefront of popularity particularly with younger demographics. Key examples include Instagram and TikTok which ranked highly in most downloaded apps in 2020.

With these platforms, trends change quickly and it’s important to keep an eye out for what is up and coming.  

Design and Imagery  

Linked to the rise of visual media based platforms is the importance of creating interesting and aesthetically pleasing images to go alongside posts. With the rise of platforms such as Canva, the ability to produce high-quality graphics has become more accessible. This is key to the production of engaging content because images, in general, are key to engagement with users much more likely to interact with posts accompanied by images.  

Also, statistics suggest images are vital for information retention which is key to getting your message across and widening your customer base. People generally only remember 10% of information three days after hearing it. However, when paired with an image or graphic they tend to retain around 65%. This illustrates how important integrating images and graphics are into content.  

Meaningful Marketing 

There has been an increasing demand for meaningful marketing particularly when it comes to social issues and activism. It’s encouraging to see brands do more than change the logo during Pride month, for instance, and try to make change through methods like spreading awareness, donations and fund-raising.  

During Pride Month one of our clients not only celebrated through a post but also has been consistently supporting a local LGBTQ+ charity that supports LGBTQ+ athletes.

As marketer Seth Godin writes, “we are each responsible for the culture where we are living, because we each can have the ability to do something about it”.  

A few weeks ago we published an interesting blog post exploring how companies can show they really care and avoid empty messaging.
 

Sustainability 

Linked to purposeful marketing is the rising importance of sustainability in marketing. Consumers are beginning to call for more transparency from brands in relation to sustainability and the impact on the environment.  

Marketing plays a key role in messaging in this context and it is particularly important to avoid ‘greenwashing’ through marketing. This refers to misleading consumers on the practices of a company and conveying the false impression that a company is ethical, sustainable and environmentally sound. 

Making sure to clearly communicate your brand’s values is so important and marketing via social media can play a big role in building trust with consumers concerned with suitability and ethics. 

Overall, we have seen that producing eye-catching graphics for visual media based platforms is key to engagement and ensuring your brand is memorable. Not only that but clearly communicating your brand’s values as well as showing you care about social issues is increasingly important.  

Take a look at the rest of our blog for more interesting posts on topics from sustainability to staycations.