Unfortunately, many of those developments accelerated because of the lockdowns resulting from COVID-19. Voice and visual search grew as more people were confined to their home and wanted (and needed) to conveniently conduct online searches for news and increasingly scarce supplies.
The one bright spot in an otherwise dismal year, became even more popular as a means of providing some greatly needed escape, entertainment and self-expression - despite the looming threat of being banned in the United States. The video sharing app made a star of Nathan Apodaca , who long-boarded to viral fame while listening to Fleetwood Mac and drinking Ocean Spray cranberry juice - which also resulted in some sweet free publicity for Ocean Spray, and the revival of the Fleetwood Mac song, "Dreams." Ocean Spray showed its appreciation by gifting Apodaca with a new truck, and donations and earnings resulting from his celebrity status allowed him to buy a house.
On to 2021 and Hopefully Better Things - Including Shoppable Social Media Posts
As noted by , writing for , "Shoppable social media posts just make sense. At least 54% of people on social media use it to research product purchases . The goal is to create less steps for your shoppers, not more, so selling directly on social media decreases the chances of sales abandonment."
As many established brick-and-mortar stores went out of business or closed underperforming locations - or shifted to online sales only - shoppable social posts provide a great competitive edge for retailers to eliminate a step or two in the customer conversion process.
A Larger Role for Short-Form Videos
As previously mentioned, TikTok has gained traction over the past year. - Head of Content Strategy for AdRoll observes, "TikTok is now the preferred platform for Gen Z , Snapchat implemented a major redesign , and Facebook launched Instagram Reels to get in on the action ... Given the love for all things quick and catchy, marketers looking to target younger customers must invest in their short-form video strategy and execution. TikTok for Business launched earlier this year and is set to expand its paid promotion and advertising options in 2021 - in other words, marketers should start studying up on this elusive platform now."
Authentic Messaging Shows Your Target Market You're With Them
In the words of marketing expert Francesca Nicasio writing for Power Reviews , "When you market your brand in ways that feel relatable and real to your target audience, you not only win more sales, you gain loyal patrons who are proud to align themselves with your company."
This was especially evident in TV commercials and branded social media posts in the pandemic era. Group communication through Zoom and other video conferencing apps had the odd effect of simultaneously making the distance between people more obvious, yet brought the world down to a more intimate, personal level. Home-based activities in which the featured brand figured prominently were highlighted - a trend that will likely continue.
Plus, a refreshing honesty emerged. Acknowledging that life is often messy and disorganized connected with people grappling with the "new normal" that suddenly demanded they become home-school teachers, remote workers and caregivers to vulnerable older family members. Toilet paper brand White Cloud became an instant standout through its commercial depicting brief slice-of-life scenes that recognize exactly what the product is used for - including a baby's diaper in obvious need of changing as his anxious dad hurriedly carries him to the bathroom. People are harried and stressed, but White Cloud helps them get through. Brands that convey this message for their own products and services are likely to enjoy success in 2021.
Virtual Reality Will Continue to Make Inroads Into Daily Reality
Petrock cites a press release from VR headset manufacturer HTC, projecting the expansion into daily life of extended reality (XR) - an umbrella term that encompasses VR, augmented reality (AR) and mixed reality (MR).
"Prior to this virus pandemic, the mindset of many people is that XR is a nice-to-have technology. Post-outbreak, the benefits of XR to overcome the physical barriers between people could make it a must-have technology over time. ... Working-from-home, distance learning, home-based fitness, immersive entertainment and networked social interactivity will all be part of the new normal in our lives, and made more agreeable if more users could adopt XR technologies."
Wishing a Happy, Healthy and Prosperous New Year to All!
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