1. Combination of new technologies and future social media
Based on the dual network combination of the Internet of Things and social networks, social media will present an ecosystem of interconnected everything in the future. The embryonic form of this ecosystem can be seen from the development of WeChat. WeChat opens convenient service interfaces for merchants and team organizations, and more and more convenient services are connected, which makes WeChat look more like a “hypermedia” ecosystem of social media, social network services, mobile business applications, and government and civil work services. The existing network foundation of social media will provide a way to connect and share different information, improve public service measures, and optimize education and medical management systems.
Technologies such as big data, cloud computing, AR, and VR will also further promote the intelligence of social media. The intelligence of social media will enable a comprehensive upgrade of social services, e-commerce systems, entertainment games, and mobile payments. At present, foreign countries are still in a leading position in the development of intelligent technology. The United States has formed an artificial intelligence partnership represented by the five giants Google, Microsoft, Amazon, Facebook, and IBM. The United Kingdom closely combines the development of artificial intelligence with the industry, and promotes industry-university-research cooperation. Although my country’s current development in the field of artificial intelligence is still far behind that of foreign countries, my country’s artificial intelligence is developing rapidly under the policy of innovation and entrepreneurship. Major provinces and cities in my country have proposed support and incentive plans for artificial intelligence companies, and colleges and universities have also established artificial intelligence research institutes. The development of artificial intelligence will inevitably help social media to upgrade its technology and create an intelligent Internet of Things ecosystem.
2. Future trends in social media development
What trends will emerge in the future development of social media? The Talkwalker team worked with HubSpot to interview 70 global experts and front-line professionals to understand their views and predictions on social media marketing after 2021, and summarized the following 10 trends.
(1) Socially conscious audiences will have an impact.
In 2020, we can clearly see that the socially conscious generation (and the future Alpha generation, that is, people born after 2010) have an important impact on brands, politics and society. In 2021, brand companies will either have to get more involved in topics such as mental health, inclusion and social justice, or face the fact that they will become irrelevant and out of touch with the times.
(2) The rise of online false information.
From highly glamorized Instagram life blogs to Twitter spoof accounts, social media has always blurred the lines between fact and fiction. The COVID-19 crisis has brought the issue of misinformation to the forefront. Society is facing an uncertain future, which creates a breeding ground for misinformation, and those lies drive some people to make important life decisions. After 2021, brands and social media channels will emphasize facts and silence “fake news.”
(3) Social media giants adapt to the new normal.
When we look back at social media trends, we often see some people shouting that a platform is dying or that another platform is about to take its place. In response to this trend, predictions show that the current dominant social media platforms will still be important in 2021 and even years later. They may develop new features and adapt to various trends in their own way, but their importance is unlikely to decrease in the next few years.
(4) Old marketing, new market.
Some trends are short-lived, while others are recurring and reappearing from time to time. The same is true for marketing techniques. Strategies we have seen before can suddenly reappear now, especially in turbulent times. This is because those in the field of communication are reusing tried-and-true marketing methods on controversial ideas. In 2021, brands will return to simpler ways to attract consumers, and we will also see the rise of “old-school marketing”.
(5) Social games have great potential.
As epidemic prevention and control measures become normalized, people are turning to video games as another form of entertainment. Various game forums and groups have gradually emerged, creating many entire gaming communities, each dedicated to different fan groups. We are gradually understanding how players benefit from games and develop abilities that are equally valuable in the real world. As brands pay more attention to gaming communities, we will also see the hottest gaming areas become the focus.
(6) More dialogue.
Marketing is a “two-way street”. Brands can’t just shout their message into the air and hope for results. Instead, it’s all about conversation and relationship building – talking to consumers, building relationships and generating sales. The pandemic has brought this to the forefront. Sales are no longer the priority for consumers. Information, interaction and social issues are the key to driving consumer engagement and future retention. Connecting these messages is the key for brands in 2021.
(7) Nostalgia marketing.
The appeal of nostalgia marketing is clear because the positive emotions of “the good old days” help drive the emotions of the present. It can attach strong positive emotions to brands and promote brand sentiment. This marketing method is used more frequently in times of uncertainty and economic downturn, as consumers want to distract themselves from the present by reminiscing about happy times.
(8) Media memeization.
Forget emojis and clear all the animated images on your computer desktop. Memes are the popular way to communicate now. Memes and other forms of communication have spread across the Internet and become a fun way to integrate into the community, but they are not all positive and cute. Like any form of communication, memes can be used to manipulate the audience’s way of thinking and normalize extreme behaviors, such as external organizations interfering in elections or other major events. In 2021, brands need to be careful to protect themselves from these memes.
(9) 4Cs in the context of the epidemic.
The impact of the epidemic is likely to last for years. The shadow of the new coronavirus epidemic is likely to continue to exist, and consumers may find it difficult to forget its consequences. Brands need to adjust their communication plans based on this. The content created in the context of the epidemic includes 4Cs: community, contactless, cleanliness, and compassion, which shape the brand tone in the coming year.
(10) New UGC form-Remix.
UGC (User Generated Content) is nothing new. What is new is how this content is created, through what channels it is produced, and how it is shared. Remix refers to an artistic method of recreating existing layouts, templates, and ideas, which can help users express their own personality and ideas. It is very popular on TikTok, Koji, and Instagram Reels. 2021 will bring more opportunities for Remix videos, and brands will also attract users to participate and create more unique content.