Hootsuite-2021年社交趋势报告（英文）-20212-54页.pdf

olden: Brands find their place in the conversation The COVID-19 pandemic has reshaped how people engage with brands online. In 2021, businesses are learning to navigate a landscape where silence can be as powerful as speaking out. Brands must understand when to listen, empathize, and provide value without overstepping, finding the delicate balance between staying relevant and being intrusive. T R E N D 3 | page 26Way more than OK: A generation ignored by digital marketers booms on social Historically overlooked, Gen X is now emerging as a significant force on social media. With increased usage and purchasing power, marketers need to shift their focus and tailor strategies to connect with this often-overlooked demographic. Gen Xers seek authenticity, value-driven content, and meaningful interactions, providing opportunities for brands to foster deeper relationships. T R E N D 4 | page 41Do I know you? Tying engagement to identity gives advanced marketers new momentum As privacy regulations tighten and consumers demand more control over their data, social media marketers are adapting by leveraging identity resolution to connect with customers across channels. This approach allows for personalized, relevant experiences while respecting user preferences, strengthening brand trust and customer loyalty. T R E N D 5 | page 49The perils (and promise) of purpose: Bold brands start in the boardroom, not the front lines of social Purpose-driven marketing has become a crucial aspect of brand strategy. However, companies must ensure their messaging aligns with actions at the highest levels. Brands that genuinely integrate social responsibility into their core values and decision-making processes will see greater success and consumer support than those that merely pay lip service to social causes. In the Hootsuite's 2021 Social Trends report, these five trends highlight the evolving landscape of social media marketing. Marketers are faced with the challenge of adapting to the post-pandemic world, balancing short-term gains with long-term customer relationships. The report underscores the importance of understanding audience demographics, embracing empathy, respecting privacy, and fostering genuine brand purpose. The first trend, "The race to ROI," stresses the need for businesses to not only use social media for immediate sales but also to create engaging digital experiences that foster customer loyalty. Performance marketing tactics should be complemented by innovative strategies that enhance the customer journey. "Silence is golden" emphasizes the role of strategic communication in the era of social distancing. Brands need to be sensitive to the current climate and use their platform wisely, engaging thoughtfully and offering support rather than just pushing products. With "Way more than OK," marketers are reminded of the untapped potential of Gen X, a group that has been historically underserved in digital marketing efforts. To succeed, brands must create content that resonates with this demographic's values and preferences. "Identity-driven engagement" highlights the significance of data privacy and user consent in crafting personalized marketing campaigns. By using identity resolution, marketers can maintain relevance while respecting consumer autonomy. Lastly, "The perils (and promise) of purpose" underlines the need for brands to walk the talk when it comes to social responsibility. A genuine commitment to purpose, starting from the top, will lead to stronger brand reputation and consumer trust. Overall, Hootsuite's report serves as a roadmap for marketers navigating the rapidly changing world of social media, providing insights on how to stay ahead of the curve and effectively connect with audiences in 2021 and beyond. By embracing these trends, businesses can build resilience, foster innovation, and drive growth in the face of ongoing challenges.