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Companies use social media to communicate their strengths on the market. Successful content is unique, original, relevant, and focused on a specific target market.
Every year, organizations revise their social media strategies to keep up with platform algorithms and audience preferences. Marketers continuously search for new ways to interact with customers through content. In this article, Anastasia Onoshko, Senior Marketer at AsstrA, shares professional observations on the latest B2B content marketing trends from the first three quarters of 2021.
Snack content
Anastasia Onoshko
"Digital communications took a great leap in 2020. In the "new reality," many aspects of daily life have moved online, including education, work, celebrations, shopping, entertainment, and even exercise. People take in more digital news than ever. Despite the easing of quarantine restrictions, many people have continued to work remotely and kept many of the digital habits they formed during the pandemic. The abundance of digital “noise” makes it harder for them to concentrate. To retain their audience’s attention, content producers are increasingly relying on “snack content” that is simple, clear, and easy to distribute.
Disappearing content
“Another trend is disappearing content. For example, Instagram, Facebook, and most recently LinkedIn have made it possible to create temporary “stories” consisting of photos and videos that are viewable for only 24 hours. Important posts may be prepared in advance or spontaneously placed in feeds to convey emotions consistent with a “story.”
Personalized content
“As they spend more time online, each web user’s digital footprint is growing. Marketers are able to collect more detailed data that can be used to create more customized content that is unique for each user."
Engaging posts and stories
"In social media algorithms, post interaction time plays a key role in how content is ranked in a feed. Creators are coming up with new types of engaging posts and stories to keep their audience's attention an extra 10 precious seconds.”
Audio content
"Audio content is increasingly popular. In 2020, the popularity of podcasts gained record momentum. Clubhouse, a social network that enables conversations of groups of people around specific interests, was literally the talk of the social media industry at the beginning of 2021. Influencers and companies can create their own podcasts and Clubhouse accounts to promote brands. Once a product niche, audio content is gradually moving into the mainstream.”
According to information from the Chartered Marketing Institute, during the pandemic 94% of B2B marketers revised their social media content marketing pitch. 80% of professionals who adapted their content marketing to Covid-19 realities saw their stats improve throughout the year. New interaction models and formats await end consumers in 2022, and the AsstrA-Associated Traffic AG marketing team is keeping a close eye on the changing trends.