Needless to say, the COVID-19 pandemic has had a profound impact on consumer behavior. Being a food futurist, my primary focus over the past few months has been the food-away-from-home channel. However, while conducting my research, it became obvious every aspect of consumerism is morphing.
One major shift across all demographic groups was the speedy adaption to a digital world. Consequently, I thought this would be a good time to assess social media 2021.
- Video, video, video! Because of the clutter, marketers will have to thoroughly evaluate which platforms are beneficial to reaching their target audience – TikTok, Thriller, Instagram Reels, Snapchat Spotlight.
- Far-reaching, relevant brand clarity across multiple social media platforms. Specifically, the story behind every brand – corporate policies, supply chain ecosystem, the human factor (e.g., employees’ health & safety in a COVID World), community engagement, etc.
- Influence marketing will morph beyond beauty, health, lifestyle and travel. Technology companies will craft their marketing content in the direction of reaching more influencers to mention or endorse their products.
- Customer care will be a key area of focus for most companies. Their goal will be to cultivate humanized relationships in real time on all social platforms via information sharing and social engagement; one customer at a time. Sales will follow.
With the overabundance of social media 2021 platforms, compounded by the excessive utilization of remote working/educational technology tools, I predict bad mental health will arise. People addicted to social media will experience dopamine rushes. Dopamine is known as the happy hormone, a neurotransmitter chemical in our brain. When released, we feel high levels of happiness, pleasure and satisfaction. However, too much dopamine can produce anxiety, stress, difficulty sleeping and mania.
Sounds like a potential business opportunity for technology detox centers or retreats!