How can your social media content be relevant across all markets?

Social media marketing plans took a nosedive in March 2020 when the pandemic hit. As we worked from home, took time off or sadly, in some cases, lost jobs, we turned to the digital economy. The pandemic led to a 10 percent increase in social media use worldwide, giving companies more of a platform to communicate their message. 

But just because more people are viewing, does that mean people are engaging or converting? Whether they’re home-grown or international social media campaigns, we still need to focus on making our content relevant – particularly with this wider audience watching. 

How to prioritize your social media budget in 2021 

Perhaps the biggest challenge for today’s businesses is understanding how to spend on social media. With the emergence of so many new features – and indeed, new platforms like Clubhouse – it can be tempting to throw mud and see what sticks. 

However, we’ve seen time and again that the wrong channels or the wrong features can have the opposite effect. Take these examples: 

  • Twitter voice tweets were universally criticized as users cried out for the simple things – such as an edit button. 
  • LinkedIn’s Stories feature stoked the ire of many a viewer, who preferred LinkedIn to stick to more long-form, permanent content. 
  • Instagram Reels led to tongue-in-cheek comments from TikTok on Twitter, who claimed the feature “looked familiar.” 

But though these cautionary tales may strike fear in the hearts of social media marketers, there is hope yet when it comes to attracting a larger audience. 

Social media trends 2021 

Facebook advertising promises an average conversion rate of 9 to 10 percent, giving us access to a highly targeted audience. Let’s not forget that Facebook was the most used social media in 2020, offering advertisers a large platform to disseminate their message. 

Thankfully, the platform has made things easier thanks to relaxed restrictions on image text. Similarly, LinkedIn ads have upped their game and may meet their match with Facebook when it comes to targeting – specifically, with more refined retargeting methods for video marketing. 

Selling online? Don’t discount social media marketing. In particular, both Facebook and Instagram now have ecommerce functions that guide users through the purchase without having to leave the platform. 

Social media trendy topics 2021 

If you’re planning an international social media strategy, it’s worth focusing not only on channels, but on the themes of your content. To strike a chord with buyers around the world, try discussing the following: 

Social activism 

Carbon neutral initiatives have no language barrier, so use your platform to promote a good cause. 

Brand ethics 

Also touching on sustainability, your content should reflect your brand ethics. The events of 2020 saw a renewed push towards diversity – not just talking, but doing. 

Creating communities 

Platforms such as Reddit and Discord are uniting users with a common cause – for example, fandom over a certain product. This helps to build communities, fostering an audience of loyal buyers. 

Enhancing your social media planning with the right content 

To reach a global audience, your content needs to be valuable, accessible, and relatable. A great way to build trust is to start with user generated content, such as video testimonials or forums. 

You can also spike engagement with memes. Even on corporate platforms, meme culture has infiltrated our everyday lives, helping us to visualize the emotions we’re all feeling. It’s never been so important as now in the time of a pandemic, so use relevant, contextual memes to spread your brand message and put your audience at ease. 

For even more impact, you can bring an element of nostalgia to your channels – for example, display ads alluding to old films or music. This worked incredibly well for Spotify, and can be tied in with memes, blog posts, tweets or whichever platform is most effective. You can use the Adobe Suite to bring social media content to life.

Don’t forget to measure 

Finally, don’t forget to measure the impacts of your social media marketing. This will help you to allocate your spending and plan for further years or campaigns, or it could even help you to segment audiences. This is particularly important if you’re trying to market internationally. What may work on one audience or culture may fall flat on another. 

Focus on quality, not quantity 

With so many channels and features, it’s easy to get caught up in social media in 2021. Focus on engagement and the metrics that matter – and refine the formula until you get it right. Remember, social is always changing, so stay one step ahead.