GWI: 2021 Social Media Trends Report

GWI released its 2021 Social Media Trends Report, which showed the true power of social media in 2020. Widespread lockdowns have made social media an important channel for staying connected with friends, businesses and content providers.

1. Gen X and Baby Boomers Join

Time spent on social media generally grew in the second quarter of 2020 as countries went into lockdown. Global figures subsequently fell and have since stabilized. The surge in usage was ultimately a one-off, and we have now returned to pre-pandemic levels.

2. For opinion leaders, the tide has changed

Given the challenges faced during the COVID-19 pandemic, GWI believes that there is a clear increase in demand for more authentic and representative influencer marketing. Data shows that they have a strong appeal to consumers, especially the younger generation.

27% of Gen Z said following influencers is one of the main reasons they use social media, while following content from their favorite brands is not as popular.

3. Live streaming is enhancing the functionality of online communities

Those who cited live streaming as a top use case for social networking were more likely than the average social media user to seek out a community of like-minded people (37% vs. 22%). They also wanted brands to run customer communities (56% more than the average user) and to make them feel valued and improve their knowledge or skills.

4. Content placement should be selective, not random

Online communities help brands provide real-time support to customers, but how these interactions are managed is even more important. Some large brands have become pioneers in TikTok marketing, such as Walmart, Chipotle and the NBA, who have huge advertising budgets.

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