Last year was… how can we put it politely? Ah yes, a hot mess, what with all the disruption, stress and grief caused by the Covid-19 virus. 

Yet 2020 also saw some big changes in the social media world, whether it was LinkedIn getting with the 21st century programme and discovering video, to Facebook doing its level best to shove Instagram into everything. 

The new year has got off to an equally bumpy start but, like the US President’s desk, we are resolute when it comes to maintaining a positive outlook. With that in mind, here’s what we think will be the top social media trends for 2021: 

Instagram Reels and Searchability

Chances are if Alexa or Siri aren’t a part of your household (other smart speakers are available) then you’ll know someone who can’t remember how they managed without them. 

Voice search is tipped to be one of the biggest social media trends of 2021, so make sure it’s a solid part of your social media marketing strategy. 

Likewise, visual search is set for big things. Customers take a smartphone picture of a product and ask the internet:  “where can I buy this?” Pinterest is one place to be to get the most out of this trend, likewise Instagram, with its shiny shoppable features. 


It’s been a quietly growing trend for several years but sustainability – the business version of being environmentally friendly – will be more important than ever in 2021.

Supply chains were tested to their limits during the pandemic and some businesses turned to local alternatives, in some cases reducing their carbon footprint. As more customers call for eco-friendly items or demand to know more about the origins of products, being able to demonstrate your green credentials through marketing will be a boon to your business. Boom.

Brand Values, Diversity and Inclusivity

Any talk of sustainability is inevitably followed by that of diversity and inclusivity (and not before time!), and we think both will play a big role on LinkedIn.

The professional platform, which gave us Live, Events, Polls and Stories in 2020, will also become a place where business owners can approach, discuss and shed light on important political, social and economic issues.

LinkedIn’s recently added features will be powerful marketing tools in 2021, as business owners, professionals and brands use the platform to demonstrate their values and stand up for important issues. Expect some fireworks – if you’re not already starting them.

Let your customers do the talking 

Remember the days when, if you were really impressed by a product you bought, you told the world and his or her wife? In the 21st century, social media has replaced the garden fence, and user-generated content (UGC) is the new gossip. 

It’s not to be sniffed at either. Ads including UGC have an impressive 400% higher click-through rate than those without, so it’s crucial to get your customers talking about your products and services. We can devise a social media marketing strategy to help make this happen. 

Video content is king 

You don’t have to be Kim Kardashian to woo consumers to your brand, but adding video to as many of your social media posts as possible will keep you bang on a big 2021 trend. 

There’s no shortage of platforms to choose from either: Facebook, Instagram, LinkedIn, Twitter, TikTok and, of course, YouTube – the video world’s your oyster, Rodney. The real trick is making sure you’re posting in places where your audience is watching… 

Let’s get interactive 

Any social media marketing strategy worth its salt includes some sort of interactive content. It’s a great way to engage customers and can be a neat way to find out what they’re thinking or looking for. 

This year didn’t get off to the best start, thanks to yet another lockdown, but it will fuel a need for less passive content. Rack your business brains and come up with quizzes, interactive infographics, or calculators, to entertain that captive audience. 

A sense of social media community 

The vast majority of small and medium business owners are part of at least one social media group. They’re the lockdown version of going to the pub: private places to share success stories, swap ideas and have a general grumble about the general state of the world. But have you ever thought of creating one for your brand? This type of social media community, set to be hugely popular in 2021, is a place where you can engage current and potential customers, launch products and get instant feedback that can help shape and drive your business. 

Check your metrics

Every social media marketing strategy will have results, and analysing that data can be a rollercoaster ride. But are you looking at the right metrics?

Having lots of followers might make you feel feel great, but it may not be a true measure of success. In 2021, a big social media trend will be stepping away from ‘vanity’ metrics and a shift toward a broader range of criteria, including awareness, engagement, conversion and consumer. If it leaves you baffled, drop us a line and we’ll make sense of the chaos. 

So that’s it – our top social media trends for 2021. There’s a lot to get your teeth into so if you don’t know where to start, give us a call and we’ll help you dive right in. 

We’re 24 fingers, a digital marketing agency and a proud member of the 42 Club, Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community, the Organisation for Responsible Businesses and the Rotary Club of Brentwood à Becket. We help companies who are all fingers and thumbs with their social media grow their business and brand. Book your free strategy call here.