Hatch Communication
A crystal ball for marketing trends in 2021

They say, ‘never waste a good crisis’. Following 2020 many industries would need to adapt the way they do business and function, including marketing. These changes have created new and exciting opportunities. As 2020 is coming to an end, we looked at a few trends that are predicted to live forth in 2021. Make sure that your brands are not only keeping up with these trends, but that you are also staying ahead of them.

Marketing trend predictions for 2021: 

  1. User-Generated Content (UGC)

UGC is any content (images, videos or reviews) created by customer or user, rather than by the brand themselves. Since the rise of influencer marketing in 2016, UGC has become an essential part of many brands marketing strategies. It has been found that UGC performs better than brand-created content. UGC is seen as the new ‘word of mouth’ marketing. 63% of social media users feel that ratings from fellow consumers are first prize and 70% of consumers believe customers opinions, where less than 35% of users believe ads.

Even though UGC is not a new trend, there has been a significant increase in this type of content due to lockdown and social distancing. The main appeal around UGC is the authenticity and reliability it provides its viewers. With social media being so often being full of noise, sponsored posts, and unattainable lifestyles, seeing ‘real’ content form ‘real’ people is refreshing.

See four tips on how to create great UGC here!

  1. Branded content

In contrast to UGC, high-quality branded content is predicted to take off in 2021. And when we say high-quality, we mean next level. Creating content through video, AI or interactive content is bound to make you stand out from the crowd. The purpose of this high-quality content is to create an unforgettable experience for your customers.

Have a look at three examples of branded content that really got it right here!

  1. Relationships take us back to basics

After spending nearly seven months pretty much confined by lockdown, people are hunkering for relationships more than ever before. Users have even turned to brands to fill that relationship gap. Build relationships with customers by engaging with them on social media platforms and generate content that really connects with them.  It is, however, as it is in every relationship, important that your users trust you. Make sure to always keep their private information safe and be sure to tell that it is safe with you.

  1. Diversification

As social media platforms grow daily, it’s crucial that we keep up with where it is going. TikTok’s upward trajectory is expected to rise even higher in 2021. The app has almost tripled in size in the past three years. TikTok is projected to pass all social media platforms and surpass the 1 billion active users mark in 2021, with 1.2 billion active users every month. It’s vital that we take note of social media platforms such as TikTok & not fall behind with the trends.

  1. Google Core Web Vitals

For those who missed the announcement made by Google mid-2020 – Google Core Web Vitals is Google’s new ranking factor and will be part of the new page experience signal in the year 2021. The signals analysed by Core Web Vitals will impact which pages appear in regular search results. It is vital that website owners make the relevant changes to their websites to make sure they don’t fall behind.

  1. Social commerce

With 55% of online shoppers making purchases through social media and 71% of consumers using social media for shopping inspiration, social commerce is forecasted to become one of the biggest e-commerce and marketing trends for 2021. Though e-commence is no new thing, the use of Instagram and Facebook shops have made shopping online even easier than before.

  1. Meaningful social content

With the rise of political activism touching on social and environmental issues worldwide, it is essential that brands take on social responsibility and not fall behind on the issues the world is facing. It has been found that 56% of consumers say they don’t have respect for brands that do not voice their opinions and stay silent on important issues going on in the word.

In 2021 it is predicted that we will see an even more significant spike in brand activism, brands will also promote their stand and voice their opinions, beliefs and values more than before.

  1. Nostalgic marketing: The advertising equivalent of comfort food

Nostalgia marketing has grown tremendously in 2020, and it is expected to grow even more in 2021. In the crazy, fast-paced world we live in, nostalgic marketing acts as a comfort for many consumers – it has actually been proven to make us more willing to spend more money!

Research has found that nostalgia gives us the feeling that our lives have meaning and continuity, which makes us feel like we have a purpose. The uncertain and unpredictive times we live in make this trend even more prominent, as people hold on to the memories and nostalgia of the past as a safe space.

  1. Going live in 3…2…1…

Live videos on social media have quickly become one of the most popular types of content on the internet. In 2019 users watched 1.1 billion hours of live videos! The global crisis has only added to these hours as it allowed users to attend a ‘live’ event via their phones or computers. Live social media has filled the physical ‘void’. It also gave brands the opportunity to present what would have been a live event to a few selected invitees to users all over the world. This trend is predicted to grow even more in 2021.

Here are five ideas for live content you can use in 2021:

  • Live Q&As (an old favourite)
  • Announcements and launches
  • Experimental content
  • Behind-the-scenes footage
  • Takeovers, interviews and collaborations


2021, we’re ready for you!


By: Jancke Bouwer