3 Instagram marketing predictions for 2021
Not only has Instagram transformed the way we communicate, consume, and portray ourselves since launching in 2010, but the platform itself is an ever evolving product itself. And with so much unprecedented change in the world right now, the platform is further adapting to fit in with and influence our personal and professional habits.
So you might be wondering what changes are in store for Instagram in 2021. While nothing is certain, we can make an educated guess at what is likely to happen.
Here are 3 of my top predictions for Instagram in 2021
1. Instagram e-commerce will REALLY take off
Instagram Shop was launched in 2020 after much anticipation. ‘Shop’ has its own dedicated section of the app and provides brands with a more streamlined way to showcase and promote their products with their audiences, while making it much easier for users to discover relevant products.
It has been clear for some time that Instagram would eventually mature into an e-commerce platform. The app is perfect for it. But this is just the start for Instagram Shop, and we expect 2021 to see it flourish with a rush of new features for brands to use, to seamlessly integrate direct sales capacity within their Instagram content strategy.
2. Short-form video with Reels WILL LEAD CONTINUE TO RISE IN POpULARITY
Reels is a new feature to Instagram. It allows users to publish 30-second videos and, as with Shop, has its very own section on the app. It has already proven extremely popular, with brands, influencers and users alike getting really creative with fun, quirky, and educational content.
As Reels is a new feature, it is being heavily pushed and incentivised by Instagram. Creators that get stuck in early are being rewarded with huge reach and an easier time going viral.
See my blog about going viral with Instagram Reels
We expect some changes to Reels in 2021, as it starts to mature. It’s very likely that the video length limit will increase to 60 seconds, and that we’ll see brands progressively assigning large chunks of influencer marketing budgets specifically to the format. Given that Reels apes the currently hot short-form video content model popularised lately by TikTok, but does so on a more brand-familiar platform, its steady commercial adoption in 2021 feels like a very safe bet.
3. BRANDS WILL SPEND MORE ON INFLUENCER MARKETING
One of the consequences of having several national lockdowns over the last year is that our daily internet usage and overall screentime have gone up. More time online means more time discovering, watching, and engaging with influencers and content creators whose output compliments our lives. So much so that, according to Fohr, almost 80% of social influencers have reported an increase in engagement since March 2020.
This is obviously very appealing to brands, who are looking for new ways to reach new customers when more traditional placement marketing techniques are becoming increasingly redundant. Influencer marketing budgets are increasing, and Instagram is still the default platform for many brands when considering where to spend them.
We’re also likely to see the merging of influencer content and product tagging, pointing audiences directly to the products that brands are selling on the platform.
We work with brands to create high-impact influencer marketing campaigns across all social platforms. We help you to get under the skin of your audiences, understand who and where they are, and collaborate with respected influencers to get your message to them. If you’d like to chat about working together, get in touch.
