Even though last year was one wild ride, one thing stayed constant – people are spending tons of time online, and the pandemic only made this trend more dramatic. In fact, with people staying at home and spending time on the web, they’ve turned to social media for those personal connections that they crave. That means having a strong social presence, and being seen in the right places, is extra important – and even more so for homebuilders and real estate brands with longer consumer journeys. These social trends are worth keeping your eye on and evaluating for your marketing plan for the coming year.
Video
The success of short, snappy videos will likely continue into 2021. It’s a great way for brands to get into consumer conversations and look more authentic. TikTok is one of the largest short-form video platforms, with the app doubling its number of downloads since 2019. While TikTok is a younger platform geared towards Gen Z, its audience is highly engaged and 40% of users are not on Instagram or Facebook, meaning this is one of the few ways you can reach them directly. Even if they won’t buy your product now – for example, Gen Z likely won’t be purchasing homes anytime soon – reaching them now will establish a sense of trust that will go a long way for your brand in the future.
Reels on Instagram, however, is a much more fitting option for industries with a long buyer journey, like real estate. Instagram has a more mature audience compared to TikTok, so you’re going to reach more of your audience that’s in the market for homes right now. Reels is also a higher-end platform that’s ideal for showing off your product and features. And with online videos projected to make up more than 82% of all consumer internet traffic by 2022, you’ll want to get in on this now, before competition is high.
Community
Now more than ever, consumers are looking for personal connections and communities they relate to online. While 83% of consumers trust the recommendations of friends and family, 66% trust opinions posted online – making it the third-most trusted form of advertising. Influencers offer a unique opportunity, providing a way to leverage the trust that’s already built into that relationship. Especially micro-influencers, who have fewer sponsored posts and more organic content, can help you establish brand trust in a way that’s authentic to your audience. Partnering with a micro-influencer to showcase your product or tour a model home is a natural way to reach your audience in their own community.
Shoppable Content
Shoppable content is springing up everywhere, and for good reason. It not only helps increase traffic and sales, but it provides a shorter, friendlier user journey by allowing them to stay on one platform. And with 43% of consumers researching products online through social media networks, shoppable content allows you to meet them where they already are. With Instagram’s shopping tab and new keyword search feature, it’s a great way to get ahead of this growing trend.
Builders provide a great example of how digital tools were used to meet the in-person constraints of the pandemic last year. And while the process isn’t the same as buying a pair of shoes, watch for more builders to take that next step of offering online home purchasing. Take a look at your brand’s online presence through the eyes of your consumer, and consider any changes that may improve their shopping experience.
Stories
Facebook and Instagram Stories are rapidly gaining popularity, and utilizing Story Ads is an easy way to capture users where they are already spending tons of time. The natural placement and convenience of swiping up results in higher engagement and click rates. And if you take the extra step to customize the ad in dimensions and placement, your ad quality will improve noticeably.
Live Streaming
Hitching on the video bandwagon, live streaming adds an additional layer to the already-proven video strategy. Live streaming helps bridge the gap between users staying at home and their desire for personal connections, and replicates the experience they would have gotten in person. You can utilize live streaming to connect your audience with your brand experts, providing them value and building trust in a way that they are most comfortable.
Overall, social media is trending toward two seemingly contradictory themes: shopability and authenticity. But these two themes are more connected than you’d think. While users are ultimately driven to buy, they also value having a community they can trust, and authentic interactions play a huge role in their purchasing decisions.
Are you looking for new ways to leverage trending social media tactics for your brand? We can help! Reach out to Barbara Wray at (512) 632-1025 or barbara@wickmarketing.com.
