Although 2020 definitely caught us off guard, and it’s impossible to know for sure what 2021 holds, certain recurring themes have emerged in discussions within our agency and the industry. Many are noticing early trends within their own paid social campaigns and by observing others. Social platforms continue to expand due to increased daily usage and ecommerce transactions, a consequence of the global COVID-19 pandemic’s impact on our lives. A robust digital presence, achieved through organic and paid strategies, is now more crucial than ever.

Image via Interesting Engineering As social platforms expand, offering more placements, features, and opportunities, we can leverage historical trends to anticipate likely developments in the coming year with reasonable certainty. Brands are swiftly adapting to establish a more strategic and significant online presence through social media, allowing us to confidently forecast upcoming trends and plan accordingly. Speaking of online presence, how strong is yours? Find out fast with the free LOCALiQ Online Presence Grader! So, how can advertisers and marketers like us prepare for 2021, whether representing our own brands or working on behalf of clients? Let’s explore three major anticipated paid social trends and strategies to leverage them for campaign success from the outset.

1. Anticipate new ad placements on Instagram

It’s inevitable that social media platforms will seek additional avenues for monetization, often through new ad placements. Instagram is a prime candidate for this. Given the success of Stories since their launch (a move to rival Snapchat), we wouldn’t be surprised to see them introduce ad placements within Reels as it gains traction in competition with TikTok. Facebook’s extensive reach already encompasses numerous ad placements within its ecosystem. However, focusing solely on Instagram, current options are limited to Feed, Stories, and Explore. Integrating Reels ads seems like a logical progression. While only time will tell, experimenting with organic Reels content for your brand now allows you to understand its performance potential, adapt your visual content strategy, and be well-prepared to capitalize on Reels ads when (and likely, when) they launch.

Facebook is constantly expanding across its platform and Instagram, seeking ways to accommodate the increasing demand for impressions, particularly with more businesses shifting to digital due to COVID-19’s economic impact and evolving consumer behaviors. Consequently, we might even witness the introduction of ads on IGTV. IGTV appears to be experiencing a resurgence after a somewhat underwhelming debut in 2018 when Stories, launched around the same time, stole the show. Now, many brands are integrating IGTV organically, using their Feed to share short teaser videos that direct viewers to longer-form content on IGTV. Although there’s no official plan for IGTV ads yet, Instagram did unveil a beta program for select creators in May of this year, enabling them to monetize their IGTV channels.

Image via Sephora and Adweek A great example is athleisure company Lululemon hosting free 20-minute yoga sessions on IGTV, featuring instructors donning their apparel. This approach aligns perfectly with their brand, promoting health and wellness. However, they wisely avoid a hard sell, focusing instead on engagement and relationship building by offering valuable, relevant, and uplifting content that benefits viewers’ well-being. This strategy subtly primes viewers for potential purchases; feeling good often translates into being more receptive to purchasing something that looks good on someone else.

Consider the long- and short-form content you could promote on this platform. Experiment and analyze its effectiveness for your brand. Initiate discussions with your teams and clients about potential ad formats on IGTV, as in-stream video ads seem highly probable in 2021.

2. Expand paid social efforts beyond Facebook

While not entirely new, the importance of diversifying advertising channels has been amplified recently. Facebook’s sudden mass outage earlier this month, which saw ad accounts and ads disabled without warning or justification, highlighted the potential risks of over-reliance on a single platform. With 75% of brands paying to promote Facebook posts and 93% of social media advertisers investing in Facebook Ads, the concentration of social advertising budgets is evident.

Image source Even with limited budgets, explore beyond the Facebook ecosystem. Test platforms like Twitter, LinkedIn, Pinterest, Snapchat, and TikTok. Conduct thorough research on each platform’s audience targeting capabilities, design specifications, best practices, and costs. Gather insights from fellow advertisers about their experiences, ensuring you approach each platform with realistic expectations. While Facebook and Instagram Ads offer undeniable value with lower costs, extensive audience targeting reach, and options, relying solely on one platform is risky. Recent events, including the recent outage, highlight the potential consequences. Downtime during crucial periods, such as the holiday shopping season, can directly impact revenue. Unexpected ad disruptions during special promotions or time-sensitive campaigns can be detrimental. Engage with your teams and clients, and establish backup platforms to test and drive conversions, regardless of your definition. This ensures your brand remains resilient and minimizes dependence on any single platform.

3. Allocate budget to Pinterest Ads

Continuing the theme of diversification, explore Pinterest Ads if you haven’t already. Analysts are increasingly recognizing Pinterest’s potential, placing it in the “top picks to lead 20% growth in online advertising in 2021” alongside tech giants Facebook and Google.

Image via Pinterest While still an emerging player, Pinterest is rapidly enhancing its advertising platform. It excels as a channel for prospecting campaigns, with remarkably low costs (clients have reported CPCs around $0.13 this year). Regardless of your industry, your target audience might be present on Pinterest, making it worth exploring. For ecommerce businesses, integrating Pinterest into your 2021 roadmap is highly recommended, if not sooner, depending on year-end budget availability. The surge in digital ad spend and online shopping, driven by the pandemic, presents a prime opportunity to leverage this platform and reap its benefits for your brand awareness and bottom line.

Start planning now for 2021 & achieve long-term success

While predicting the exact trajectory of paid social in 2021 is impossible, historical patterns of large ad networks and the growth trajectories of emerging ones offer valuable insights. Although Facebook currently commands significant budget allocation and attention, diversifying advertising efforts is crucial. Experimenting with and understanding other platforms safeguards your brand against unforeseen circumstances and ensures continuous campaign visibility. If you’re considering expanding your platform reach and haven’t yet explored Pinterest, now is an opportune time. Its low costs, vast audience reach, and relatively unsaturated competitive landscape make it an attractive option before costs escalate and competition intensifies. Stay informed about platform updates, case studies, and new feature releases. Begin strategizing now to enter the new year equipped with a fresh perspective on the possibilities and opportunities that lie ahead.