5 Social Media Trends to Keep an Eye out for 2021

If there’s one key lesson 2020 has taught us, it’s that brands need to stay ahead of the curve when it comes to digital trends to remain relevant in an increasingly online world. While the past few months have shown us just how unpredictable life can be, there are some clear emerging trends to keep an eye out for in 2021 if you’re looking to up your online presence…

1. Socially Conscious Marketing

Socially conscious marketing is nothing new, however the devastating repercussions of Covid-19 have emphasised a global need for humanity and compassion. As neighbours came to the aid of isolated community members and households across the nation clapped in support of the NHS, the spotlight soon turned to businesses as consumer expectations surrounding brand ethics soared. Research suggests as much as 53% of consumers now look for brands with strong sustainability credentials – compared to just 37% in 2015.

As we move into the new year, brands will need to go beyond the traditional brand-consumer relationship, connecting with customers on a more human level. One brand who did a great job of socially conscious marketing at the outset of the pandemic is BrewDog, who paused their in-house production of craft beer in order to make hand sanitiser, which was then delivered via their distribution vans to hospitals and NHS keyworkers up and down the country.

2. Short Form Video

This year, we’ve seen short-form video content dominating our screens. From Tik-Tok to Instagram Reels, Snapchat Spotlight to IG Stories and now even Youtube Shorts, we expect that the demand for short-form is only set to increase as we enter into 2021.

These engaging, easily digestible videos provide snackable content that goes beyond your polished social media feed and helps keep you front of mind. Requiring minimal time commitments and just a smartphone, embracing the new age of video content has never been easier!

3. Nostalgia Marketing

Following an emotionally challenging year, it’s no surprise that more and more consumers are seeking content that helps to make them feel good and evoke happier memories. With this is mind, we expect nostalgia marketing to be a key marketing tactic in 2021 and beyond, as brands look to reignite the good times through association. A great example of nostalgia marketing is Coca-Cola’s famous ‘Share it Forward’ campaign, which brought back their iconic 20-ounce glass bottles with the hope of reenergizing the nostalgic packaging with consumers and subsequently driving sales.

4. Live Video Streaming

Widespread lockdowns and social distancing measures left many people craving the next best thing to real life interaction – live-stream video content. While we know that the reality of ‘Zoom-fatigue’ is rampant, there’s still no denying the effectiveness of a well-executed live video. Live-stream content is a great way to allow audiences to interact with their favourite people and brands in real time, however this doesn’t mean that you shouldn’t be prepared. Before hitting that ‘Live’ button make sure you’ve thought out the purpose of your video – is it educational, is it showing something they haven’t seen before, is it bringing key people to the forefront of your brand? Also think about how you can promote your live before it happens to ensure it gets the traction it deserves – have you launched a countdown, do people know when and what time it’s happening and on what channel? Be sure to give your followers all the information they need and consistently remind them to tune in.

5. Innovative Ecommerce

Social media has never been just about likes or popularity. It’s always been about driving brand awareness and increasing leads and sales through visual storytelling. As we head into 2021, more social media platforms are putting a major focus on eCommerce and we expect that the brands embracing these innovative solutions will come out on top.

From shoppable tags on Stories to checking out directly via the Instagram app, social media has become the new storefront and it’s never been easier for consumers to make a purchase. Be ready to embrace a new wave of eCommerce developments such as live-stream promotions and purchasing options, and new eCommerce integrations within apps – facilitating more immediate purchase behaviour in response to your social media posts.

10 Ways Instagram Has Evolved in the last 10 Years

Last week Instagram celebrated its 10th birthday, and to mark the occasion, we’re looking back at how the app has changed over the last decade and the endless opportunities it has created for businesses and brands alike. From its initial launch in 2010 as a simple photo-sharing app, to the multi-functional social media giant we know today, here is a look into the evolution of Instagram…

1.Instagram introduces video

Three years after its initial launch, Instagram made a pivotal move by enabling video sharing on the app. As a direct response to rival apps such as Vine, Instagram were quick to capitalise on the emerging demand for video sharing, allowing videos of up to 15 seconds in length to be posted directly on people’s feed. Today, videos are one of the most popular post-sharing formats with how-to-tutorials generating the highest engagement.

2. Instagram Stories

Back in 2013, the surging popularity of rival app Snapchat prompted Instagram to mirror their defining 24-hour ‘story’ feature – a move which proved to be hugely beneficial, as Instagram Stories quickly surpassed Snapchat’s success. With a 24-hour window, stories are designed to house less curated, off-the-cuff content, enabling users to engage with their audience beyond their polished feed. The emergence of Stories provided a great opportunity for brands to foster an online personality and engage with consumers on a more spontaneous level, giving real insight into daily activities and the behind-the-scenes of a brand, contributing towards the growth of a positive consumer-brand relationship.

3. Business Profiles

Fast forward to 2016 and Instagram had become an essential part of the marketing mix, creating opportunities for brands to reach new audiences as well as to engage with existing customers – sparking the arrival of Business Profiles. The debut of Business Profiles marked a crucial shift for Instagram as it moved from a social media network to an essential marketing tool for businesses worldwide – granting access to an extended set of features designed to aid business owners and demonstrate return on investment. Today, users with business accounts are able to access valuable post insights including impressions, reach engagements and website clicks, include clickable links within their profile bio and access follower demographic data without ever needing to leave the app.

4. Instagram Highlights

Over a year after Instagram Stories’ initial launch, the app finally allowed users to permanently save stories into curated highlights at the top of their profile. Highlights meant users’ hard work and creativity would not disappear after the 24-hour window but could instead be saved directly to users’ profiles until otherwise deleted. Within the travel industry in particular, this feature has been great for creating beautifully curated highlights, showcasing picturesque destination shots or tantalising images of local cuisine, saved with bespoke titles and cover photos to give profile visitors a flavour of your brand.

5. Shoppable Posts

In 2018, Instagram accelerated itself into the world of ecommerce by launching shoppable posts, which allows users to purchase an item simply by clicking on a photo. The arrival of shoppable posts meant Instagram was no longer just a useful tool for generating website leads, but enabled tangible sales, with the customer journey beginning and ending within the app.  According to a report by BigCommerce, Instagram shoppable posts have increased traffic by 1,416% for brands since its release, demonstrating its capability to generate revenue and return.


In 2018 Instagram launched IGTV, catering to longer form video content and extending maximum video length from one-minute to ten-minutes, and up to an hour for larger accounts. The extended time limit has created more opportunities for engagement by allowing brands to give followers a greater insight into their brand story- cultivating desirability and inspiring consumers. Throughout the Covid-19 lockdown, IGTV proved to be invaluable for staying connected, with fitness influencers sharing at-home workouts, musicians sharing virtual concerts and travel brands delving deeper into their brand story. Luxury cruise company Aqua Expeditions made excellent use of IGTV when they released a #CookingWithAqua IGTV series, in which Aqua’s world-renowned consulting chefs led cooking masterclasses inspired by the authentic local cuisine served aboard their vessels.

7. Instagram Donate

In the summer of 2019, Instagram rolled out a donation sticker which could be easily attached to Instagram stories to create a 24-hour fundraising campaign, with 100% of the proceeds donated to charity. To date, the feature has proven a huge success with Instagram reporting that it raised more than $US 100 million for Covid-19 fundraisers between January – July 2020. Now more than ever, it is crucial for companies to show that they care, and this feature provides a fantastic opportunity for brands to demonstrate corporate social responsibility and build brand identity by publicly supporting the charities which lie close to their heart.

8. Instagram Guides

In May 2020, amidst a global pandemic, Instagram launched Guides. Originally created with travel in mind, Guides were inspired by the concept of Instagram users sharing informative recommendations and tips beyond photos and videos. For travel brands in particular, Guides are a great way to look beyond the walls of your hotel and generate thoughtful content exploring the local area – immersing you into the destination.

9. Reels

In the summer of 2020, the world became fascinated with new rising social platform, TikTok, where a predominantly younger user-base shared 15 second snappy videos with themes ranging from lip syncing to dance challenges. Following TikTok’s skyrocketing success, Instagram soon followed suit with ‘Reels’ – complete with their own AR effects, filters and music. Reels can be shared to both stories and main feed, offering a platform for both fun and informative videos. Not to mention Reels have also been dominating the explore page, meaning people who don’t follow your account can still see and engage with your content. Louis Vuitton is an example of a luxury brand who have made exemplary use of Reels, raking in an average of 5 million views per video, in which they promote their new collection.

10. Removal of Likes

Looking to the present day, Instagram have begun the removal of public likes meaning that although the like button will still be available, like counts will only be visible to the creator themselves. The feature has already been implemented in countries such as Australia and New Zealand and is rumoured to be rolled out to the rest of the globe imminently. While many have concerns about this update, brands should embrace it as a positive – shifting the focus away from vanity metrics such as likes and comments, and concentrating their attention on more meaningful engagements such as saves, shares and clicks, which are favoured by the Instagram algorithm. The removal of likes should also give brands and content creators a greater sense of freedom – encouraging them to experiment with creative ideas and out-of-the-box content, free from the anxiety of a low number of likes.

Mango Digital Digest: May

From the latest software updates, to the most talked about digital campaigns, the Mango Digital Digest is the monthly roundup that will help you stay up-to-date on all the important social media news you need to know.

This month’s top 10 trending topics…

1. Facebook and Instagram announced new “Shops” feature in latest move to become fully integrated e-commerce platforms

The highly anticipated new feature will allow users to buy and sell products directly on the platforms, in just a few clicks, without ever needing to leave either app. You’ll also be able to shop for products from sellers, brands and creators directly on Facebook and Instagram Live.

While Facebook Shops have already been rolled out, Instagram Shops are set to arrive on the platform this Summer, along with a dedicated Shop tab on the navigation bar at the bottom of the screen to make the feature even more prominent.

2. Instagram launched new “Guides” feature

How ‘Guides’ work, is that they live in a new tab on a user’s profile and will aggregate several Instagram posts and videos along with tips, commentary and advice – which can either come from the user’s own profile or can be sourced from across other creators on Instagram.

While ‘Guides’ are currently limited to a small set of creators and only cover the wellbeing space right now, it is believed that they were originally designed with the travel industry in mind. So as international travel restrictions lift, this could certainly be one feature to watch closely!

3. LinkedIn confirms that ‘dwell time’ now factors into content distribution algorithm

LinkedIn has published an overview of its new ‘dwell time’ metric, which is now being factored into its feed algorithm, which defines what each user sees on the platform. Dwell time, as it sounds, calculates how long a LinkedIn user spends looking at an update or link.

As explained by LinkedIn: “At a high level, each update viewed on the feed generates two types of dwell time. First, there is dwell time “on the feed,” which starts measuring when at least half of a feed update is visible as a member scrolls through their feed. Second, there is dwell time “after the click,” which is the time spent on content after clicking on an update in the feed.”

Therefore, if you want to start maximizing your post reach on LinkedIn, it’s important to consider how you can grab people’s attention, and keep it for as long as possible…

4. Twitter announced, “a new way to have a convo with exactly who you want” by allowing users to limit who can reply to their tweet

While it may feel somewhat anti-twitter to limit who can respond to a post, the new feature will hopefully allow people to better engage with their audiences while also avoiding their posts being littered with bot activity.

5. Instagram supports small businesses during the global pandemic by adding new sticker functions to Stories

Another new feature from Instagram that shows they really care about businesses… Earlier in May, the app launched a “Support Small Business” sticker in Stories, which lets users shout-out their favourite small businesses in front of their followers. Similar to the “Stay Home” sticker launched at the start of the pandemic, when used, the Story including the sticker will be added to a shared public Story, which appears right at the start of everyone’s Stories tab – offering exposure far beyond just your followers.

6. Instagram confirmed that stories will have a more prominent role on user feeds

Last year Stories overtook the newsfeed as the No.1 way we share things with friends and so it comes as no surprise that Instagram have confirmed that Stories will become more prominent on the platform.

While it’s unsure how exactly these will be displayed, it does highlight that everyone should be embracing Stories and ensuring that they are a key part of any social media strategy.

7. For the first time in history, Twitter hid a president’s tweet

President Donald Trump’s recent tweets, detailing threats to intervene in Minneapolis amid protests over police brutality, have been flagged by Twitter for “glorifying violence”. While Twitter chose not to remove the tweet entirely, it did go to show that no one is exempt from their strict community guidelines!

8. Instagram CEO hints at auto-subtitling video content across the platform

Content creators and brands who have spent hours adding captions and subtitles to videos can finally rejoice, as Instagram CEO, Kevin Systrom has hinted that they are looking into a feature that will automatically add subtitles to video content across the platform.

Not only is this great from an accessibility perspective but according to research from multiple organisations, as much as 85% of video views happen with the sound off – proving just how much captions and subtitles really matter!

9. Twitter Rolls Out Native Scheduling Within the Tweet Composer Window on Desktop

After testing it out for close to a year, Twitter finally announced on May 28th that it’s bringing native tweet scheduling and the capacity to save tweet drafts to its desktop app. While this function has always been available on the mobile app, it’s a welcome addition for brands and social media managers not using paid for scheduling platforms, who now have another option for tweet scheduling.

10. Instagram announced a broader rollout of ads in IGTV content

Following months of trials, Instagram have officially announced a broader rollout of ads in IGTV content, which means that creators will now be able to earn a small commission directly from their video content (which will be split with Instagram).

Instagram explains, “We are introducing ads in IGTV, our long-form video destination. IGTV ads will initially appear when people click to watch IGTV videos from previews in their feed. The video ads will be built for mobile and up to 15 seconds long. We’ll test various experiences within IGTV ads throughout the year – such as the ability to skip an ad – to make sure the final result works well for people, creators and advertisers.”

While this will be a welcomed addition for both content creators who can use this to supplement their income and brands looking to drive awareness amongst their target audiences, the question remains about how well will this feature be welcomed by ad-avoiding consumers?

*Bonus Feel Good Story of the Month: Captain Tom Moore became a worldwide internet sensation after raising £32 million for the UK’s NHS

Any social media user will be hard-pressed to have not heard about the incredible efforts of Captain Tom Moore, who managed to raise a whopping £32 million for the NHS after pledging to walk up and down his garden 100 times before his 100th birthday.

With an initial goal of raising £1,000, Captain Moore’s sponsored walk ended up being one of the most successful fundraising stories of our time, proving the public’s hunger for joy during a time of bleak international crisis.

Mango Digital Digest: February 2020

From the latest software updates, to the most talked about digital campaigns, the Mango Digital Digest is the monthly roundup that will help you stay up-to-date on all the important social media news you need to know.

This month’s trending topics…

1. The World Health Organisation (WHO) teams up with tech companies to combat global infodemic

Facebook, Twitter and TikTok are among the firms working to provide links to accurate information about Coronavirus, following concerns flagged by the WHO that fake cures and false information were spreading faster than the virus itself.

New measures put in place will include notifying users who are sharing posts containing incorrect information, adding prompts to searches and homepages with a direct link to the official WHO channels and encouraging users to report anything which may be harmful and stop individuals from seeking treatment.

2. LinkedIn confirms stories will be available on the platform soon

While this may come as a surprising move from professional social media platform Linkedin, it seems that they will finally be rolling out their own version of Stories in the coming months. Pete Davies of LinkedIn explains:

“Stories first appeared on Snapchat, with other platforms like Instagram and Facebook adopting them soon after. They spread for a good reason: they offer a lightweight, fun way to share an update without it having to be perfect or attached to your profile forever. Does that exist in the business world? I’d hope that most of my interactions in the break room or passing people in the hall are similarly ephemeral and light.”

Will they be effective? Will Stories be a winning addition to LinkedIn? Only time will tell…

3. TikTok tests direct website links on profiles

While the Chinese-owned video app exploded on to the scene last year and took the number one spot on the app download charts, many brands have shyed away from using it as part of their wider digital marketing efforts, partly for its failure to deliver any tangible results. But could this latest update change all that?

Reports suggest that TikTok is not only testing the use of shoppable links in videos but are also looking to add a new URL field into profile bios (similar to Instagram) which would allow users to drive traffic to their website directly from the app. Should these updates roll out as planned, we expect that the boosted business appeal will attract the attention of more brands over the coming months.

4. Snapchat launched a new mental health tool to help younger users

With one of the youngest audiences of any social media platform, Snapchat has been praised for the recent roll out of their ‘Here For You’ tool, which aims to provide proactive in-app support to Snapchatters who may be experiencing a mental health or emotional crisis, or who may be curious to learn more about these issues and how they can help friends dealing with them.

As it rolls out in the coming months, users can expect to see safety resources pop up from local experts when searching for certain topics including those relating to anxiety, depression, stress, grief, suicidal thoughts and bullying.

5. ‘You’re shouting at tea’ – Yorkshire Tea’s brilliant response to Twitter tirade

The internet is an amazing place but sometimes pseudonymity encourages rash and illogical behaviour from users which often leaves brands centred in the crosshairs. This time, it was Yorkshire Tea who found themselves in hot water *pardon the pun* after Conservative MP, Rishi Sunak posted an image on Twitter with the caption: “Quick Budget prep break making tea for the team. Nothing like a good Yorkshire brew.”

Instantly, users began condemning the brand for the supposed ‘endorsement’, leaving the Yorkshire Tea social media team with the choice to sit back and take the abuse or fight their corner – and fight they did! Not only did they instantly put out a tweet clarifying that they had nothing to do with the post in question but they also went above and beyond to humanise the situation and put people firmly in their place when they tried to make irrational accusations and boycott calls.

Twitter – 0
Yorkshire Tea – 1

Mango Digital Digest: October 2019

From the latest software updates, to the most talked about digital campaigns, the Mango Digital Digest is the monthly roundup that will help you stay up-to-date on all the social media news you need to know.

This month’s trending topics…

1. Twitter takes a stand against politics

This month, Twitter announced that it will ban all political advertising on the platform saying that the reach of such messages “should be earned, not bought”. Since making the announcement, Twitter have received global praise for acknowledging the effect these adverts have on voting and for doing their part to put a halt to the problem of political misinformation … No pressure Facebook!

2. LinkedIn Engagement Continues To Rise

A report published by Microsoft earlier this month shows that not only were LinkedIn revenues up 25% but that LinkedIn sessions grew 22% – generating record levels of engagement and job postings. So, if you haven’t been paying attention to LinkedIn, perhaps it’s worth more of your focus in 2020!

3. Instagram rolls out a series of new features

Instagram has been hard at work this month, rolling out a variety of new features to keep users engaged and help make navigating the platform easier. From adding a new DM filtering feature for creator accounts to removing the ‘following’ tab which means you can no longer see the activity of the people you follow (sorry Insta-stalkers!) – there’s been plenty of small changes rolled out over the past few weeks. And let’s not ignore the rumours that they’re currently testing out a new way to categorise who you follow and prioritise who shows up in your feed… #StayTuned

4. Facebook and Instagram ban ‘sexual’ emojis including aubergine and peach

Sorry fruit lovers, but the aubergine and peach emojis are among those that have been deemed too promiscuous for Facebook and Instagram, who have recently rolled-out a new policy which will ban the use of such emojis if used in a ‘sexually suggestive’ way.

5. TikTok tops download charts

Is TikTok part of your digital marketing plans for 2020? Well, if you’re looking for an authentic way to engage with Gen Z consumers and video content is central to your social media strategy, then perhaps it should be! As reports indicate that it was the most downloaded app both on iOS and Android for the month of September – with close to 60 million installs!  

Dubbed Vine 2.0, Tiktok is unlike other platforms as it’s content driven as opposed to connections driven, meaning creators have to get creative if they want to create the next viral sensation. Our only question? Which brand will be the first to truly rise to the challenge…