Experts Share Paid Social Predictions for 2021

“For B2B, I predict social platforms will expand their offerings to better support businesses trying to reach business decision-makers. For example, LinkedIn recently rolled out Stories where brands will be able to showcase new products, features, services to prospective customers.”

– Michael Skehill, Associate Director, Paid Social at Tinuiti

Paid Social Predictions for 2021

1. Future success will require a nimble and diversified strategy.

– Katy Lucey, Director of Paid Social at Tinuiti

2. Better support for B2B opportunities.

“Customers aren’t only on one social platform on a daily basis, so brands shouldn’t be either. Historically some channels have been seen as ways to engage via organic as opposed to paid, but amplification to the right audiences can help to drive true business growth.” The global impact of Coronavirus also expedited the adoption of online shopping due to the reduction of in-store purchases. According to reports, there’s been a +129% year-over-year growth in U.S. & Canadian e-commerce orders and an +146% growth in all online retail orders.

3. Diversity and inclusion are here to stay.

The global impact of Coronavirus also expedited the adoption of online shopping due to the reduction of in-store purchases. According to reports, there’s been a +129% year-over-year growth in U.S. & Canadian e-commerce orders and an +146% growth in all online retail orders.

13. Social investment in automation.

What we’ve seen is these brands can do the marketplace strategy themselves by being everywhere shoppers are, rather than relying on wholesalers and brick-and-mortar stores.
“Social platforms will continue to invest in automated features taking control away from the advertiser. I anticipate in 2021, larger platforms will continue to lead the way and API platforms will suffer as native ads management platforms improve.”

14. The time to diversify your Paid Social media mix is now.

– Kolin Kleveno, SVP, Addressable Audiences at Tinuiti
– Brian Roizen, Chief Architect and Cofounder of Feedonomics “Although advertisers and brands alike have a longer runway until the full rollout of Apple’s IDFA, we are still slowly creeping towards greater tracking limitations. The initial iOS 14 update did include some limitations on tracking in web browsers, turning on ITP (Intelligent Tracking Prevention) by default. With all of these changes looming, I anticipate that advertising platforms are going to be making big pushes for advertisers to largely implement a server to server integration across web and mobile, therefore decreasing reliance on third-party tracking. While Facebook has initially released its conversions API allowing users to pass back web-based server data, I would predict that app will soon be included and all other social advertisers will also follow suit.”