Hootsuite：2021年全球社交媒体趋势报告（英文版）.pdf

1、Hootsuites fifth annual report on the latest global trends in social media S O C I A L T R E N D S To say any of us saw 2020 coming would be a lie. A global pandemic, economic collapse, unignorable calls for racial equality, and an ongoing climate crisis all made for a tough, dark year. But when the

2、re is darkness, there is light. There is resiliency, innovation, and creativityand theres always a path back to growth. In this years report, youll find big ideas and quick wins. New solutions to old problems. And real stories from leading brands around the world. All backed by insights from the bri

3、ghtest minds in marketing and data from our biggest survey yet. I hope it helps you find your way forward. Tom Keiser CEO, Hootsuite content s 4 Executive summary 6 Methodology 7 The most effective social platforms for 2021 10 T R E N D 1 The race to ROI Social bridges the gap to a new customer expe

4、rience 18 T R E N D 2 Silence is golden Brands find their place in the conversation 26 T R E N D 3 Way more than OK A generation ignored by digital marketers booms on social 33 T R E N D 4 Do I know you? Tying engagement to identity gives advanced marketers new momentum 41 T R E N D 5 The perils (an

5、d promise) of purpose Bold brands start in the boardroom, not the front lines of social Executive summary Based on our annual survey of 11,189 marketers, interviews with industry experts, and exhaustive research, weve identified five key social media trends for 2021. TR E N D 1 | page 10 The race to

6、 ROI: Social bridges the gap to a new customer experience As businesses struggle to recoup lost sales in the wake of the pandemic, marketers turn to social to meet two equally urgent imperatives: deliver short-term ROI with targeted performance marketing tactics while building innovative digital exp