Top 5 Digital Marketing Trends for 2021

Talking about digital marketing trends in 2021 is, in a way, complex as we are facing a scenario of uncertainty due to the ongoing crisis caused by the COVID-19 pandemic, which has seriously shaken all markets in the last year.

We cannot deny that the economic instability and the low consumer confidence still present several uncertainties about what retailers can expect for 2021. Still, it is also a fact that companies cannot passively position themselves when it comes to the promotion of their brands, products and services.

The trends in digital marketing in 2021 include many new features and even different ways of looking at online marketing, as we see changes in strategies, social media networks’ features, re-allocation of resources, and even the changes in the way the marketing department works.

If you want to keep up with what’s ahead, check out the leading digital marketing trends in 2021.

Social commerce

Social commerce will become more widely used in 2021.

The improvements on channels like Instagram and Facebook in regard to the shopping experience, and the launch of payment options on WhatsApp, show that social networks are increasingly integrated with e-commerce.

In 2020, due to the COVID-19 outbreak, there was been significant growth in the number of companies using social networks to sell, as users as spending more time online than ever. And this trend continues into 2021. 

With this, many social media platforms have taken significant development steps, releasing updates and specific features for those looking to sell online and, above all, using social networks to do at least a portion of their selling efforts.

These updates offer a fantastic opportunity for retailers to reduce the friction from product awareness to purchase. It allows for  converting customers as soon as possible, therefore avoiding sending them directly to the website where companies can potentially lose a sale due to user experience issues

This boom in online sales is set to continue, and we will see it in-app. Many consumers who were not buying online now are feeling more confident about payment and delivery options. 

Voice search

One habit that we believe to be among the digital marketing trends for 2021 is voice search. This is not something new, but studies show an increase in this type of search.

A recent study shows that more than 40% of adults use voice search at least once a day.

Much of this is due to technology. Smart speaker devices, such as Google Home and Amazon Echo with Alexa, are gaining more features and improvements, leveraging this type of consumer search.

To ensure that you do not lose organic traffic from voice search, you may need to rethink your SEO strategy to adapt to this trend. 

Live streams

Live broadcasts played a significant role in 2020, as we were in front of screens more than ever before. They were the means of contact between many companies and celebrities with their audiences, due to social distance measures imposed to contain the spread of the COVID-19.

The results obtained through these transmissions were very relevant. Even if to a lesser extent, they should continue to increase next year as we may continue to experience some levels of mobility restrictions.

Short videos

As said previously, we spent hours and more hours in front of screens consuming all sorts of content. The 15-second videos with dances, voiceovers, and challenges on TikTok ended up reaching other social networks, such as Instagram and Facebook.

We believe that this success should not end anytime soon, mainly because of Reels’ launch on Instagram and the popularity of sites like TikTok and Snapchat.

Also, the social network has given a lot of relevance to the videos created through this feature. It is worth keeping an eye on this opportunity to generate content using video marketing strategies, which is undoubtedly one of this year’s trends, and will be well into the future.


Customization, while not really a new thing, has seen serious growth recently and has been growing over the years. The idea is that your company will increasingly need to invest in technology and tools to generate a fully personalized experience for your customers.

By adding any form of customization to your products, your chances of selling in e-commerce increase considerably. When consumers can choose sizes, colors, and other details in their customized product, they will spend more time on your website and potentially make a purchase because they can’t find the same product in another website. 

Things to bare in mind

Of course, these are trends, not an exact science. We are talking about forecasts based on what the market has already shown.

However, it is possible that new technologies being utilized by a brand will be discovered or some very significant event will end up changing the course of everything, such as the COVID-19 pandemic.

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Gabriela Damaceno
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