Skip to main content


The events of last year have changed the way we do almost everything. From connecting with our family and friends to shopping for essentials and luxuries, we do almost everything virtually. We take our work meetings virtually, held virtual holiday celebrations, and even see the doctor over the internet. And, while we all hope these changes are temporary and most of us are longing to be back in person, we have to continue to adapt in the short-term. For many businesses, that means continuing to nurture their social media audience. Here is how to optimize your social media in 2021.

1. Promote your purpose.

2020 saw conscious consumerism rise. People want to buy from brands that have a moral compass and stand by their values. Highlight your brand’s purpose and mission in your social media plan and make sure your content supports it.

2. Social Shopping is on the rise.

Shopping directly from your social media accounts is now commonplace. The Instagram and Pinterest shop features have become wildly popular and useful for consumers. Using those tools users can find inspiration and make your vision come to life all in one convenient location.

3. Utilize platforms to their full extent.

Each social media platform has multiple avenues to reach users and add more all the time. For example, Instagram has IGTV, Reels, Stories, a live feature, a shop feature, and regular posts. Each of those avenues has its own benefit and merit. Utilize several or all of them to optimize your presence. Film an IGTV tutorial, feature your product in Reels, share images or videos showcasing your product in a casual, natural way on Stories, and go live for sneak peeks. Make each avenue a distinct part of your social media plan, with its own unique content.

Ensure you make the most of social media marketing in 2021 by including these types of content to nurture your audience and support your brand identity.

Lydia Andersen

I am an accomplished and well-rounded marketer with a strong history of achievement in high pressure opportunities, a change agent with the ability to analyze and solve business problems, identify causes and lead successful solutions from concept to creation, while maintaining impeccable customer experience, a branding aficionado with experience in both B2B and B2C marketing, and a champion of company culture, passionate about enjoying work, through committee leadership and by example.