Top Digital trends to look out for in 2021
As we begin to navigate 2021, we wait with bated breath and optimism for the year after the great catastrophe that was 2020. We hope that 2021 will be the year when Covid-19 will cease to be a pandemic, and we can return to everyday normalcy. And words like ‘lockdown’ and ‘social distancing’ will become a distant memory.
Until then we are excited to look ahead at the game-changing digital design and marketing trends that’ll shape the digital landscape for the Built Environment sector in the year to come.
Here are 3 digital trends we recommend you adopt to up your digital game, increase your digital visibility and create more impact for the audience you serve.
Image: Unsplash
1. Videos, videos and more videos
Videos are the most effective medium to replicate real life.
While video marketing is not a new commodity, incorporating video animation is expected to become the most effective digital marketing trend in 2021. We can't stress enough the value of using storytelling in your videos to amplify your voice on your digital communication platforms from your website to your social media channels.
“This year, both long-form and short-form video are among the most shared content on social media. Your audience wants to consume content in a more entertaining way,”
More and more marketeers in the Built Environment sector are using animated explainer videos to promote brands and services. Why? Because, subconsciously, people perceive animations as fun and attractive entertainment, rather than a promotional pitch. In 2021, there will be an increased use of animations to jazz up marketing messages that’ll be more engaging with different target audiences and demographics. Take a look at the animation explainer videos we created for Cosy Homes Oxfordshire here - the animation delivers a sharp, punchy message to inspire the viewer into action.
YouTube is now a search engine in it’s own right. People go directly to YouTube to look up a solution to their problem. If you are creating video content, make sure they are searchable on YouTube with the right keywords and tags. That's an easy win to help your audience find your content easily.
If you choose to incorporate videos in your marketing mix, remember that your audience is looking to connect with approachable and authentic brands. A great story touches on someone’s heart and engages their mind, so focus on the values of your brand and your story. This will increase your chances of engagement and retain your audience’s ever limited attention span.
Build their trust and convert your audience into fans who will eventually buy into your service or product offer.
Image: Unsplash
2. Embrace the rise of ‘immersive’ reality
One of the biggest shifts in 2020, was the rapid and forced push towards a more digital world.
For Rightmove, the UK's largest online real estate website, there was a 53% increase in smartphone usage through their mobile site. There has also been a significant increase in 4G coverage and Wi-Fi access, with video content and high definition photos creating a more immersive experience for home movers, who are digesting more content than ever.
The loss of familiar, real-life experiences has quickly evolved our digital world towards immersive, 4D visualisations to stimulate experiences that are as close to reality as possible. 4D virtual property tours have flourished in the property market, while designers are able to produce digital abstractions and unusual angles without the need for physical objects. The ability to remotely view properties from any device, at any time, is becoming an invaluable tool for Property Developers and Real Estate agents alike.
Take a look at the virtual property tour we created for Empowered Homes for one of their Supported Living properties, which you can view from the comfort of your own couch.
“It’s estimated that up to 71% of consumers consider a brand to be forward-thinking if it uses immersive reality,”
The use of cutting-edge immersive digital visualisations will make your Built Environment brand more desirable. It is a growing marketing tactic that’s expected to become an integral part of 2021. The key is to stay ahead of the game, so get that advantage over your competitors by embracing digital immersion.
Image: Unsplash
3. Digital as a tool for social and climate justice
The recent rise of global activist movements has seen a new wave of digital activism taking place on social media. From Black Lives Matter to Marcus Rashford’s campaign to feed Britain’s children, social media was hugely instrumental in helping these movements create the transformative impact that they did and continue to do so.
Movements for climate and social justice are now able to achieve new levels of visibility through social media. But it is not enough to simply reach people, you have to motivate them into action as well. This has paved the way for designers and creatives to tap into their creativity for the greater good and use impactful logos, bold fonts and iconic visuals that are easily recognisable to share powerful messages.
“As designers, we can communicate the ubiquity of design and its part in challenging authority and effecting change.”
There is a huge opportunity for designers and communication professionals to create compassionate and emotive graphics to support climate and social justice as these movements gain more and more momentum.
Use your creativity for the good of people and planet. Design activism is here to stay.
So what does this mean for digital in 2021?
The digital age that we live in is defined by our access to information, this in turn heavily influences the Built Environment and how people engage with it. Marketeers and Communication professionals should keep an eye on consumer and societal trends, as it is becoming increasing vital for B2B communication to be as personable and approachable as possible.
Concept Culture’s word for 2021 is ‘transformation’.
2021 is set to be a transformative year - are you ready for it?
Want to make a head start on shaking up your digital platforms in 2021?
Book a discovery call with our Brand Strategists to discuss all your digital needs - we would be happy to help!