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• All communication will adapt to the new situation; content that is both relevant and valuable to users will triumph. Brands will need to listen and tackle the worries and needs of online users.
• Content created and mixed by users will continue to grow thanks to Apps like Instagram Reels; TikTok Stitch or Koji the creation of content is now easy and also fun. Brands use the content to establish more human relationships and to get higher engagement with their online users.
• New Social Networks are appearing as well as existing ones growing like Reddit that has been successful in USA for nearly a decade. In Europe it is predicted to grow over the next few years to even become the 5^th largest Social Network in the world/
• Consolidation of Social E-Commerce: during the pandemic electronic commerce has gained strength in comparison to tradition commerce. For that reason, looking to the future, users and brands will start using social networks and apps (such as Plazah or Teespring) to sell their products online.
• Gaming platforms and social networks will start to merge: lockdowns have led to online communities such as Twitch or Youtube growing, as the population looks to video games to entertain themselves.

During the first month of lockdown, Twitch saw an increase in audience from 1.410.516 in February to 1.638.049 in March; +16,1% 

Ryan Wyatt, director of YouTube Gaming, confirmed that during 2020 the time spent watching live videogames grew to more than 10.000 million hours

• Videos will keep on dominating all user interactions as we have seen with the growth of TikTok, Instagram Reels or Youtube over the last year. See the graph below (Source: Oberlo & Smart Insights)

Source: Oberlo y Smart Insights.

• Memes will be used more and more as they let brands interact quickly and easily with online users who then share them across the internet
• Changes in advertising campaigns such as a new limit of active adverts per page in Facebook Ads, the incorporation of a sell f – service advertising platform in Tik Tok or the Studio Ads that Spotify have introduced, will carve the way for change this year.

CAROLINA DIEZ HERNANDO