{"id":5751,"date":"2021-04-07T23:45:14","date_gmt":"2021-04-08T03:45:14","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=5751"},"modified":"2021-07-28T18:17:35","modified_gmt":"2021-07-28T22:17:35","slug":"seven-trends-influence-content-marketers-2021","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2021\/seven-trends-influence-content-marketers-2021\/","title":{"rendered":"Seven trends that will influence content marketers in 2021"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img-300x170.png\" alt=\"Three illustrations showing in-person conferences\" width=\"300\" height=\"170\" class=\"alignleft size-medium wp-image-5752\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img-300x170.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img-1024x580.png 1024w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img-768x435.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img-1086x615.png 1086w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img-309x175.png 309w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-0-cover-img.png 1430w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>As the business world continues to adapt to political and pandemic pressures, content marketers have to shift their strategies and communications on a dime to stay relevant. <\/p>\n<p>Here are some of the biggest creative, cultural and societal trends to watch in 2021:<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>1. Rebel against perfection<\/h2>\n<p>After decades of polished imagery and manufactured celebrity, people are craving a sense of raw imperfection. We\u2019ve been building to this for years, but the COVID-19 pandemic has definitely fast-tracked a cultural shift. Spearheaded by Gen Z, this trend is all about personality. Marketing needs to be genuine to this moment. It\u2019s about meeting your audience where they are\u2014not just on the right platform, but in the same headspace.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok-1024x576.png\" alt=\"Headshots of three influencers on TikTok: Vi Lai, Brooke Averick, Lizzo. \" width=\"1024\" height=\"576\" class=\"size-large alignnone wp-image-5753\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok-1024x576.png 1024w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok-300x169.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok-768x432.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok-1092x615.png 1092w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok-311x175.png 311w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-1-tiktok.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><br \/>\n<em>TikTok is the platform of choice for those hungering for candid, unpolished content. From left to right: skincare influencer Vi Lai, vlogger Brooke Averick, and celebrity Lizzo.<\/em><\/p>\n<h2>2. Screen time on overdrive<\/h2>\n<p>As their popularity and influence continue to grow, virtual worlds will likely continue to transform our society. Today\u2019s gaming platforms offer profoundly meaningful experiences and new economic opportunities. For marketers, they\u2019re rich terrain for exploration, offering unexpected ways to create and distribute content and connect with new audiences.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-2-gaming-EN.png\" alt=\"Quote from Michael Wolf on gaming being set to emerge as the next dominant technology platform\" width=\"936\" height=\"527\" class=\"size-full alignnone wp-image-5757\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-2-gaming-EN.png 936w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-2-gaming-EN-300x169.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-2-gaming-EN-768x432.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-2-gaming-EN-311x175.png 311w\" sizes=\"(max-width: 936px) 100vw, 936px\" \/><br \/>\n<em>Michael J. Wolf, Activate CEO, says gaming has surged since the pandemic and explains how platforms are being built out to encompass a wider array of activities than ever before, during Wall Street Journal&#8217;s Tech Live 2020.<\/em><\/p>\n<h2>3. Reimagining spaces<\/h2>\n<p>Over the past 12 months, we\u2019ve collectively experienced spatial displacement, and how our world will look in the context of indoor and outdoor spaces continues to evolve. Space has direct power to influence our behaviour, needs and wants, and ultimately dictates how we adapt our businesses for our target markets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein-1024x574.png\" alt=\"Cars parked at a large outdoor rock music venue\" width=\"1024\" height=\"574\" class=\"alignnone size-large wp-image-5762\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein-1024x574.png 1024w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein-300x168.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein-768x430.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein-1098x615.png 1098w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein-312x175.png 312w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-3-drivein.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><br \/>\n<em>Drive-in experiences are no longer a thing of the past and have led the way of providing \u2018social\u2019 experiences during the pandemic. This is just one example of how old formats are experiencing a modern-day resurgence.<\/em><\/p>\n<h2>4. Collaboration at every level<\/h2>\n<p>Around the world, people are coming together in unprecedented ways. We\u2019re seeing grassroots initiatives like community fridges and other mutual aid. On an international scale, pharmaceutical companies worked together to develop COVID-19 vaccines in record time. The future calls for messages of unity, and marketers have an important role to play. How can we use our platforms to bring people together?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-4-inauguration-EN.png\" alt=\"Photo of President Joe Biden inauguration\" width=\"936\" height=\"525\" class=\"alignnone size-full wp-image-5764\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-4-inauguration-EN.png 936w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-4-inauguration-EN-300x168.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-4-inauguration-EN-768x431.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-4-inauguration-EN-312x175.png 312w\" sizes=\"(max-width: 936px) 100vw, 936px\" \/><br \/>\n<em>Biden\u2019s inauguration marked a shift in political messaging. While the divisions that existed before his presidency are very much still in place, his administration is starting on a different note than that of his predecessor.<\/em><\/p>\n<h2>5. Hitting the wall<\/h2>\n<p>Mental health awareness boomed in 2020 and brands continue to bring attention to mindfulness in their products and services. But it\u2019s not enough to use the word &#8216;mindful&#8217; in marketing material. Successful companies understand the complex challenges facing new generations and provide them with accessible, tailored and applicable solutions that enhance wellbeing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies-1024x574.png\" alt=\"A reel showing new offerings from Walt Disney, HBO and Netflix\" width=\"1024\" height=\"574\" class=\"alignnone size-large wp-image-5765\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies-1024x574.png 1024w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies-300x168.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies-768x431.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies-1097x615.png 1097w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies-312x175.png 312w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-5-movies.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><br \/>\n<em>Content creators \u2013 from Disney to HBO to Netflix \u2013 are taking a new approach by encouraging audiences to practice meditation, mindfulness and self-care.<\/em><\/p>\n<h2>6. Financial ch-ch-ch-changes<\/h2>\n<p>Habits learned during the pandemic could inform a lifetime of financial behaviours. It\u2019s important to be sensitive to your audience\u2019s burdens and potential concerns in your communications and content marketing strategies.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers-1024x575.png\" alt=\"Influencers from various social media platforms\" width=\"1024\" height=\"575\" class=\"alignnone size-large wp-image-5766\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers-1024x575.png 1024w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers-300x168.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers-768x431.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers-1095x615.png 1095w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers-312x175.png 312w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-6-influencers.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><br \/>\n<em>In search of guidance and more control, people are turning to their peers for advice. Over the past year, influencers like Haley Sacks, Humphrey Yang and Ryan Scribner, are posting finance videos on Instagram, TikTok and YouTube to share their frustrations and financial habits.<\/em><\/p>\n<h2>7. Cautiously optimistic<\/h2>\n<p>We\u2019re at a historic point of tension. Our current landscape presents many similarities to those of the Roaring Twenties: optimism toward shedding the pandemic lifestyle and living in future abundance, and cautiousness knowing there are still many economic, social and political issues that need to be solved.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN-1024x573.png\" alt=\"A person with colourful shirt sitting at a desk with a lot of cups and books and other things strewn on it and a person all in black sitting at an empty desk\" width=\"1024\" height=\"573\" class=\"alignnone size-large wp-image-5767\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN-1024x573.png 1024w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN-300x168.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN-768x430.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN-1099x615.png 1099w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN-313x175.png 313w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-7-maximalism-EN.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><br \/>\n<em>The growing design trend of maximalism is a sheer contrast of the last decades trend of minimalism and is one example of a cultural tension we face today.<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-8-soc-title.png\" alt=\"Black and white text that says State of Creativity \/ Globe Content Studio\" width=\"640\" height=\"360\" class=\"alignnone size-full wp-image-5768\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-8-soc-title.png 640w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-8-soc-title-300x169.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/04\/globe-8-soc-title-311x175.png 311w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><br \/>\n<em><a href=\"https:\/\/acaweb.ca\/en\/events\/state-of-creativity-trends-that-will-influence-storytelling-in-2021\/\">&#8216;State of Creativity&#8217;<\/a> is an engaging presentation revealing and contextualizing emerging trends that represent the future of storytelling, and offers ideas on how to use insights to drive content marketing opportunities for brands.<\/em><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/globecontent.studio\/?utm_source=ACAblog&amp;utm_medium=GCSstatecreativity&amp;utm_campaign=ACA2021\" rel=\"noopener\" target=\"_blank\">Globe Content Studio<\/a> is the content marketing division of The Globe and Mail.<br \/>\nWe elevate brands and drive business results through premium journalistic storytelling.<br \/>\nEmail us at <a href=\"mailto:gcs@globeandmail.com\">gcs@globeandmail.com<\/a>, or get in touch on social.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the business world continues to adapt to political and pandemic pressures, content marketers have to shift their strategies and communications on a dime to stay relevant. <\/p>\n<p>Here are some of the biggest creative, cultural and societal trends to watch in 2021:<\/p>\n","protected":false},"author":150,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[900,899,898],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Seven trends that will influence content marketers in 2021 | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" 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