Social media networks are becoming more and more popular. More than 80% of the 4.66 billion people on the planet who have access to the internet use social media, and this number is expected to continue to rise rapidly. According to the Pew Research Center, 68 percent of Americans use Facebook and 73 percent use YouTube. Over time, social media has evolved into a great tool for marketing. The social media landscape, like other forms of marketing, is rapidly changing. Today, social networks are promoting now no longer simply logo coverage, engagement, and visibility, however additionally very concrete signs of direct income. By the way, the customers make contributions to this phenomenon: in keeping with research, humans consider in social income and effortlessly purchase merchandise via WhatsApp and Instagram.

Consumer behaviour and company practises have both changed as a result of the internet and social media's use. Organizations can benefit from social and digital marketing by lowering expenses, increasing brand awareness, and increasing revenues. Negative electronic word-of-mouth, as well as obtrusive and annoying online brand presence, pose substantial issues. Users are increasingly adopting mobile and IoT devices to access the internet in addition to accessing social media on computers. According to one poll, more than half of Americans use social media on their phones at least 10 times per day and spend at least 10 minutes doing so. When you add it all up, you're spending at least an hour and a half per day on social media. With all of this screen time, marketers have an almost limitless number of opportunities to connect with their customers in new and innovative ways, and vice versa. Consumers can directly connect with brands with queries or problems, and brands can target potential leads with appropriate products.

Following key trends are expected to bolster the growth of digital and social media marketing,

Live-streams and an increase in influencer content-

Activities were cancelled as a result of stay-at-home orders, and customers were unable to attend in-person events. They couldn't even communicate with their friends and family. During lockdown periods, live viewings on Facebook increased by 50%, while viewings on Instagram increased by 70%. In 2020, TikTok usage increased dramatically, and there's a high possibility that trend will continue in 2021.

User Generated Content (UGC) to enhance the customer experience-

Consumers are looking for simple and memorable encounters with brands. They want confirmation and assurance before they buy; after all, no one wants to make the incorrect decision.

Increase in voice and visual search-

Consumers are increasingly using voice-activated gadgets like Alexa to conduct searches. Maybe it's because individuals have been stuck at home with few opportunities for communication, or maybe it's just because this type of technology is more easily available. One in every four American homes, for example, has a smart speaker of some form.

Inclusivity will be key-

With the Black Lives Matter movement emphasizing endemic concerns that exist within all areas of society, inclusivity became a major focus in 2020. According to an Accenture survey, the societal movement toward inclusivity is influencing buying behavior, with 41% of buyers avoiding businesses that don't reflect their views on identity and diversity, and 29% likely to switch brands entirely if they don't demonstrate enough diversity.