Trends Shaping Digital Desirability in 2021: The Impact of Technology and Social Media on Consumer Behavior
In today’s fast-paced world, technology and social media have become an integral part of our daily lives. From online shopping to socializing, we rely heavily on digital platforms for various activities. As a result, the concept of digital desirability has emerged, referring to the level of attraction and appeal a brand or product has in the digital world. In 2021, this concept has gained even more significance as the pandemic has accelerated the shift towards digital platforms. In this blog post, we will explore the trends shaping digital desirability in 2021 and how they are impacting consumer behavior.
1. The Rise of Virtual Reality and Augmented Reality
Virtual reality (VR) and augmented reality (AR) have been around for some time, but they have gained more traction in the past year. With people spending more time at home, the demand for immersive virtual experiences has increased. According to a report by Statista, the global VR and AR market is expected to reach $72.8 billion by 2024. This trend is shaping digital desirability by offering consumers a more interactive and personalized experience. Brands are leveraging VR and AR technologies to showcase their products and services in a more engaging way, thus increasing their desirability among consumers. For example, beauty brand L’Oreal has introduced an AR app that allows customers to virtually try on makeup products before purchasing. This not only enhances the customer experience but also makes the brand more desirable in the digital space.
2. Influencer Marketing Continues to Thrive
Influencer marketing has become a powerful tool for brands to increase their digital desirability. In 2021, this trend is expected to continue as more and more brands are investing in influencer partnerships. According to a survey by Influencer Marketing Hub, 90% of marketers believe that influencer marketing is an effective form of marketing. This trend is shaping digital desirability by leveraging the influence and reach of social media influencers to promote products and services. Consumers are more likely to trust recommendations from someone they follow on social media rather than traditional advertisements. As a result, brands are collaborating with influencers to increase their desirability among their target audience.
3. The Emergence of Social Commerce
Trends Shaping Digital Desirability in 2021
Social media platforms are not just for socializing anymore; they have become a powerful tool for e-commerce as well. With the rise of social commerce, consumers can now purchase products directly from social media platforms, eliminating the need to visit a separate website. According to a study by eMarketer, social commerce sales in the US are expected to reach $36.09 billion in 2021. This trend is shaping digital desirability by providing a seamless shopping experience for consumers. Brands are utilizing social media platforms to showcase their products and make them easily accessible to their followers. This not only increases their desirability but also makes the purchasing process more convenient for consumers.
4. The Importance of User-Generated Content
User-generated content (UGC) has become a crucial aspect of digital desirability. UGC refers to any content created and shared by consumers about a brand or product. According to a survey by Stackla, 79% of people say that UGC highly impacts their purchasing decisions. This trend is shaping digital desirability by providing authentic and relatable content that consumers can connect with. Brands are encouraging their customers to share their experiences and opinions on social media, thus increasing their digital desirability. For instance, clothing retailer ASOS regularly features user-generated content on their Instagram page, showcasing their products on real people rather than models, making them more desirable to their audience.
5. The Impact of Social Media on Mental Health
While social media has many benefits, it has also been linked to negative impacts on mental health. In 2021, this trend is shaping digital desirability by making consumers more conscious about the brands they support. With the rise of cancel culture, consumers are becoming more aware of the values and ethics of the brands they engage with. This can greatly impact a brand’s digital desirability, as consumers are more likely to support brands that align with their beliefs and values. For example, in response to the Black Lives Matter movement, many consumers boycotted brands that were not actively supporting the cause, thus impacting their digital desirability.
In conclusion, technology and social media continue to shape digital desirability in 2021. Brands that adapt and embrace these trends are more likely to increase their desirability among their target audience. From utilizing VR and AR to collaborating with influencers and leveraging social commerce, there are numerous ways for brands to enhance their digital desirability. However, it is important to also be mindful of the impact of social media on mental health and to ensure that brands align with the values and beliefs of their consumers.
Current event: Recently, Instagram announced that they will be testing a new feature that allows users to hide the number of likes on their posts. This decision was made in response to the growing concerns about the impact of social media on mental health. By hiding likes, Instagram aims to reduce the pressure and anxiety that comes with comparing the number of likes on one’s posts to others. This move highlights the growing trend of prioritizing mental health and its impact on digital desirability.
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