2020 has been a challenging year for many industries, and SMM is no exception. We asked several leading SMM agencies and digital companies, in which there is a social direction, to share how they survived this year, where they sagged or, on the contrary, grew, what approaches to advertising and channels they began to use. And, of course, we found out what trends were outlined for 2021.
Note that almost all of the companies participating in the survey were included in the Likney Fame rating in 2020.
How was 2020 for your agency? How has the company sagged or, on the contrary, has grown?
Olga Vyatkina_Nectarin
Olga Vyatkina
PR director of digital agency Nectarin
For Nectarin, 2020 has passed in production mode. It cannot be said that the changes did not affect us, but they became the point of growth in many areas. The crisis has affected everyone, but Nectarin aims to help its customers achieve business results and increase sales regardless of the global situation.
We realized that we were doing everything right - several large tenders were won and large-scale advertising campaigns were carried out, moreover, they were carried out completely online, and our cooperation with regular customers became stronger and more effective. Therefore, we can say with confidence that the Nectarin team did not panic, but proved to be able to quickly adapt to new conditions and trends.
Vladislav Vovk_Digital Milestone
Vladislav Vovk
CEO Digital Milestone
2020 was a serious test for our team. We dropped exactly 2 times in revenue. The business was close to closing, or a radical change in scale, including a sharp reduction in the team, resources and other extreme measures.
At the very beginning of the crisis, back in March, we drew up several scenarios for the development of the situation, drew up an action plan for each of them and discussed it with the team. We had to cut costs to keep people. And we put all our efforts into searching for new orders. Closer to autumn, the market began to gradually recover, and some of the clients returned, who froze their advertising activities in the spring. Of course, these are not the growth rates that we hoped for at the beginning of the year, but, in general, the business has recovered and even showed growth compared to last year.
Sergey Nikonorov_Ingate
Sergey Nikonorov
VP of Customer Service Ingate
Adapting to the crisis conditions and returning to stable growth were the key tasks of the first half of the year. We succeeded: we survived the risks with minimal losses and saved the company's resources as much as possible. The flexibility of the team and the speed of decision-making helped us a lot in this.
After adaptation, actions followed. In the spring, we opened the Ingate Management and Business Academy (IMBA), a fundamental educational project for professionals and business owners. And in the fall, we offered the market a new product for promotion on marketplaces.
In general, we are pleased with the result: after the end of the first wave of the coronavirus crisis, we are growing steadily in all segments, showing an increase above the average market forecasts.
Petr Gubanov_PostPost (RedKeds)
Peter Gubanov
founder of content marketing agency PostPost
(REDKEDS group of companies)
We launched PostPost agency at the beginning of the year. It turned out that this year is a crisis in all respects. But this did not prevent us from making a good turnover, gaining profit in profit.
Irina Shamina_1ps
Irina Shamina
executive director of the agency 1PS.RU
As for our agency, in general, as such, we did not notice a decrease in demand and a decrease in the number of orders for business promotion. However, over this year, our average check has grown significantly: the business understands that an integrated approach is needed and connects additional channels, we, in turn, build an omnichannel approach for customers (when all channels work in a single link and push them to buy throughout the entire funnel), to offset the increased trade cycle. Therefore, despite the instability in the market, we have increased the staff of specialists and expanded the range of services: we have successfully launched advertising on TikTok for clients, placement in marketplaces, email marketing, and strengthened the site improvements on Wordpress and Bitrix.
In many areas, we have noticed an increase in the transaction cycle: customers think longer, choose more, and make purchases more consciously. This means that in order not to lose customers, the business had to improve its service and make the purchase more comfortable.
Personally, we note an increase in demand for the development and improvement of sites, for advertising and SEO-promotion, and promotion in social networks generally breaks all records in demand. In general, this is understandable. The development of sites was used by those who decided to go offline and start looking for clients on the Internet, or are trying to open their own business. And those who did not have the opportunity to make a full-fledged website went to social networks and already there built a strategy for attracting customers - often it is easier and cheaper.
Also this year, the business has an acute issue of quick sales without a delayed effect, so we note the growth of the clients' advertising budget. But, bezu
as if there are those who have staked on the long term and invested in the optimization of the search space. And this is also correct.
Has the approach to advertising for an agency or services changed due to the coronavirus crisis? Have you started advertising more? What channels did you use?
Vladislav Vovk_Digital Milestone
Vladislav Vovk
CEO Digital Milestone
During the pandemic, offline channels collapsed, ratings stagnated, and, in general, many campaigns planned for the spring lost their relevance.
Everyone was in a state of uncertainty, so we focused on content useful for clients, conducted video interviews, broadcasts, podcasts, did analytics and reviews of foreign cases.
Olga Bazanova_Ingate
Olga Bazanova
Marketing Director Ingate
We adhere to one truth: “When all is well, advertise. When things are bad, advertise more. "
In the spring, when it became clear that a pandemic could not be avoided, our analysts identified those business segments that were less affected by the crisis, and some even won. Working with paid channels targeted at these segments, as well as several anti-crisis products aimed at supporting small and medium-sized businesses, allowed us to weather the market downturn relatively easily.
As a landmark event for Ingate, I would like to note the launch of the Digital Business Academy (IMBA). Working on the b2c segment is fundamentally different from everything that we have done before. The current acquisition model consists of paid channels, influencer marketing, and training webinars with partners.
Also this year, we abandoned large outreach events and conferences, focused on the development of our internal sites: a blog, social networks and a telegram channel, as well as the release of cases with clients.
Olga Vyatkina_Nectarin
Olga Vyatkina
PR director of digital agency Nectarin
The corona crisis did not shake the success of Nectarin, but it certainly influenced our working formats. For example, one of our favorite PR channels, conferences, has undergone major changes, but we have successfully moved online.
Regarding advertising, Nectarin has really become more actively promoted, we have launched several thematic special projects for clients from different business categories with a focus on performance, technology and new products in 2020. During the quarantine and the pandemic in general, the traffic of time spent by users on the Internet broke all records, and our publications always found their readers.
Petr Gubanov_PostPost (RedKeds)
Peter Gubanov
founder of content marketing agency PostPost
(REDKEDS group of companies)
We tried a lot of things this year: podcast, direct advertising, PR: expert articles and cases, affiliate programs. As a result, expert PR, podcast and affiliate program worked best. We will focus on them in the next year.
Irina Shamina_1ps
Irina Shamina
executive director of the agency 1PS.RU
When the world changes, you can't play by the old rules. If last year we built a strategy for moving forward by quarters and scheduled a pool of tasks for six months in advance, this year we switched to monthly and sometimes weekly sprints. But in general, they did not deviate from their old strategy - to test new customer acquisition channels on a monthly basis. If the channel performed well, then we increase the budget for it and scale it up.
The coronavirus hasn't affected our advertising budget in any way. Only customer acquisition channels and creatives have changed. Business needs a quick decision and sales here and now - we adjust and adapt to the changed market. We focus on an omnichannel approach for our clients - it is this approach that guarantees growth.
As for PR, there were no significant changes either. We began to speak a little more at thematic conferences, because now almost all of them are held online. We continue to publish expert materials on reputable platforms, continue to cooperate with large companies and participate in ratings.
Predictions and trends in SMM for 2021. What to bet on, and what, on the contrary, should you give up?
Marina Tokunova_Ingate
Marina Tokunova
head of department
ORM Ingate
Almost all global trends continue from the previous several years, developing through additional technologies in 2021:
vertical, short content (Story, TikTok, Instagram Reels);
voice content - podcasts.
personalization (mailings through services and chat bots, limiting the number of online chat participants in IG stories);
AR and VR (masks, virtual assistants). In 2020, brands and Instagram bloggers are actively involved in AR technology. We expect masks to become more widespread in 2021.
In 2020, several popular virtual bloggers, the so-called digital avatars, have emerged. There are already several companies in Russia specializing in their creation.
Most likely, in 2021, creating a branded digital avatar and advertising with virtual influencers will become a trend among global companies. For small and medium-sized businesses, it is unlikely that it will be effective to invest
funds brought profit.
gamification (competitions-games with different stages, interactive content). They are most actively tested (and created) for online education and video shows. Several interesting services and formats have emerged to help make content interactive. Quiz inside articles in Ya.Dzene and VKontakte tests, polls and tests right inside the videos.
The approach to gamification is becoming more pragmatic and more productive for business. The era of "fun for fun" is slowly passing away, tests and gamification are used to collect more subtle data about subscribers. For example, the updated VK Tests 2.0 application allows you to download survey results, segment the target audience and work with it further along the funnel.
Natural, non-glossy content - TikTok has skyrocketed, in part because Gen Z found more sincere, real bloggers there. The rest of the generations also began to catch up.
e-commerce in social networks - this year social networks have been very actively developing their e-Com functionality: VKontakte products received their own feed, Odnoklassniki began selling products from AliExpress in the marketplace within the social network. Instagram has rolled out a number of updates for shopping tags around the world, but they are not yet available in Russia.
influencer marketing has been at its peak for the past few years. Which led to the growth of fake celebrities with fake subscribers and distrust on the part of subscribers to the next ad. Top brands and bloggers realized this and already in 2020 began to focus on long-term and close cooperation - the format of ambassadorship or joint products. Such cooperation brings more involvement from both the influencer and a greater effect on sales, because the blogger is directly interested in the popularity of his product.
Olga Vyatkina_Nectarin
Olga Vyatkina
PR director of digital agency Nectarin
It is necessary to note one important detail - the trends of 2021 one way or another will be inextricably linked with the events of this difficult year for humanity. The restrictions due to the pandemic have made their own adjustments. Sadly, the style of 2020 is not interpersonal communication, but communication of a person with a gadget or a very narrow circle of people. Accordingly, the demand for more quality content has increased.
It is reasonable to assume that next year will be:
Content conversion. TikTok has already wiped its nose from its more mature competitors by demonstrating what is fashionable "short and clear." Therefore, it is obvious that networks will continue to transform content formats and delivery: short videos, stories, masks (effects), Instagram's Reels.
Continued growth in popularity of online events. After all the restrictions, the digital format of interaction is becoming commonplace. Even if there is no need for this format, then with its convenience it beats face-to-face events in some aspects. Bottom line: live broadcasts, online conferences and other similar topics will stay with us for a long time.
The era of marketplaces. Stores familiar to us will have to think more about placing their goods (services) on various marketplaces, including on the vastness of social networks. It is popular now and it works.
Petr Gubanov_PostPost (RedKeds)
Peter Gubanov
founder of content marketing agency PostPost
(REDKEDS group of companies)
Audiences of video and audio formats will grow. For example, podcasts will definitely grow and become more measurable next year. In the video, we should expect new tools for live streaming and online sales. These are all the tools that we have mastered perfectly this year and are sharing this experience in the Marketing Conspiracies podcast.
It is worth refusing to sell head-on. Now it works less and less, although many are still trying to do it. See how SkyEng, Tinkoff, DJI sell through content. Are they only catching up with you with discount offers and the dumbest information attack? I am confident that the future of advertising communication lies with content and a reasonable, measurable media mix.
Irina Shamina_1ps
Irina Shamina
executive director of the agency 1PS.RU
The changes that have taken place over the past 12 months have seriously influenced the way SMM promotion will be in the coming year. First of all, it is worth noting the new trend towards social orientation. The coronavirus has shown that only companies with a "human face" can stay afloat. It is important to talk not only about the product, but also about global things such as health, safety, education. At the same time, social networks become a platform for broadcasting the company's attitude to these issues and its branding.
Also, the pandemic and a long period of self-isolation have revived the hype around live broadcasts and virtual communication. All events now take place online, and social networks provide mechanisms for the implementation of such projects.
Another trend concerns the popularity of TikTok. On this wave, interest in short funny videos increased: Instagram added a Reels section, videos appeared on VK. Gradually, this format is being adapted for business promotion, but in
On the RuNet, this is much slower.
Finally, everyone says that e-commerce is experiencing an unprecedented rise in 2020, while offline purchases are less and less in demand. On this basis, all social networks are actively developing their capabilities in the direction of online shopping: VKontakte rolled out Store 2.0 with a bunch of updates and its own marketplace, and Instagram is developing the Shop section, Facebook is launching GrokNet, i.e. everything goes to the fact that in 2021 online trading through social networks will reach a new level even in Russia.
Vladislav Vovk_Digital Milestone
Vladislav Vovk
CEO Digital Milestone
With the explosive growth of new platforms such as TikTok and Likee, the business will continue to grow even more, attracting more and more advertisers' budgets. Performance tools are being actively implemented in SMM, KPIs are becoming more stringent. Brands are also actively developing user support in social networks, investing in communication, working with reviews and reputation.
The influencer marketing market is gradually becoming more controllable, there is more automation and more professionalism in terms of working with advertisers.
Ilya Korneev_Affect
Ilya Korneev
Strategy Director and Founder, Affect
Real time marketing and brand response to Covid-related events is the main event of the year. Many ad festivals like Effie and Silver Mercury have even added RTM nominations. There is research showing that people were more willing to buy brands that served the agenda better than others.
In recent years, the “Marketing with Purpose” trend has developed, when consumers are tired of the brand saying something and expect some real action from companies. In 2020, these expectations have increased significantly. The entire globe and humanity as a whole have received so many challenges (the topic of garbage, health, global warming and other 17 goals of sustainable development of mankind) that any help to the planet or people is perceived extremely positively in 2021.
Such tendencies for the next year were revealed by experts. We hope each reader will take something useful from the experience and knowledge of colleagues.
Share in the comments how this year went for your company, and with what spirit and expectations you are entering 2021.