The "social" part of social media took on a whole new weight in 2020, as the COVID-19 pandemic restricted people to small groups and away from indoor venues.  That meant a switch to more social media activity online, and a shift in behaviors — some expected and some unexpected. If you manage a social media account, you may certainly feel like your wheels are spinning to move towards the right audience.

Considering last year's trends, I thought about what concepts are worth investing in, anticipating better engagement with customers through a difficult time from the pandemic. I think the following trends are viable for 2021. 

Social Commerce Has (Finally!) Come of Age

The question of a social media ROI has existed since the dawn of social media itself. Marketers wanted to know what return is possible for advertising to a large audience on Twitter versus a TikTok audience.

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