Based on Hootsuite's annual survey of 11,189 marketers, interviews with industry experts, and exhaustive research, here are the five key social media trends for 2021: Trend 1: Marketers use social media to deliver short-term ROI through targeted marketing. Trend 2: Brands that listen before engaging find success by creatively fitting into social conversations. Trend 3: Baby boomers, an underestimated demographic, are increasingly active on social media. Trend 4: Tying social engagement to customer identity is becoming crucial for marketers. Trend 5: In response to social issues, strong brands should focus on authenticity and align business practices with buyer beliefs.

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