We are Christina and Peter Pilarski, founders and leaders of CIPR Communications. In this bonus episode, one of our team members joins us to discuss the social media trends that are likely to dominate digital marketing in the coming year.
Cailin Murphy is our “Content Queen!” Cailin has been with us now for almost two years, and develops and oversees content for our clients across all platforms, from blogs to social media. Aside from sharing her day-to-day content creation and management processes, Cailin discusses what she sees as the most important rising trends in social media marketing.
Shareable content
Shareable content surged significantly during the latter half of 2020 and we’re likely to see a lot more of it in 2021. Whether it’s content you produce, user-generated material, text or images, shareable content is usually pretty easy to create and, if it has been well planned and is accurately targeted at your personas, it can be an extremely effective tool for building brand awareness.
Live video posts
The uploading of quick, impromptu videos is set to become much more popular as a social media marketing tactic. Many people shy away from it, afraid of exposing themselves to their audiences in this way. However, if it’s done right, it is a really great way to show your customers the person (or people) behind the brand. With so many options available to them in a competitive market, people will gravitate towards companies that can offer them authenticity and a more personal touch. Live content is the perfect tool to reach your audience on this level. There are no limits to the kind of content you can include in these live posts. You could shoot a 30-second video in which you offer useful insights on your area of expertise, or you could record your morning dog walk. The content will depend on what is suitable for your brand, industry and audience, but whatever you choose to post, you will be amazed at how effective it can be, so long as it serves your marketing strategy.
Content marketing is a collaborative and iterative process. Developing great content involves constant communication in several different directions between client, agency and other role players. Implementing a content strategy requires patience, persistence, and a willingness to test ideas, to put them out into the public space and allow the results to show themselves over time. Whatever other type of content and platforms you decide to use this year, we would definitely suggest you incorporate these social media trends into your strategy.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
