Like it or not, social media has embedded itself into our culture, our lives, and our marketing plans. And, with an estimated 3.5 billion active social media users across the globe, it’s not something brands can afford to ignore.
The world of social media is fast paced and constantly changing. So, if you want to ensure that you see the best results from your social media strategy, it’s vital that you stay up to date with the latest trends and developments.
Here’s a run down of some of biggest trends set to impact the industry in 2020:
When it comes to social media marketing, many brands focus solely on the core five platforms – Facebook, Twitter, Instagram, LinkedIn, and YouTube.
However, audiences, particularly younger audiences, are increasingly on the look out for new and exciting platforms, resulting in channels like TikTok building significant audiences.
The app was launched back in 2016 but enjoyed a surge in popularity in 2019, and became the number 1 most downloaded social media app, with around 500 million monthly active usersacross the globe, and over 1.1 billion installs as of March 2019.
Of course, as with any platform, the relevance of TikTok to your strategy will depend upon a number of factors, including your target audience. The platform isn’t likely to replace others for B2B brands, but should definitely be of interest for B2C brands with a younger target audience.
With this in mind, expect the platform to draw advertising budgets away from Facebook and other platforms, at least for some brands.
Since the launch and success of Snapchat, other social media platforms have introduced a Stories format to their offerings. For Instagram in particular, this format has been incredibly popular, with 500 million daily active Stories users worldwide.
Stories open up a whole host of creative, engaging opportunities for brands, supporting highly visual, in-the-moment content, as well as experimentation with fun, tongue-in-cheek posts.
Not surprisingly, brands are keen to jump on the success of Stories, with 64% of marketersstating that they have either already implemented Instagram Stories into their social media strategy or are planning to do so in 2020.
Brands are also advertising more with Stories, with 45% of Instagram ad spend being allocate to Stories.
Expect Stories to become more popular amongst brands in 2020.
Following the model set out by Facebook, organic reach on Instagram has declined over the past 12 months, and it’s inevitable that this decline will continue in 2020. As a result, brands will have to pay increasing amounts to reach the community and audience they have invested in building.
Social commerce is a convenient way for people to shop. According to IBM, 75% of modern shoppers say that their buying process often involves social media, while according to Forbes,Generation Z spends 2-3 times more than the average consumer shopping on social channels.
So it makes sense that users now want to have the option to buy directly through their favourite social media platforms. And it’s not just beneficial for buyers, direct social shopping also accelerates the buying process, resulting in faster conversions.
Shopping through social networks is nothing new, but with Pinterest and Instagram focusing on getting users to buy products directly through their platforms, social shopping is set to become a key focus in 2020, with smaller brands gaining access to these tools.
Influencer marketing continues to play a central role in many social media strategies, with 59% of marketers planning to increase their influencer marketing spend in 2020.
Over the past year or so, we have a seen a significant shift from larger influences, to smaller ones, as consumers became more aware of the realities of influencer marketing. In 2020, this shift to influencers with smaller amounts of followers looks set to continue, with the use of micro-influencers becoming bigger than ever before.
Utilising micro-influencers is not only considerably more affordable than investing in posts by big, celebrity names, but this approach can also help brands to avoid the traps of fake engagement, while increasing potential engagement with highly engaged, often niche communities.
More and more of us are embarking on a self-prescribed ‘digital detox’, switching off our smartphones, deleting apps, and cutting back on screen time.
In response to this, expect content to be more carefully considered in 2020 – the key will be the quality of what you post, rather than how frequently you share content. So, rather than flooding feeds with constant content in a bid to beat the algorithms, brands will need to focus on staying at the forefront of people’s minds.
As a result, likes and measurable engagement are becoming less important, as a strong, loyal group of followers becomes key. Brands are increasingly tapping into the potential of private groups, creating smaller, gated communities of content.
If you’d like to get your socials in shape this year, get in touch!