Social media is now synonymous with digital marketing, most hands-on, if not all digital campaigns are running. However, social media is far from static and the work that was done a few months ago may not get you as good results anymore.
Habits change, platforms evolve and new platforms come into existence. All of this affects how people use and react to social media marketing, as well as how markets are able to reach their audiences.
It is more important for marketers than ever to be ahead of the curve when they come on social media. Doing so ensures that you have the right tools at your disposal, an up-to-date strategy, and the necessary skills to make the most of social media.
The trend of social media does not remain the same from year to year. It’s just the nature of social, isn’t it?
Today, companies are tasked with finding new ways to connect with customers as well as strike a balance between building an understanding of their social data.
The last decade has seen social media flourish, multifaceted communities where more than 3.2 billion people are active daily worldwide. More than 90 percent of millennials regularly use at least one of these platforms, and more than 85 percent of Generation Xers learn about new products through social media. It is not difficult to see that nearly three-quarters of marketers believe that social media is an effective part of their business.
As we are closing this decade, there is no doubt that social media will play an important role in our lives for the foreseeable future. So, how should businesses, brands, and even the average user anticipate the future for social platforms?
Below is a look at the social media trends of 2020 based on recent research and developments in space.
No matter what you are selling, you should keep these trends in the back of your mind as you put your social strategy together in the new year.
1. Brands reevaluating the metrics that matter most
Marketers are looking at a variety of metrics to determine what’s working and what’s not on social.
However, the tested removal of public Facebook and Instagram Likes may force a shift away from “Likes” as the measuring stick for content performance.
The company has been removing likes from some accounts in Australia, Canada, Brazil, Ireland, Italy, Japan, and New Zealand since July. Then, last Friday, Instagram CEO Adam Mosseri announced that the experiment would expand to this US beginning this week. An Instagram spokesperson confirmed to Business Insider that Thursday begins a worldwide rollout.
Diving into conversations and sentiment analysis, marketers are growing more concerned with what’s being said rather than how many people are talking or looking at a single post.
2. More Advanced, Dynamic and Direct Social Advertising
Brands are still investing extensively in social advertising for good reasons.
Because consumers are becoming comfortable with the concept of social shopping in general.
Coupled with the fact that advertisements are becoming more advanced, it is easier than ever for brands to encourage direct business from customers on social media.
For example, Facebook’s recent roll-out of personalized advertising experiences dynamically deliver products to customers based on changing patterns (carousel, archive) and call-to-action based on which it served Is going.
3. Video – The King of Content
Video is one of the most important trends in the world of social media. In fact, according to Social Media Today, the video will make up 82 percent of all Internet traffic in 2020. As social media platforms seek ways to advance video content, marketers will zero in on videos as part of their overall strategies to target their markets.
Keep an eye on this format to see how it reinvents marketing strategies. There will be an emphasis on a creative, engaging story that captures user attention in seconds. Brands have to be curious about how video stories engage users (especially on platforms where the button goes like that).
4. Social media audience segmentation
Whether we are marketing a product or branding ourselves, we tailor our social media posts to keep our audience in mind – or at least we wonder who our audience is. The problem is, we always have what is really in our niche, nor do we do a good job of tailoring our message to target specific audiences. This is a one-size-fits-all approach missing the boat at the audience split.
Here are some of the most popular social media platforms by the number of users or registered accounts.
Segmentation based on individual preferences means dividing your audience into strategically meaningful groups. The rebuttal allows you to go beyond basic demographics and build relationships with specific audiences and target and build a sense of community. In the coming years, the divide will be a defining line between the biggest social media strategies and the people who are feathering it.
5. Less public, more private interaction.
As our social media “friends” lists become more ambiguous, and concerns about information privacy increase, more users are turning to private groups and messaging apps to connect with others. Messaging apps such as Facebook Messenger, WhatsApp and Instagram messaging allow us to create more intimate groups where we can feel safe sharing intimate and detailed information with others.
This trend, which is actually a return to direct communication, has the potential to occur on a larger scale. In fact, messaging apps have pushed social networks as the connecting tool of choice for many users. The top messaging apps now combine for about 5 billion monthly active users. It has more users worldwide than traditional social networks.
6. Listeners want meaningful relationships.
As people become more wary of posting in the public social media domain, and interactions move away from public view, marketing will also have to follow suit.
Brands must find ways to create more personal, intimate relationships with their audiences, without being overstimulated. This will likely lead to the creation of brand communities, or groups where your brand message is relevant, but where you are receptive to direct messaging.
For example, consider a 2018 Facebook poll of 8,000 people in which 69 percent of respondents said that sending a direct message with a company helps them feel more confident about the brand. Other platforms, such as Instagram, provide a “list” feature that enables users to share posts and stories with a select group of friends. The goal is to give the audience a more meaningful relationship and a feeling of being in an exclusive and intimate environment.
7. Chatbots – The Upcoming Face of Message
When chatbots first came to our consciousness, customers were only answered with answers to questions the brand considered common.
As we enter into 2020, algorithms are improving the effectiveness of chatbots to “understand” what users are writing to them. Brands no longer have to stock bots with canned answers, as chatbots can in a way, surf the web to find the ones consumers want.
Chatbots are able to talk to multiple people at the same time, offering nothing to our current customer service teams. Chatbot intelligence will only continue to develop in 2020, which will likely try to get more consumers to take them, and more brands following that trend.
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