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Social Media Marketing Trends for 2020
- The digital detox
There are now 3.484 billion social media users across the globe, which is a 9% increase compared to last year.
More people are now choosing to “detox” from social media, deleting apps and profiles in order to step away from it. We see in terms of people choosing to use one platform less in favour of another, such as Facebook seeing users decline but Instagram attracting more.
- Social media influencers and word-of-mouth marketing
One benefit of building social media communities is the fact that they help with word-of-mouth marketing, which is another big social media marketing trend for 2020. Communities allow you to engage with nano or micro-influencers who are already advocates of your brand in order to get them to share honest views and experiences of your products or services. Influencers have been around for a while and they have now become an expected part of the social media experience. They can offer great benefits for brands, including a relatively high earned media value, especially now that Instagram usage is continuing to grow at an elevated rate.
- The rise of alternative platforms
Facebook, Twitter and Instagram tend to be the core platforms used by B2C brands, with LinkedIn also being vital for B2B companies. However, many users are growing.
While Twitter has seen growth so far this year, its active user numbers have declined from it’s all-time 2017 high. Similarly, Facebook has seen a huge drop in users. Combined with the increasing pay-to-play format of social media channels, this means that brands aren’t seeing the results on these platforms that they previously did.
While Twitter has seen growth so far this year, its active user numbers have declined from it’s all-time 2017 high. Similarly, Facebook has seen a huge drop in users. Combined with the increasing pay-to-play format of social media channels, this means that brands aren’t seeing the results on these platforms that they previously did.
One social media platform that is becoming a go-to, especially for younger generations, is TikTok. While the app was launched in 2016, its popularity has grown fairly recently, with 2019 seeing a huge number of users flock to the platform. It now has around 500 million monthly active users worldwide and registered more than 1.1 billion installs as of March 2019.
- Social media as customer service
Customer service is always going to be a vital aspect of providing a good customer experience, in the digital age, the customer service you offer is a lot more visible to everyone online. As well as online customer reviews, customer complaints and issues are easier to find than ever before due to the fact that a lot of them are shared on social media. Over a quarter (28%) of consumers have used social media to communicate with a company in the last year.
- Telling Stories on social
Brands are also advertising more via Stories, with 45% of Instagram ad spend being on Stories, suggesting that brands are seeing better results with the more direct format being offered by Stories.
“If you regularly use social media, it will not come as a surprise that Instagram Stories’ popularity will further increase in 2020. Battenhall conducted research that found that 98% of Instagram accounts use Stories, while 400 million users watch Instagram Stories on a daily basis.
“It appears that big brands are favouring Instagram Stories for their advertising and marketing, in fact, one in three of the most-viewed Stories are from businesses. However, the question is why are they so popular?
- Instagram Stories are more authentic than traditional Instagram posts that allow for heavy editing and altering.
- The content is only available for 24hrs, therefore, it is current and will not become outdated.
- Consumers want live updates and real-time content. Instagram Stories are normally the most up-to-date content a business can offer a consumer.
- Through Instagram Stories, you can share other people’s Instagram posts. This function allows people to connect easily with other accounts and businesses.
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