Over the past years, the significance of social media grew to become a crucial part of every business’ marketing strategy. It’s easy to understand why: a study from We Are Social found that worldwide there are 3.8 billion people who use social media in 2020, and it grows even more every year.
With this decade ending and the next one beginning, it’s important to reflect and understand the important social media trends for businesses that are on the horizon. Social media has now become synonymous with digital marketing, going together with most digital campaigns. However, what worked a few months ago may not get you the same good results now.
Habits change, platforms evolve, and new platforms come into existence. All of these influence how people use and react to social media marketing, as well as how marketers are able to reach their audience.
With this in mind, here are some of the trends that we believe are going to be important when it comes to social media marketing in 2020 and the coming year. Here are the trends that we think you need to be aware of ahead of the new year:
Social Media Trend #1 - Selling Socially = Personalization
Personalization is a trend that has been on the marketing landscape for years now but continues to show opportunities for growth in terms of the social media landscape. When you’re selling your brand socially, it’s important to customize your content to the segment. This is clearly seen in the case of social media ads. Platforms like Facebook provide advanced targeting and customization features for ad campaigns.
Do your research. You can start off by reading about current market tactics and then apply it to your target segment. With the trend of social commerce on the rise, your audience thrives on consuming media that is specifically built for them. By increasing the visibility of your brand on social platforms through personalization, you grant them a frictionless experience that will show them you care.
Social Media Trend #2 - Ephemeral Content Will Keep Gaining Popularity
Ephemeral content is something that is available only for a short duration and disappears afterwards. Instagram story is a perfect example of this type of content.
People’s attention spans are short and the way they like to consume content has also changed. Therefore, content formats like Stories have become popular. They are short, engaging, and addictive in a way that people can spend hours scrolling through one Story after another.
Social Media Trend #3 - Niche Social Platforms Will Perform Well
Facebook and Instagram have long dominated social media as the largest and most popular platforms. However, these past years, several other niche social media platforms emerged and have been rising to fame
B2B companies prefer LinkedIn for their social media initiatives, while the gaming community flocks to Twitch. There are several such alternative social media platforms that are gaining popularity and will continue doing so in 2020 and beyond.
Social Media Trend #4 – Video: Still the Future of Content
Video content has been on the rise for a long time on all social media platforms.
Whether you’re thinking about Instagram and Facebook Stories, or more longform content like YouTube, IGTV, or Facebook Live, video content wins in terms of captivating the audience and retaining them.
In fact, according to a study done by Cisco, by 2022, 82% of all content online will be video.
Social Media Trend #5 – The Digital Detox
There are now 3.8 billion social media users across the globe, which is a 9% increase compared to last year. This equates to 45% of the world’s population being on social media. It also means that social media adoption has beaten previous estimates. While this suggests that brands can reach larger audiences than ever before, a new trend is affecting that audience base.
More people are now choosing to “detox” from social media, deleting apps and profiles in order to step away from it. This is more than just the usual changes we see in terms of people choosing to use one platform less in favor of another – such as Facebook seeing users decline but Instagram attracting more – this trend is seeing people take a temporary or permanent break from all social media.
A big reason for this is that people now feel overloaded by social media, with the permeation of social media affecting their mental health and wellbeing. Others choose to detox because they don’t trust social media platforms, either due to issues like Fake News or because of privacy and data concerns.
No matter how social media landscape evolves, one trend that will stay true throughout is the use of social media as a place to build trust and foster an intimate relationship with your customers.
You can earn this trust in several ways. Businesses and companies should never forget that social media offers a golden opportunity to communicate their value and establish a two-way dialogue with their audience.
By observing emerging trends, staying ahead of the curve and taking into account your audiences’ experience, you can continue to create meaningful relationships and achieve a deeper level of social interaction with success.
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About the writer: Graduate with Diploma in Information Technology and Business Administration major in marketing & management. Former teacher for secondary and tertiary level. Former Trainer for Medicare customer support John used to write articles for Houston Real Estate investing and market.