Social Media never stands still, so it pays (literally) to keep up with the trends and keep your marketing strategy bang up to date.
From the apps you keep hearing of to new modes of commerce, we’ll help you make sense of the trends and show you what 2020 will have in store.
Video Video Video
Another year, another ridiculous stat about the growth of video content. And another reminder to get on board with your own.
The Cisco Visual Networking Index (VNI) Complete Forecast for 2015 to 2020 reveals that by 2020, video traffic will be 82% of consumer internet traffic. Up from 68% in 2015.
Video content gives consumers a moving picture of what is happening, making it more engaging and nearly always more entertaining than other mediums. Videos are perfect for people to connect, share, and engage with brands and each other.
Short videos published on ‘stories’ are becoming increasingly popular due to their FOMO nature (fear of missing out). Stories typically only have a lifespan of 24 hours which makes people even more likely to engage with the content.
TikTok Isn’t Going Anywhere
The app you’ve heard of but probably don’t fully understand, TikTok has revelled in exponential growth since it was first launched in China in 2016.
As of 2019 the video-sharing app and cultural phenomenon boasts more than 500 million active users worldwide and 1.5 billion downloads on the App Store and Google Play.
In their words, TikTok aims “to capture and present the world’s creativity, knowledge, and precious life moments, directly from the mobile phone”.
Interestingly for marketers, TikTok has started to test e-commerce within videos. Aimed mainly at Millennial and Gen Z shoppers, content creators will be able to place commerce URLs into posts allowing consumers to shop within the app.
On the topic of in-app shopping, it’s no coincidence that TikTok is pushing to increase shopability within their app.
Knowing that consumers want to have a smooth shopping experience, shopping within their social platform of choice without being redirected to another site felt inevitable.
It makes sense, since Facebook and Instagram are where people already interact with their favourite brands, influencers, and products.
It’s no surprise then, that shopping within social platforms has been increasing, with Facebook Marketplace and Instagram Store both seeing significant growth that’s expected to continue into 2020.
Brands Going Private
Facebook, WhatsApp, and Instagram allow users to create groups so that they feel more secure sharing intimate and detailed information about themselves with others.
Fostering a sense of belonging among consumers, groups are a great way for brands and influencers to create more intimate bonds with the people who use their products or services.
Connecting with audiences in this way predictably helps brands to establish trust by communicating in a more personal and human way. Within this environment, influencers and consumers alike experience more authentic interactions as information is exchanged freely for the benefit of everyone in the group.
Going into 2020 brands and influencers should be looking to take a more proactive role in engaging with these pockets of users and the communities that emerge from them.
Loss of the Like
In 2019 social media users were introduced to a world without likes, with Instagram expanding their use of private like counts globally.
As the established social currency, what will this mean for marketers going into 2020? In reality, probably not as much you might think. Yes, likes can be useful for gauging general acceptance of content, but beyond that, their utility is limited.
Another welcome outcome of this trend is it helps to tackle the sale of fake likes and followers that some brands and influencers rely on for social media clout. This will no doubt help to re-establish some of the lost trust in influencer marketing brought about by the unethical practice.
Well, that just about wraps it up. If you need help understanding how social media could impact your business going into 2020, we can help.
Our job is to stay on the pulse with developments so that we can help brands like yours do more and be more on the channels your customers love.
Send us a message today to get the ball rolling.