6 Social Media Trends You Can’t Miss in 2020
2019 is coming to an end. It is high time to look back, but also to take a first (perhaps also tentative) look at the new.
If you want to assert yourself in social media marketing, you have to be one thing above all: flexible. This has been impressively demonstrated once again this year. Changes to the algorithm at every nook and corner, here is a new feature as a new “must-have” app. No account can be taken of individual fates à la “but I only just got on with the old one”.
Sounds sad, doesn’t it? It is not at all. Change is great – when you are ready to get involved.
In 2020, many of these changes already hold for us. Some things work, others come and others change completely.
So that you can prepare yourself a bit for these new challenges , I will show you the six (in my opinion) biggest Social Media Marketing Trends for 2020.
Trend 1: TikTok – the great unknown
Are you already active on TikTok? Probably not, because at the moment the app is often dismissed as a gimmick . But if we remember how it started with Facebook, Instagram & Co., we should definitely have TikTok on our radar.
Currently, however, the U20 age group is more likely to be found. For many, of course, this is far from the target audience, but TikTok COULD be the next Instagram . The platform grows and grows.
With all the hype that is emerging, there is also a lot of criticism . My tip is therefore: consider whether TikTok can and should be a marketing channel for you in the future.
- If not: ignore everything about the app and focus on other channels (which isn’t the worst idea).
- If so, familiarize yourself with the app now, see what others do and consider whether you can take over any of it.
Trend 2: Marketing becomes conversational
If we’re honest, social media marketing is still more marketing than social . How often do I end up on Instagram profiles that post product after product after product with the clear request: Buy now or your cat will explode.
Instagram has already done a lot in 2019 to make the platform more social. Interactions have become the ultimate range booster – and many have adapted.
2020 will go one step further. It goes from 1: many to 1: 1.
For example, WhatsApp discontinued the newsletter function on December 7, 2019 and, with WhatsApp Business, only allows direct exchange between companies and customers. The platforms should not be a channel for mass communication.
We all no longer want to let companies yell at us. We don’t want to be bombarded with thirty thousand marketing campaigns every day. We want real communication . Ideally with people.
For this reason, the market research institute Gartner says that messenger will grow rapidly: Inquiries should double each year. You don’t have to be a great mathematician to realize that in a few years, hardly anyone will get past messengers.
This also mixes marketing and customer service and direct contact becomes an important touch point in the customer journeys.
However, if 200 inquiries reach me every day, at some point I will get to the point where, apart from answering messages, I can get nowhere. But the solution is already ready for this: chatbots .
But who wants to write with a chatbot that obviously doesn’t meet my needs. So stay away from bots that only copy or link content from the website.
A chatbot must also offer added value and give the customer the feeling that they are in good hands. Then conversational marketing can even lead to conversational commerce directly via the messenger platform.
Trend 3: Influencer marketing continues to grow – but differently
What do influencers actually do without likes?
Companies and Instagram influencers will have to find an answer to this question in the next few months, because Instagram is obviously planning to abolish the likes . One of the most important indicators for influencer campaigns is lost.
But that’s not just a challenge for the influencer industry. The issue of authenticity and credibility plays an increasingly important role. It often happens with big influencers that they advertise your product today and that of your competition tomorrow. It is difficult to decide what is a real recommendation and what is only a bought opinion. The positive effect fizzled out.
So-called micro-influencers can be a solution . Although they have far fewer followers (5,000 – 100,000), they do have a clearly defined target group and a close connection to their community. They usually only advertise for products that fit into their niche and with which they can identify. This makes selling more inconspicuous, more natural and therefore more successful.
Despite all adversity, influencers are and remain influential (in the truest sense of the word). Because we are simply on recommendations. In the past , when we secured decisions by asking our family and friends, today the haze has grown. Trust in strangers often seems to be incredibly high – or not anymore ?!
Trend 4: Social means shopping
From local business to online shop to social shopping – our shopping experience has changed quite a bit in recent years. We were spoiled here: we no longer want to wait for shopping; if we see something nice, we want to buy right there .
With Instagram and Pinterest , two major platforms have already responded to this request. While Instagram is already handling the entire process including payment itself, Pinterest (still) redirects to the corresponding online shop. Information on price and availability is already available in the pin.
But Pinterest can do even more: In addition to the classic “see online – buy online”, “see offline – buy online” also works. Pinterest Lens makes it possible for us to find products that we see in the analog world directly online (i.e. on Pinterest) thanks to visual search.
So social media (despite its social nature) are increasingly becoming a sales platform. Conversely, online shops also grow beyond themselves and incorporate more and more social elements (chats, reviews, etc.). After all, the user wants added value here too.
Groupify takes a particularly innovative approach here . Here, users can shop online together.
Trend 5: AR and VR are becoming increasingly important
Sure, augmented and virtual reality have been an issue for a long time. But via Instagram, they will become meaningful for even more companies in 2020. The reason: face filter .
They are the new hot shit. Well-known influencers like Carmushka are already (still) better known. Or have you never seen the Moody Up filter, which adorns every second story (mine too, by the way).
On Snapchat, these filters are of course almost cold coffee. Still, they don’t seem to have lost their appeal yet.
But technology isn’t just fun. How about trying out Instagram products in 2020 via AR ?! We can be excited to see what else will come onto the market here.
Trend 6: Nothing works without (authentic) videos
Videos have long been more than just YouTube. There is hardly a social media platform that can get past videos today. Cisco predicts in a study that 82% of all content will be videos by 2022.
You can already tell this from the platforms: Video Pins, IGTVs, Stories – Videos are spreading ever further. And content creators who create moving content are rewarded with greater reach and more interaction.
If you are not yet making videos, you should start looking into them by 2020 at the latest. Fortunately, there are now great tools in the form of apps for all non-videographers . So you can e.g. B. insert videos in Canva or directly animate the whole post.
If you want to get started even easier, Instagram (and Facebook) stories are for you. Not everything has to be perfect here and you can slowly approach the topic. Your followers will find it totally exciting to accompany you on your way to becoming a video professional.
Stories are not just for practicing, they offer you a platform beyond the well-designed Instagram feed . You can share personal experiences here and make yourself more accessible. Or you can just play a bit with the ubiquitous FOMO (fear of missing out) and give a first glimpse of new products. You can also directly involve your community with interaction stickers.
If you want to know more about the topic, here are nine simple tips for the perfect Instagram story. In addition to pre-produced videos, live videos will also become increasingly important.
What’s next with IGTV?
When IGTV was launched in 2018, it was THE new format for Instagram. But it quickly became quiet. Resuscitation attempts have been made time and time again, but it has not yet really been able to establish itself .
I personally tried two or three videos, but the response was far from the hymns of praise that Instagram brought to the people.
Instagram does not give up to leave the field to other platforms (like Snap Original Shows). Video content is the future and I am sure that Mark Zuckerberg and Co. are already putting their heads together to get more out of IGTV.
Let’s see where it goes.
2020 has a lot to offer. We have already noted many of the topics as a small side note, but have not yet tackled them actively. We should do that now.
The to-do list is definitely not going to get any shorter.
But don’t storm right away and implement all trends. Better take the time to evaluate the trends for yourself in peace. Because even if all these trends are important, they are not equally relevant for everyone.
A cigar dealer (who may not even have arrived on Instagram) will be less successful with TikTok. For young lifestyle brands – and those who want to become one – a little courage could pay off here.
Author Bio – Vishal Agarwal has 3+ years of experience in digital marketing. With good experience in advance marketing and promotional strategies, he has helped numerous brands establish their online niche with his out of the box internet marketing strategies and lead generation capabilities. He also manages his blog Digitalgarg.