Top 11 Social Media Marketing Trends to Know in 2020
The Year 2020 Brings Emerging Social Media Trends
We have just entered a new decade, and people are wondering about the changes in the digital marketing industry.
A majority of the potential changes are taking place in the social media marketing or SMM.
Social media marketing is a dynamic and thriving platform with a vast reach and high user engagement.
According to the latest studies, there were 3.72 billion social media users in 2019. On average, people spent 142 minutes per day on social media browsing.
Nearly 91% of retail brands and 81% of small and medium-sized businesses (SMBs) initiated some social media activities in the past year.
In this article, I have listed the 11 most prominent social media trends in 2020 and beyond. Here we go.
1. More Personalized Social Media Posts
In the new decade, a typical social media marketing trend will be using more personalized content to get users’ attention.
Many people are skeptical of whether brands and marketers will be able to personalize their social media content for diverse consumer segments. Well, we have to wait for that to happen. However, brands can customize their ads on various social media platforms for a range of target segments.
Several social media platforms are already providing new ways for marketers to customize their ads. This way, the ads will appear to the right users with the right information.
As a user, you may have already noticed how personalized ads work on social media platforms. When you check an ad on Instagram or Facebook, within minutes, similar ads appear all over your social media feeds. It happens because social networking sites capture the data regarding consumers’ search behavior and customize ads for similar products or services from different brands.
2. Major Revamps on Instagram
Instagram has come up with several changes. It starts with Instagram feed changes or hiding of likes to reduce the numbers of fake followers. This social platform will roll out a tool to audit audiences and evaluate the authenticity of the users’ accounts.
Other changes are implementing native scheduling with Creator Studio, adding engagement stickers, and enabling to tag users and re-share stories.
3. Facebook Campaign Budget Optimization (CBO)
Facebook rolled out CBO in September 2019. Now, effective from February of 2020, the social media giant will re-implement it for the remaining advertisers. CBO is a new feature that optimizes the distribution of a campaign’s budget across the ad sets. Under CBO, Facebook will automatically find the best opportunities for ad results based on your objective across your ad sets. It will then distribute your budget in real-time for the best results.
4. Integration of Live Videos on LinkedIn
Finally, LinkedIn has given its nod to incorporate live videos on its professional networking platform. LinkedIn Live will allow individual users and organizations to broadcast videos in real-time. To be able to broadcast live videos, you first need to apply through LinkedIn Live application or communicate with a LinkedIn Marketing Solution representative for approval.
After getting approval, click on “Link Account” next to LinkedIn Live. Then you need to select if you are going live on the personal profile or the company page. Select the channel to which you have access.
5. Niche Social Media Sites and Apps will Grow
Major social media players such as Instagram, Facebook, and Twitter have long been popular for their diverse social content. Now several niche social media platforms are growing in popularity as well.
Relatively newer social platforms such as TikTok, Behance, WeChat, and Vero have made their mark in recent times and positioned themselves as alternatives for niche users.
In the New Year and decade, we will see more such emerging players that will fragment the market share.
6. More Focus on Targeting the Local Audience
Just like the local search engine optimization or SEO, companies will focus more on targeting the local audience through social media marketing to generate more organic traffic. Many brands and marketers have already incorporated location-specific targeting to get users’ attention.
To target the local audience, companies can apply geo-tagging in their social media posts and stories. By adding a specific location to social content, they can draw the attention of potential local customers.
Geo-targeting is especially effective for promoting social posts as they help marketers connect with the right audience.
7. Social Commerce will be a Major Revenue-generating Tool
Companies with a social presence on Instagram, Facebook, and Pinterest have been using these social platforms for generating leads. Going forward, more companies will incorporate social commerce to sell products/services and increase their revenue generation. Mainly, social commerce will work as a mainstream retail channel for offline stores and websites.
8. Influencer Marketing will be More Prominent
Influencer marketing is going to redefine social marketing for promoting brands. According to a report by “Business Insider,” the influencer marketing industry will be worth $15 billion by 2022, which is up from $8 billion in 2019.
All the major social media platforms are using influencers to some extent. However, Instagram is leading the way as nearly 79% (four in five) brands use Instagram for influencer marketing campaigns. Other social platforms for influencer marketing are Facebook at 46%, YouTube at 36%, Twitter at 24%, and LinkedIn 12%.
An increasing number of brands are collaborating with niche influencers to get higher user engagement without having to spend a fortune.
9. User-Generated Content (UGC) will be in Focus
Do you recall some of the ads by Coca Cola, Apple, Airbnb, Dove, or Olay where users shared their experience of using those products and expressing their loyalty to the brand? These are examples of user-generated content or UGC in short.
User-generated ads are effective because they work as strong “social proofs” for potential customers. In this new decade, we are going to witness many similar examples of leveraging UGCs on various social media platforms. More brands will encourage their consumers to create content and tag them to be featured on the companies’ page.
10. Increasing Dominance of the Social Media Communities
In recent years, social media groups have become popular, and this trend will continue.
Various brands have created social media communities or social groups where users can share their stories or experience. Interested users can “like” and “follow” these groups to start receiving interesting updates. Companies use such groups to bring together their customers and interact with them to enhance a brand’s social value.
According to the latest statistics by Facebook, the most popular brand pages include Vodafone Zoozoos, SBI, Hyundai, and Airtel. There are many similar social communities, such as writers’ groups, travel groups, book lovers’ groups, designers’ groups, and others.
11. Integration of AI in Customer Service
Another major upcoming trend will be incorporating Artificial Intelligence or AI for communication and customer service.
Several social media brands have already integrated chatbots and marketing automation into their marketing strategies. Some of these social platforms are Facebook, Telegram, Slack, Skype, Twitter, Kik, Hipchat, and more.
The latest report by Gartner shows that 25 percent of customer service interactions on social platforms will use virtual customer assistants (VCAs) or chatbot technology by 2020. Brands are scaling up their customer service to be more responsive to their vast audience.
Which social media trend is the most significant for you?
Besides the listed social media trends, many other trends are already making waves. However, it is not feasible to fit everything in one article. I have picked the ones that are getting more attention these days.
If you are a social media marketer, keeping a tab on these trends will help you formulate better social media strategies. If you are a user, staying informed will get you better social experiences.
Let me know what you think of this Hub and share your valuable input by putting comments. I will be back soon.
This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
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© 2020 Sumit Chakrabarti