Welcome to our monthly social media update. This month, our digital team give you the low down on the top Social Trends for 2020.
Striking a balance between public and private engagement
When Mark Zuckerberg revealed his decision to unify Instagram, Messenger and WhatsApp last year, he announced that “the future is private”. This vision is part of an ongoing shift in social that pushes private channels into the spotlight. Having the latest recent news that ads will be coming to WhatsApp very soon, brands will have to adapt quickly.
This doesn’t mean that the public feed will be any less important, however. TikTok continues to boom in popularity, with a predicted 300% revenue boost in Q4 alone. IGTV, Stories, and Twitter continue to grow too – so it’s safe to say that content consumption continues to thrive on public feeds.
Shopping on social
Social commerce has been around in various forms for a few years, but with platforms Instagram and Pinterest adding shopping features last year, it’s likely to really take off in 2020. Rather being on a retailer’s app or website to buy something after discovering a product on social media (often through the likes of an Instagram Story swipe up), consumers will be able to buy directly from their feed thanks to shoppable posts and in-app payment features. The result? A hassle-free experience for the buyer, and a more direct sales funnel for brands.
The evolution of influencer marketing
2019 arguably saw a tipping point in influencer marketing cynicism. Consumers are becoming wiser to the commercial realities of influencers and can now interpret the difference between authentic influence and more contrived attempts.
Although the trust and appeal in reach-based macro-influencers is likely to fall this year, 2020 should be a strong year for micro-influencers: those who have an established niche and an audience who are genuinely interested in what they share. This will be especially relevant if Instagram does remove likes, resulting in brands favouring those who create authentic, quality content with a smaller, more engaged following over a big name with a huge reach.
Video content is more important than ever!
Video content continues to be one of the most important trends in 2020. In fact according to Social Media Today, video will make up 82% of all internet traffic by 2022. That’s massive! Finding creative ways to tell engaging stories that gets a viewer hooked in seconds will be key, especially when some platforms are losing the ‘like’ button altogether.
Disruptive social video platforms growing in popularity
It’s clear the importance of video content is growing day-by-day, that’s why platforms such as TikTok will become even more popular in 2020. TikTok isn’t for everyone however. GenZer’s are the biggest demographic on this platform, but it offers a fertile ground for influencers and means you can introduce your brand to a huge audience more authentically than the overly curated and filtered platform that is Instagram. Keep your eyes peeled on how popular the platform becomes in 2020.