Remember when you would post all your vacation photos in a Facebook album? No cropping, no filters. You would think for hours about what to name the album and eventually land on some inside joke that no one would really understand. Guilty.
If you were in the workforce ten years ago, did your company have a social media department? Or was the intern in charge of posting and responding to followers, like I was?
When filters launched on Instagram, did you have a favorite? Valencia all the way.
It’s incredible to reminisce on how much social media has evolved over the years. The way we as humans interact with our friends online, the way we interact with brands, how we portray our real lives, and even our shopping habits have evolved tremendously over the years.
As we’re coming up on a new decade, it’s incredible to look back, but it’s even more exciting to look ahead. Here are some of our top social media predictions for 2020.
Senior Content Writer
Authentic Content is King
I think one of the biggest opportunities for brands in 2020 (or at least for those who haven’t done so yet) is publishing authentic “unpolished” content, specifically on social media. This also could be one of the toughest sells because as marketers we’re traditionally trained to write, rewrite and polish brand content before it goes out. But as the consumer’s preference continues to shift towards real, humanized content, companies will need to let their guard down, be more nimble with impromptu video, and show a little vulnerability. There’s a sweet spot between “too much slang and overdone emojis” and “way too templated” where consumers are looking to connect with brands on a personal level. Brands who have yet to tap into their authenticity should start making the shift now as this isn’t exactly a new trend but rather a continuation of one as millennials lean into their buying power and make their preferences known.
Social Ads Specialist
Shopping on Social Media
Over Black Friday 2019 weekend, consumers spent $7.4 BILLION online! That’s $1.2 billion more than last year’s Black Friday and it goes beyond just Amazon purchases. Social media has proven to be the new marketplace with countless brands and businesses working overtime to promote their products online and to optimize their websites so they’re mobile-friendly and easy to purchase from. It will be imperative that businesses adapt and know that this is the new normal and that their consumers are growing more accustomed to seeing Facebook and Instagram shopping ads touting the latest and greatest thing.
Bigger Social Media Budgets
If you haven’t already done so, establish a monthly budget dedicated to social media advertising. If you’re already following a budget, ask yourself if it’s enough. More and more businesses are looking to advertise and sell on social media now that it’s becoming easier to shop online. To stay ahead of your immediate competition, you’ll want to increase your budget from 2019 and make sure you’re targeting “lookalike audiences” of your past customers or website visitors. These audiences will likely be larger than their source audience, and in order to reach them, you’ll want to have the right amount of money on hand.
Consider Anchor Videos
Remember the Squatty Potty video? Or Dollar Shave Club? PooPourri? Purple mattress? Lume deodorant? These are all examples of “anchor videos” that serve as the, you guessed it, “anchor” for your brand and help consumers form an initial opinion of you. The balanced blend of direct response advertising and humor is a trend that has been slowly building up over the past few years and, if done well, they perform exceptionally well on social media. It could be the investment your brand needs to make an impact on your digital sales.
Social Media Content Specialist
Don’t Dismiss LinkedIn and TikTok
Right now LinkedIn is on fire with organic reach. The platform has made some heavy upgrades and updates to video and photo which has made it that much more effective. It has totally evolved in the past year and a half from just a “connecting” and “job posting” platform to now being a true social media platform designed to connect, inform, and build a brand.
While mostly youngins are on TikTok, the spotlight is on this platform, and where there is attention, there is an opportunity to build a brand.
Video Will Still Be Crucial
If you have not been producing video yet, it’s time. Here are some startling facts about video and why it’s going to be crucial in 2020:
- By the end of 2019, video will account for 78% of the world’s mobile data traffic
- Google says you are 53 times more likely to come up in searches first with video embedded on your website
- 72% of consumers prefer video over reading
- Mobile video consumption has gone up 233% since 2013 (cites Apple)
- Youtube reports mobile video consumption goes up 100% every year and 5 billion videos are watched on Youtube every single day
With certain platforms such as TikTok prioritize more “low quality” videos as a standard, a brand can focus on Performance Video—“user-centric videos designed to engage a diverse set of personas.” Rather than just trying to pile up shares, these ads target demographics to maximize conversions and get a return on ad spending. Also, because video can be “lower quality” on certain platforms, this allows for a business to save on production cost and talent to produce more content.
Organic Influencer Marketing
There’s no doubt influencer marketing will still be going strong in 2020. In fact, I believe there will be even more influencers out there trying to get their piece of the pie while it’s still hot. However, influencer marketing has gotten a bad rep over the past few years with numerous scandals and reports of fraud. As consumers begin to lose trust, companies must refocus where to put their marketing dollars. This is where organic influencer marketing comes into play. What exactly is it, you ask? Simply put, it’s people who actually use and love your brand. Getting them to share your product will be natural and effortless and their followers will be able to sense the authenticity, which in turn leads to conversions.
Social Media Manager
Say goodbye to ‘one size fits all’ content. In 2020, there will be a renewed focus on the platforms that provide brands with the greatest ROI. Brands will be moving from a ‘megaphone mentality’ to better understand which platforms – and specific features – need the most attention. Prepare to see more experimentation from brands this year as they find the platform that best amplifies their message and allows them to connect with their audience.
Influencers might have done it first, but brands are poised to do it even better. 76% of people will shop with a brand they are connected to over a competitor – meaning that the brands who rise to the top need to have a strong connection with their audience. Many platforms have introduced new features that prioritize a focus on community, and brands need to start looking at how to best utilize those features in a way that is authentic to not only their brand persona, but also their core audience.
If you’re looking to build your social media presence, we’re here to help. Drop us a line today.