Key Social Media Marketing Trends For 2020
Social media and digital marketing resonate especially with the rise of digital campaigns and digital agencies. Social media is ever-evolving and what worked months ago may not give the same good results now. With social media marketing being your gear when something works keep doing it.
Earth has a solid 3.49 billion social media users, this equates to 46% percent of the total population. While this suggests that brands have more opportunity to reach larger audiences than ever before.
2020 will be the holy grail of social media marketing
The biggest buzzword for 2020 will be the word ‘Micro-Influencer’.
But some brands still envision it being related to expensive, celebrity endorsements.
To clear the air, audience numbers are important, but never under-estimate the potential of a small-niche creator.
These micro-influencers have more authentic relationships with their audience and thus, are better at establishing trust.
More trust, more conversion rate
Even business giants collaborate with micro-influencers to reach out to a diverse audience to tap in engagement and trust.
Micro-influencers are more knowledgeable about their niche audience compared to celebrities.
Each micro-influencer has a loyal fan following, these followers trust the contents and endorsements because they are most likely, to be honest.
The concept is simple: Smaller audience are more meaningful and engaged
Samsung collaborated with several micro creative influencers on Instagram, having followers less than 25k, to promote the Galaxy Note 10.
Sperry, a shoe brand, worked with more than 100 micro-influencers on Instagram. Sperry invited Instagram users who were already sharing high-quality photos of its products, to develop contents for its official Instagram account. Photos portraying Sperry’s shoes in high altitude exotic locations became widely spread.
Audible, Amazon’s Audiobook launched a campaign to promote the app with photographer Jesse Driftwood. Although, Jesse has a less than 1 lakh followers the Audible marketing team realized that his fans are more loyal and engaged. Audible also gave Jesse the complete freedom to promote the app in a way his audience can relate to.
Banana Republic worked with many micro-influencers from Instagram to include campaign-specific hashtags #itsbanana #brmovesyou #brmakesitbetter #brholiday. The company’s following saw an increase of 5lakh followers within a day.
Google worked with DIY focused micro-influencers to promote its new Pixelbook laptop. @thesorrygirls ran an Instagram giveaway content instructing users to like the image and leave comments stating how they will use the Pixelbook if they had won. This sponsored post made up to 11,137 likes hitting an engagement rate of 59.4%, much higher than any macro-influencer.
Brands are more interested to get partnership deals that can offer higher engagement, lower costs, a better long-term relationship and high ROI.
RISE OF ALTERNATIVE PLATFORMS
Facebook and Twitter are the key platforms used by B2C brands to reach out to their audience easily. This died with the climax of 2019.
Facebook is no longer the one-stop-shop it used to be
Younger audiences have now shifted their domain to Instagram, Snapchat and TikTok to prove this. 29% of Facebook’s audience has been reduced at the end of 2019 for various reasons.
TikTok the new Facebook?
Organic reach on TikTok is like nothing we’ve ever seen, It’s better than the early days of Facebook.
TikTok earned more than 1.1 billion users at the mid of 2019. Among them, 66% of users are younger than 30, out of this 43% are Indians.
We are moving into an era of short attention spans. People are only interested in videos that are less than a minute.
Within, those 15 seconds if your brand can tease them, they binge to more content and eventually follow your brand to get connected.
The trick is to find and sustain their ideas to grab their attention within 15 seconds, especially if you are new to the market.
TikTok has live video streaming which can be utilized once you have 1000 followers. When you go live on TikTok, your video will be shown to all your followers in their feeds.
People can then share your live stream with all their followers, resulting in potential audience reach.
After TikTok, LinkedIn is stepping up their game. With 562 million users. LinkedIn helps to build networks and connections.
It provides the ability to tap into existing connections and grow your audience through word-of-mouth. LinkedIn is the new lead generation magnet.
51% of companies acquire customer through LinkedIn. 93% of marketers consider LinkedIn to be the most effective site for lead generation.
Pinterest is a visual search engine platform that offers inspirations for more than 235 million users who reach out to food, fashion, home décor concepts and DIY inspirations.
More than 83% of the users make purchase based on the content they see from brands on Pinterest.
Users are more interested to discover new products and brands.
Pinterest Lens, a product of Pinterest, allows users to take a photo of a product to find out where they can buy it online.
This feature turns your camera lens into a search bar. Pinterest lens, have about 600 million visual searches and made a hike of 140% within a week.
They launched a bunch of new features to help merchants sell their product catalogues.
Samsung partnered with Pinterest to bring visual search to its latest smartphones and target to allow customers to search products they see in the real world. This new digital marketing trend can be a boom for fashion, home décor, food, animal, beauty and travel industry to get more user engagements.
Utilizing these alternative platforms helps to engage audience who are not available on Instagram, Facebook and Twitter, as well as different ways to expose your content.
This could help expand your market and attract more demographic visibility.
VIDEO CONTENT WILL BE THE KING
Producing video content is existing from the dawn of social media marketing. But, it continues to be highly efficient and helpful in boosting audience engagement.
Both long and short-form videos are being heavily utilized on social media now.
According to Cisco study, 82% of all online content will be video content.
Focus on quality video content, to tease audience into your business. The new big thing in producing video content is live streaming.
Live stream enables a brand to connect with its customers in a relatable way. It helps you communicate with your audience directly.
You can go live to publicize up a product launch, conduct contest and engage discussions with audience to improve engagement and ROI.
According to a recent survey, views of branded video content have increased to 99% on YouTube and 258% on Facebook between 2019 and 2020.
On Twitter, video content is five times more likely to be retweeted than a photo
If you have not focused on the power of social media and video content together, you are in for a surprise. This can explode a brand’s growth.
In 2019, Twitter attributed more than half of its ad revenue to video ads.
Twitter rolled out a new video ad bidding option to give advertisers the option to run video ads up to 15 seconds long and only pay for ads viewed for a full six seconds.
The platform also made sure that creators come up with more video content to help drive performance. In mid of 2019, twitter announced an exclusive media partnership with news and entertainment organizations like MTV, Univision and Wall Street Journal to bring more video content to attract video advertisers.
At the end of 2019, Twitter gave politics, tech, music and sports content in video format to engage users.
SOCIAL MEDIA FOR CUSTOMER SERVICE
Customer service will always be a vital aspect for providing good customer experience, but going digital makes your customer service invisible to everyone online.
Why it might work
More than 28% of the customers have used social media to interact with a company in the last year, and this trend is likely to increase as they can provide custom solutions any time.
With 38% of consumers wanting a response within 30 minutes, brands should make them visible on all social media to respond to a question or complaint on the same day with the help of live notifications and other tools.
Answering a customer complaint immediately can increase customer advocacy and personalization
Chatbot will continue to be an integral part of customer service in the years to come.
They provide 24-hour service to chat in real-time, instant response to user’s queries can help your business not to leave a customer who asks business queries at 2 am, who can be your next lead.
Chatbot provides 100% customer service. Many customers prefer interacting with Chatbots as they answer promptly and never lose patience.
Adding Chatbots to your social media accounts can improve user engagement and customer support.
Lyft, a rideshare brand, uses chatbots to request a ride using Facebook messenger and Amazon Echo, and these bots will let you know the driver’s current location.
Fenty Beauty, a cosmetic brand, asked for photos and stories of their customer's moms wearing the brand's makeup for Mother's Day. They offered to send free products over to these moms. This reward served to generate even more loyalty among its customers.
ADVANCED SOCIAL ADS
Social media is the best place to nurture trust and build a relationship with their potential audience.
It offers the ultimate opportunity for communicating brand value and engaging with potential customers. Improving your brand's human side and transparency will build confidence with audience.
Focusing on crisp, fun responsive to customer queries and social responsibility through ads can deepen the level of interaction. Doing this will help your brand stand ahead of the curve on social media.
Consumers are becoming more adaptive with the concept of social shopping.
Coupling a brand's ad on social media can encourage direct shopping and can become an alternative marketplace to sell your product.
Scientific American found that 72% of the millenials hate to rotate their phones to watch widescreen videos. Stories ads are a full-screen vertical video that allows you to know about your brand within 15 seconds.
Facebook's recent personalised-ad-experiences delivers products dynamically to customers.
Facebook came up with image ads, video ads, video poll ads, carousel ads, slideshow ads, collection ads, lead ads, dynamic ads, messenger ads, stories ads, augmented reality ads and playable ads.
Tokio Marine, an insurance company, used lead ads to generate 11,000 leads in just 15 days. The ads used messenger bot to further qualify potential new clients. The campaign reduced the cost of lead generation by 60 percent.
Smallable, a French store, used dynamic ads to retarget potential customers with carousel, image and stories formats to target audience. Smallable ads gave a result 124 times return on ad spend.
As always, Social media is ever-evolving
We want to hear from you. What are your Business goals for 2020? What are the other social media trends you think will define 2020? Let us know in the comments below.