Top 10 Social Media trends to analyze in 2020
Passing into 2020, we find changes in consumer behaviour regarding new technologies and trends with disruptive potential in social media and marketing.
Analysis, understanding and adaptation to these trends play a fundamental role in terms of business strategy, with the digital environment gaining more and more ground.
Here are 10 trends in social media to analyze in 2020:
1. Very short video formats
It has been observed that most users, especially teens, have a shorter attention span, which is why applications that deliver short video formats have become extremely popular, with a suggestive example being Tik-Tok.
There is a massive increase in video content sharing applications revealing consumers’ involvement in content creation and the type of content they approach.
A solution for marketers is to turn narrative ads into short videos to deliver the most personalized content and to encourage consumers to discover and get information. Short-term ads on Youtube will become increasingly used by companies.
Chatbot will become an important part of digital marketing in 2020. This technology is based on sending messages, in real time, without interruptions, in support of the customers or visitors of the website.
Chatbot has several benefits for the website such as: it improves the user experience, provides statistical data, works 24/24, helps optimize the site, distributes targeted content, according to the users’ searches and interests.
Chatbots are a solution not just for websites, many businesses choose to use the robot on social networks such as Facebook, Instagram or Twitter.
3. Facebook pay
One of the big changes in 2020 is Facebook pay, a payment system that incorporates Facebook, Instagram, Messenger and WhatsApp applications. This novelty allows users to pay directly through Facebook, so purchasing items, books or even electronics within the Marketplace will become much easier.
In this way, the brands that have invested in the image through social media will have increased profits due to the power that the service will acquire on the market. At the same time, through Facebook pay, users will be able to send money or donate for charitable purposes.
4. Disappearance of likes
Video content is gaining more and more ground in social media, and nowadays brands are paying huge amounts to influencers to promote their products.
It is expected that in 2020 Instagram will eliminate likes, this would prevent the measurement of the direct impact that influencers have in the online environment, as likes represent an important indicator of popularity in social media.
At the same time, this could encourage brands to invest more in Instagram Ads, because in this way, they could follow a valuable indicator, ROAS (Return On Advertising Spending).
5. Influencer marketing
Influencer marketing is a way for brands to promote their products or services through celebrities or people with a large number of followers on social media.
This method of marketing enjoys a resounding success because most consumers choose to believe the opinion of the influencers they follow, to the detriment of what the brands say about themselves. It is expected that influencer marketing will become one of the main marketing strategies through social media.
6. Mobile experience
The technology is constantly growing and users are choosing to use mobile devices to the detriment of desktops.
In 2020, mobile experience is expected to go beyond the limits and for this to be possible marketers should implement, according to Sencer Kutlug, CEO of Google Client Solutions & Analytics for Google Turkey, 4 essential things:
- To invest in AMP (Accelerated Mobile Pages) and PWA (Progressive Web Applications) technologies;
- To adapt the user experience to the buying behaviour of the consumer;
- To use automated bidding to maximize bids, thus eliminating the efforts and assumptions that arise when setting bids;
- Use advanced measurement techniques for better mapping of consumer navigation.
7. Augmented and virtual reality
Augmented reality has grown enormously thanks to apps such as Snapchat, TikTok or Instagram that have introduced filters that change the look of the face and are very popular among teenagers.
Marketing specialists use this technology on online platforms to promote their products on the market. For example, Sephora, a cosmetics brand, uses AR to give customers the opportunity to try products before they are purchased.
And the VR industry is experiencing very high growth, analysts predict a growth of over $ 200 billion by 2022. At present, Facebook has launched the 360o photography service and 3D photography.
8. Stories on social media
Although stories have been on the trend for some time, analysts predict that their popularity will grow even higher.
With the advent of the Snapchat app that lets you send stories for up to 10 minutes, Instagram, Facebook and WhatsApp have adopted this feature, enjoying billions of views daily.
This entertainment information, whether it’s short stories or longer videos (Facebook Videos, IGTV), has a great influence on users, and brands can communicate more easily with the public.
9. Expressing opinions
The brand identity is formed both by the actions and products / services of the company, as well as by the community / segment that interacts with it, which is why more and more companies choose to sacrifice a segment of their customers to empathize with the segment they target consciously.
With the help of social media and online platforms, companies are beginning to express their views on certain issues important to their community. A suggestive example is that of the companies Netflix and Coca-Cola, who posted on Facebook an image with a message referring to the referendum for the redefinition of the family, in an ironic way.
It is expected that this trend will develop in the coming years, with brands taking advantage of the freedom of expression in the online environment.
10. Pinterest lens
Pinterest is coming with significant changes in 2020 in terms of search capabilities. The app will incorporate lenses, a visual search tool whereby users can take a picture of an object and thus find, buy online or view similar products.
Compared to the test version, this new version will be able to recognize 2.5 billion objects, among which the most popular ones are those of interior design and clothing.
These objects that can be found using Pinterest lens are inspired by the most popular 600 million searches on the mobile app.
The results of the Social Media Marketing campaigns are strongly influenced by the alignment in a creative and original way with the current trends, verified practices and the interests of the segment of potential customers. The Idea Perpetua team has professional consultants who can assist you in scaling your business by developing an optimal SMM strategy for the field in which you operate.