Updated: Apr 14, 2020
It’s no secret...the landscape of social media is changing, and marketers will have to too.
We’ve mostly seen changes and testing with Instagram. But what will social media “success” look like in 2020? How will brands, and businesses have to change with the times and social algorithms?
Below is a breakdown of 2020 social media trends based on research and recent happenings in the space:
1. Brands & the metrics that matter most:
Remember when Instagram tested the removal of Likes? Although we haven’t seen Likes completely disappear, brands are realizing they might have to look below the surface of what the public can see when they come across your post. Long-term engagement means more than a short-term spike in Likes. Rather than chase a viral moment, brands are rightfully trying to understand what’s driving conversations with customers.
2. Creation of communities
Yes, brands and businesses want to reach as many potential customers as possible, but they’re increasingly building meaningful connections with their current audience. With this, brands are looking to reach younger consumers via conversation. Brands are even responding directly to customers and engaging in smaller communities on Facebook, Twitter, and Instagram.
3. Social purchasing
We’re seeing an increased rise in customers shopping on social media now that brands are making/can make it easier than ever to purchase or explore their products. Instagram has their product tags and Facebook allows for personalized ad experiences along with carousel ads. With all of these recent features, consumers are seeing brands newest products/services to purchase immediately on their social media, products/services targeted specifically towards their purchasing behavior, and products/ services that they may have purchased before. Companies don’t need to be shy about selling online and via ads in 2020. They have tons of options to be more targeted and allow consumers more direct purchasing options.
4. Brands are being selective about influencers
We’ve covered that brands aren’t just looking at Likes anymore, but it’s more than just total engagement. Brands are looking at the authenticity of influencers and their community/relationships. With the issue of fake or disingenuous influencers and the de-emphasis on Likes, influencers will need to show their “backend” data (insights) to ensure their influence and match their price tag. This data can include total engagement rates, past purchasing influence over their audience from past campaigns (some brands will provide this data to the influencers), audience demographics, and more. Brands are often requesting this information to see that an influencer provides their own community space for, and has a certain connection with their followers.
5. The all-powerful Instagram stories
Because of the immediacy and interactiveness of Instagram stories, they’re not slowing down! It’s such a quick, efficient way for brands (and influencers) to interact with their audience and create that community and connection. It’s a great way to prompt their audience to engage with them. In 2020, Instagram’s new business features including Growth Insights and “Stories About You,” are just the beginning this year.