Our daily lives and routines are forever changed and so is the way companies do business.
With people working from home for the most part of 2020 and them seeking new ways to entertain themselves during the longest break in our lifetime (!), social media scene is constantly changing to fully adapt to the new normal.
Marketeers can’t stay behind and miss out on the latest trends in Social Media so here’s what we should focus on:
BALANCE BETWEEN PUBLIC AND PRIVATE ENGAGEMENT TO BOOST AWARENESS
Last year, Mark Zuckerberg shared his vision of a Unified Social World between Messenger, Instagram and WhatsApp as a response to the rising consumers’ demand for more intimate social interaction and experience. This turned to a more private engagement, however, does not demote the power of public feed. TikTok, Twitter and IGTV are perfect examples of how much power public engagement holds.
These are the main reasons why a crazy year such as 2020 should be defined by the perfect balance between public and private engagement. Successful brands will maintain their dominance when they use public feed for broad reach and a one-to-one approach for stronger, deep relationships with their clientele.
VIDEOS ON SOCIAL MEDIA PLATFORMS ARE DOMINATING
Even before the pandemic hit, videos were more successful in delivering the desired message to the public, while during the worldwide lockdown there was an incredible demand surge.
Reaching a colossal market value of $42.9 billion in 2019 and an estimated increase of 20.4% until 2027 (Grand View Research, 2020), video advertising is the new reality.
To depict to the importance of video content, a study prepared by Cisco conclude that, by 2022, 82% of online content will be video.
Giants like Alibaba have already embraced and adjusted to the new way of business by introducing video influencers in order to increase AliExpress sales and take advantage of the video shopping trends.
Additionally, Instagram now allows ads display on long IGTV videos while 55% of the overall generated revenue will be going to the video creators (SCMP, 2020).
STORIES MARKETING WILL ONLY BE GOING TO GROW IN THE NEXT YEARS
Just like video marketing, Facebook and Stories became one of the biggest social media trends of 2020 and the near future looks no different.
Keep in mind that, besides Instagram Stories dominance, 500 million users engage with Facebook stories daily. This is only an indication of how important it is to interact with followers and audience through stories to make your content a “not-to-be-missed” highlight of their day.
AUTHENTICITY, UNIQUENESS AND INTRIGUING CONTENT MATTER
Based on Stackla statistic (2019), 90% of consumers seek authenticity when deciding which brands to follow and support.
Generezation Z as well as Millennials, consider authentic, intriguing content an important factor when choosing who and what to follow and grasp it a lot more than older crowds.
However, marketeers and consumers comprehend authenticity in a slightly different way, and it seems to be a gap between their understanding of authentic content consumers would like and the actual, published content from the brands. For that reason, it is extremely important to analyze the performance of the social media activity in order to create a more targeted presence and to-the-point content for their followers.
A brand’s Social Media Strategy is vital and staying-up-to date is key for success. A strong, consistent social media presence will keep you ahead of your competition while giving you an insight of how your consumers engage with social media.
Successful brands are always observing the emerging trends on social media and seek long-lasting relationships with their consumers which will lead to social dominance.