Re-strategize Your Marketing Plan with Top Social Media Trends
“What’s trending” changes from week to week on social media. The pandemic has thrown a steep curve ball at our lives online as well. Looking at trends can be a good temperature check to indicate where a culture is headed—what should you pay attention to, and what should you avoid? Check out these social media trends to watch in the second half of 2020.
“Real” Influencers
The social media influencer has become a significant trend in the past few years. That trend has now shifted toward “real” influencers who create authentic human connections. Though social media influencers can bring attention to a product and provide strong initial interest, this may not necessarily be good ROI. “Real” influencers may have fewer followers than the celebrity social media influencer, but they connect to brands with greater authenticity; they build trusting relationships with their followers, so when a “real” influencer offers a product or service, followers are more likely to trust that source when deciding what to buy or do.
The Human Side of Brand Ambassadors
Brand ambassadors have always been an effective marketing strategy. These are influencers who believe in your company and share your content to vast audiences in creative ways. But keep in mind that celebrities, influencers, and brand ambassadors are all in the same pandemic boat right now. We’ve seen a different, more human side now, thanks to lockdown orders.
More Visual Content
Social media is a highly visual medium, but this will only increase as companies and people try to stand out amidst the competition. As an ever-evolving form, images will be tailored and customized to add greater flavor and value to post
“Real” Video Content
Video will continue to be a major trend. NCTA-The Internet and Television Association reports that video accounts for over 60% of traffic on the Internet and Facebook generates 8 billion video views on average per day (according to Social Media Today). The challenge marketing face is making video content that stands out from the crowd.
Virtual Gatherings
For years, virtual gatherings provided the opportunity for office meetings and conversations with long-distance relatives and/or friends. These gatherings take on increased importance now during the global pandemic. In 2018, Facebook created “Watch Parties,” a platform similar to a live feed on Facebook, but where people are invited to view pre-loaded videos and interact with each other at the same time.
Augmented Reality
Augmented reality was made popular by Snapchat. Today, other social media platforms are building on this success by bringing digital content into a real-world environment. Augmented reality can inform real-world events and improve social media strategies. For example, augmented reality allows for a first responder arriving at a disaster scene to overlay blueprints of a building, navigate risks, and find access points to develop a safe rescue plan. Making predictions in real-world scenarios can inform the way brands market their products and services.
Long-Form IGTV Videos
This year, long-form IGTV video from Instagram is predicted to grow in popularity. Marketers are learning that YouTube videos can be shared on Instagram where consumers spend huge amounts of time. A variety of branded talk shows and interviews have already been launched on the platform.
“Stories” Drive Conversations
Instagram created the “Stories” feature in 2016, and since then, it has proven to be a form of storytelling that marketers can use to drive people to tap and instantly “swipe up” to learn more about a particular product.
Voice Technology
With the rise of voice technology, people are able to send voice messages with greater ease. As a promising technology with projected growth for the future, voice technology could also allow international companies to respond professionally in their chosen language, creating a more intimate experience with users.
TikTok
Arguably, no other social media platform has caused as much controversy as TikTok. While the U.S. is planning a ban on this platform, it is most popular among Generation Z, where it serves as an indicator of what younger generations are most interested in. Should the U.S. ban TikTok, finding similar alternative platforms will prove to be useful as users shift to a new interface.
2020 has turned some social media trends on their heads, and may cause many to rethink their communications strategy going forward. How can you re-adjust your social media strategies to fit the current climate?