In North America 37.71 billion dollars are invested in advertising actions within social networks.
Organic video content gain relevance in 2020. We tell you why.
Read: This is the 2020 social media book that you need to buy.
2020 is very close and Social Media Marketing is still relevant for brands and companies, the clearest proof of this is the estimate of the investment that is contemplated for social networks for that and the next few years, for example, according to data Statista, in the North American market it is estimated that 37.71 billion dollars will be invested in advertising actions for these platforms. Given this it is convenient to know what can come from this digital section of brands, so we highlight some interesting predictions of Social Media Marketing.
According to various experts consulted by Social Media Examiner, these are the aspects that marketing and social media professionals cannot lose sight of during 2020.aasda
The cost of ads on Facebook kick advertisers
Regarding this first prediction of Social Media Marketing, one of the experts consulted by the source says that Facebook advertising will be much more expensive next year, the CPM (Cost per Billion) increase, which means that it is more expensive to reach to the target audiences.
The changes implied in this prediction are that companies with a low order value or that do not change the way they evaluate their advertising returns on Facebook will be discounted from the platform. Unfortunately, the firms that win with Facebook are expected to pay the most to acquire customers.
Fortunately, solving this is possible. The first thing to do is reduce the cost per lead by improving the components of the campaign. Subsequently, it should be considered to increase the average value of each order or the value of the customers, that way the gap between what the client invests and what the brand invests to acquire that customer is widened, as the return on advertising investment.
Finally, you should consider changing the way to evaluate the return of Facebook campaigns, instead of measuring only results for the first purchase of a customer, you must calculate the CLTV (Value of the Customer's Life Time), so you can Attribute more revenue generated from the campaigns on Facebook.
LinkedIn CPC be higher
Regarding Social Media Marketing on LinkedIn, the second prediction suggests that while it has always been expensive to obtain traffic, the next year or not be different. Since the LinkedIn platform launched band advertising on targets in March 2019, the cost of the campaigns has increased significantly and can continue to do so, also as a result of the increased costs of the campaigns on Facebook (as this has made advertisers migrate to this social network belonging to Microsoft).
Given this, advertisers or brands should know how to obtain the best return on advertising investment, ROAS, for their campaigns next year on LinkedIn.
The recommendations issued by the source indicate that it is first appropriate to bid in CPC campaigns regardless of the format used because they represent a lower risk for advertisers. When you start this way it is advisable to make low bids and only increase them when you need to get more traffic.
Secondly, it is recommended to ignore LinkedIn's suggestions, since in most cases the platform selects automatic offers, which can be expensive.
Finally, it is recommended to avoid the expansion of the audience because it is not worth polluting the paid traffic announced before audiences that were not selected by the brand itself.
The increase in the cost of advertisements cause marketers to focus on organic video content
Given the previous points regarding the increase in costs, and the fact that there are millions of advertisers in key spaces such as Facebook, as a third prediction of Social Media Marketing it is estimated that many will bet on video content in an organic way.
For the next year many marketing professionals will decide to focus their investments on high-value materials that may be useful for consumers. As a result, platforms such as IGTV (from Instagram) and YouTube are expected to be driven.
The time invested in the content will become a very valuable metric for marketers, since the video represents the definitive experience to increase the knowledge, trust and eligibility of the brand.
Stories will be central to visibility on Facebook and Instagram
Thirdly, for Social Media Marketing it is expected that the Stories format will continue to grow in popularity during 2020, so much so that it is estimated that a decrease in the content for the feed of the platforms that have the format can be seen, such as Facebook and Instagram.
The disadvantage that social platforms experience with this is that they can not focus completely on stories, most users resist sudden changes, so they must find a way to gradually introduce a feed that combines better both the content of the feed and those of the stories.
On the other hand, this change implies that social networks should better manage the spaces in which to place brand advertisements. While this happens, it is advisable for brands to publish more stories in an organic way and create native story ads during 2020.
Personalized brand experiences for consumers will not be optional
According to another of the Social Media Marketing experts consulted by the source, in 2020 brands will see a change in online marketing starting with a dramatic increase in conversations in Dark Social, that is, more people move to channels where the Conversation is private.
Given this, brands that have not paid enough attention to relationship marketing techniques, will have to spend more on the Pay to Play model, or should be given the task of building communities and becoming hosts of their conversations, with the In order to create brand advocates.
The key is to get deeper connections with the audience and for this they should put more personality in the stories they tell.
To get closer to people, brands will also use native tools such as Messenger, appointment and purchase management from Facebook and purchases within Stories to reduce friction with consumers.
Tempera-based marketing will not be effective in producing results
Finally, it highlights that the templates used for Social Media Marketing will go down in history. This is because many social media actions fail because they are seen as marketing actions and people are tired of it.
The days when you could work with a standard template for an image were left behind. Now brands must understand what types of content are ideal for the community, that is, those who really enjoy consuming when they see them. They must also understand what content and where they should be placed to attract, convince and convert prospects; and finally, they should better understand the decision-making process that consumers go through to identify and choose a provider that helps them solve a problem or need.
