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Trends in Social Media that will be key for 2020

In 2020, 102,292 million dollars will be allocated to social media marketing.

Among the trends in social media is to consider new technologies.

Read: Social Media Marketing Predictions for 2020 that you should not lose sight of.

Less and less is missing by the arrival of 2020, a year in which social networks will remain highly relevant channels for brands and companies. According to Statista data, it is estimated that 102,292 million dollars will be allocated to advertising within the different social platforms in the next 12 months, so it is possible to understand why it is important to know the new details that will bring with them, such as the new trends in social media that are beginning to be seen and that can represent important changes in the way social media marketing develops.

By the way, the key trends are what we will see in this post.

What comes for social networks in 2020

According to a report prepared by the firms Talkwalker and HubSpot, where more than 50 industry experts participated, the following are the social media trends that professionals should know by 2020:

oneThe new generation of social platforms

As we saw it recently, there are various social platforms that can be considered emerging and will give something to talk about during 2020, such is the case of Vero, Caffeine, Steemit, Lasso, etc. However, among them, the one that stands out the most is TikTok, the experts consulted agree that it will become part of the marketing strategies of many brands.

As you know, this social platform has grown interestingly accumulating 500 million monthly active users, which will soon become 750 million. The increase in mentions made to this and other platforms is a reflection of the importance they will be gaining in 2020.

What does this mean for marketing professionals?

In that sense, the first of these trends in social media implies that the growth of unique or niche social networks, such as TikTok, be considerable and should not surprise people are no longer interested in being part of large communities, now They want to be where they are relevant. Those where there is less noise and greater engagement.

With everything and the risks involved, brands will have to explore these spaces from which good opportunities can be generated, those who do so first may become the most benefited.

twoWelfare in social networks as part of consumer engagement

As the second of the trends in social media, the experts consulted in the Talkwalker and HubSpot report, highlight how important is being in social media. As an interesting fact it is shared that there have been at least 78 thousand conversations around this concept throughout 2019 so it is visualized as an important issue to follow because it can cause changes.

And it is that people are increasingly aware of the impact that social networks have on mental health, it has even reached the point where addiction to social networks is recognized as an affliction, which changes the perception that You have these tools.

In such a scenario, where there is a concern and social movement generated by users, it is expected that social media platforms do something about it and that their actions affect marketing.

What does this mean for marketing professionals?

This can cause changes that affect the metrics that follow brands to assess their effectiveness. The clearest reflection of this has been occurring throughout this year on Instagram, as you know, the social network has decided to hide the likes in some important markets, such as the United States. Given this measure implemented many expect one each in the engagement while users adapt and find new ways to show their appreciation for the contents of a brand, company or creator.

If this type of change becomes the new standard, marketing professionals will have to better monitor their activities and even those of the competition to detect changes in engagement and define if it is a problem of the brand or of the industry in general, or Part of a consumer trend.

In addition, they will have to think of ways to provide well-being for their respective communities, for example, they will have to avoid toxicity and seek ways to interact with them and detonate their interest through opportunities outside the digital world.

3Data privacy and Fake News

Regarding the third of these trends in social media, you should know that in recent years trust in social networks has decreased due to problems with data privacy and the proliferation of false news. However, in 2020, social channels will adapt to better address these issues and recover lost confidence.

Data privacy is not a new or trending issue, it has always been present because it is essentially the right to privacy that people have. On the other hand, the Fake News have not ceased to exist and their impact has already been dimensioned through various cases they have become the subject of public opinion, which is why they are crucial aspects.

What does this mean for marketing professionals?

In general, it can be understood as aspects that can represent important problems for brands. Trust in a brand can be destroyed if it is linked to some element that is putting consumer data at risk. Given this, brands must work on measures to end this perceived distrust and for this, the implementation of some regulations will be necessary. In addition, they will have to monitor fake news to keep the brand away or free from those conversations.

On the other hand, it is expected that consumers become more expert and aware of these issues, particularly with regard to data, so brands must find a balance between data privacy and personalization that they can and need to contribute to be more relevant using the information they have from consumers.

4New technologies

Augmented reality, as well as virtual reality, are concepts that have gained a presence in digital conversation, according to Talkwalker, particularly there has been an increase in mentions related to marketing so these technologies can be another of the trends in social media.

Its integration in the social channels and applications has already taken time back, however, in 2020 its development is expected to be even more relevant and that more marketing professionals leverage these technologies to improve the user experience and detonate the engagement through of gamification.

This is a trend that, in the case of Latin America, may take time to consolidate because it comes a little from the hand of the arrival of 5G networks to the different territories, something that will take time in our region.

What does this mean for marketing professionals?

Furthermore, brands and companies should start thinking about what VR and AR can do for them to improve the user experience through social networks.

On the one hand, it is expected that augmented reality is integral to boost the numbers in physical stores, offering interactive shopping experiences. On the other hand, outside the physical space, virtual reality is essential to boost online numbers.

5Use of artificial intelligence

Speaking of technologies, within social media trends, artificial intelligence is also important. The conversation and confusion that this technology can generate is about to change as its potential is understood and accepted. For example, more and more professionals notice what they can contribute in the company, such as developing tasks that people cannot or freeing time for teams to concentrate on jobs that machines cannot do, etc.

This is the beginning of the integration between artificial intelligence and human intelligence for the development of better experiences. Whether with elements such as automation or chatbots, the perception is changing and showing that this technology is increasingly accepted in the workplace.

What does this mean for marketing professionals?

The clear implication is that the time has come to adapt to artificial intelligence and invest in what is available to improve results, either by accelerating marketing efforts, managing data more effectively or improving the consumer experience.

In the section of social networks, chatbots can be considered a significant investment thanks to the capabilities they have, such as providing 24-hour attention and managing the data that people share.

On the other hand, visual analysis enhanced by artificial intelligence facilitate the monitoring of brands. In addition, according to the source, with the video analysis, also with I.A., 300 percent more brand mentions can be detected than with text monitoring alone. In a video and image scenario, led by social platforms such as Instagram, visual analysis within social listening, reveal not only how consumers talk about brands, but also how they take advantage of them.

6Attention to the newest generations

The following of these trends will be particularly important for brands that focus on the millennial public and the Z generation.

With them, brands must understand that a large percentage no longer rely on traditional advertising so that new disruptive technologies are necessary to improve marketing strategies.

Methods such as voice searches and social media e-commerce are those that are generating conversation since these generations are experts in technology and demand innovation, creativity, personalization, purpose and transparency. By 2020, brands that want to reach consumers and develop engagement should consider what these generations want.

What does this mean for marketing professionals?

The implications at this point are simple, brands must bet on the understanding of the audience and take calculated risks within their marketing strategies. Also, they should maximize the use of the different channels that are popular with each other and take advantage of their features, for example, Instagram has the affordable tags from which people can checkout without leaving the app.

7Growth of influencer marketing

Within the trends in social media, influencer marketing has become something like a double-edged sword, many see it as a problem due to the proliferation of false influencers and the problems that some have generated, while others continue to experience great results. with them. Faced with this scenario, the source indicates that a revolution will be seen regarding how marketers manage their campaigns.

Currently, it is the micro and nano influencers who are helping to mitigate risks and are helping brands to a large extent, so by 2020 brands are expected to build networks of small influencers.

What does this mean for marketing professionals?

For brands it will be more effective to invest in 100 micro-influence than in a large one, and through them they can focus better on specific audiences, improve engagement, minimize risks and spend less in exchange for potentially better results.

8Investment in user generated content

Finally, the experts consulted by the source highlight the importance of the UGC (for its acronym in English as the last of the trends to follow. According to one of them, 90 percent of the purchase decisions are directed by the generated content by users, while this type of materials can generate up to 6.9 times more engagement than the regular content of the brands.

These are pieces that stand out for being authentic, cultivated and easy to share, in addition to being profitable and having been created outside the sphere of the brand. In order to obtain them the communities will be crucial, the brands that create them will be able to obtain results.

What does this mean for marketing professionals?

As such it can be said that firms must also focus on building their communities. A good starting point for this is the groups on Facebook or LinkedIn as there is already a particularly designed infrastructure for this purpose, from which it is easy to nurture people.

On the other hand and for the content to be generated and its benefits to be experienced, actions such as incentivization, making things easy to share and planning a strategy for the contents should be implemented, so that they are not wasted.

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