Once we have stepped into the year 2020 and a new decade, speculations have started about the potential changes in the realm of digital marketing. In this domain, the most dynamic and fastest-growing is social media marketing for its vast reach and engagement.
During the last decade, social media marketing solidified its position due to increasing social interactions, where more than 3.2 billion users have been active daily worldwide.
Millennials are in the frontline when it comes to using social media, as more than 90 percent of millennials use at least one social platform. On the other hand, more than 85 percent of Generation Z-ers find new products through social media. It is not hard to understand why almost ¾th marketers consider social media an integral part of their business.
In this post, we will talk about the most prominent social media trends in 2020. Here we go.
Niche Social Media Platforms Will Thrive
Social media platforms such as Facebook and Instagram have long been the most popular among all. However, several other social medial niches have emerged and taken a pie from the major players.
For example, platforms like TikTok, Vero, and WeChat have gained immense popularity in recent times and trying to position themselves as alternatives to Facebook, Instagram, and Twitter.
LinkedIn is likely to remain steady, as this platform is the most popular among B2B marketers for their social media campaigns.
In 2020 and beyond, we will witness more social media platforms to come up and fragment the market share, and users will have more options.
Target Local Audience Will Become More Important
Similar to implementing local SEO on search engines, companies will put more focus on targeting the local audience through social media marketing to get more organic traffic. Many marketers are already using location-based targeting to attract the attention of people from a specific geographic location.
In this effort of targeting the local audience, companies will use geo-tagging in their posts and stories. If marketers add a specific location to their social media content, it is likely to draw a local audience.
Social platforms such as Facebook and Instagram provide the option for users to search for posts from specific locations. Geo-targeting is particularly useful for promoted posts or tweets as these platforms help marketers reach out to the right audience.
Social Media Groups Will Rule the Roost
In recent times, social media communities are becoming increasingly popular, and this trend will continue to grow.
Various brands have started the initiative of creating social media communities or social groups to provide a networking platform for their consumers. Generally, these are private groups where like-minded people can join to share their common interests.
There are many social communities on Facebook Groups such as travel groups, writers’ groups, designers’ groups, book lovers’ groups, and others. Many brands use such groups to bring together their existing and potential customers and engage with them to establish a social connection. Group members can talk about relevant topics, share their experiences, and ask for solutions to any problem they face.
Companies also use their social media communities to launch new products or services, ask for feedback, and gain valuable insights.
The Popularity of User-Generated Content (UGC) Will Grow Stronger
Another trend that is likely to make some waves in social media is leveraging user-generated content. An increasing number of marketers adopting this marketing approach to establish a deep connection with the consumers.
Companies these days are encouraging their consumers to create content and tag the brand for potentially featured on their page. Brands such as Airbnb, Oreo, Dove, or Olay run various marketing campaigns to encourage social media users to submit stories and be a part of the campaign.
User-generated content does not involve any additional cost and appears more authentic than sponsored content. It can help a brand look more reliable and can enhance your brand image.
Social Commerce Will Generate More Revenue
Various social media platforms such as Facebook, Pinterest, and Instagram have long been working as tools for companies to generate leads. In the future, social commerce will be widespread and become a retail avenue for companies to sell products/services and generate more revenues.
In fact, social commerce is likely to become a mainstream retail channel similar to websites and offline stores. In the future, more brands will integrate social commerce into their marketing strategies.
Personalized Social Posts Will be the Key
Another upcoming social media marketing trend is going to provide more personalized content. Although personalization has been a trend for some time now, still its usage on social media is relatively new.
Some people are skeptical about if brands can really personalize their social media content for various consumer segments. However, they can customize their social media ads for many target segments.
Several social media platforms have begun providing advanced ways of targeting the audience and various options to customize for marketers. This way, the ads will show up to the right people at the right times.
Personalization has now become an integral part of social media platforms. They understand the type of products consumers like and show ads for similar products from other brands. Try checking any ad on Facebook or Instagram. Within minutes, you will find ads for similar products scattered over your social media feeds.
Influencer Marketing Will be More Prominent
Influencer marketing has been going on for some time. However, from this decade, it will redefine social marketing. These days, influencers are dominating social media and getting paid significant amounts to promote brands.
Studies show that nearly 59% of marketers are looking to increase their influencer marketing budget in 2020. It is because spending on this type of marketing is much cheaper than running paid ads and delivers good results.
These days, marketers are collaborating with a network of niche influencers to get higher engagement at a lesser cost. From 2020 and beyond, an increasing number of marketers will incorporate this strategy to enhance their brand personality.
This is not an exhaustive list of all the upcoming social media trends, but the prominent ones that are going get stronger in the coming years. If you are a marketer or a brand, leveraging these trends will help you stay ahead of your competitors.
The bottom line is social media is a competitive and dynamic space in digital marketing, and keeping a tab on these and using them properly will up your social media game. So, stay alert and be social savvy!
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