Global Social Trends In 2020
Social media scheduling platform Hootsuite conducted over 30 interviews with experts and surveyed 3,100+ marketers to identify five distinct global social trends for 2020. In this blog post I’ve detailted the key learnings, and you can find the full report here…
1. Brands strike a balance between public and private engagement
Private engagement, such as messaging brands, has risen over the past 12 months. However, public social media feeds are still critical for brand discovery and customer acquisition. The key is to balance automated communications, such as chatbots, with actual human connection to make the experience an authentic one for customers.
According to data from GlobalWebIndex, 63% of people say messaging apps are where they feel most comfortable talking about content. This tells you a lot about where customer service employees should be focused. The rise of Closed Groups on Facebook being used for brand-focused interaction is a good example of this.
2. Employers are the focus in a divided world
Progressive organisations build strong cultures and brands that speak to people and the issues they think are important. Keeping to your brand values ensures that your customer base know you’re there when they need you, and know your stance.
Interestingly, there is a strong correlation between millennials who plan to stay in their current jobs and those who say their companies deliver on community impact and diversity and inclusion. Companies need to step up and lead from the top in order to retain future generations of staff.
3. TikTok shakes up the status quo
TikTok now boasts over 800 million monthly active users who are spending an incredible amount of time (46 minutes per day) consuming videos that are typically only 15 seconds long.
TikTok had a meteoric rise throughout 2019, but only time will tell if it’s sustainable in 2020 and beyond. Social marketers need to key an eye on TikTok and start adapting their strategies for future social generations.
However, if Gen Z isn’t your target audience, you’re better off investing your time and resources elsewhere. Video is still the top performing content on social media channels, so you should always invest in this type of content.
4. Social marketing and performance marketing collide
Social marketing campaigns usually have an element of performance marketing built into them. Performance marketing is using social ads to achieve a specific conversion such as a sale, lead or click.
Brand building AND sales activation can co-exist, however you need to think carefully about the goals of each social campaign and build out accordingly.
5. The social proof gap closes
ROI for social media is still a challenge to measure. However, aligning social media activity with brand activity enables total campaign measurement to be achieved.
Marketing in the social media space is constantly evolving, so it’s always good to take a look at the most recent report on what the trends are. I hope these learnings help you use your channels to harness the power of social media.
Yours in digital,