Since the emergence of internet giants like Facebook, Twitter, and Instagram, social media has played a massive role in society. In fact, statistics reveal that 3.8 billion people use social media worldwide, and the numbers are expected to increase as time progresses.
This vast collection of people from around the world doubles as a medium for marketers to help promote businesses and products on a global scale. In other words, these social media platforms enable corporations to connect with their audience effectively.
Now that the previous decade is over, it's essential - as a marketer - to keep up with recent developments and uncover new methods to grow a business or advertise a product.
Fortunately, this article will present you with some of the latest marketing trends in 2020 that advertisers use to create growth and engagement. Read on to learn these new strategies!
If you're a proficient marketer on social media, you would know that personalization - also known as "selling socially - is a strategy that's been in the marketing community for several years.
Irrespective of its age, this marketing technique continues to trend due to its effectiveness in the social media landscape. It primarily involves customizing your content to suit what your target audience will consider "relevant".
This concept is evident in the majority of social media ads on Facebook and Instagram, which offers various advanced option to fine-tune your ad campaigns.
If you haven't used this method, and wish to harness it today, you need to start by doing some research to understand your audience better and target them personally.
One significant factor that makes social media valuable to most users is the constant supply of information that they consider to be relevant. Use this fact to your advantage and increase your results.
2. The Voice Strategy
It's common knowledge that most purchases begin with a Google search; however, the way people use these search engines is changing swiftly.
Now that smartphones and numerous home devices - like Amazon Echo - come with virtual assistants, people now use their voice to look for products on the internet.
In fact, a forecast from comScore suggests that over %50 of search engine enquiries will be performed verbally by the end of 2020, and many won't need to look at their screen while performing the search.
As a savvy marketer, you need to structure your content for voice searches if you don't want to miss out on %50 of the market.
Additionally, if you wish to learn how to incorporate this technique into your marketing plan, read more about the "Alexa strategy".
3. Changing Performance Metrics
As social media platforms evolve according to innovation and developments in society, their performance metrics follows suit. Such adaptation is visible in Instagram as it ditched its vanity metrics by hiding likes.
This change in Instagram's metric is a signal of future developments that marketers need to adapt to swiftly. This evolution of metrics will require you to evaluate user engagement based on quality and not quantity.
Ultimately, this trend will result in marketers shifting their focus to factors like gathering more focused engagement insights, audience demographics, and analyzing data to target potential customers effectively.
One way to achieve this goal will be to thoroughly reassess the social media platforms that you work with the most. For example, if your marketing activities mainly involve videos, you might pay more attention to platforms like TikTok, Instagram, YouTube, or Snapchat.
Metrics like Lead Generation is an accurate way to measure the ROI from your social media campaigns. It is also the perfect way to eradicate the vanity metrics in place of beneficial results.
4. Niche Social Media Platforms Will Grow
When discussing social media, most people naturally recollect platforms like Twitter, Facebook, and Instagram, and barely remember sites like LinkedIn, TikTok, or Snapchat.
However, these platforms should not be ignored as their numbers are currently worth the marketing effort. For example, LinkedIn is the world's largest website with a vast collection of professionals that B2B marketers use to create lasting business connections.
While platforms like Snapchat and TikTok are perfect for engaging with an audience that's below age 35. In other words, if done correctly, your marketing efforts will pay off in these growing platforms.
The primary factor that drives the growth of these smaller social media platforms is people's migration from general websites to specific communities that are tailored to their desires.
Advertising on these platforms during and after 2020 is an important way for marketers to connect with their brand's audience and strength the previous customers.
5. Mobile Optimized Websites Are Essential
Regarding Search Engine Optimization, Google says that %61 of users continually avoid websites that were difficult to open on their mobile phones. At the same time, the other %40 prefer to visit a competitor's site instead.
Although this data comes from Google, it applies to all platforms since users click on your Facebook or Instagram ad via their mobile phone.
Therefore, if your client's website isn't optimized to handle traffic from smartphones, they will lose a lot of irredeemable customers. Even Google aims to penalize platforms that are not optimized to take mobile phones.
Smartphones are at the core of social media marketing.
6. Messengers Are Outgrowing Their Platform
It might be impossible to believe, but Messengers - such as Facebook Messenger - are experiencing more traffic than their parent platforms. In other words, people use Facebook messenger more than the Facebook mobile app itself.
This growing phenomenon is the result of millennials switching to instant messaging platforms like WeChat, WhatsApp, Messenger, and Viber, for one-on-one conversations instead of scrolling mindlessly.
In fact, reports from Facebook shows that over 1.2 billion of its users install only Messenger on their phones, resulting in 2 billion messages per month between businesses and people.
Fortunately, you can capitalize on this trend with the help of Chatbots that are powered by artificial intelligence (AI), making it easy for you to connect your target audience and create a personalized conversation.
Indeed, social media is evolving continually; from changes in the site's algorithm to redesigning certain aspects of the user interface, everything shapes how the user interacts online.
It is your job as a marketer to keep up with these changes and learn how to use these to create brand awareness effectively. This ability to adapt will be the driving factor that makes your business relevant amongst corporations.