It has been far too long since I last wrote a blog post, but the end of 2019 was very busy and before I knew it Christmas had arrived! As it is the first full week back in January, it is a great time to get your social media marketing calendar filled with fresh new ideas for the months ahead. Social media is a great channel for not only increasing brand awareness, but to generate sales too (particularly for product-focused businesses). With that in mind, here are the top 3 social media marketing trends to follow in 2020.
1. Don’t dismiss TikTok
If you haven’t heard of TikTok, then where were you during 2019?! For those of you who aren’t familiar with the platform, it is an app where users can create and share 15-second videos. Just like most social media channels, followers can like and comment on the content posted.
Now as a business owner, you may be thinking – how can this platform possibly be of use to me? Well you will be surprised to hear that several large companies, including McDonald’s have been experimenting with promotions, using TikTok’s ‘challenge’ concept. By creating a competition where you encourage users to post videos with a hashtag you have created, it is a great way to showcase your product. The best part is that TikTok is free to use, and at the moment there isn’t any paid advertising so you are reaching users in a relaxed environment.
2. Focus on purpose-driven content
You should only ever create content because you have something to talk about. Creating content for the sake of it is pointless. The best way to think about content is by putting yourself in the shoes of your ideal customer. What would they want to see you talking about? What subjects are they interested in?
During 2019 we saw quite a shift towards a focus on sustainability, and the use of social media to discuss issues in the world – particularly politics and climate change. Already in 2020 we have seen a huge discussion regarding the fires in Australia, which brings this to life even more.
Generation Z actually expect brands to contribute to the wider society, so if this is your target audience you may want to look at this within your social media marketing strategy.
3. Video storytelling
You are probably aware of the huge rise in video marketing over the past couple of years, and it appears video is definitely here to stay. It has been found that businesses that use video grow revenue 49% faster than those who don’t. I’ll just let that statistic sink in for you!
Posting videos on social media is one of the best ways to engage with your audience. With the rise of IGTV (Instagram TV) during 2019, another social media marketing trend that has developed is video storytelling.
Rather than just posting videos about the products you sell, consider creating videos that tell the story about your brand. Remember to include subtitles too, as most people scroll through social media with the sound muted for an interrupted experience.
What else is in store for social?
Augmented and virtual reality are starting to be seen more and more in advertising, in particular within the beauty industry. However, the key for 2020 really is thinking outside the box in order to engage with your audience. The BBC Dracula billboard is a fantastic example of this, and has really got people engaging with the show on social media.