Top 8 Social Media Marketing Trends in 2020
Influencers have become an incredible tool for marketers to utilize on social media. In and of themselves, they act as the ultimate brand ambassadors and represent messages that can only be expressed in their own personal way. This year, there are several marketing trends that will shape the way we consume, share, and engage with this type of content.
Video Content Reigns Supreme
Video content reaches audiences in a way that photos alone do not. This particular type of content is more authentic & simultaneously engages people in a more interactive way. Implementing the use of long-form video through IGTV will continue to grow and evolve in collaborative & creative ways.
Less Likes, More Impressions
Thanks to Instagram’s helpful “insights” feature that is accessible to anyone with a business or creator profile, it’s easier than ever to see just how many sets of eyes your posts and stories are reaching. As Instagram continues to roll out hiding likes for more users, different metrics and analytics will be used by both influencers and brands alike to determine the effectiveness of sponsored posts. As a result, the type of content that will end up being posted will be different. For example, creators will end up posting content that causes an influx of responses through comments, sharing, etc. The ratio of impressions to followers gives a more accurate reflection of overall user engagement.
#NoFilter
In terms of photo-editing trends, authenticity was a major trend in 2019 that continues to remain prominent this year. The days of heavily filtered and perfectly curated Instagram aesthetics are coming to somewhat of an end. More influencers are opting to forego heavy and obvious presets and filters and choosing to post content that is natural and unfiltered or at least give off that impression. Larger influencers still rely on the use of apps like Facetune for formal posts, and the ability of anyone to create plastic surgery-esque filters on stories has also been heavily prominent.
Keeping It Real
The importance of value-driven content and establishing deeper connections that go beyond surface-level with audiences is going to be paramount in 2020. A visible and tangible relationship with followers is a lot more valuable to brands than other elements of an influencer’s content. Expect to see a lot more of the “real” side of these influencer’s lives, not just the highlight reel. This will be expressed through Q & A’s, YouTube videos and IGTV, sharing funny memes, and even ranting or venting about the less glamorous side of their lives.
Long-Lasting Collabs
Rather than one-time collaborations with influencers, brands will invest more in long-term relationships and brand partnerships that will last over an extended period of time. It takes between 6 to 8 touches on average to make a sale, which is essentially the driving force behind this shift overall. This goes beyond the basic standard of a sponsored post or two and delves into the territory of signature lines of products. This is key not only to maximize profit margins but to really tap into niche markets in an effective way.
The Rise of Nano & Micro Influencers
According to recent reports, micro-influencers have the highest rates for engagement on content directly posted onto their feed. Those with less than 100k followers are more effective at reaching their audience and staying more connected with these individual communities. Those with less than 25k followers have even higher engagement rates.
TikTok & Other New Platforms
Brands have already begun establishing a presence on TikTok, and collaborations with creators specifically on this app will continue to develop throughout the year and beyond. Influencers from other platforms are migrating to TikTok and establishing an additional presence on there, offering a different variety of content that is specific to this ultra-creative platform.
Shareable Media Content
Posts that can be shared onto the stories of your audience is key. For example, data-driven content like Spotify’s “Year in Review” is informationally reflective and made to be viral. Different types of infographics like this that can reach creators and fans on personal levels are going to be rising in popularity. This can also be seen in trends like astrology, and any other custom shareable content.
Utilizing these trends in a way that will make the most sense for your brand is critical. At Brandmint, social media is our game. We understand how to best formulate campaigns, cultivate influencer relationships, and further develop your voice on a digitally social level. Contact our marketing agency in Rochester, NY to transform your business.