Content writer and graphic designer, I work in the field of freelance across many platforms on the Internet.
Social media is constantly changing, and every year new platforms emerge, consumer habits change, and new forms of communication are spreading.
Every year, leading social networks, such as Facebook, Instagram, WhatsApp, and others, offer innovative features that add new dimensions to those platforms.
The benefit of these changes is not only to help users engage and interact in new ways with their favorite brands but also allows marketers to attract the attention of their audience through a range of tools and tactics that influence near- and medium-term marketing trends.
With more than 3.3 billion active users worldwide, social networks are home to a huge network of daily interactions.
Companies and marketers can take advantage of these huge digital gatherings to reach and interact with their target customers, polish their brand image by designing appropriate strategies, using appropriate tools, and keeping up with the marketing trends that these platforms create.
Marketers need to keep pace with social media marketing trends so that they can control the technology and skills needed to maximize their access to these platforms, and to continue in a competitive and ever-changing field such as marketing.
In this lengthy article, we'll take a closer look at the major marketing trend across social networks in 2019, and how you can use it to improve your business or business's social marketing strategy.
Facebook is changing
Facebook remains the world's number one social platform, reaching nearly all social and age groups.
In the United States, for example, 41% of users over the age of 65.
It is therefore ideal for marketers who target large age groups.
On the other hand, despite the overwhelming popularity of this platform, the Facebook platform faced significant challenges in 2018, with a data breach that caused the personal data of more than 14 million users to leak, adversely affecting the reputation of the platform and raising concerns about privacy, commercial and political use. For personal data.
Especially since it has become the preferred platform for political propaganda and false news. Complicating matters is facebook's declining popularity among small age groups, all of which have created the impression that the relationship between Facebook and the public may change radically in the coming years.
This will have unprecedented implications for social marketing trends given the size of this platform.
It's important for marketers to carefully consider their target market, because Facebook may not be suitable for some campaigns, especially as its popularity continues to decline among younger age groups.
But don't forget that Facebook remains the biggest social network, and it would be a mistake to ignore it or drop it from your accounts, but you have to make sure first that the groups you target are still active on Facebook, so you don't find yourself focusing on the wrong social network.
The rise of Instagram
Instagram is designed to make it easier for users to share photos and videos on their phones, which are now the most popular computing devices on the planet and are still growing at a rapid pace.
More than 1 billion Users of Instagram. It's also one of the fastest-growing social networks and, more importantly, it's very popular with younger age groups, especially those under 30, which Facebook is currently losing, so Facebook owners are fortunate to have taken over Instagram.
Marketers and brands wishing to keep up with marketing trends in 2020, especially wanting to target small age groups, should take Instagram into account while drawing up their social marketing plans.
The direction of projects to Twitter
Twitter has become the most popular social network by projects after Facebook, followed by Instagram, LinkedIn, and YouTube.
Twitter is indeed having big problems. But it still has an active and vibrant society. Although it has far fewer users than other social networks, with only 330 million users worldwide, it is characterized by the quality of its users, and statistics show that Twitter users in the United States tend to be urban (living in cities) Educated and high-income, this category is a permanent priority for marketers and brands.
We usually go to Twitter when something happens, like breaking news, live sports broadcasts, TV shows, and political debates.
It's the best source of instant content on the Internet. We also go to Twitter to share our experiences with brands or services – often to complain, or to ask for help from the brand or service.
The growing importance of young influencers (Influencer marketing)
Influencer marketing has become a solid element in the market's arsenal and a major marketing trend. Influencers can earn thousands of dollars through sponsorship paid by brands that are constantly looking for the best influencers to recruit in their campaigns.
These days, large social networks such as Twitter, Instagram, YouTube, and Facebook are home to hundreds of thousands of influencers followed by millions.
Every post, tweet or comment can be seen by many people from all over the world.
As influential marketing continues to grow and flourish, big influencers have become very expensive for small and medium-sized brands. This has led to the emergence of micro-influencers to meet the needs of brands that want to take advantage of influential marketing, but do not have enough budget to recruit big influencers.
Young influencers may not have the same popularity as celebrities, but they may have a deeper impact on their followers, and they generally enjoy the confidence of their followers, as their relationships with followers are personal.
They are usually more specialized in their field than big influencers.
For example, a food brand could do better by working with a rising blogger who writes about food and has 30,000 followers compared to working with a famous chef who follows 300,000 and may ask for 20 times the budget taken by a rising blogger.
Recently, a new concept in the marketing of influencers has emerged, nano-influencers, influencers with fewer than 10,000 followers. These influencers may not be followed by a large audience, but they may have a profound impact on their audiences, whether through their jobs, their attractive social presence, their charismatic personality, or their passion for the industry.
Nano influencers don't ask for big budgets, but you may have to spend a lot of time looking for the perfect influencer for your brand.
Small and nano-influencers are prepared from recent marketing trends that are expected to continue for years to come, and small and medium-sized brands should find and hire the right influencers to promote their products and services.
Sales and social networks
Social networks have become one of the most important channels that help customers discover products. The trend of brands to social networks to promote their products has been one of the constant marketing trends of recent years.
One of the most important trends in social media marketing in 2019 is that the role of social media is no longer limited to raising awareness and creating interaction, but more towards enabling sales.
In a 2018 Internet Trends report, 55% of respondents who discovered a particular product on social networks confirmed that they had completed the purchase later. Facebook is the first channel to discover new products, followed by Instagram and Pinterest.
What does this mean for marketers in 2020? Brands have a golden opportunity to take advantage of current marketing trends to improve their social marketing strategy.
You don't always need to display your products in all media outlets to promote your product, convince people to buy it, and gain their trust. Social media can help you tell your story and show off your brand image.
Educating people about your products and making them aware of them is not the goal per se, but a step towards the most important goal, which is to push them towards the acquisition of your products or services, so it is important to think about a clear and effective strategy to keep up with modern marketing trends, and to transform potential customers, from the stage of identifying your product, and even The purchasing phase, by providing a seamless, clear and secure user experience.
Artificial intelligence and customer service
Robots and automated customer service messaging software have recently emerged, which have become used by many brands.
Social media has made it easier for customers to access their brands, which means their expectations are higher about the speed of response.
Chatbots are special programs that act as a virtual "contact" user, communicating with users and helping them complete their goals. Chat robots interact with people in a natural way by using text chat windows, and can also use verbal interactions.
One of the most important developments that will affect marketing trends is the increasing use of Chatbots via Facebook Messenger, which brands have realized is an additional channel of customer support.
They are widely used on Facebook to do a lot of tasks, from weather reporting to automating some basic customer support functions, all of which can be delegated to sophisticated software. Chat robots communicate with users in person and personalized, and relieve pressure on hr departments.
Chat robots have proven effective in 2018, with their use increasing significantly, and this increase is likely to continue to affect marketing trends in 2020.
Some had doubts about whether chat robots were suitable for communication between customers and brands, but the rate of adaptation to these technologies is improving thanks to the continued development of chat robots.
Many brands are keen to invest in the programming and development of chat robots that look as authentic and natural as possible. Whether by giving it a personal feel or by trying to predict as many questions as customers can ask. There has been significant progress in these endeavors in recent times, heralding revolutionary changes in marketing trends in 2020.
AI can also help provide the automated messaging option for customers looking for answers to some COMMON QUESTIONS. Brands can prepare answers and advance messages to please their customers while saving themselves the hassle and cost of answering the same questions frequently.
2020 will bring a lot of improvements to the social customer service systems, so it's time for brands to keep pace with the marketing trends of these new technologies, and to try them to make sure their customers are better served, Answer their questions as soon as possible. Some projections suggest that by 2020, 85% of customer service interactions will be supported by artificial intelligence.
One of the most important platforms driving the ai power revolution in customer services is WhatsApp, which has become a key player in the social customer service market.
The launch of the WhatsApp Business API in 2018 completely changed the rules of the game. WhatsApp will allow projects to answer their customers' questions within 24 hours free of charge. This will now motivate companies to respond to their customers faster. This will make the customer experience much better.
In addition to the speed of answering, WhatsApp is careful that this feature is not misused by companies and advertisers, so companies and businesses will only be able to email people if they first text them.
This will allow the customer to communicate with the company or project on a social channel familiar to them, and already use them to communicate with friends and family, without being flooded with annoying marketing messages.
Twitter has always been the corporate platform for customer service. However, the changes introduced by WhatsApp may have a significant impact on current marketing trends, and this may change in 2020.
Gone are the days when social media audiences were just a negative future for content. Today's internet audience wants to participate, interact and engage.
Brands that have succeeded in meeting this desire among their audiences have greater opportunities to succeed than others in exploiting social media and keeping pace with modern marketing trends.
Stories and ephemeral content are one of the trends of social networking, and it has made significant development and gained momentum in 2019, and with Facebook emulating Snapchat stories and presenting Instagram stories, Instagram stories have been a great success.
According to Entrepreneur statistics, 200 million users use Instagram stories every month. With millions of daily views on Facebook, Snapchat, Instagram and more, stories are likely to become the main social engagement feature, surpassing News Feed.
That's why social marketers who want to keep up with social marketing trends should pay special attention to stories as a primary means of disseminating information, as preferred by a large segment of social media users.
Increased use of mobile devices and short errands will increase the popularity of short-term content in 2020, and revolutionize marketing trends, particularly among millennials and generation Z in particular. Who want their relationships with brands to be authentic and meaningful.
It is therefore essential that social marketers have a solid strategy for ephemeral content, which will not only allow the user to interact with the brand but will also help create a sense of fear of missing out on the public.
It is a general situation that causes people to make sure that they are constantly in touch for fear of missing an event, which affects most social account holders. In many cases, they have caused compulsive anxiety caused by fear of losing social relationships.
The boom of stories on social networks will drive marketing trends in 2020, and in the following years as well, given the characteristics that distinguish stories from other types of content.
Here are some of the reasons why stories are successful:
- Stories are easy to create.
- You don't need to edit or edit before you lift it
- Spontaneous and uncosted
- It doesn't necessarily last long (this has been one of the main reasons for its spread on Snapchat).
Because millennials consume stories on different social platforms, marketers are seeking to exploit stories in their marketing campaigns, stories are light and spontaneous, and popular with audiences, making their impact on marketing trends noticeable.
Eliminating the phenomenon of fake followers
Instagram is currently one of the most popular social media apps. Influencers have benefited from the success of this app, expanding their popularity and increasing their followers.
But it's no secret that many Instagram accounts and other social networks have illegally increased their followers to boost their popularity, with fake followers providing fake followers for money.
Recently, Instagram announced that it has begun removing unreliable likes, comments, and followers from accounts that use third-party apps to increase their popularity. It has already built machine learning tools to identify such activities to prevent them in the future.
This is a big step from Instagram in the direction of maintaining its reputation as a big social network, and the only way for people (and brands) to expand their communities in the future is to create real interaction and engagement.
These changes will affect marketing trends in 2020, the number of followers will not be as important as they were before, and the priority will be the actual impact that influencers make in their followers.
For brands, it makes no sense to try to increase your followers if they don't interact with their current followers. It is better to invest more time in the development of the community and followers naturally and organically, it is more beneficial for the brand, as social networks are fighting accounts, likes and fake interactions fiercely, and the last thing any brand wants to stop their accounts on those networks, it is It would be a fatal blow to her reputation.
The spread of messaging apps
Messaging apps have surpassed social media apps in usage ratios, and it looks like this will dominate marketing trends in 2020.
People are increasingly moving from using public publications and blogs on social media to using private messaging, whether just to communicate with their friends, or even staying in touch with their favorite brands.
The following chart represents the volume of use of the most popular messaging apps.
WhatsApp, Messenger, Viber, and WeChat account for a large proportion of the messaging market and offer additional features that go beyond messaging services, such as stories and news updates, as well as customer service robots and e-commerce jobs.
One of the reasons for the proliferation of messaging apps is that a large proportion of people lose faith in social networks, due to the commercialization of personal data by those networks.
This trend reached its peak in 2018, with some statistics confirming that 80% of Facebook users are concerned that Facebook is selling their personal data, and 55% have expressed serious concern. 74% were concerned about privacy violations.
Focus on specific social channels
Social media marketing has become more competitive, and modern marketing trends are on the path of narrowing the focus towards better and more meaningful social channels.
Gone are the days when you had to join Facebook just because it's the biggest social network and everyone goes to it. Currently, it is important to focus on social networks in which target groups are active. Recent marketing trends have required messages sent across social platforms to be personalized and targeted precisely to the target audience.
Don't hesitate to limit your work to two social channels only if you know that these channels will provide you with the best return on investment. This will enable you to make the most of your time and spend it on channels that deserve your attention.
Trying to work on a lot of social networks at the same time may distract you. Start by analyzing where your audience is active, the channels that make you the best return, and remember that marketing trends are constantly changing, so it's best to review your strategy every year.
Video and live streaming
Since the advent of YouTube, followed by igTV, social networks have been interested in highlighting visual content. Facebook has even modified its algorithms to ensure that video posts appear more widely to their patrons.
Video marketing has become more attractive to brands, as well as to users looking for premium content.
It's only a matter of time before videos take over the world of social networking, and this will have a big impact on marketing trends in 2020 and beyond, as more brands are expected to experiment with different types of video in their social channels, such as:
- Short videos: Very suitable for mobile users, accessible to all. They can be found on all social media platforms, with Facebook preferring them in their algorithms. We are seeing it already used in advertising.
- Vertical videos: Videos that are larger than their width, and are usually captured by phones. This type of video has spread dramatically and rapidly in Snapchat and Instagram stories, and we've seen a lot of ads using vertical videos lately. This format is expected to become more widespread, as it is suitable for mobile screens.
- Feature clips: Suitable for telling moving stories, and can help get audiences to interact and participate. Whether it's YouTube, Facebook or even IGTV, there's a growing demand for video stories that can attract long-term viewers.
- Live streaming: One of the big trends that are now available across many social platforms. It is one of the most promising marketing trends.
2020 is the year of the illustrated content. In addition to ephemeral content, video content, including live streaming, is one of the key areas that will influence marketing trends, which marketers should focus on.
Some projections indicate that video will account for 80% of what we consume online by 2020. Even YouTube continues to thrive as a social platform, allowing more and more users to create high-quality content for their audiences.
Marketers who want to make the most of social media marketing trends should work hard to make their presence felt across social video platforms.
Live streaming is nothing new, especially on YouTube, but its growing popularity on Facebook, and now on Instagram, has made marketers look for ways to take advantage of it in their marketing plans in 2020. Live streaming interactive makes it a powerful tool for marketers to interact with their audiences and strengthen the relationship between the brand and its followers.
One of the most important features of Live Streaming is its spontaneity and automaticity, which helps build trust and brand loyalty. It is true that there are some risks in "live streaming", due to its technical complexities, and the special problems that may arise during the live broadcast, in addition to the fact that the quality is usually lower, both in terms of image quality, because the live broadcast needs a high casting, or in terms of visual content, because the live broadcast does not Give you time to edit, edit and install the video, but followers will understand.
As video support increases across devices and platforms — especially live streaming — it has become necessary for brands and marketers to have a video strategy. Including live streaming. It's not enough to schedule a few live broadcast sessions a week without a pre-plan, just to keep up with the wave, but more importantly, to be able to deliver high value and to deliver excellent and engaging content to your audience.
Live should not be focused solely on talking about your product or service, it is better to try during the live broadcast to answer the frequently asked questions, as well as the questions that customers think they should ask, as well as give customers the opportunity to ask their questions and answer them on the air, it will strengthen the relationship with them, It gives it a personality.
It looks like live streaming will change the rules of the game and significantly affect marketing trends in 2020. Large social networks, such as Facebook, Twitter, and Instagram, have already launched their live-streaming platforms. Facebook Live has also become so popular that many new companies use it to tell their stories.
Augmented reality (AR) is entering the world of social networking. We are already seeing it being used by brands to facilitate customer experience or the presentation of their products.
Augmented reality can make brand messages attractive, fun and interactive. Augmented reality provides customers with the opportunity to experience the product before buying it, which can lead to increased sales.
Facebook is investing heavily in augmented reality to control this promising area, which means they understand the enormous potential of this modern technology. Facebook has already announced the launch of ar ads, which will give social commerce more appeal and will undoubtedly revolutionize marketing and advertising trends in the years to come.
Many marketers ignore the LinkedIn social network. But if you look at the great development that LinkedIn has made in 2019 in video, the emergence of a new generation of LinkedIn influencers, and the connection of this social network's products to Bing, these are all indicators for marketers to pay more attention to this platform in the future, because It will be one of the major marketing trends in 2020.
Many business professionals have noticed that videos on LinkedIn are 10 times more frequent than Facebook, although Facebook's audience is much larger, an important competitive advantage for the LinkedIn platform.
LinkedIn has also recently added the grouping feature to enhance community presence on the platform. The year 2020 will see the revival of LinkedIn and the emergence of LinkedIn influencers who will contribute to attracting audiences and creating cohesive communities.
LinkedIn offers a good opportunity for creators, as their blog posts and publications have a greater chance of spreading than other social networks, especially after LinkedIn updated its algorithms in October 2018.
Even if your LinkedIn followers are small, your posts and blog posts will make a big difference. LinkedIn announced that likes, comments, and online posts increased by more than 50% compared to last year, a positive sign.
Recently, there have been changes to organic reach on social media platforms. That is the percentage of people who see your publications normally, normally and without ads. Earlier this year, Facebook announced significant changes to its algorithm, these changes seek to ensure that users see more content than friends and family and less of brands. As a result, marketing trends will be affected in 2020.
Brands that adopt effective organic access strategies will not be affected by these updates, whether in terms of views, engagement, and interaction and other brands will be at great risk and may lose many of their followers.
Brands should focus on building interactive relationships with customers on social networks, which in turn will help the brand increase its digital presence, by attracting consumer interest and meeting its needs.
Customization will become the norm.
Personal customization or customer experience can build a strong relationship with customers. Personal marketing is one of the most important trends in modern marketing, which will enable you to improve your customers' experience and make them more satisfied, which in turn will increase the likelihood that they will choose your products.
Personalized content can provide useful information that is relevant to customer interests. It is now easy for marketers and entrepreneurs to collect valuable data on customer behavior, thanks to emerging technologies, such as artificial intelligence and machine learning (ML). Based on that data, companies can send more personalized and attractive content to customers.
Blogs and messages on social networks can also be used to target customers personally and personally.
In the coming years, we will see the spread of the phenomenon of customization. Perhaps the most distinguished users in this field are Google and Facebook, who are proficient in the precise allocation, personalization and direction of content, based on previous knowledge of everything we like or don't like.
2019 has been a busy year for social networks and is likely to affect their future for years to come.
All indications are that social media marketing trends will go a long way in focusing more on ROI, new technologies, confidence-building, and strengthening the relationship between the brand and customers. The best way to keep up with social media marketing trends in 2020 is:
- Understand your audience.
- The time and budget needed to harness new tools and techniques are allocated.
- Focus on the most successful social channels
- Focus on building trust with users in all social campaigns.
- Review the social media marketing strategy and adapt it to modern marketing trends.
© 2019 Jaber Khater