Social Media Marketing Changes to Look Out for in 2020

By on November 12, 2019

Introduction

The most visited pages on the internet today are social media websites. According to a report by Globalwebindex, 98% of people on the internet now are social media users. It appears, people spend on average 2 hours and 22 minutes a day on these websites. Naturally, social media has become one of the most popular tools for advertising by various brands. However, with everyone using these for publicity, they are growing more and more competitive every day. On top of that, social media platforms themselves are evolving in accordance with their users’ practices. As a result, marketers have to come up with new strategies constantly for effective and widespread brand promotions. As we draw near 2020, there are quite a few updates in social media marketing techniques you need to watch out for if your business wants to thrive.

Why you need revised strategies for social media marketing in 2020

2019 has been an eventful year for social media. Power has shifted hands among different channels this year and many have brought new modifications to the table. So you need different strategies from last year if you want to keep up. Let’s have a long over these popular social media platforms to understand the bigger picture:

Facebook:

  • Data breach: An international exposure of Facebook’s data breach at the time of US election 2016 put the company through a rough time in the past 2 years. People started trusting it less with their data and many young audience (aged 18 to 29 years) have even decided to take a break from the platform. Even though the company is recovering from this crisis, products and services aimed at youngsters may not be profitable to be advertised here right at this point.
  • Updated algorithm:
    • News feed: According to Facebook’s research, their users prefer content from their acquaintances rather than advertisers. Therefore, they have updated their algorithm where content leading to meaningful interactions and genuine conversations is favoured. This means now your focus needs to be on creating more engaging content and boosting the organic reach for your posts.
    • Facebook Videos: The forum now shows videos more frequently. So your marketing strategy needs to keep this in mind.
    • Facebook Ads: In this updated version, the ad section is separated completely. So unless you pay for showing your promotion-related content, your brand may not be visible on users’ feeds at all.

Twitter:

To control disinformation, Twitter has suspended over 70 million accounts this year after suspecting that they were fake. While this reduces automated tweets, fake followers, and bot accounts; your business will take a toll if you lose a few hundred thousand followers overnight.

Instagram:

Instagram recently announced that they have built machine learning tools to identify and remove inauthentic likes, follows, and comments from accounts using third-party apps. Your follower count does not mean much anymore, only good content is appreciated.

Advanced social media marketing strategies that will bring more ROI in 2020

As social media becomes more dynamic, here are the biggest trends you need to follow in 2020 to ensure more likes and acquire more followers:

More intense engagement with your audience:

  • New algorithms of Facebook and Instagram prefer appealing content over promotional ones. This means you will now need to concentrate more on your brand’s organic reach, and hence make content which creates a bond with the audience.
  • If you want to rise above your competition, simply posting a few ads will not cut it, no matter how amazing your content is. Audience engagement will need to be inspired. Giveaways, discounts, contests, referral codes and cashbacks, initiating conversations with a poll etc. are a few ways to achieve it.

Separate content for ad and feed:

The advertisement platform and free news feed on Facebook and Instagram are split now as millennial users detest the persuasive nature of advertisements. Ergo, it is smart to create separate content for feed and ad, suitable for each forum.

Micro-influencers and Nano-influencers:

Since celebrity influencers are becoming too costly nowadays, micro-influencers (followers: 1000-1,000,000) and nano-influencers (followers: 1000-10,000) are rising in demand for social media marketing. They may not have huge fan followings, but given they are more specialized in their field and post more valuable content, their influence-level on their own followers is higher. So working with them narrows down your interaction only to your target audience. More importantly, this audience trusts your product/service more because of the authenticity of the referral, thus generating loyal customers.

Niche communities:

Youngsters today are quitting giants like Facebook and Twitter to join smaller, more targeted communities, as per their specific interests. Discussions in these clusters are highly informative and specialized. Be that as it may, if you manage to direct the fascination of one group like this towards your product/service, that one community will be your goldmine because the entire group itself provides you with a particular set of target crowd.

Inclusion of AI in customer service:

Artificial intelligence has existed for a long time in customer services as chatbots. Nevertheless, most brands nowadays are taking special care in improving the quality of them, making them more accurate and authentic. These not only save time in real-time customer interactions, these can also provide customers with answers to commonly asked questions; saving you from repeatedly answering the same question.

More stories than news feed:

A promotional content runs the risk of coming off as forcefully fed, while a small story over Facebook, Whatsapp, and Instagram about your brand is simply entertainment. Stories make your brand human, and hence more relatable; thus they create a much stronger connection with your audience.

Videos, live streams, and podcasts:

  • Videos are the most effective way of attracting audience. Short videos and vertical videos (in stories) with interesting captions are easily accessible on every medium, while long videos with a powerful storytelling are used to captivate audiences on various platforms like YouTube, Facebook, and IGTV.
  • The more virtual people become, the more they crave and enjoy videos involving human interactions. Live video streams like on Facebook Live or Twitch connect with your audience on a human level. As a consequence, these come really handy for advertisements.
  • Podcasts focus on content more than promotion, which makes them hugely popular. Similar to the radio in the old days, podcasts are quite efficient method of brand promotion when your target is on-the-go.

A new beginning with AR:

Although a new player in the game of social media marketing, augmented reality has gained huge popularity soon after it came out. With Facebook heavily investing in it, AR will soon dominate the market. It will only be reasonable to use the technology in your new marketing strategy.

Conclusion

No doubt 2020 will bring numerous changes to marketing methodologies; social media marketing will be no different. In any case, having a deep understanding of your product/service as well as your target audience, and drawing and engaging this intended audience will pay off – no matter how you approach them.

About Bhawna Daroch

Bhawna is Sr. Digital Marketing Executive at One Stop Media by profession and storyteller by nature. A reader at night and analyst during the day, her areas of focus are marketing, tech, and startups. You can follow Bhawna on Twitter, LinkedIn, and Medium for her invaluable marketing tips and recommendations.
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