Key Takeaways
- Social media trends in 2020 emphasize the balance between public and private engagement, with messaging apps gaining popularity for intimate conversations.
- Companies have the opportunity to fill the trust vacuum in a divided world by championing community impact, nurturing talent, and embracing diversity.
- TikTok’s meteoric rise demands brands to rethink their strategies to connect with consumers in this new digital playground.
In the ever-evolving realm of social media, staying ahead of the curve is like chasing a shooting star. But fear not, intrepid explorers! We’ve decoded the cosmic signals and unearthed the top trends poised to redefine our digital interactions in 2020. Buckle up for a wild ride through the social media stratosphere.
1. The Delicate Dance of Public and Private Engagement
Gone are the days when social media was a one-size-fits-all affair. In 2020, the spotlight shifts to striking a harmonious balance between public and private engagement. Messaging apps like Instagram Threads and LinkedIn Teammates are stepping into the limelight, offering cozy corners for intimate conversations. Research reveals that nearly two-thirds of social media enthusiasts prefer sharing their thoughts and experiences on these private platforms. Even seasoned marketers are rethinking their strategies, with half of senior marketing gurus reimagining content specifically for these private channels. The key lies in recognizing that public feeds remain the go-to destination for brand awareness, while private channels nurture personalized interactions. It’s all about creating a seamless journey from public to private, drawing consumers into the captivating world of one-on-one engagement. Case in point: Citadel’s Data Open masterfully leveraged public feeds to spread the word and private channels to foster meaningful connections.
2. Companies Take the Reins in a Divided World
In a world grappling with division and uncertainty, people are turning to companies for guidance and reassurance. A mere 20% of individuals believe that economic and social systems are working in their favor, creating a vacuum of trust that companies have the opportunity to fill. The Edelman Trust Barometer 2019 unveils a startling revelation: 75% of respondents place their trust in companies to do the right thing, eclipsing governments, media outlets, and businesses in general. Millennials, the torchbearers of the future, yearn for companies that champion community impact, nurture talent, and embrace diversity. Forward-thinking organizations are stepping up to the plate, recognizing that social responsibility is not just a buzzword but a cornerstone of success. Citi, a financial powerhouse, sparked a thought-provoking conversation about the gender pay gap, igniting a movement with the #itsabouttime hashtag.
3. TikTok’s Meteoric Rise: A Game-Changer in the Digital Arena
TikTok, the social media sensation that took the world by storm, continues its reign in 2020. As the most installed app in Q1 2019, TikTok boasts an impressive user engagement rate, with individuals spending an average of 46 minutes daily immersed in its captivating content. The platform’s short, addictive videos are redefining pop culture and revolutionizing the way we consume digital content. Brands that wish to stay relevant in this rapidly evolving landscape must rethink their strategies to connect with consumers in this new digital playground. Nike, a sportswear giant, recognized the potential of TikTok and collaborated with influential creators to engage young women in the world of sports, showcasing the boundless possibilities of this platform.
4. The Convergence of Social and Performance Marketing: A Match Made in ROI Heaven
The lines between social media and performance marketing are blurring, creating a dynamic synergy that’s music to marketers’ ears. Social media platforms are increasingly becoming vehicles for measurable ROI through performance marketing initiatives, such as targeted ads designed to drive specific conversions. The secret lies in achieving a harmonious balance between brand-building activities (60% for B2C companies and 54% for B2B organizations) and sales activations (40% for B2C and 46% for B2B). This delicate equilibrium ensures sustainable growth and a healthy bottom line. Social media marketing teams are evolving into well-rounded experts, blending creative flair with data-driven insights. Michael Graham, a real estate powerhouse, brought social media marketing in-house, forging a stronger alignment between brand and performance goals, a testament to the growing significance of this integrated approach.
5. Unraveling the Enigma of Social Media Attribution: Closing the Gap
Measuring ROI in the social media realm remains an enigma, a puzzle that keeps marketers on the edge of their seats. Yet, amidst the uncertainty, there are those who are making headway, illuminating the path towards success. The key strategies that unlock the secrets of social media attribution include linking social data with other valuable data sources, emphasizing omnichannel integration, and leveraging proven attribution models borrowed from other channels. ThirdLove, a lingerie brand that embraces innovation, discovered a hidden gem: higher CPA through Facebook and Messenger when tracking sales beyond direct ad clicks. This revelation underscores the importance of looking beyond immediate conversions to uncover the true impact of social media efforts.
Bonus: Embracing the Power of Employee Advocacy: A Game-Changer in the Trust-Building Arena
In a world where trust is a precious commodity, employee advocacy emerges as a game-changer, a force that can propel brands to new heights. By empowering employees to become brand ambassadors, companies can tap into a vast network of authentic voices, amplifying their message and building trust with consumers. Patagonia, an outdoor apparel company renowned for its commitment to sustainability, exemplifies the power of employee advocacy. Their employees, passionate about the environment, actively share the company’s mission and values, creating a ripple effect that resonates with consumers. The result? A brand that stands tall on the pillars of authenticity and trust.
As we navigate the ever-changing landscape of social media in 2020, these trends serve as guiding stars, illuminating the path towards success. By embracing the delicate balance between public and private engagement, recognizing the pivotal role of companies in a divided world, harnessing the power of TikTok, forging a symbiotic relationship between social and performance marketing, and unraveling the enigma of social media attribution, brands can unlock their true potential and soar to new heights.
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