January 2020 is well and truly here, and it’s officially the ‘prediction’ season. Over the past decade, we’ve seen simple platforms designed to connect people online to share photos, updates and messages. transform into a string of ever more sophisticated social networks. This evolution has facilitated the rise of influencers, new language and a world of marketing that many couldn’t have seen coming.

These days, how we use social media and the technology at our fingertips is complex and ever-evolving. In 2020, we expect to see big changes in platforms, technology and content surrounding social media marketing. Whether your company is big or small, you might want to have a read of our top social media predictions for 2020. 

Video

Video continues to be a winner over all other content and is a clear leader as the most effective way to engage across all platforms. Early this year, Facebook CEO Mark Zuckerberg said: “Over the next few years, the much bigger driver of the business and determinant of how we do is going to be video, not Messenger.” According to a Cisco study, by 2022, 82% of all online content will be video content. 

IGTV and Youtube are both seeing a boost in viewership, and the Instagram story format is overtaking the grid in popularity and should take an important place in almost every marketing plan. This kind of content is increasing the production of posts and space for advertising, and its ephemeral nature – being that it is very short, and expires after 24 hours – makes it easy for users to binge-scroll day after day. It’s also easy to produce highly personalised and authentic messaging for this format. This may be the key to the current popularity of TikTok, the video creation and sharing app likened to that of Vine, a platform that is increasing creativity and content production. 

Although Facebook’s Story and Facebook Watch formats haven’t quite taken off, we can see them improving their platforms to put video content front-and-centre, which will expand their capacity for advertising. 

Interactive Tech

Interactive content and developing tech is the way forward, as we can see from the popularity of augmented reality filters on Snapchat and Instagram, 360-degree videos and images on Facebook, and Instagram stories introducing polls, Q&A formats and quizzes. 

The ways we can have users interacting with our content is evolving, and we see this being a big deal in 2020. People love their phones, and they love to tap! The ability to have viewers reacting and responding directly to posts in this way is valuable not only for engagement but for creating personal interaction with consumers. New product being launched? Ask your audience to guess what it is, what they think of it, or which colour they prefer. Getting inside the mind of the consumer is a valuable capability, especially for small or new businesses. 

Take advantage of the tech available to you. Instagram shopfronts and shoppable posts are valuable for small and new businesses. Chatbots are improving, and we see them being utilised much more in 2020. Facebook is developing a platform to transfer money and purchase items through their site, and bots will be available to purchase through or assist with customer service queries. Though this is far removed from the e-commerce world we’re currently familiar with, a recent HubSpot study claims that 47% of shoppers are open to purchasing from a bot.  

Pricing

Price increases are likely to make a big impact on businesses in 2020. CPM’s on Facebook will increase, and there was a significant jump in cost per click on Linkedin when the company released objective-based advertising in March this year. In the next year, it’s looking like it will cost you more to reach your target audience. Smaller businesses with less spending capacity for social media advertising will feel the pinch, while larger companies can afford to push sponsored posts further, without much dent in the budget. 

We suggest doing plenty of analysis on your advertising stats to make sure you’re maximising your return on ad spend, and getting the most out of what you put in. We regularly have clients come to us that are spending unnecessary money on social media as the targeting is not set up correctly or they’ve not set goals correctly. Many businesses run the risk of spreading themselves too thin by trying to hit as many platforms as possible; try focussing on one platform at a time, invest your energy into quality engagements, rather than quantity. And please seek advice, as a social media can make a huge difference to your bottom line.

Authenticity is Key

We predict 2020 to be the year that traditional marketing truly retires: people are sick of advertising that looks like advertising, and even influencer posts are losing their sway as viewers don’t see peers, but PR robots. Consumers don’t want to purchase from a logo, they want to purchase from a person. 

It’s increasingly important to create personal relationships and brand resonance with consumers through authentic content. This is where Instagram Stories can come in very handy: play on peer-to-peer trust by having user-generated content re-posted, encourage employees to post about your brand, and throw out the corporate advertising voice. Brands like Wendy’s and Netflix are seeing plenty of popularity on Twitter for their ability to create a human voice, and talk to consumers as equals; they’re not throwing out marketing talk, they’re just talking. Respond to comments as if you’re a friend, give a glimpse into your employees’ everyday life, and create a community that sees you as more than just a brand.

Data shows that 61% of people say they are more likely to research a product or service after seeing a friend’s post, compared with 36% if the same post came from an influencer or celebrity. Facebook Groups are being utilised by brands creating communities and connect like-minded consumers, such as the Women Who Travel group created by Conde Nast Traveler, a place where self-identifying female travel lovers can join in a conversation about what it means to travel as a woman today. In Facebook groups, consumers can easily connect, share posts, and see more of the content they enjoy. Another route to peer-to-peer conversation is employee advocacy: having employees champion your brand on their pages increases word of mouth and is cost-effective. 

When posting from a brand or company profile, be sure to create content as if its coming from an individual. Keep up your human-voice: you might not be a friend, but you can do your best to emanate the qualities of a peer to improve how you’re seen from a consumer perspective and maintain engagement with your brand.

Have you had a chance to analyse your marketing strategy and make plans for the new year? It’s important to look at how you’re tracking, and what your marketing activities are achieving to make informed decisions that will genuinely improve your business going forward. If you’re having trouble consolidating your social media marketing for 2020, we’re always here to help. info@fuseagency.com.au or call 3198 4890.