For every marketer out there, it’s no surprise that social media is going to continue being a driving force for any company that wants to reach its audience in 2020. Even with reports of platforms losing users, in most cases, this is just to switch to another channel. 2019 actually saw an increase of 9 percent compared to 2018, bringing the active social media user count up to 3.484 billion. There are nearly whole countries, such as Saudi Arabia, who saw 99% social media adoption since the beginning of the year. However, if you’re contemplating the writing content trends for 2020, even with a larger pool to pull from, you’re still going to have to keep the evolving trends in mind when formulating your marketing plan.
The evolution of social media and the younger generations are happening hand-in-hand. By tapping into the mindset of the Gen Zs, you can plan effectively for the changes you need to make to your social media strategy in order to get the most optimal performance from each attempt to engage your audience. In order to create any meaningful changes, you, of course, need to constantly monitor your metrics, and then slowly integrate the necessary adjustments.
If you’re wondering “what content should I use in 2020” take a look at our list below.
Video and Multimedia
Every year you hear that you need to adopt video for your marketing channels, and every year it proves to be more necessary. You’ll be seeing a lot more focus going into a variety of ways to showcase videos across social media platforms. You’ll most likely start seeing live videos cropping up more often as they hold a behind-the-scenes element to them, giving the audience a sneak peek into the lives of the subject. While many people will find the next video format heresy, you’ll also start seeing more vertical video being accepted. Coupled with the live video trend, vertical videos also lend a human touch to the experience. You’ll finally see more content created for smartphone users. Ads masked as narrative stories that can deliver an impactful message within five seconds before the user can disengage from the video.
In determining what content trends in video that you should focus on, remember that every one of your videos should be customized to the platform that you want to display it on. If you’re targeting Facebook and Linkedin users, then you can storyboard a one minute video, However, if your targeting the Stories feature, then you’ll want to plan out the video to run around fifteen seconds. If you want to maximize the time and resources put into video production, then you’ll want to have both videos feed into each other that way you can continually repurpose them.
The 1-800 Helpline is Dead
With a reported number of mobile phone users at 5.112 billion in 2019 and the increase in social media users as a whole, it’s no wonder that brands are finding more direct contact with their audience over these channels. In a recent report, Sprout Social ran a survey with more than a thousand participants across the three main social media platforms, Facebook, Twitter, and Instagram. The purpose was to measure users’ expectations with brand engagement. This led to three big takeaways from the research:
- That if a user wanted to engage a brand, 90 percent tried through social media
- That the engagement with a brand was unsatisfactory, 36 percent will post negative comments about the brand and around 33 percent will switch to another company
- Nearly 73 percent of user engagement with a brand ends in a negative experience
Micro and Nano Influencer marketing
Influencer marketing will continue to make an impact in 2020 and nearly half of all major organizations are starting to include influencers in their budget. In terms of what content trends you should adopt next year, you might be surprised to know that you should downgrade from these high-end influencers and start targeting micro or nano influencers.
The main reason most companies will start targeting smaller influencers is that influencer marketing is in a bubble right now. According to research conducted by WebFX, top-end influencers can be very pricey. If you target a well-known celebrity, a single post can range anywhere from $1,000 – $1 million. According to the research, the average range you can expect to pay for a Facebook influencer is along with the guidelines of $25 per 1,000 followers, meaning an influencer with a million followers could cost you $25,000 per post.
Aside from the cost savings of going with a smaller influencer, micro-influencers have a significantly higher engagement rate compared to their top-tier competitors. According to a study was funded by Expertvoice:
“According to people receiving advice, influencers were seen as more impactful compared to an average person based on the following characteristics: more credible and believable (94 percent vs. 83 percent), more knowledgeable (94 percent vs. 84 percent) and better at explaining how the product works or could be used (92 percent vs. 83 percent).”
Stories Will Continue to Make An Impact
As more social media platforms adopt the Stories model, you’ll be seeing advertisements employing smarter tactics to capitalize on the trend. Currently, the most popular in terms of daily users is the WhatsApp Status with 450 million daily users, according to TechCrunch. As for the other platforms, they breakdown as follows:
- Instagram Stories – 300 million daily users
- Snapchat – 191 million daily users
- Facebook – 150 million daily users
- Facebook Messenger – 70 million daily users
If you’re still searching for what content trends should be implemented into you 2020 marketing strategies, then you should be aware that according to Hootsuite’s 2019 social media trends report, more than half of the respondents surveyed reported that they will integrate one of the Stories channels into their social media plans within the next year.