Social Media Trends for 2020 – How To Implement Them In Your Strategy?
We’ve briefly covered the new trends in Social Media Marketing in our Digital Marketing Trends 2020 Blog. In this series, we will be talking about how to take advantage of these Social Media Marketing Trends and incorporate them into your strategy.
ACTIONABLE METRICS > VANITY METRICS
What Are Actionable Metrics And Vanity Metrics?
Vanity metrics are the data that looks good at the surface level, i.e., likes and followers on social media pages; but may not be accurate enough to act upon for future strategies, measuring content performance, etc. Actionable metrics, on the other hand, is the data that you can take decisions on; the ones that actually matter for your brand.
ENGAGEMENTS > LIKES + FOLLOWERS
Instagram is also playing around with this idea and has currently removed ‘likes’ from 7 countries.
Why Is It Important To Distinguish Between Vanity Metrics And Actionable Metrics?
Vanity Metrics alone are not reliable; since Likes can be bought and Following comes with a price, i.e., ‘Follow Back’. At the same time, engagements such as interactions with your posts (shares, comments, mentions) or actual video views (not post impressions) allow you to see how effective your content performance really is.
How To Use This Trend?
- Determine which post gets the most amounts of reliable interactions/views. According to Hub Spot, this will contribute to a higher Edge rank Score (Facebook).
- Do a competitor analysis to understand what’s working well for them to identify gaps and accordingly map out your strategy.
- Do a sentiment analysis to give you a better context to plan your future content.
- Analyse how many sessions you get from social.
- Check for other metrics such as Conversion Rate, Amplification Rate, Applause Rate and Economic Value with the TrueSocialMetricsTool. Below is an extract from the Search Engine Journal Blog.
Conversion Rate – Indicates how many comments or replies on average, each of your posts have received.
(E.g. Conversion Rate = Number of Comments / Number of Posts.)
Amplification Rate – Indicates how many times on an average, each of your post was shared or re-tweeted.
(E.g. Amplification Rate = Number of Shares / Number of Posts.)
Applause Rate – Indicates how many likes each of your posts have received on an average.
(E.g. Applause Rate = Number of Likes / Number of Posts.)
Economic Value – Shows how much economic value each visit from a social network brings to your site by completing your site goals.
(E.g. Economic Value = Per Session Goal Value, which is calculated by Google Analytics when you assign a monetary amount to each completed activity, called a conversion that attributes to the success of your business.)
– The Search Engine Journal
LIVE VIDEO STREAMING
One of the top Social Media Trends for 2020 is Live Streaming, as it allows you to build a connect with your audience and is available across a plethora of platforms, i.e., Facebook, Instagram, YouTube, Periscope, Live.ly and Snapchat among others. An extract from the Livestream blog states the below stats by Forrester:
According to Forrester, users watch live video 10 – 20 times longer than on-demand content, making live streaming a powerful way to deliver interactive content.
The increasing popularity of Live Videos can be attributed to the fact that it is – Informative, Accessible, Human and Up-to-Date.
Why Are Live Videos Important?
- They have depicted the highest level of engagement as compared to any other strategy.
- They lend your brand a human touch as compared to the monotonous updating of posts.
- The live interaction (posting comments and seeing it live, direct interaction with the presenter, etc.) between the host and the user tends to provide a sense of instant satisfaction.
- An excellent strategy to beat the declining attention span, which according to popular theory is 8 seconds.
How To Use This Trend?
Things to keep in mind before planning a Live Stream:
a. The Purpose: Below is a checklist that will help you narrow down the goal.
- Are you trying to educate your audience?
- Are you trying to entertain or inform?
- Are your trying to increase your brand awareness?
- Are you trying to sell a product?
- Is it lending your brand a human touch, or are you too mechanical?
- Does it adapt a storytelling approach?
b. The Schedule: Announce it way before time, so that your audience is well aware of your broadcast before you go live. If you plan on doing a series schedule it to a specific time, your audience will most likely be expecting you and tune in more as compared to just having random Live Streams.c. The Analysis: Test and analyse to tweak and improvise upon your results and stay on top of the game.
2. Live Stream Ideas
a. Behind the scenes: You can showcase your company culture. For e.g. ‘A day in the life of <designation> at <company name>’. You can stream what went into the making of the product (works on the lines of a use case) or behind the scenes of a Product Launch Event.
b. Live Streaming Events: This could include Expos, Conferences and Product Launches or Latest Industry Trends and Company News Announcements.
c. Q&A Sessions: You can hold an interactive live training session where you walk your customers step by step and simultaneously allow them time to interact with you. You could talk about new strategies or tools that will help businesses or simply conduct product demonstrations. Give advice => talk about your service/products => ask them questions or vice versa (to get insight on their preferences).
d. Live Interviews: There are various ways you can pull this off – you could interview employees to lend a sneak peek into your culture; interview thought leaders to share useful insights into your industry or even your customers to keep them engaged with your brand.
3. The long and short of it: Ideally a short live stream would work well for Snapchat, Tik Tok, and Instagram and a long-form video would be well-suited to IGTV, Facebook and YouTube. (We’ll be sharing the technicalities on how to go about your live video streaming on various platforms in our Blog on Videos).
The Snapchat creation, made revolutionary by Facebook and Instagram are a set of images or a video that disappears in 24 hours. The ephemeral nature of stories tends to pull in more users due to their disappearing nature and helps create an ‘in-the-moment’ relationship with your audience. For this reason, Social Media Marketing will increasingly rely on sharing more stories and comparatively less social media posts.
Since their creation in 2016, Instagram Stories have been fast-growing, reaching 500 million daily active users by early 2019. And it doesn’t look like it’s going to stop. In fact, the company is only making it easier to share your stories with more and more people, adding in the option to share all of your Instagram Stories to Facebook automatically, so that your friends and followers can see them as well. – SproutSocial
Below are the stats shared that show the rising popularity of Instagram Stories:
Why Are Stories One Of The Important Social Media Marketing Trends Today?
- They are extremely popular with the younger crowd.
- Apart from engagement, stories enable brands to leverage the advertising aspect as well – swipe up functionality (Instagram) and CTA Stickers (Facebook).
- They humanize your brand instead of the repetitive sharing of social media updates.
- Its disappearing nature targets the FOMO nerve and will likely serve more clicks.
How To Use This Trend?
- Seamlessly cross-promote your stories across platforms. E.g. Instagram allows you to cross-promote your story content to Facebook.
- Choose from a plethora of features that allow your brand to create a more engaging experience, i.e., stickers, boomerangs, fonts, questions, polls, filters, captions, etc.
- Stick to a short duration, i.e., 15 seconds is the ideal duration for a video story and 7 seconds for an image.
- Close with a CTA or add the Swipe Up button so that you can also navigate them to your content source.
- While you can share posts a few days in a week, updating stories daily will pull in better results (Source – Sprout Social)
IN A NUTSHELL – MICROCONTENT, SHOPPABLE POSTS & LINKEDIN GROUPS
Micro-Content is comparatively one of the new social media trends that will dominate in 2020. It is essentially a bit sized copy that is ideally used for images or social videos; readable within 10 – 30 seconds. You can use micro-content on Twitter, Snapchat, Facebook and Instagram. The main benefit is that it simplifies large amounts of complex data into bit sized readable pieces. They should be purposeful and visually attention-grabbing. You can use micro-content in themes. For e.g. Mondays for Tips; Tuesdays for Industry News, Wednesday for Blog Series. Where can you use Micro-Content?
- Short Videos or GIFs
- Images, Illustrations or Memes
- Graphs, Tables and Knowledge Charts
- Short Listicles, White Paper Extracts or Web Copy
- Google Featured Snippet – Read our blog on how to create a featured snippet.
One of the latest social media trends are Shoppable Posts; however, this feature is yet to be made available in India and has currently rolled out in 44 countries. The growth in Shoppable Posts has been showing an upward trend due to the convenience it offers users. It is a quick feature on Instagram that allows users to tap on a product image and complete their buying journey from the app itself. The Shoppable Post trend is on the rise as depicted by the stat below:
130 Million Instagram users tap on Shoppable Posts every month.
LinkedIn is a great way to market B2B. LinkedIn is the Social Media for Professionals and LinkedIn Groups are a place to meet like-minded professionals where you can pitch or learn new ideas. Simply put, it acts like a Virtual Conference Room to brainstorm new ideas. 82%marketers use LinkedIn for professional a purpose; which is why LinkedIn Groups cannot be left out of your marketing strategy. It has increasingly become content focused and makes for an excellent approach to build a community and increase your network and simultaneously brand reach.
To conclude, it is important to note that a certain percentage of people are swaying away from social media. This can be attributed to lack of trust, fake news, overload, privacy or data concerns, mental health and well-being.
This calls for making use of Social Media Marketing responsibly – by sharing content with a purpose; not content for the sake of it.
The goal at the end of it all is ‘To Build a Connection’, ‘To Build a Community’ and ‘To Build an Experience’.
Stay tuned for our next blog covering Design Trends in 2020.