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As the world of technology rapidly develops, the strategies for influencing technology users must adapt to survive. Consumers of media are continuously searching for new ways to engage on social media and their habits are in constant flux. In 2020, we are seeing a change in consumer habits that demands that social media marketing campaigns alter the way they attract people to their content. In this article, we will explore the most effective social media marketing trends that are engaging users.
Social Media Marketing Trends You Should Know
1. Video Demand
In 2020, 54% of consumers want to see more video content from brands they support and buy from. As this trend continues to be desired by consumers, social media marketing is responding by posting significantly more videos than any other content. 72% of Consumers also say they prefer to learn about a product, service, or influencer through video content instead of text or image marketing combined.
Shockingly, consumers in 2020 are 1,200% more likely to share content that is in a video format than any other. This is a clear social media marketing trend that will continue to grow into 2021.
2. Stories over Posts
Now the fastest growing social media marketing trend of the last decade, social media stories dominate most popular platforms. Stories are growing 15 times faster than feed posts and 62% of consumers report that they are more interested in a brand if they see a story about it. The interactive capacity of stories as well as their “news” like qualities are engaging users at an impressive rate. We expect to see this trend continue as video dominates social media marketing trends.
3. Augmented Reality
As consumers search for more ways to fully engage in content, we see the growth of AR (Augmented Reality) start to climb. Snapchat filters, Instagram filters, and apps such as Pokemon Go, have led the charge with AR on social media.
AR has grown from a market size of $17 billion in 2017 to a projected $209 billion in 2022. With growth like this, AR is one of the most popular forms of engagement now and will continue to grow rapidly.
4. Decreased Third Party Ad Targeting
In the UK in 2020, 35% of adults have cut back on social media and 29% of those individuals have cited the reason as Privacy and Data concerns. In the social media marketing realm, this translates to ad targeting, which is a popular form of advertising and marketing for brands. Consumers overwhelmingly prefer to search for products rather than have their search history determine their ad preferences. This means that we will likely see a decrease in targeted ads and an increase in organic marketing tactics on social media.
5. Shoppable Posts
In an age that is defined by a rabid search for convenience, consumers are searching for a more fluid purchasing experience. Many consumers look at marketing and want those exact items in that exact variation. 80% of Instagram users follow an active shopping business account and many of those users see convenience as an important factor in deciding which brand to support. On average, social media users will overwhelmingly give up on a product after having to click or engage with 3 separate pages. Its no surprise, then, that these trends will continue to grow.
6. Community Focus
The vastness of the internet can be quite overwhelming for users who are not as familiar with the technological age. With flurries of opinions, content, and data, it can be challenging to find your niche. Brands are increasing their use of this social media marketing trend so that they can more actively engage consumers who are like minded. By doing this, brands are creating a loyal base with consumers who can engage with each other about the brand content or service.
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Consumers are 21% more likely to engage with a brand if it has a community and, on average, 60% of brands report increases in retention, sales, new leads, and web traffic after creating a brand community. This community focus translates into influencer campaigns, with top influencers on every platform in every niche.
7. Increased Growth of Micro-Influencers
Macro-influencers with millions of followers and high engagement are often out of reach for small and growing brands. The cost structure of using influencers is exponential and opens the door for micro-influencers to engage with smaller brands. Interestingly, these micro-influencers bring a more engaged user base that is very similar to the social media communities that are growing. This tight knit base is often perfect for smaller brands and startup brands that are looking for committed consumers. As more brands are started, these micro-influencers will find more popularity in 2021.