In a few weeks, 2019 will come to an end, and with that, a decade of introduction, growth and evolution in the social media world. If the last 10 years has taught us anything, it is that the social media landscape is ever-changing. After looking back on 2019, we have broken out our top five social media trends to watch for in 2020.

TikTok and the new generation. 

TikTok has shaken up the social status quo and should be taken as a serious movement in a new landscape of social media marketing. The platform offers fresh, edgy and experimental content, plus an inside scoop on the Gen Z social media preferences. Hootsuite reports that 69% of TikTok’s users are between the ages of 16-24 years old. While TikTok may not be the platform of choice for everyone, it is one of the first to shift away from the carefully curated content of its competitors. The longevity of TikTok may be unknown, but the apparent shift from classic curation platforms to more niche ones is noteworthy.

Goodbye static images, hello video!

As the importance of engagement rises, leveraging various forms of engaging content is crucial for brands. According to a Cisco study, 82 % of all online content will be video content, indicating the importance of integrating video content in your social media channels. From short-form videos on TikTok or Insta stories to long-length YouTube, move over static content: videos are in.

Social media wellness and the ‘digital detox’. 

While social media is ubiquitous in our current lives, consumers are becoming actively aware of their time spent on social platforms and the importance of a ‘digital detox’. Consumers are now more than ever unplugging their smartphones and focusing on the moment, according to Canva. So, what does this mean for 2020 social strategies? Focus on quality versus quantity of content, and resist the urge to bombard your followers with content to stay top of mind.

The rise in social performance marketing. 

While building brand awareness has always been a main goal of social media, there has been a recent shift towards return on investment and performance marketing. Hootsuite recorded in their 2020 Social Media Trends Survey that 44% of marketers cited conversions as the number 1 social media outcome. While this indicates a shift from traditional social media objectives, it is essential to understand that brand building is still an integral part of social media. In 2020, make sure to balance brand building and sales outcomes to achieve sustainable and long-term growth.

User-generated content as the trusted brand voice.  

User-generated content isn’t new, but it is strong enough that it deserves consideration for 2020. As consumers turn away from traditional advertisement tactics, companies are relying on relatable and authentic content to share their brand messaging. With the recent rise in false advertising, it is also imperative to leverage content that can be viewed as a trustable voice.

Sydney Mayer

Digital & Social Media Specialist