January 17, 2020

Social Media in 2020

Whew! We made it through another year of ups and downs, enhancements and changes, and new features that were rolled out in social media last year. Like with most things digital marketing, the landscape changes constantly. We always try to offer up a sampling of things to look out for in the coming year, and 2020 is no exception. So put on your seat belt…

  1. Reality TV? Short-duration content is thriving
    Instagram, Facebook and Snapchat all offer Stories, which are only available for a short timeframe before they disappear. According to a recent report by Hootsuite, 64% of marketers are already including Stories as part of their marketing strategy or plan to in 2020. Stories have gained more popularity as people are quicker to click on a Story, view it, and then move on to the next one. Consider it the reality tv of social media.
  2. Instagram is going to hide likes – yes, this is for real
    Instagram has been testing a new feature (removing likes) in certain markets. This feature hasn’t rolled out globally, but the likelihood is high. Instagram claims that “likes” have a negative effect on people’s self-esteem and waiting for validation is bad for your health. Whether this is true or not, many people believe that Instagram is implementing this change to encourage Instagram ads (as without seeing likes, you won’t be able to measure ROI effectively). If you are already using influencers, this could be a big change for your social media strategy in 2020.
  3. No surprise, video content still rules
    We’ve mentioned before that video content is always preferable to static images or no images at all (see that top point about quick, easy-to-digest Stories?). People generally would rather watch a video than wade through a 5-paragraph essay.
  4. Just be authentic
    We’ve said it over and over: even though you’re essentially marketing yourself and your products on social media, people want to interact with a brand they trust. Testimonials from real customers help solidify that authenticity. And when your own employees share content on your brand’s behalf, that gives you a leg up as well. Also talk to them in a voice they can understand. Leave the corporate speak at the office and engage on a human level.
  5. Personalization/Follower Segmentation
    It’s not enough to launch an ad or post an update without really thinking about who you are talking to. If you already have access to user data and demographics, then you should start cultivating a content strategy that targets specific followers that engage with what they’ve already expressed interest in.
  6. User-Generated Content – the best kind of endorsement
    Along with authenticity, it’s important to give a shout-out to your followers and share their content with your products and/or brand. It’s free and considered much more authentic than the typical branded content.

As with all things social and digital, if you’ve got a question, feel free to contact us and see how we can help you achieve your business marketing goals.


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Dana Thomas

Dana, like all HMH'ers, has a passion for following these trends in and out of the industry in order to better determine the best solutions for our clients. Nice.