Six social media trends to prepare for in 2020

Social media trends

In 2020, strong social media strategies will continue to be a key priority for organisations as technology and social platforms advance consistently and rapidly.

1. 2020 will be the year of the influencer

In 2020, the Influencer Marketing industry is set to become a $10 billion market, with 22% of internet users aged 18-34 purchasing products after seeing an influencer endorse it and 39% of marketers planning to increase their influencer marketing budgets. Brands will place a much larger focus on engagement, as they incorporate nano and micro influencers into their marketing campaigns. While nano and micro influencers do not have as large of a following as macro or celebrity influencers, their engagement rate is far greater because their followers are engaged and passionate about the topic of interest, creating greater opportunity to engage and build trust. This will be a critical strategy and trend to understand for any brand looking to take advantage of the influencer marketing space in 2020.

2. More brands will incorporate Social Listening into their social media strategies

Social listening will become an integral part of marketers’ social media strategies. Organisations are using social listening to track and observe the conversations, brands, words or topics surrounding their company. Social media provides levels of data and insights on a monumental scale and when examined and understood correctly, creates an opportunity for brands to refine and optimise their social strategies. From understanding the impact of a social media campaign to how people perceive a brand, the information available through social listening is critical.

3. Consumers will demand more data privacy and security

As brands become more sophisticated in their data monitoring and data capture, consumers are demanding more transparency. Due to the levels of personal data exposed on social media platforms and the internet as a whole, privacy and security has always been a concern. The major data breach on Facebook in 2019 put privacy and security on all social media platforms into question, whilst misinformation and ‘fake news’ is still alarming to many users. Consumers are no longer sitting silent; they are demanding transparency and reassurance that their information is safe with organisations, and the information they are being told is accurate. In 2020, consumers will demand honesty and we will see increased regulation and proactiveness from the major platforms. Therefore, we can expect to see a continued push towards data privacy and security in 2020.

4. Brands will spend more money on TikTok ads

TikTok was the unforseen platform to take the social media space by surprise in 2019. One of the fastest growing social media platforms in the world, TikTok provides an alternative version of online sharing allowing users to create short videos with music, filters, and other features. The average user now spends around 45 minutes per day on TikTok, overtaking the average time spent on Facebook (41 minutes per day average). As momentum continues to swing in TikTok’s favour, it is likely we will see brands shifting their focus and ad budgets away from Facebook and placing them into the TikTok space.  For organisations looking to tap into the younger demographic market, exploring, understanding and taking advantage of the platform will be critical to achieving a successful marketing campaign.

5. Ephemeral content will continue to rise in popularity

In 2020, organisations will produce quick and efficient ephemeral content (content that disappears after a certain length of time such as Instagram Stories) to elicit an immediate response from the audience and increase user engagement. Interactions from Stories are growing 15x faster than feeds and over 62% of people are interested in a product or brand after viewing or interacting with a story. Ephemeral content is often perceived to be more authentic than general posts which succumb to the demand and consumer desire for authentic and real content. ‘Stories’ also provide a more ‘raw’ and unedited take, creating opportunity to break away from polished content and show a relatable side to a brand. In 2020, we can expect to see more and more brands utilising Stories on platforms like Instagram and Facebook to connect with their audiences.

6. More brands will promote User Generated Content

As social media technology develops, consumers want to interact with brands on a personal level and be seen as a distinct individual over a faceless demographic. User Generated Content (UGC) allows consumers to feel recognised as an individual. With an overload of information competing for audience’s attention, personalising your content is a way of standing out and reaching your target audience. In 2020, we will see a surge in brands promoting UGC to achieve this objective.

Strong social media strategies will continue to be a key priority for organisations as technology and social platforms continue to advance. The trends identified will dominate the social media space in 2020. Organisations need to leverage these trends to engage with their audiences and stay ahead of competition.


Read more on three ways to grow organic reach on social media.