In the social media world, things have always changed quickly. And in 2020, things are not slowing down either. Here’s what you need to know in order to master social media marketing in 2020.
Hootsuite’s Report: The Methodology
Hootsuite’s annual report on social media trends has some powerful insights. They explore what really matters to marketers.
Their annual survey includes:
- Over 3,000 business customers
- Industry analyst interviews
- Comprehensive research
Understanding the concerns, challenges, and general environment faced by digital branders is important. It’s how we can take a look at where the industry as a whole is moving.
So, keep tabs on these influential trends to master social media marketing.
How To Master Social Media Marketing: Build Trust
In 2018, there was a massive crisis of trust in social media. So, in 2019, companies worked to address this. 2018 brought us the Cambridge Analytica Scandal. As a result, Facebook’s reputation suffered. They also lost millions of users around the world.
Facebook was not alone. Twitter also came under fire. It has a big issue with bot and junk accounts. So, in the summer of 2018, it suspended more than 70 million fake accounts. However, for many, this was not enough.
The consequences were profound. Edelman’s 2018 Trust Barometer Report had some shocking insight. As a result, 60% of people no longer trust in social media companies.
Internet Users Distrust Influencers
Distrust in social media is at an all-time high. And trust in social media influencers is low too. According to research from media agency UM, only 8% of global internet users think that most information on social media is true. And this number drops to 4% when influencers are involved.
So, why are people so wary of influencers? One big issue is promoting low-quality products. Also, scandals have soured many people to some of them.
What Do Consumers Want From Brands?
Consumers want to support brands they trust. However, this overall digital crisis of trust can make things hard. This is why many of the world’s largest brands are doing something new.
As a result, companies are starting to trade content marketing for context marketing. Brands are using audience-specific messaging. They want to build community, not just get clicks.
Brands Who Are Doing It Right
Here is why many companies are moving toward building communities. Many people do not trust celebrities like they used to. However, they do trust their peers.
Remember, people came to social media in the first place to be social. They want to make friends. They want to join communities too.
This shift can be seen at Facebook. The company is looking to shift to emphasize groups. Adidas has also largely traded in the mega-influencer marketing model. Instead, they have smaller brand ambassadors reach out to micro-communities.
5 Ways Brands Can Leverage This Trend
- Create a branded hashtag
- Get involved in Twitter Chats
- Build A Facebook group
- Work with micro-influencers
- Monthly live Q&A sessions
Stories Are Overtaking Social
Will the news feed go the way of the dinosaurs? After being pioneered by Snapchat, Stories are overtaking social media. Over a billion people across WhatsApp, Snapchat, Instagram, and Facebook are already using Stories.
Text-based forms of media were made for desktop use. However, visual media made with and meant to be viewed on mobile devices is the future. This is a huge change.
Stories are also a key place to help build trust. Brands can do this with quick and “raw” content. This type of content feels “real” rather than manufactured. However, this is not a fit for every brand. There is a lot of room to experiment. So, get creative!
As Stories rise, brands will need to think fast. So, where will they fit in your strategy?
Some Important Examples Of How To Master Social Media Marketing
National Geographic Is Engaging
National Geographic uses Stories to share fascinating behind the scenes content. They also use them to stick to their purpose: education. Their stories are filled with interactive trivia and quizzes. As a result, their followers are engaged and learning.
Also, not many brands on Instagram are purely educational. This makes NatGeo stand out.
Urban Decay Spotlights Fans
Urban Decay is a makeup brand. So, they have made their Stories a resource for makeup lovers. They offer application tips and more.
In their stories, they often promote their products too. In the above example, Urban Decay does this by showcasing user-generated content. This allows them to promote their products in a non-salesy way. It also makes their fans feel included.
Remember: people trust their peers’ opinions. So let your community speak for itself.
5 Ways Brands Can Leverage This Trend
- Short-form is best
- Experiment with posting times
- Make Stories-specific content
- Remember the Stories Highlight feature on Instagram
- Post Stories on multiple platforms
Rising Competition On Paid Social
Competition is stiff on paid social. As a result, it’s more expensive. So, most marketers are increasing their social ad budgets. There are simply more companies running ads. In fact, a quarter of all Facebook pages now use paid media.
However, as price increases, visibility lessens. This is because there are simply so many ads. Outside of ads, there is also a lot of content in the mix. In 2018, nearly 300,000 statuses were posted on Facebook every minute.
Also, according to Statista, the use of ad-blocking software rises every year. By 2021, nearly 30% of US internet users will use adblockers. So, your ads will reach fewer people. Even the cleverest campaigns will be blocked.
So, what can marketers do?
How To Master Social Media Marketing And Maximize Your ROI
High-quality ads that connect are key. First, you have to understand your audience. Then, you have to use targeted ads that show value. You want your ads to connect with whoever they reach.
This can be tricky. After all, social platforms can have volatile algorithms. Also, audiences can be fickle. What is new one month can be out the next. Understanding these shifts is key.
Brands are using video, motion graphics, and more to bolster their visual social content. They are also using enhanced third-party targeting tools.
Brands To Watch
Spotify Was Socially Conscious
Spotify had creative and inspiring ad campaigns. In fact, they won Ad Age’s 2018 In-House Agency of the Year Award for them. Their formula for success was creating content that was impactful to listeners and then promoting it thoughtfully online.
For example, Spotify partnered with Instagram to promote #BlackGirlMagic, a social ad campaign that celebrated black female artists. This was paired with their year-long “Black History is Happening Now” campaign that spotlighted the voices of black creators. They also let black creators do periodic takeovers of their Black Girl Magic playlist.
Netflix Gets Personalization Right
Personalization has been a hot topic in the marketing world. It can work wonders. However, it can easily go wrong. You want consumers to feel catered to, but not uncomfortable.
Netflix has struck the right balance.
They do this by targeting geographic areas. They focus on areas where a series is popular. For example, Netflix took advantage of the Canadian release of Riverdale. They combined online and offline experiences to build buzz.
Canadian Netflix-watchers loved it too. There was an enthusiastic buzz on social media. This is a great example of how to use these tools.
5 Things That Brands Can Do To Get On Top
- Make sure each ad targets a specific audience
- Use metrics to track success
- Invest in high-quality visual ad content
- Test ad concepts as social posts first
- Stay on top of new social ad formats
Final Thoughts On How To Master Social Media Marketing
So, if you want to master social media marketing, you need to take a number of things into consideration. These include:
- Consumer opinion
- How people use social media
- Platform shifts
- Digital ad competition
Remember, nothing stays the same for long. You want to be on top of any big changes. Then you can change your strategy.
With all of this in mind, you are ready to master social media marketing in 2020.