1. Instagram stories will be even more important for companies
D´you remember when the general consensus about Instagram stories was that the social network was just trying to copy Snapchat? The stories already serve as another way for users to come into contact with a business on Instagram and finally end up on the landing page or website of that business.
However, it seems that every day a new feature appears in the stories, allowing users to interact with a brand fresh ways. Today, companies can even add their own GIFs to the platform. There are all kinds of functionalities to take advantage of in the stories, including the shoppable posts. Brands such as Aldi and Big Lots use the survey function to ask their followers what kind of content they would like to see, which shows that organic social content, such as paid social ads, must be relevant and personalized. We can foresee that in 2020 there will be more available functionality and those companies that do not use them to their full potential will be left behind with regard to those that do use them.
In the world of social media marketing, many things can change in a short time. However, through some occasional discussions in the office, team meetings, observations and a little digital marketing instinct, we have collected the following trends which allow us to provide guidelines on the best way of planning marketing campaigns for 2020.
2.- There will be more electronic commerce in social networks
As regards Instagram shoppable posts, it must be said that users have more options than ever to complete their purchases from their mobile devices. In short, it would not be a surprise to see more features to buy on social networks. It is as if the great social media channels had seen the success of Instagram campaigns focused on B2B which allowed completing forms and email subscriptions without having to leave the platforms, and thus decided to replicate those tactics to make purchases in the B2C field.
We can predict that in the next 3 to 5 years, purchases through social networks will help close the gap between browsing on mobile and buying on the computer. Social networks will probably be the missing link that will help drive mobile purchases to new heights. It will be crucial for companies to control their mobile sales routes and identify areas for improvement in their social platforms and mobile sites.
3.- Companies will have to become closer by participating in Facebook Groups
We have heard it a thousand times: due to the algorithms of the platform, the organic social reach is declining, especially on Facebook. Though this situation can be disappointing for businesses, it does not mean that their organic social strategy should be abandoned in 2020, but it rather needs to be adapted.
We have recently witnessed a rebound in the number of posts in Facebook groups. They are the virtual communities of Facebook, which allow users to get connected on the basis of their interests, tastes, geographic location, etc. The algorithm favors these posts, so if brands want more organic reach to connect with their audience, they should invest in a group strategy on Facebook.
Since people are actively choosing to be a member of these communities, they are already more committed to the specific content by default. This is a great opportunity not only because brands will be abl to reach people who really want to know about them, but also because they will be capable of interacting with them. Companies may even discover some brand ambassadors or advocates.
4.- Sellers will have to chase young people in the new social networks
D´ you remember when Facebook was only opened to university students, and when it was finally opened to the general population? Both younger and older users flocked to the platform. And then, something interesting happened.
As more parents, aunts and uncles, and even grandparents joined, the younger generations began to leave the net. Now that social networks have been around for a while, some of the platforms are starting to grow old with their users. If marketing professionals try to reach a younger target audience, they will have to explore new platforms and create new content that meets their needs.
As for any social network, it will be crucial for marketing professionals to fully understand the type of content that is presently shared and align their strategy accordingly.
5.- Social networks ads based on location will increase
Since most people have at least one GPS device around the clock , the orientation of social networks by location is chillingly accurate and, generally, relevant. Location targeting in social ads is nothing new, but as people spend more time a day on their phones and as the location tracking features of those phones are improving, this type of ads will increase.
When people are standing in a queue or are waiting to catch a flight, they often use their mobile phones to spend the time. Even when they are in the middle of an active task, like shopping, they also use to look at their phones! Most likely, they are reviewing their social profiles while doing so. Why not to show them a sales ad of a product at that grocery store they are currently wandering around? Or, how about posting them a hotel discount in the city they are going to travel to or have just returned from? Many brands are already doing it, and others will surely do it in 2020.