Social media and digital marketing go hand in hand, but it’s easy to get social media wrong. Just as with any form of marketing, trends come and go, and what worked for you in 2019 might not be as effective in 2020. From platform changes to consumer preferences, your brand must keep up with the demands of social media marketing. If you want to stay ahead of your competitors and continue focusing on brand growth and building a wider audience, here are the biggest and best trends to be aware of for social media marketing at the start of the new decade.
Say Goodbye to Vanity Metrics
No matter the size of your business or the sector you trade in, vanity metrics need to be avoided. This was highlighted in 2019 when Instagram removed the ‘like’ button. It might seem obvious, but vanity metrics such as the number of likes that a post gets are not providing you with any real value. The goal in 2020 is to look at actionable metrics. Rather than ‘likes,’ look at who is engaging with your brand and how often. Start collecting your data from these interactions.
There are more social media users than ever before, but that doesn’t mean that the numbers remain static. It is becoming increasingly common for consumers to take a break from social media, and that means that they are periodically deleting accounts and apps. This isn’t the same as someone choosing to shut down their Facebook because they want to focus on Instagram. It’s a digital detox that brands need to take into account when thinking about their social marketing strategy. Diversify your digital marketing so that you don’t rely on a single platform or a single marketing method. Always ensure that your content is as high value and meaningful as possible, no matter where you are publishing it.
Social media platforms give you a lot of access to data about your customers. You are going to need that data if you want your business to grow. Audience segmentation is critical in the digital age, and that means that you are going to have to learn as much as possible about collecting, analyzing, and storing the data that you get. Learn as much as you can about data governance so that you start using your data more effectively, breaking down your marketing campaigns so that they appeal to specific demographics. In 2020, there is going to be a clear line between those brands that are using their data and those that ignore it.
Video Content: The New King
If you’re not already using video content in your social media marketing strategy, then you may already be falling behind. Video is fast becoming an essential component of any digital strategy, simply because it’s the type of content that audiences want to consume. On social media, that means uploading your video content straight to the platform or creating a live video that tells the behind the scenes story of your brand. Look at your video options and start embracing the moving image or you risk losing out to your competitors.
Social media is incredibly useful for businesses of all kinds. Never assume that your business model is too small for a strong marketing campaign. Take the time to learn what the big names are doing and keep up with the social media marketing trends as they shift and evolve. Take your time to get your social media marketing right and 2020 could be your year of brand growth. Use your social media in the same way that you always have, and you will be more likely to watch your business falter.