Social media trends have undoubtedly changed over the last few years, let alone the last few months due to COVID-19.
During those unprecedented times, there has been a big shift towards online business activities – hence, changing marketing strategies in 2020.
For many brands nowadays, social media marketing plays a crucial part in their marketing strategies and many more are turning to social media – especially those who previously relied on traditional forms of marketing.
Below are 5 social media marketing trends to help you stay on top of your social media strategy.
- Video content marketing’s new dominance
Videos are probably the most engaging type of content within the social media landscape. They come in short or long-forms and are expected to dominate social platforms.
Video content will keep your business relevant on social media as it allows you to tell stories or simply deliver brand messages in a more compelling and engaging manner – which is what today’s social media users are after.
- Stories are popular
Social media stories are a part of video content. They usually rhyme with platforms such as Instagram and Snapchat. They are only visible for a limited amount of time (usually 24 hours) and disappear afterwards.
Due to reduced attention span and the way users consume content nowadays, stories are very popular as they are short, engaging and addictive.
According to statistics, 500 million users now use Instagram Stories and 210 million use Snapchat every day.
Many businesses are using Instagram Stories for promotion, and it is also an opportunity to link content to a shoppable page.
While not for every business, Snapchat stories can target a younger demographic as 82% of the platform’s users are 34 years old or younger.
If the platform aligns with your brand values, make the most of it by getting its highly engaged users to interact with your brand. Snapchat users are also 60% more likely to make impulse purchases.
- Social selling as a retail channel
With the coronavirus pandemic hitting businesses like never before, consumers will naturally converge to online channels to do their shopping.
While online stores are very well established, social selling is the next big thing – and the main players are Instagram, Facebook and Pinterest.
Social media has literally evolved into online shopping malls where, as a business, you can showcase your products and make sales; and as a consumer, you have a vast choice of brands to compare and buy from.
A majority of online shoppers use social media for product discovery and to help them make a shopping decision while 1 out of 3 consumers would directly purchase through social media.
- Social media for customer service
Consumers like to share their experiences online, especially on social media, which make them more visible. The expectations there are high as consumers expect fast responses.
As a result of a rise in this trend, many companies have already moved towards more active social accounts and set up social media customer service strategies in order to provide better customer service.
Your ability to resolve complaints will be beneficial as it increases customer advocacy and creates loyal customers.
- Fewer postings resulting in higher engagement rates
Engagement rates are increasing due to a reduced amount of social postings on 3 main platforms, namely Instagram, Facebook and Twitter.
During times of uncertainty and instability, marketers are focusing on providing quality content which drives better engagement. Consequently, social channels re-serve those content to other users driving higher engagement.
But be aware, posting less will not necessarily result in a hike in your socials’ engagement rate.
Instead, you need to focus on creating more authentic and quality content that your audience find compelling and will engage with.