Professional Documents
Culture Documents
Social Media Trends 2020
Social Media Trends 2020
Social Media Trends 2020
14 22
Social Media Wellness Will You Will Harness The Power
Be An Essential Part Of Your Of Data Privacy And Rein In
Consumer Engagement Fake News
30 36
AR & VR Will Be Used You Will Use Artificial
Effectively In Your Marketing Intelligence, And Love It!
42 56
Generation Z Will Only Your Influencer Marketing
Engage If You Pivot Your Will Go Small To Go Big
Strategy
62 69
You Will Invest In User- The Biggest 2020 Trend You
Generated Content Need To Know
2 3
Defining What’s Relevant, Or The NEXT Generation of Social
Just A Fair-Weather Trend
Talkwalker and HubSpot have gathered industry
experts, PR professionals, social media gurus, TikTok Will Be Part New social media platforms manipulate
the media landscape, with marketers
Of Your Marketing
and our favorite influencers, from the US, Europe, having to adapt to the fluctuations of
MEA, India, APAC, and the rest of the world popularity. Do new channels offer greater
to define the trends you need to make your ROI or a more suitable audience? That’s
marketing win in 2020. Strategy what marketers will be investigating next
year.
For the first time ever, Talkwalker has included
our own trend-data analysis. By combining our • In 2019, we saw Instagram hit The increase of social mentions for
social listening insights and industry expertise 1 billion monthly active users1, TikTok tells a story. In January 2019,
from working with the biggest brands on the cementing it as the 5th largest social Talkwalker found 1.6M mentions of the
market, we’ve compiled the leading analysis. So media channel. app, growing 62.5% to 2.6M mentions by
you don’t have to. • TikTok is catching up, with 500 June. This is especially important for the
million monthly active users in June younger generations, as 66% of TikTok’s
From the rise of TikTok to the growth of video,
20182, now believed to be closer to users are under 304.
from the growing significance of brand trust,
to the acceptance of AI - these trends are what 750 million3.
every marketer will be discussing next year, and
for years to come.
Why the change for 2020? Barely anyone The trend is bucking though, signifying
in the industry is discussing new channels that it will be important for 2020 onwards.
in relation to social media marketing For 2019 trends, 0.01% of mentions
opportunities. Only 1% of mentions discussed the raising importance of the
related to new social media platforms also new social media platforms. For 2020,
mentioned social media marketing. that number is already at 0.27%.
1. TechCrunch
2. BusinessOfApps
3. CaixinGlobal
4. Mediakix
4 5
What does this mean Big brands like Pepsi, Nike and Sony
Music are building communities on
for marketers? TikTok, aligning with new influencers to
create content and a dedicated brand
The rise of unique and niche networks following. Pepsi India is driving great
shouldn’t come as a surprise. People are user-generated content through their
no longer looking for large communities, #SwagStepChallenge, with zero marketing
but the relevant ones. Less noise, more spend on the platform.
genuine engagement. The diffusion of innovations means that
Yes, it’s still untested ground with limited early adopters will benefit more from new
opportunities for marketers. TikTok only technology. This has been proven when
Expert
started testing ads in January 20195. And it comes to brands engaging with social
of course, marketers love tried and tested channels first6. It’s a risk, but one that can
methods. pay off in the long run.
Insights
But fortune favors the bold. With trends,
you can’t wait for others to mark the road
first - you have to be a pioneer.
8 9
Tim Soulo, CMO & Product Advisor, Adrian Liew, Chief Executive, Chris Penn, Co-Founder and Chief Meg Coffey, Managing Director,
Ahrefs Beknown Pte Ltd Innovator at Trust Insights Coffey & Tea
“I see an emerging trend of “micro “If anything, it’s about time “Fundamentally, we see the “For me, the trends are all
blogs” and I’m 100% confident that marketers consider private continuation of a trend that began pointing to slowing down – doing
it’s going to be big in 2020. Take a messaging platforms like several years ago, but has picked more with less. The size of the
look at social media platforms like WhatsApp, Facebook Messenger, up in earnest: the continued marketing pizza hasn’t changed,
Twitter, LinkedIn, Instagram - all Telegram and WeChat; or what is rise of velvet-rope social media we are simply cutting it into more
of them are adding functionality referred to as Dark Social. communities, private communities and more pieces, and for many
that allows people to share longer For a while, everyone has been and collectives. of us it’s become overwhelming.
pieces of content. relying on social media, buying In short, people want to spend time Yes, TikTok is blowing every other
And all these platforms are ads, without realising we have with people more like them, with a platform out of the water at the
clearly rewarding “content only” been neglecting the medium common interest, rather than in the moment. But does that mean you
posts (with no links) with higher closest to us. general public where discourse has need to be on it? Definitely not.
engagement and reach. Facebook Back in 2016, Dark Social descended to rancorous incivility.” We need to get back to basics
even lets you format your posts contributed to 84% of online traffic Click for more and think about our why. Stop
with headlines, lists, bold/italic and and in 2018 it became the largest focusing on the MarTech and
such. referral platform, surpassing start thinking about what we’re
As a result, more and more people Facebook, as a platform that really trying to achieve, and how
will be becoming “bloggers” and consumers use to share content. best to tell that story.” Click for more
sharing their thoughts/knowledge So imagine the potential it can
online. Which I guess is a good bring for 2020.” Click for more
thing.”
10 11
Rosario Juan, Social Media Strategist Prasad Sangameshwaran, Editor, Javier Piedrahita, General Manager, Harry Hugo, Co-founder of The Goat
Campaign India Marketing Directo @mkdirecto Agency
“Communication styles will
become more personal. Content “The relatively newer entrants “Video will remain to be the “Recent shifts in digital have led
will be tailored to more specific, in social media like TikTok and main social media player and to opportunities for platforms
relevant topics. Now, more than Likee have revealed a new side advertisers should focus on this to better engage with users.
ever, brands are viewed as living, to Indian users. People are format in order to capture their, Emerging players such as TikTok
breathing beings, as opposed to not afraid of showing off their already saturated, audience. are working with users to support
just products. modest surroundings, as many Whether Instagram, Twitter or even and advance cultural trends that
Brands are viewed as entities with of the TikTok videos will show. Pinterest, let’s not stop making develop from the platform.
a belief system and articulated There is also an amazing display videos. This not only offers platforms
opinions, one that is passionate of individual quirks, awkward Beyond trends, social networks and a deeper connection with their
about its chosen causes and dance steps being one example, formats, it’s going to be interesting users, it also allows brands to use
an organization that knows its something that Indians would to see how the brand-influencer the trend to connect with new
consumers and target market on a probably have shied away from relationship evolves from brand audiences that they may not have
personal level.” Click for more displaying, a few years back.” awareness objectives to marketers reached in the past.
now requesting specific conversion It makes sense for marketers to
metrics. Lastly, we have to keep use the platform to ensure their
an eye on GenZ´s social media brand is reactive with cultural
consumption, those who take a trends and resonates with an
pass from Facebook and have an evolving audience.”
immense purchasing power.”
12 13
Social Media “#DigitalDetox is
Wellness Will Be
An Essential Part invigorating users to
Of Your Consumer balance their social
Engagement
• There have been 78,000
conversations surrounding social
media usage with their
•
media wellness so far in 2019.
National Day of Unplugging gained
3,300 mentions this year.
mental well being.”
The awareness of the impact of social
media on our mental health is increasing,
with platforms changing their approach,
to make their communities friendlier
and less toxic. Social media addiction is
The #DigitalDetox movement is a significantly joyful
now a recognized affliction, changing the movement, helping people manage social more mindfully.
perception of the social media landscape.
People are becoming more aware of how
social media can impact their mental
health, and taking individual actions to
decrease their online hours. It isn’t a
crisis but more a social movement driven
by consumers, with the vast majority
of social media addiction mentions
happening on Twitter (63.9%) rather than
in news headlines.
Look at how #DigitalDetox is invigorating
users to balance their social media usage
with their mental well being.
The joy associated with the hashtag
shows that people aren’t moving away
from social media, just learning to manage
their time on it more effectively.
14 15
What does this mean
for marketers?
Any change in consumer habits can be
a cause for alarm for marketers, but in
this case, there’s nothing to be concerned
about.
If hiding likes become commonplace,
there may be a subtle drop in engagement
rates at first, but consumers will adapt
quickly. People will find a way to
express their appreciation in some way,
and we may find an increase in active
engagement, such as comments, instead.
Make sure you’re monitoring your
competitors to see if any change in
engagement is a brand issue, industry
issue, or part of a consumer trend.
You should also be aware of your
consumers’ social media wellbeing. Avoid
toxicity, and engage them with ways to
escape, sparking their interest in real
world opportunities.
Lush UK has moved away from posting
on social channels, instead focusing on
joining the conversations that matter
within their community. Allowing ‘all the
voices to be heard’7.
If you can’t engage the trend, consider
how your consumer consumption habits
are changing. Focus more on quality
messaging over quantity— if people are
cutting down on their social media usage,
you’ll have fewer opportunities for them
to bite. Give them something worthwhile Porsche jumped on the Digital Detox trend
everytime. to drive over 4K engagements for this post.
7. Econsultancy
16 17
Expert
Insights Karen Freberg, Ph.D, Social Media Dr. Karen Sutherland, Social Media
Professor Educator, Author and Researcher,
University of the Sunshine Coast,
“Digital wellness is going to be Australia, drkarensutherland.com
more emphasized and added on as
key components for social media “Social media wellness and
professionals to acknowledge digital detox are fast becoming
not only for their own purposes, prominent issues for discussion
but for their own community and particularly within industries
audiences as well.” where employees are expected
to be constantly connected.
Techniques for self-care and
digital detoxes are set to become
more common within workplaces
that have a focus on employee
health and well-being, including
within the education sector.
It is a duty of care when
preparing our future social media
professionals.” Click for more
18 19
Tiankai Feng, Global Voice of Julia Bramble, Unique combo of
Consumer Analytics, adidas AG PhD Forensic Scientist, Empathic
Communicator & ‘spectacularly
“Digital Detox comes from a
popular presenter’
place of information overload
Bramblebuzz.co.uk
– consumers are tired of the
immense amount of diversified “The increased awareness of the
content they are exposed to link between social media and
on Social Media. Consumers mental health means users
deserve a break, but it’s the are being more mindful of what
brands responsibility to make the they allow to influence them and
consumers’ time worthwhile when are more sceptical than before.
they are online - through timely & In order to attract attention and
relevant storytelling.” engagement in this evolving
world, you need to model
your social media posts and
behaviours on those of your
audience’s friends, rather than on
accepted marketing wisdom.
Share stories, tell jokes, let them
know you care, ask
questions, show an interest,
share what you believe in, create
impromptu lives, make your
audience feel valued and that they
belong.”
20 21
You Will Harness Social media has suffered a trust issue
in the last few years, due to two major
What does this mean How does this impact
The Power Of Data
issues: data privacy and disinformation.
In 2020, social media channels will adapt
for marketers? brands?
to tackle these issues, and rebuild their
Privacy And Rein
Your brand trust could be destroyed Expect a savvier level of consumer in
brand trust. if you’re linked to anything that puts the coming year. You’ll have to balance
customer data at risk. a fine line between data privacy and
In Fake News Data privacy is not a new trend— it’s the
right to privacy, framed in a different way. In 2020, the big trend will be brands and
personalization (more on the rise of that
later). The privacy paradox9 shows that
Data privacy is now a story that drives platforms working hard to counteract the
• 3.1% of news stories related to brand stories. consumers have less trust in brands when
distrust perceived in social media. This
trust were related to fake news and it comes to data privacy, but are still more
Privacy has always been an issue. Identify will probably incorporate some form of
disinformation. likely to give companies data in exchange
theft and the right to privacy, existed regulation. Mentions of social media and
for more personalized services.
• Fake news mentions dropped by long before the internet. Since the world regulation increased by 39% from January
10.2% in H1 2019, compared to H2 became more digital, privacy became 2019 to June 2019— even Facebook In the coming months, learn to walk
2018 digital too. believes there should be government that line carefully. Shape the privacy
regulation to help manage social media. laws to work for you, while keeping well
News stories are very interested in data within the guidelines. Monitor fake news
privacy, forcing the topic to trend. In This regulation is helping already. In
effectively to keep your brand out of those
the first 6 months of 2019, 39% of the Europe, 31% of 15 to 24 year olds trust
conversations.
mentions of data privacy came from social media, compared to the average
news, broadcast, and blogs— a significant of 19% across all age brackets8. Trust is
increase from the previous 6 months. growing from the generation that matters
most - the next generation of buyers.
Fake news also remains an issue.
Comparing H2 2018, to H1 2019, fake
news mentions have dropped by 10.2%.
Improvements from brands and the social
media platforms have helped, but there’s
“I believe we need a more active role for
still work to do.
governments and regulators. By updating
the rules for the internet, we can preserve
what’s best about it – the freedom for
people to express themselves and for
entrepreneurs to build new things – while
also protecting society from broader
harms.”
Mark Zuckerberg, Facebook Chief Executive
22 23
Expert
Insights Katie Delahaye Paine, CEO, Paine Eva Taylor, Sr. Manager, Social
Publishing, LLC. Marketing, Hootsuite
“The biggest trend that marketers “Powerful forces — like
will need to deal with in social personalization and privacy —
media is the growing distrust and are changing the rules of social
dislike of social media. media. As social dominates
To combat this trend, marketers how people communicate and
will need to rely on advanced spend time online, it’s clear it
analytics and AI to quickly analyze now plays an important role as
the volumes of data their efforts a high performing channel in
produce to determine how they customer-facing communication,
can best reach the specific leading the future of customer
consumers that they need.” engagement.
Click for more Brands today are entering a world
that will change how they interact
with customers, a world where
building relationships matters
more than ever. Organizations
need to learn how to harness this
in a unified way and measure
holistic customer engagement
practices that include social
alongside other digital channels.”
24 25
Deirdre Breakenridge, CEO, Pure Dan Knowlton, Co-founder, Knowlton Colin Anstie, Chief Executive Officer,
Performance Communications RD Consulting
“You’ve probably been targeted
“Companies must decide how by people selling ‘get rich quick’ “Will social media data be used
they want to show up and what courses on social media. for the greater good or system
kind of relationships they’ll build failure? The data that social media
These Marketers prey on those platforms have collected on
with customers. For trusting, loyal
who are looking to cut corners individuals and organisations is
relationships, it starts with defining
when it comes to making money now up for grabs.
a culture of ethics, focusing on
online by selling ‘the answer’ in
marketing practices and upholding As marketers and
a course with a price tag that
a higher standard of transparency communicators, this data can
normally ends with a ‘7’.
and truthfulness. be used to create beautiful,
Credible Marketers/business personalised targeted experiences
Marketing ethics and good
owners like Mike Winnett, Dennis that consumers love, or it can be
judgment go far beyond the
Yu and Daniel Doan who are used to taint, sway or influence
PR department, penetrating an
making an effort to expose these users for nefarious purposes.
organization at every level, and
snake oil salesmen. Hopefully Is your data protected, and how
from the top down.”
exposing these fraudsters will will you identify, collect, analyse
Click for more prevent others from being ripped and utilise data to grow your
off. If something sounds too good organisation? Be the change you
to be true, it usually is.” want to see, and invest in making
Click for more the data work for you and your
customers.”
26 27
Yazan Al Tamimi, Social Marketing & Keith Keller, Twitter Video Marketing Sam Hurley, Founder of OPTIM-EYEZ Julian Frundt, Strategist & Content
CRM, Spotify Specialist, www.KeithKeller.com.au Writer, FTRGZM
“The business world has been, and
“It has become more important “Messaging is private & personal. “Thanks to a bunch of different
continues to be shaken by data
than ever for businesses to rely This is becoming a huge theme data privacy scandals, social
privacy regulation — impacting
on their first-party data for precise now. With the ongoing privacy media users worldwide are
marketing not only directly, but
targeting. concerns we are no longer so becoming suspicious of what
indirectly (as a result of heightened
inclined to share everything in the companies are doing with
However, many businesses aren’t audience focus on this area, due to
open forums, so messaging will their private conversations and
putting their first-party data for its proliferation).
start to play a larger role in how information. Combine that with a
good use, and this is mainly due A closely related NEXT Gen privacy
we communicate. trend towards ‘unplugging’ more
to their existing infrastructure that trend to be aware of here? Cookies
This is an enormous opportunity often and you have a group of
doesn’t allow them to crunch their — and blockchain.
for us to invest in managing the people who are starting to wonder
data for deeper insights or easily
messaging components of our Blockchain encryption makes ‘is what I’m getting out of social
integrate with digital advertising
social channels better and maybe it possible for visitors to safely media worth what I’m losing to it?’
platforms. Although it’s a big
even investing in new technology be verified without a password More and more consumers
investment for businesses to
options to scale the process for — while also allowing pinpoint are starting to create their own
upgrade their existing CRMs, it’s
better efficiencies.” accuracy for marketing ways to socialise online: private
become a crucial step to drive
segmentation, without the Patreon groups, encoded Signal
higher effectiveness of their
guesswork and pitfalls of cookies.” chats, even email is back on
marketing efforts and compete in
today’s world.” Click for more Click for more the table! Unless brands can be
truly transparent with what they
are offering (and taking from)
consumers on social, they will
begin losing the younger, more
tech savvy demographic to DIY
solutions. Don’t become the Bing
of social!”
28 29
The NEXT Generation of
Technology
AR & VR Will Be Augmented reality and virtual reality are
the next big developments in technology,
But now, with 5G at hand, and the latest
handsets with tech like 3D-depth lenses,
Used Effectively In
having integrated into our apps and social 2020 looks to be the perfect time for the
media channels. In 2020, we’re expecting tech to finally take off. Big time.
this growing trend in tech to be picked up
Your Marketing by marketers, to boost user experience,
and engage through gamification.
• Augmented reality and virtual VR has 8.6 times the share of mentions
reality conversations had 13.2M relating to trends for 2020, compared to
engagements in the first half of trends conversations in 2019. While AR
2019, up 0.5% from H2 2018. has 7.03 times the share.
• 5% of those mentions were in That’s due to the rise of 5G in 2020. 62K
conversations relating to marketing. mentions of VR or AR were linked to
5G. In 2018, experts still considered the
technology behind AR to be too discorded
for practical use10.
The key trends that link VR and AR to marketing. The future has arrived.
30 31
What does this mean 2020 will be the year that AR and VR
takes off. If you haven’t invested in the
for marketers? technology yet, now’s the time.
32 33
Expert
Insights
Artificial
June 2019 onwards, and steadily remains
there. While more people are associating
for marketers? a video and image driven world, led by
Instagram and TikTok, visual analytics
joy with the conversations. within social listening, will reveal not just
Intelligence, And
It’s time to adapt. Invest in the available
AI technologies to maximize your results, how your customers talk about your brand,
People are accepting AI and
either to speed up your marketing efforts, but how they exploit it.
Love It! understanding its potential.
The biggest issue previously was
manage more data effectively or to
improve your consumer experience.
Then, there’s the creative potential from
using AI in your marketing concepts.
• Artificial intelligence was our most technophobia, and rightly so. A report
Chatbots are a significant investment, Ogilvy used AI to help detect similar
discussed trend in H1 2019 with in 2017 predicted 800 million jobs were
providing 24/7 customer support, while global images for German Rail, to
more than 4.7 million mentions— threatened by automation15. But in 2018,
managing incoming customer data. As create customized social media ads for
more than double the others in total. early 2019, that story evolved.
travellers.
• Through social listening, 50% of
emotion around the topic of artificial
“I expect AI to change
intelligence was negative. 100 percent of jobs
within the next five to 10
years”
IBM CEO Ginni Rometty16
38 39
Jean-Philippe Cunniet, MarTech Amanda Zantal-Wiener, Senior
Trainer & Advisor Content Strategist at HubSpot
“In 2019, the AI objectives in “AI is already impacting social
marketing are clear: optimization media on multiple levels. To start,
of marketing automation, some platforms use machine
individual personalization, learning to determine how content
“customer centricity” which will is ranked in people’s news feeds,
allow marketers to delight the depending on the quality of the
consumer, optimize revenue and content, whether or not it was
detect potential BZB leads, thereby shared by a person in the user’s
signifying the end of laborious immediate network, et cetera.
marketing tasks. Others use that type of AI to
Trusting specific marketing determine how interested a user
technology providers to handle might be in a certain post or piece
the AI will allow you to ignore the of content, and therefore where
technical side of things, as the end it might appear in that person’s
user. feed.”
Focus your energy on training your
team, and teach them to clean
data – once this data is clean,
structured and trustworthy, you will
truly have mastered the basis of
artificial intelligence in marketing.”
Click for more
40 41
The NEXT Generation of
Marketing
Generation Z Will 84% of millennials say they don’t trust
traditional advertising20. With that
What does this mean Maximize usage of these channels, with
all their features. Instagram introduced
Only Engage If
generation owning significant spending
power, new disruptive technologies will be
for marketers? shoppable posts with in app checkout
feature in early 2019— we’re expecting this
needed to shake up marketing strategies. trend to be huge for the coming year.
You Pivot Your
Understanding your audience and taking
New methods, like voice search and measured risks are the two main tactics There are many new opportunities coming
you’ll need in your marketing strategy. As
Strategy social media e-commerce are driving
more conversations, with 172K and 226K your market changes, change with them.
Learn which channels they’re using, when,
that will eventually overshadow the
staples of SMA and SEA— invest in them
mentions respectively. early. This new technology allows your
• By 2021, mobile search advertising how and why. Be part of that conversation. brand to be innovative.
spend will exceed desktop Millennials and Gen Z are tech savvy Whether that means switching away from
advertising spend in the US for the generations demand innovation, creativity, SEA to more social led marketing, voice
1st time.18 personalization, brand purpose, and search to meet the IoT generation, and
transparency. In 2020, if you want to drive everything in between.
• Social media advertising CTR is engagement and find new ways to reach
down from 2.6% in Q2 2018 to 1.9% your customers, you need to consider just
in Q2 2019.19 what these generations want.
Advertising is getting tougher. In the
last 13 months, the conversational data
around the topic has dropped significantly
in net sentiment— people no longer want
to be sold to.
18. Statista
19. Statista
20. HubSpot
42 43
Expert
Insights Toby Daniels, Founder of Social Jamie Turner, Author, Speaker, and
Media Week, Co-founder and CEO of CEO of 60SecondMarketer.com
Crowdcentric Media
“The #1 trend in 2020 will be
“We’re facing a crisis in human- hyper-personalization and
attention and marketers need to hyper-targeting. Both of those
recognize that reach, engagement techniques will allow brands the
and time spent online are dying opportunity to help their followers
metrics. In 2020 and beyond, we feel as though the content was,
must take a human-first approach in fact, created with their specific
to digital marketing and focus on interests in mind.” Click for more
how we solve real-world problems
for our consumers and create
experiences that change their lives
in meaningful and positive ways.
There will never be a more
important time to make this
shift and history will judge those
marketers who, much like the
propagators of cheap fast food, will
wish they had chosen to be part of
the organic food movement.”
44 45
Ai Addyson-Zhang, Ph.D., Founder, Gini Dietrich, Founder and Author, Joe Martin, VP of Marketing, Dan Willis, Consultant Speaker,
Classroom Without Walls; Educator, Spin Sucks CloudApp Millennial Motivator
Speaker, Digital Learning Consultant
“The world has definitely changed “‘Hey Google, show me a video “In 2020, with social media
“As video and live streaming since content marketing and on how to make cookies’ , is a networks abandoning vanity
content continue to dominate the social media became prevalent legitimate phrase with a desired metrics in the hopes of
social media space, more brands in both our personal and outcome in our current tech encouraging a renewed focus
are embracing video to customize professional lives. We used to sphere. Britney Muller, SEO expert on conversations around quality
their services to their audiences jump on every new platform and as MOZ, has continually harped content, the trend in online
and communities. play around with it until we ‘got’ on voice search being the next presence is most definitely going
In other words, videos will be used it. We figured we had to create all big thing for brands to watch out to be centred around the concept
beyond raising brand awareness the content to stay relevant. But for with their content strategies. that engagement is everything.
or practicing push marketing; they not only are both of those things When you pair voice, with visuals, Gone are the days of viral
will be used to offer one-on-one impossible, they’re not necessary. and programmatic ad buying you viewership!
personalized video responses Stop trying to do #allthethings. will probably see the near term The future is in the hands of those
and assistance on customers’ Instead, focus on getting deep future for technology as it relates who create community focused
questions, needs, and issues. and significant with one. Your to brands.” content that brings practical value
Receiving customized videos in audience, prospects, community, and creates conversations. Video
your email inbox, messenger, or and customers will thank you.” is going to be a major part of
pop-up chat boxes, for example, Click for more this shift but all mediums need
will become more common.” to dial in on the importance of
Click for more conversation creating content that
engages!”
46 47
Mireille Ryan, CEO, Social Media Sotirios Seridis, Digital Marketing Ming Johanson, Mother of Unicorns Cheryl King, Managing Director,
Marketing Institute Instructor, www.sotirios-seridis.com & Social Nerd, mingjohanson.com. markettiers MENA
“I think social media marketers “Evergreen social is the way to au/scale “The renaissance of podcasts
need to start preparing for voice go. The continuous expansion of “Social media in 2020 will influence represents a strong opportunity
search. With the rise of different the social media landscape has more than just the way we shop. It for brands to harness their
voice assistants and their already led to increased audience will influence every communities on social media as
increasing usage, brands need to fragmentation. Users are now human transaction from the part of their overall promotional
be prepared with a voice focussed jumping from platform to platform careers we choose having a strategy.
strategy. The way we speak versus throughout the day while social minimum requirement of social Whilst this is far from a new
the way we write are inherently algorithms are biased towards impact in a focus on being a force medium, it is now in vogue, but
different. We will need to write non-commercial content. for good to the way we empower brands entering the podcast
more conversationally in our posts. As a result, attention spans are ourselves to be more in sphere are entering a space where
If we want our content to be sharply decreasing, allowing control of how we make, manage they are ahead of the curve. They
found by voice search, we need marketers very little room for and transact on a day to day basis are becoming publishers. And to
to communicate in a way that meaningful engagement. Passive with money. maximise the value they need to
optimises for this type of search.” social media posting is no longer We are the most connected now to show bravery and commitment to
producing ROI for brands. our external world and the rest of the long term.” Click for more
the planet then we ever
To counter these developments,
have been in the entire history of
companies will have to rely heavily
humanity.” Click for more
on either paid advertising or
‘discoverable’ evergreen content
hosted at indexable social
media platforms, raising brand
awareness by capitalising on
consumer intent.”
48 49
Aryeh Sternberg, Lead Consultant - Cheska Teresa, Group Strategy & Manisha Seewal, Group Chief Laura Prael, Founder & Director, LEP
KENNA, Red Communications Integration Director, Lion&Lion Marketing Officer, Carro.sg Digital
“We should be watching out for “E-commerce on social will boom “With the advent of social media, “In 2020, more than ever, sparking
the convergence of not only social in the coming years, especially the ways in which we reach our curiosity through clever content is
buying but social media platforms in mobile-first and emerging customers are evolving rapidly. what will drive action and ROAS.
with wallets built in and tokenized markets where consumers mainly Just a year ago, search used to What a company stands for
currencies for peer to peer trading. use social to search for products. comprise 95% of our spend while and how they tell that story will
Facebook’s Libra could be one Instagram’s new sales-driven currently, search accounts for become crucial to cut through.
version of this silver bullet, I predict feature is a great example of barely 60% and the rest is made Successful marketing agencies
we will see others emerge that social’s role in e-commerce. up by social media. In today’s are increasingly hiring copywriters
allow for smooth and fluid trading To drive sales on social, brands environment, brands need to have to immerse themselves in the
of ‘currency’ between buyers and need to ensure they have an a robust social media strategy, world of their customer to
sellers. effective and mobile-friendly which includes generating become the very fans that they
2020 will see a lot of “online storefronts” that help engaging content and video. want to attract. Why? Customers
experimentation, with some new consumers towards purchase Emerging markets, however, paint want to know that they are
players emerging. Let’s see who coupled with brand activities and a different, interesting landscape. uniquely understood before they
wins the next highest growth influencer engagement that can Based on our presence in over can develop trust. We need to
award that TikTok owned globally drive traffic.” 30 cities across Indonesia and speak their language and play
in 2019!” Thailand, we observe that while on their terms if we expect
customers are increasingly consideration.
Click for more
embracing digital touchpoints to Here’s to the death of boring
discover new brands, traditional creative.”
media still wins in these markets.”
Click for more
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Nobukazu Ochi, CTO, Daiko Hitesh Rajwani, CEO, Social Samosa Dr Dave Chaffey, Digital Strategist Francisco Rojas, CEO NEO
Advertising Inc. and Co-founder of Digital Marketing Communications and NEO
“We live in the age of minimal
Learning Platform Smart Insights Magazine
“User’s voice is now have a big attention spans and consumers
impact to brand formation. are exploring new avenues of “Your business likely has favoured “I see the indexing of voice
In addition, with the advance Media consumption everyday. channels that support your content through AI technology
of technology, everything is When it comes to Digital, Brands inbound marketing by generating as one of the major trends. This,
connected on the network, and the need to embrace the outside in new website visits for customer with the objective of increasing
target in marketing is shifting to strategy. acquisition. It’s essential to have a its efficiency in the near future.
services that instantly fulfill each sustainable source of high volume, I also see a come back to the
Follow the consumers where they
customer’s needs. high ROI visits, online leads, and marketing basics, and influencer
are. Understand their behavior,
Every brand now has to optimize sales that you can rely on! specialization.
triggers and derive actionable
the way to approach with their insights. And lastly focus on This is the ‘70%’ in the 70:20:10 rule Beyond followers influencers are
customers to make sure they will creating value basis these for online customer acquisition. going to focus on engagement
impress them with unforgettable actionable insights. You need to monitor this source and interaction with their
customer experiences. Daiko and protect these traffic sources. audiences. Lastly, I believe
One of the mantras which I
is implementing this “brand However, you likely won’t be able software companies will offer
recently learnt from a well known
activation” through our strategy.” to rely on them forever – digital greater depth on data analysis so
CMO in the Indian Circles ( Be the
changes fast.” Click for more brands can truly “humanize” and
Click for more voice of the consumer, NOT the
make sense of it and ultimately
consumer).”
transform it into specific actions.”
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Heidi Cohen, Chief Content Officer of Actionable Christina Garnett, Strategist, ICUC
Marketing Guide and Managing Partner -
Riverside Marketing Strategies heidicohen.com “As influencer marketing continues to gain traction, and Instagram and
Facebook looking at removing likes, we are finally (hopefully) going to
“Before assessing your 2020 marketing strategy and plans, understand abandon vanity metrics and determine the real ROI of social media.
the underlying Seismic Marketing Shift disrupting the content, information
and data ecosystem. Look for:
This Seismic Marketing Shift consists of the convergence of three • More trackable options and referral programs for influencer marketing
concurrent trends: Voice-first, Marketing AI & Content Saturation. • a shift in Facebook’s ads. If likes are removed, people will realize
These three trends remain undetected until use exceeds the tipping point they need to jump into ads manager and create more strategic ads.
acceptance by the public. So you compete now and into the future with Friends don’t let friends boost content
any and all content, information and data to answer these three micro- • More and more ad spend is shifting to digital opportunities. You need
moment dependent questions: to continue to test and optimize what works for your business.”
1. Give me the information I want and/or need (Includes personalized Click for more
financial and health data);
2. Entertain me (Includes movies, television, music, books, and gaming);
and
3. Help me to buy, go or do (Provides “near me” search).
To succeed in 2020 and beyond, marketers must focus on developing
owned audiences to grow Share of Audience Attention (or SOAA).”
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Your Influencer What does this mean
Marketing Will Go for marketers?
Small To Go Big
When it comes to influencer marketing,
success can be found in large numbers.
Instead of one influencer with large reach,
• Conversations around influencer you can invest in 100 micro influencers for
marketing have dropped by 42% year similar cost. You can:
on year.
• Focus on specific audiences.
• Inversely, mentions of fake
• Improve your engagement.
influencers are on the rise, driving
over 9,000 engagements in the first • Minimize risk.
half of the year.
• Ultimately, spend less for potentially
better returns.
Samsung’s new #greendontcare campaign
aimed to build a community of people to
counteract the negativity of not owning
an Iphone. Using a variety of types of
influencers, it drove 1.2K mentions with
16.2K engagement within 1 month. Micro influencer marketing is a numbers
Micro influencers were gaining more game, so while each influencer didn’t have
engagement than some of the macros. a large audience, by working with a group
This tweet from Ben Soffer gained 5,000 of creators, the campaign was able to
engagements from his 7.4K followers. A potentially reach 723K people within the
micro influencer, Samsung was able to month, engaging 20.1K of them.
target a very specific audience— young 2020 is the time to turn your influencer
Conversations around influencer marketing are on the decrease.
people with an interest in meme-based marketing strategy on its head. Think
Influencer marketing is a double-edged influencers (500 to 10,000 followers) will content. They even supported the small to get big!
sword. help mitigate the potential risks. These campaign with custom memes for their
are influencers who have built smaller, influencers and communities to share.
9% of consumers depend on influencer
more enthusiastic audiences. Not only
recommendations before making a It was a great success, with 63% positive
do they help brands avoid the potential of
purchase, which is why 61% of marketers sentiment, with particular engagement
fake influencers, but they often drive more
increased influencer marketing spend in from the younger generations. 82% of
authentic engagement.
2019. people that engaged with the hashtag
2020 will see brands building networks were 18 to 34.
However 38.5% of marketers say they still
of these smaller influencers, with more
don’t have a framework for measuring Wendy’s also knows the power of micro
groups arising to manage them effectively.
influencer campaign success. It’s easy to influencers. Their summer campaign from
burn money without a tangible ROI. July 2019 used around 50 influencers
In 2020, we predict there will be a to celebrate lemonade in the park, the
revolution of how marketers manage their vast majority of which had under 30K
influencer campaigns. Micro & nano followers.
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Ron Jabal, CEO of PAGEONE Group Melanie Spencer, Managing Partner, Anvesha Poswalia, Digital Marketing Arturo Martínez, Country Manager
Socialites Lead, L’Oreal Professionnel & Declor Mexico | TikTok (Bytedance Group)
“The inflated egos and
megalomania of celebrity There’s nothing new about “Influencer marketing is “Influencer marketing has a pivotal
influencers and micro influencers Influencers, KOLs and increasingly moving towards role into more disruptive and
will soon burst with the eventual Ambassadors and in fact they’ve greater transparency with brand engaging marketing strategies.
demise of “likes” and “one-off” become a part of our social media associations & measurement Powerful matches between brand
postings in social media platforms wallpaper. However, there’s a new of deeper metrics. Brands are and influencer is fundamental to
and will give rise to a more wave that’s taking hold across extensively using social listening deliver more authentic and long
and better personal authentic social. Influencer engagement is to understand if any brand term collaborations. Influencers
conversations in brand building. starting to wane – uh oh! associations are being faked & need to feel part of the brand
This is through nano-influencers. to measure the overall sentiment strategy and even accountable for
How do we navigate this as
Their stories are a wealth of towards influencer associations. their performance that will unlock
marketers? We need to start
untapped and unsaturated more creativity and commitment.”
tapping into the micros (otherwise The right choice of the influencer
potential market which have known as Nano’s) - those plays a key role in driving the
not been exposed to brands. who have a smaller following desired impact. He/she should
More often than not, the nano- yet they authentically use the have an image that is in line with
influencers encourage offline product or service and whom the brand values & positioning.
conversations which is good for will truly encapsulate the brand Hence, it is not just about the
brands.” Click for more personality.” Click for more popularity of the influencer, but
about the fitment of the individual
for the brand objectives.”
Click for more
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You Will Invest In now generates 6.9 times the engagement
than brand created content.25
What does this mean
User-Generated It’s authentic, cultivated, easily shared, for marketers?
cost effective, and created outside of the
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Tim Hanslow, Head of Social and Chris Strub, Sought-after millennial Anthony Khan, Digital Transformation Ana B. Pista, Founder and President,
Community, Preface Social Media Keynote Speaker. Uber driver w/an Specialist, Head of Digital at Julphar Ardent Communications Inc., and
“Decades of data leaks, product epic back story. “I strongly feel the area smart DBrew Inc.
recalls and false advertising “User-generated content has brand managers will focus on “2020 will be a battle of influence
primed the world for real long been a crucial piece of any in 2020 when it comes to social on the social media sphere. The
authentic user voices. The mega savvy B2C marketer’s creative media marketing is User Generated rise of the age of authenticity
influencer movement rose from arsenal -- but a gradual shift is Content. TikTok is the biggest prompts brands and organizations
it and has begun to fall. UGC is afoot. For years, brands focused emerging platform on the planet to look for strategies that drive
becoming more and more critical on collecting and authoritatively right now and consists entirely of brand affinity and loyalty. As
for businesses to demonstrate curating users’ content, feeling UGC. the authenticity of influencers
social proof and a trustable voice. a need to establish ownership. These content creators are continues to face heated scrutiny,
Influencers like brands are too big But as overall trust in brands has what we today would call micro- audience generated contents
and broad. Consumers want and declined, savvy marketers are influencers. Look at the most viral (AGCs) will play a vital role in
need to hear many voices to know empowering their customers with content on the traditional social solidifying -- if not building -- brand
which product to choose.” opportunities to create their own platforms like Facebook and and consumer relationship.
content, to be distributed to their Instagram. They’re almost entirely These contents mirror consumers
own networks -- cutting out the made by the general population journey and/or experience and
proverbial middle man. Looking and not by agencies. This is what authentically amplify the message
ahead, success will be measured audiences want. By extension, this that the brand wishes to convey
in conversations about the brand, is what customers want too.” to its audience. AGCs disrupt
not just with it.” the traditional matrix of brand-
consumer conversation.”
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The Biggest 2020 Trend You
Need To Know
Throughout these social media trends there’s one trend that overshadows them all. Digital
transformation builds in some of the trends we already spoke about—from AI integration
to brand-building.
Digital transformation is the evolution of businesses through the use of new digital
technologies. To maximize customer experience, facilitate new processes, and ultimately,
improve company revenue. Digital transformation allows you to empower data-driven
decisions through comprehensive gathering of data, and ensuring that information is
behind all their actions.
Now you know the trends that matter most in social media,
what about your trends? How do you find what’s trending in
your industry? And how do you turn those trends into actions?
Talkwalker’s 2019 Campaign Playbook is the solution. Showing
you exactly how to create more brand engagement, identify
influencers (including nanos), find exciting campaign ideas, and
jump on the trends that matter most.
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Impact starts here.
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