The current state of social media, as it stands, moving into 2020, for now.
Platforms
WhatsApp for Business; 1:1 messaging feels far from comfortable for consumers as their behaviour on public platforms becomes more about being passively entertained. WhatsApp for Business should be seen as a social media platform for sharing company news, insights and creating a hyper-personalised relationship with your audience e.g. through customer service.
TikTok; whilst this platform is mainly popular with GenZ, there is a lot we can learn. Most viral concepts seem to be thrown upwards from this generation. TikTok has the authenticity that other platforms have lost, and anyone can become viral. Washington Post is doing this very well.
Pinterest; not just for planning your wedding or moving into your new home. Pinterest has a high conversion rate when it comes to website traffic, seamlessly leads to purchase, and can be easy to maintain. If you’re not pinning from your blog or website, you may be missing out on an easy win.
Facebook; the way we use Facebook has evolved. The lack of organic reach and public interaction may make you think the platform is a waste of time, but if you are using social media advertising, Facebook events and closed groups you will see the benefits of the platform. A business Facebook page has most of the functions that a website has, so don't write it off yet!
LinkedIn; unlike other platforms, the more posts you do the more reach you will get. Keep posting, connecting and direct messaging.
Twitter; if it's on Instagram, it was on Twitter first. This your secret weapon to keep ahead of the game.
Instagram; Organic reach is still sticky, the real opportunity is in direct messaging and engaging with your customer. Advertising is key to growth, engagement and direct results.
video via instagram.com/polina.bright
Trends & The Consumer Mindset
The Ugly Truth. Authenticity in a Post-Truth era; trust and values at the forefront of consumers mindset creating a craving for authenticity, inclusivity and honest imperfection through design, people and proactive environmental decisions.
Nano-influencer; representing reality. Born in 2018, the nano-influencer continues to grow. Takeovers and guest content ins’t just for celebs, use relatable personalities that align with your company values to create a familiar face on IG stories, to take followers through events, and to interview key figures.
Disruptive Marketing; take the rules of marketing and turn them on their head. This can resonate, not just through content, but through your whole identity. Whether it be through AI & Tech, or wellness transformation, humans are always looking for ways to evolve and change. Disruptive marketing techniques can overhaul trust fears and transform it into trust.
Anti-marketing marketing; the injection of humour, the ability to take your brand with a pinch of salt. Anti-marketing identifies a perceived weakness and flips it on its head. This breaks peoples ‘old views’ of a company, and introduces a new set of rules.
Advertising; if you’re not advertising on social media, you’re not in the game.
Content
Video; 91% of marketers are satisfied with the ROI of video marketing on social media. 70% of businesses say they’re creating more videos now compared to the same time last year.
Ephemeral; disappearing content on Instagram stories, encouraging engagement through polls and stickers
Communications
Local targeting; local campaigns are integral to advertising but also for social listening and interacting with customers through geo-tags
Customer Service; consumers expect to be able to use social media as a convenient form of customer service, with questions answered directly on the platform
Social Listening; company departments outside marketing should consider social listening as a tool to understand your target audience
1:1; people feel more able to be open in a private group or via direct message