Global Marketing

2020 Social Media Marketing Trends

A study by SurveyMonkey and Hubspot discovered that social media trends seemed to match across regions, likely due to the globalizing effect of the internet. Here are four global social media trends to pay attention to this year.

1. Short-lived content will continue gaining popularity

Ephemeral content, like stories, have been a huge social media trend in the last few years and 2020 is shaping up to be no different.

Instragram Stories increase audience engagement through interactive stories and polls, giving a voice to your brand. While the dominance of Instagram Stories is prevalent, Facebook Stories are at the same engagement level reaching 500 million daily users.

Interactive Instagram Stories are among the most important social media trends of 2020
Examples of engagement through Instagram Stories

2. Influencer Marketing will narrow focus

Influencer marketing has become so popular that some brands are moving away from traditional methods in favor of creating influencer partnerships. The trend now is to be more selective in influencer selection. In the past, brands paid top dollar for large numbers of followers. Now we are seeing brands connect with nano-influencers who have a smaller following. These tight knit communities are having more meaningful and engaged conversations.

@Sashaspots has an engaged following of 2,400 on her Instagram which focuses on food at local spots in Orlando.

3. Social commerce will expand

Consumers are becoming increasingly comfortable with social shopping. That, in addition to advancements in advertising capabilities, will continue to increase social commerce. We forecast that social commerce will become a mainstream retail channel on par with websites and offline stores. This trend will continue as social network introduce and improve shoppable posts.

The growth of direct shopping on Instagram is one of the biggest social media trends that will have lasting implications for the platform
An example of shopping on Instagram.

4. Video Content will dominate

Videos are the future of social media content because they are the most engaging. Short-form videos on TikTok or Stories and long-form content on YouTube will both continue to dominate. Cisco forecasts that 82% of online content will be video content by 2022. Brands not currently using videos should start adding them in content strategy or they will be left behind this trend.

What trends do you think will define 2020? Let us know in the comments!

2 replies on “2020 Social Media Marketing Trends”

Hi Karoline and Nicole,

Are these trend viewed worldwide or are they more relevant to Western Europe and America? It is interesting that you note video content is becoming more prevalent…in my personal perspective it is become less prevalent, and the type of advertising I skip over the most. Many times I am not in a place to view content that has noise, as I am at work, school, or in public-settings.

Thanks for the comment Robyn. Increased use of video content is a global trend outside of the Western world. Indian and Chinese preferences were also skewed toward video content. I will note that the most watched video content was under 30 seconds. I would be curious to find data on numbers lower than that to determine the sweet spot under 30 seconds.

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