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Where Social Media Is Headed in 2020
Social Media Trends to Watch
A social media marketing strategy is on the minds of many small business owners. And if it’s not on yours, it should be!
The major platforms such as Facebook, Twitter, LinkedIn and Instagram are fighting for market share by adjusting their business models to balance providing better returns to shareholders with improving the user experience.
As these platforms evolve, so must how you use them for your small business.
Let’s look forward to some ways to promote your business on social media in 2020.
More than 18 months later, the Federal Trade Commission has officially ruled that Cambridge Analytica defrauded Facebook users. The company had collected personal data from millions of Facebook profiles without people’s consent and then used it for political advertising purposes.
While Cambridge Analytica went bankrupt shortly after the scandal, Facebook is still working hard to tighten up its data access processes and convince people to trust its new dedicated news platform.
Facebook rolled out Facebook News to a subset of people in the United States. This means that while you’ll still see posts from family and friends in your main feed, Facebook News will post content from a team of journalists (employed by Facebook).
This year, the company is also focusing on cryptocurrency and establishing its Facebook Pay feature. This could mean your small business can soon incorporate platform sales into your account.
While the Facebook Watch launch did not go as expected (only 140 million people daily watch the videos and shows, which sounds huge, but not compared to the platform’s 1.6 billion daily actives in total). Still, it looks like Facebook will make another attempt in 2020, so let’s see what it means for video marketing.
What do these changes mean for your social media marketing strategy?
We’ll have to wait and see. The more proprietary content the company creates, the more marketers may be competing to remain visible.
We also wonder what the company’s vice president of design and research, Dantley Davis, meant with his recent announcement about a series of changes that could come to the platform as early as next year.
How will this affect how you promote your business on social media?
You could have the ability to limit who retweets your tweet (which I can’t see being a feature entrepreneurs would use much, we love our retweets!), and the ability to tweet something to a specific group based on their interests .
Learn more about how to use Twitter hashtags.
Since its launch in 2003, LinkedIn has become the world’s largest professional networking platform.
Microsoft bought the platform for $26.2 billion in 2016, and with access to Microsoft’s resources, we’ve seen updated professional insights and more targeted ads.
We’ve also seen LinkedIn groups make a comeback.
A LinkedIn group lets your company create a discussion forum related to your industry. This gives you the opportunity to start a special interest group of like-minded people specific to your product, service and/or expertise.
Groups also provide excellent visibility for your business as every member who is part of your group will have your logo displayed on their profile. Group owners also now have the ability to post different types of media such as images and videos, and instant messaging enables real-time conversations.
With over 300,000 members, Executive Suite brings together executives with a web series, practical advice and discussion forum.
What do LinkedIn Groups mean for your small business?
Hopefully a better way to create a sense of community, find candidates for open positions and gain brand visibility to name a few.
You may recall that Instagram tested the removal of likes in several countries, including Australia, Japan, Italy and Ireland. Likes aren’t gone – in the US and Canada you can still see likes on your own photos and videos – just not posts from others.
So where did this come from? Instagram, which is owned by Facebook, has long dealt with people using hacks and workarounds. These mostly come from bots and unscrupulous companies that manipulate the app to make themselves or other users appear more popular than they actually are. So this is an attempt to make Instagram more authentic.
Instagram says “We hope this test will take the pressure off how many likes a post will receive, so you can focus on sharing the things you love.”
While many entrepreneurs and small businesses are good at this, influencers and video marketing agencies are not.
How can they show businesses how popular they are? How will they demonstrate commitment?
But for the average small business owner who doesn’t buy likes or game the system with bots, this could be a good thing.
If your social media marketing strategy includes engaging content and you’re happy to focus on comments and more followers, you’re fine.
While IGTV got off to a slow start, it is now considered one of the biggest social media trends out there. After Instagram announced earlier this year that Instagram would allow one-minute previews of IGTV videos on the main Instagram feed, users (and businesses) started to take notice.
Unlike your other Instagram videos, IGTV videos can be 10-60 minutes long. This provides a great opportunity for video marketing to do interviews, behind-the-scenes features and more.
Since we can now also add landscape-oriented videos, I’ve added my Business Edge Show videos that have gained a lot of traction.
These are just a few of the changes you can expect to see across the major platforms this year. I’m sure there will be many more as the year goes on as things are always changing!
To effectively promote your business on social media in 2020, it’s important not only to understand social media trends, but to embrace them.
If you find staying on top of social media a challenge, consider hiring an agency that can create strategies that will be specific to your social media needs and goals, so you can focus on building your company.
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