Content Marketing and Social Media Trends 2020

With content marketing serving as a great way to educate, inform and even entertain customers or prospects, it’s becoming increasingly successful in generating leads, sales and advocacy for businesses. Taking advantage of the right social media platforms in particular can be a successful way for brands to communicate with customers and show their personality. We’ve pulled together the top social media trends that we’re expecting to see more of over the next year.

Social and performance marketing

Social media marketing and performance marketing teams have begun to work more closely due to the decline many brands are seeing in organic reach. As a result, there is a pressure to increase advertising budgets on social. It is more important than ever to analyse your content – what’s working, what isn’t – so you can ensure you are pushing the right creative and messaging that continues to resonate and adapt with changing demands of your audience.

Additionally, with ROI under a microscope, there is a shift in brands concentrating on two strategic pathways; short-term sales and long-term brand building. We have explored some of the ways this is being achieved:

This visual from Slack is bright, fun and eye catching, really standing out from its competitors. The messaging is playful but contains a relatable statistic to establish a connection with their audience and offers a clear call to action.

Adverts are not just for consumer brands; here Hired have demonstrated how to use social platforms to promote salary reports and encourage their audience to sign up and download a piece of longer content.

Although an example of organic social content, this post by Oatly demonstrates how well-loved brands are taking a different approach. The expectation of short sentences usually seen on social media has been flipped into a chunky paragraph which talks very openly about their current supply issues. Honesty is a value we are seeing more frequently from brands, and it is mostly well received by followers.

Ephemeral and mobile-first content

Ephemeral content is only available for a short duration and disappears after a set period of time. With audiences scrolling, swiping and tapping at lightning speed through their feeds, brands must learn how to create an impact in just a few seconds.

As attention spans get shorter and today’s users become more time poor, Instagram and Snap Chat stories are a great way to give a short snippet or preview of longer content such as blogs or reports. Designing visually engaging stories to be thumb stoppingly good can really make the difference in numbers when it comes to driving that extra bit of traffic to your latest blog or article.

TIP: Top-performing stories are usually under 10 seconds in length and are designed for no sound but delight with sound-on!

This is a story series the New York Times created on smarter living which drove the audience to read longer content online. Engaging visuals and concise messaging made it very appealing for viewers to swipe up and read more.

Did you know, people consume content 41% faster on mobile News Feed than on desktop News Feed and recall content at a significantly higher rate? A mobile-first approach is one that all brands should be taking and an essential mindset to get your design team adapted to.

Social Commerce

The time people are spending on social media is showing no sign of depleting which is why it has become crucial for brands to streamline their marketing communications across platforms. Although still quite a clunky process, new features are being put in place on Instagram and Facebook to allow people to buy in-app including ‘tap to buy’ or ‘swipe up to shop’.

Employees taking centre stage

By showing some of the work perks and schemes businesses are able to offer their employees, they become a more reliable name. Not only do they build a strong employer brand, they also become more attractive for people to do business with. Many organisations have dedicated social channels with all employee-focused content.

More and more companies, especially large corporates, are seeing a direct correlation between the activity of their c-level employees and gaining more followers. The more they post about their company, the more their followers are converted and want to find out more.

Be disruptive

One technique being used to become more disruptive is tapping into consumers’ emotions. Over the last few years we have seen a lot of emotive and polarising video content that aims to bring people together who share a passion or mindset. It usually serves as a great start to a bigger campaign.

After you build a great level of awareness you can be in a better position to drive some type of conversion, whether that’s sales of a product or sign ups to a communication or service. This is usually the time we see brands creating a sense of urgency and providing a call to action within their content.

If you would like us to help with your social strategy and demonstrate how you can integrate these social media trends, then get in touch and let our experienced content team guide you through the ever-evolving industry.

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