Corona and Social Justice have changed the landscape of human interaction through technology. It’s important that companies know how to adjust.
The amount of world events that happened in the year 2020 wouldn’t be on even the best psychic’s bingo cards. We started off the year facing a potential WW3 between the US and Iran. By March, a global pandemic left most companies and individuals having to pivot and readjust to an unexpected new normal while trying to define it one swoop.
Throughout the summer with the deaths of George Floyd, Breanna Taylor, and Ahmaud Arbery, protestors here and afar took to the streets in the name of injustice over police violence and the murder of Black Americans. Externally it may seem that the rigid thread holding all these events is the fact that they were global, but the commonality that was woven between all people across the globe was social media.
Trending topics on twitter populated IG explore feeds sparking a “social media revolution” that held companies, influencers, and those with public platforms alike to the fire. As the energy shifts continue to be in the social media atmosphere, here are 5 trends that you need to be on top of for your business and influencer marketing:
Video Content Is Still in First Place
TikTok reinforced the placement of video in content strategy for businesses and content creators. In sixty second clips people were able to share everything from recipes to entire home made fashion shows. Instagram released Reels over the summer in direct competition with the growing platform that has now amassed 850M users which it is now prioritizing over in feed pictures. User generated (or paid) video content will be leading the charge in engagement across all platforms.
Authenticity Is A Key Factor to Success
One of the most appealing aspects to most people about TikTok was the lives of “everyday” . Due to the amount of partnerships, ads, and high profile culture, at times Instagram has been labeled as the app for celebrities while TikTok was able to hone in on what a lot of users felt they were missing… authenticity not just content. Consumer perception of celebrities continues to evolve and shift, more and more audiences will be looking for deeper connections and stories, understanding the why, and company/brand’s views on the socioeconomics status of the country.
Influencer culture was catapulted in 2013 when Instagram released the product update that allowed users to tag people and more importantly companies in their pictures. Brands were able to monetize over the direct placement in videos and pictures that would not be hidden in long captions, but instead placed right on media. This has evolved over the years with functionality such as the “swipe up” that is directed towards affiliate links. Instagram released a seamless in-app shopping experience. According to Facebook, 70% of shoppers turn to the app to discover brands meaning the likelihood of purchasing goes up when they can stay on one screen. DTC brands will now be able to build better connections with the consumer especially while tapping into impulse buys.
Data Is Your Diamond in The Rough
With the likelihood of companies attempting more authentic approaches with their audience, it will be key that the best of the best really hone in on who the audience is, what they want to see, when they want to see it, and how that message is best received. What works on one platform may not work well on another.
The way that companies view and track what engagement metrics will always be important from an ROI standpoint. Brands must start critical conversations through content that yields high impact and have the ability to see how it grows with the audience and where it lands. More data allows for better informed business decisions to target not only your current customers, but also your ideal ones.
Although it is easy for most people to name at least three social media platforms off the top of their head, the truth is that there are a lot more in existence and new players enter the market daily. In 2020 TikTok, Houseparty, and the latest edition ClubHouse all entered the space shaking it up with legacy outlets. As the demographic of the users change (Gen Z, Millennials, Gen X, and so forth) diversifying where you exist as well as being comfortable with emerging players will be important in following trends and “the next big thing”.
It creates a path for brands of all sizes to be able to capitalize on a diverse and expansive audience by addressing varying needs, interests, and customer profiles of each platform’s user base. Brands are no longer boxed into who they can serve, but instead, the options are limitless as more users shift and create on platforms that are both old and new.
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