
The 5 major social media trends in 2020
Social media platforms are the most suitable places to target specific audiences and to launch, or witness, trends emerging. As virtual relationships become more complex, marketers are working harder to tailor their messages to the right person, at the right place, at the right time. Hootsuite undertook a thorough study of the evolution of social media to identify the 5 trends to follow in 2020.
First trend: The balance between public and private spheres
Marketers use public media to reach a large audience and build stronger, long-lasting relationships in a private environment like direct messaging.
Spending time on social networks largely involves discovering content shared (photos, videos, etc.) by people or entities outside our social circle. This can be seen with the rise of content on IGTV or the increasing number of registrations on TikTok.
Public channel
Public feeds are used to share opinions, announce news, grab attention, or convey information. Meanwhile, public operations can be used to guide users toward private relationships. It’s about creating a bridge between public and private interactions while maintaining distinct behavior in both.
Private channel
Private channels, such as direct messages or private groups, remain key communication methods between individuals and businesses. The approach, however, must be different. These channels should not be flooded with ads but instead be safe spaces where all parties can express themselves freely without aggressive and unwanted solicitations. Personalized support helps ensure customer satisfaction and foster long-term relationships.
With today’s advanced tools, it’s possible to automate part of these relationships, for example, using chatbots, but it’s essential to have a human presence available to handle more nuanced requests.

Second trend: Shining a spotlight on employees
Companies are putting their internal culture, driven by the employees themselves, in front of customers. Employees who believe in the company’s mission will be more convincing when presenting its offerings. Thus, employee well-being becomes a lever for customer satisfaction through experience and customer service.
Customers have become very wary of the economic and commercial system. Trust has become a rare and valuable commodity that leads to excellent results. However, the product or service alone is no longer enough. Companies are making significant efforts to change the world and have a positive political, economic, ecological, or social impact. Employees become ambassadors of change and openly talk about their company on social media. Some companies publicly praise their employees’ work, while others even hire “happiness officers” to ensure a fulfilling office environment.
Internal culture positively influences a company’s image, as well as employee well-being and productivity. It also strongly impacts sales policies and customer perception. It allows companies to strengthen their position in the market while protecting their brand. Patagonia is an excellent example of this. The company values every person’s work and takes as many needs into account as possible.

Source: greatplacetowork.com
Third trend: TikTok is changing the game
Instagram’s aesthetic is losing momentum, and users are growing tired of generic posts of fruit and retouched landscapes. On TikTok, the content feels more real. The app now has 800 million active monthly users, and in Q1 of 2019, it was the most downloaded app.
Its popularity raises new challenges for marketing strategies on social media. The short video format significantly changes how content is consumed and is almost addictive: users spend an average of 46 minutes a day on the app, much more than on any other social platform.
Users are less interested in keeping up with their close friends’ lives. Here, it’s all about exploration. What are people doing on the other side of the world? I want to see dogs, dances, sports… whatever. But I don’t care what my cousin did last night.
Brands like Nike have started using influencers on this platform. If your target audience includes the younger Gen Z (16-24 years old), it may be strategic to keep an eye on the app. Social networks as we know them are losing steam, and it’s important to stay open to new platforms that can capture mass audiences.

Source: tiktok.com
Fourth trend: Blending marketing practices
The decline of organic reach has significantly changed marketing strategies. Constant and rapid changes in the rules of the game are forcing marketers to adopt a broader range of strategic practices. The lines between different professions are blurring, leading specialists to become alert across all branches of web marketing.
Initially used to enhance brand image, social media now plays a key role in sales strategy. This is evident with the development of shop sections on Snapchat, Facebook, and Instagram.
Long-term goals determine brand sustainability and customer satisfaction. Sales operations target specific audiences with immediate results in mind. Refining conversion channels and generating leads is now the second priority for marketers, after increasing brand awareness. The goal is to find the right balance between short-term and long-term objectives.

Fifth trend: Better use of digital data
The accumulation of data collected from various digital channels represents a wealth of information that remains underutilized by marketers today. There’s no single method to analyze and produce the perfect report. However, by giving more consideration to this data, marketers can uncover crucial insights, particularly to calculate return on investment (ROI) more accurately. Marketing performance tools are becoming more numerous and comprehensive. Google Analytics, for instance, is free and helps track user behavior.
Attribution models, still little known and used, help identify which communication channels led to conversions. Currently, this method is mainly used to track marketing channels online, as they can be easily traced.
There’s a wealth of data that holds the solutions to many web marketing challenges. It’s not about redesigning your digital strategy but using the tools available to better guide future sales or performance operations. To achieve this, it’s helpful to have skilled professionals, like data analysts, on your team.

Conclusion
The web is a constantly evolving world, making it difficult to stay up to date with all the latest trends and evaluate best practices while running a business. It’s advantageous to work with web marketing professionals to ensure the best results.
At Kryzalid, we’ve been keeping an eye on trends since 2001. Entrust us with your digital strategy for 2020, and our experts will handle your company’s various challenges.