As we move into a new decade, we reflect on the past 10 years and the astounding impact social media has had on the world around us. But what will 2020 hold for this ever-changing landscape? Here are four predictions of what to keep an eye out for next year, as reported by Social Media Today.
1. IGTV will be the next TV
According to business coach and social media professional, Jenay Rose, who teaches women how to become online entrepreneurs, in 2020 we can expect to see social media gearing more towards video. IGTV, Instagram’s standalone video app, will be at the forefront of this pivot, Rose predicts.
“There’s such a huge push for educational content now, with most viral content becoming funny quotes or meaningful graphics,” she said. “Video is going to quickly follow this trend.”
2. More and more podcasts
Video aside, get ready to subscribe to more podcasts. Rose also hosts her own weekly podcast, Align Your Life, and says podcasts are a higher way to convert because you’re quite literally in someone’s ear.
“Once, content only needed to be pretty, now, it needs to keep the viewer and listener’s attention for longer spans, creators who get someone to stay on the platform longer are rewarded," said Rose.
3. TikTok will be the next big social media platform
Technically, TikTok is already a massive platform with adults and Gen Z. Created by Chinese developer ByteDance, the site launched in 2016, and now has more than 500 million active users on the app worldwide, with over one million videos viewed every day.
In 2020 and beyond, it’s safe to say that global brands will likely establish TikTok presences of their own. These accounts will be used to create a brand voice, engage with audiences, and attract younger demographics.
4. Shifts in influencer partnerships
Back in July, Instagram began testing removing 'likes' from the platform, as BD reported here. The shift may benefit mental health and relieve the pressure of judgement for site users, but for social media influencers it means re-strategising marketing efforts.
Boutique content marketing agency Ford Media Lab president, Rachel Ford, told Social Media Today that she's forecasting, depsite whether or not likes are here to stay, influencer partnerships with brands will change, comparing it to the engagement drop business marketers felt without an ad spend.
“It can be speculated that influencer partnership performance will turn similarly into pay-to-play,” said Ford.
Does this mean that influencer partnerships are over? Ford doesn't think so.
“We anticipate that companies will seek new and creative ways to partner with influencers to prove ROI,” she said. “Brands can adapt to this change by seeking more integrated partnerships. This utilises the influencer’s influence on and off of their owner social channels, and allows brands to work more closely with agencies that vet influencer partners to deliver strategic results.”
Furthermore, luxury hotel Conrad New York Downtown marketing and eCommerce manager, Kara Freedman, predicts in 2020 brands will end working with influencers on a one-off basis. Instead, they’ll regularly work alongside well-known and respected influencers.
“When brands work with influencers on a consistent basis, followers have a better feel for the product, know they endorse it, and want to follow along to see what’s next,” said Freedman.
