With the ever-changing digital and media landscapes, businesses need to keep up to date with the latest trends if they want to stay relevant.
This year we said RIP to likes on Instagram and Facebook, but 2020 is right around the corner and its shaping up to be a year where brands can leverage some simple strategies to step up their game.
Although you don’t need a presence on absolutely every channel to engage with your target audience, it pays to know what is out there and revisit your strategy regularly to include relevant new trends.
Check out our tips for what’s going to be big in social media, content and public relations in 2020.
Niche social media is on the rise
These social media platforms are growing in popularity for brands
TikTok has quickly become one of the most popular social media platforms this year with already more than a billion active users all over the world.
A platform for users to create short-form video content of up to 60 seconds, TikTok’s mission is to be “the leading destination for short-form mobile video…to inspire creativity and bring joy.”
Brands are already seeing the benefit of being on the platform with Superdry, Chipotle and Guess engaging with TikTok users and influencers to create viral content on their behalf and even uploading their own content.
Pitch Tip: If you haven’t looked into TikTok yet, then now is the perfect time to take a deep dive and investigate whether it would be worthwhile for your brand in 2020. Try uploading a video with a branded hashtag and encourage other users to recreate content using your hashtag. This is called a ‘Hashtag Challenge’.
LinkedIn is the platform for professionals looking to grow their network, promote their achievements and find new opportunities. Their mission is simple. “…connect the world’s professionals to make them more productive and successful.”
A powerful B2B platform for businesses, these recent stats show that 7 out of 10 professionals describe LinkedIn as a trustworthy source of professional content. For those looking to advertise, you could find it up to 22% more effective for lead generation than other networks.
Although not a new platform, with those stats it’s clear to see why LinkedIn is growing in popularity for both individuals and brands and is definitely one you should be looking at for your 2020 social media strategy.
Pitch Tip: Publish insightful content directly onto the platform itself to get the best reach, engagement and traffic to your page. Just make sure you have set your LinkedIn profile up for success. Need help with your LinkedIn profile and content strategy? Reach out to us!
Content will remain king
Micro-influencers are more trusted than brands
Influencer marketing has dominated marketing campaigns for the past few years, but with celebrity endorsement also comes a hefty price tag and risk of reputation damage to your brand.
According to an Edelman report, consumers place a lot of trust in influencers’ opinions of products, much higher than the trust they place in the brand’s advertisements. The same report also notes that the number of followers an influencer has online doesn’t always matter and that trust is far more important.
These influential cyber stars have been dubbed ‘micro-influencers’ in marketing terms and are on the rise in 2020. Brands should look out for online influencers with less than 10,000 followers who align with their values and have a high level of engagement on their social media channels.
If you’re considering working with a micro-influencer, you can check how engaged their followers are using this handy calculator.
Video will become the primary form of content
Video content is going from strength to strength on social media. With the boom of TikTok and the rise of live video and stories on Instagram and Facebook, it’s clear to see why video will be the fastest growing form of content in 2020.
A third of all internet users favour video content across the board and 72% of customers prefer learning about a product or service through video. This is good news for businesses.
Video is an engaging way for brands to share information and tell stories and viewers are more likely to retain the message when consumed in a video. It’s also the best performing digital content type in terms of engagement and reach making it a clear choice for social media.
Pitch Tip: If you aren’t doing so already, we recommend incorporating video into your communications strategy and keeping an eye out for any video opportunities that may arise. These could include case studies, testimonials, vlogs, webinars, tutorials and behind the scenes.
Shifts in media and public relations
Authenticity and transparency will be more important than ever
It’s no secret that building trust with the public is becoming increasingly difficult for brands. But trust is now more important than ever to consumers.
With the recent Facebook and Cambridge Analytica scandal, which saw up to 87 million Facebook user’s data exposed, and the Banking Royal Commission which affects nearly every Australian, people are growing increasingly wary of not only the information they share but the content they consume.
Although this may pose a challenge to some businesses, there is an opportunity for brands to work closely with their PR agency and tell authentic stories that build an emotional connection and trust with their audiences.
Think about your brand’s mission, vision and values. What problem does your brand exist to solve? There is a powerful story you can tell that builds a connection with customers who have the problem, you are solving.
Pitch Tip: Agencies and brands need to build strong partnerships and share knowledge to create transparent, accurate stories. Honesty and authenticity will dominate in 2020.