We often think of digital marketing as a singular entity, but we often forget that social media often vastly differs from the rest of the Internet when it comes to trends, dynamics , and general behaviour. That’s why it’s beneficial to track the social media landscape as a separate art of any campaign, in order to stay on top. So here’s what social media in 2020 is shaping up to look like so far.
- Storytelling may soon replace social media updates
Stories have become an increasingly format for social media users to explore, sometimes even more so than the overarching platforms they’re a part of. Instagram Stories for instance are used by more than 500 million people every day, as is WhatsApp’s Status option. Back in 2018 Facebook CEO Mark Zuckerberg noted that Stories were on track to be “posts in Feed as the most common way that people share across all social apps”
Because of that, it means millennials and Gen Z are increasingly looking to Stories for brand and product information when. Which is why this niche is one brand can’t ignore anymore. Despite the new engagement opportunities this offers however, brands do have one significant challenge to overcome. With a format that moves so fast, thanks to its temporary nature, how do you stand out? How do you create memorable Stories that stop users just swiping away immediately?
One major key lies in utilizing the right tools, of which there are plenty available. Because a Story is more than just text or an image. Thanks to a predetermined attention span limit of a few seconds, you need the right templates, frames, format, and genera design to keep users holding down on you Story to keep reading.
- Personalization over interruptive ads
The typical social media strategy until now has been about ads that interrupt a user’s scrolling, reading, or video-watching in order to feed them an ad. That sort of forceful prompt however often has the reverse effect, given how much more control users now have over the ads they see. Instead, brands need to be personalizing ad content on social media based on a user’s interests. It’s more likely to get their attention and self-interrupt, the highest achievement you can gain here.
In some cases, brands can and are also using their own customer data to personalize content for those people online. For example, Starbucks incorporates omnichannel strategies in personalization campaigns through its mobile app, which enables it to provide a unique, targeted experience to each customer, based on in-store purchases and location info.
Eventually we’ll probably see more of this strategy as AI-powered tools enable a broader level of data access and analysis, which in turn can ensure that you’re providing each customer with what they need.
- Augmented Reality is growing
Augmented Reality (AR) involves overlaying virtual objects on a real-world environment. If you remember Pokemon Go, that’s the most basic representation of what the technology can achieve. Thanks to modern day technology, we now live in an age where we can achieve this sort of complex and interactive entertainment format on a simple smartphone.
So it’s crucial brands learn to incorporate this technology into their campaigns in increasingly greater ways. It’s exactly the sort of content that makes a user stop and pay attention, when executed well. And it doesn’t have to just be ads either. With AR, brads can feature virtual tours and events, and even let customers try their products from the comfort of home.
At what is arguably the peak of social media culture, brands need to keep up with current day trends and technologies or fall by the wayside.
For the full story, visit SocialMediaToday.