New year, new you, and new digital marketing trends for 2020! The new year is only a few weeks away which means companies have started looking for fresh for new ways to promote their brand and refresh their digital image. In 2019, there was a huge increase in Instagram and WhatsApp stories, influencer transparency, and a new wave of shoppable social media content. These trends will carry on into the new year and change the way many companies use social media. With a new year approaching, we are predicting a few major trends to expect on your social media feeds in 2020.
1. Year of the micro-influencer
Over the past couple of years, consumers have become increasingly aware of the various strategies and payments involved with influencer marketing. Although it remains a very effective way to raise brand awareness and create conversions, influencer marketing has lost much of its authenticity amongst the public. As an alternative to big-name influencers, many companies have been looking to create partnerships with “micro-influencers”. These people have a couple of thousand followers and are active in distinct communities or niches. Micro-influencers are a great way to market a specific product because it will reach a niche of consumers who respect and listen to that particular influencer. Unlike Macro-influencers who have millions of followers, micro-influencers feel more personable and authentic to the few thousand who follow them. A campaign could use 10-20 micro-influencers with the same budget as one macro-influencer.
2. Increase of “organic” influencers
Not so very different from micro-influencers – organic influencers are will be much more active in the coming new year. What is the difference between an organic influencer and a micro-influencer you might be wondering? Unlike micro-influencers, who promote sponsored content, organic influencers are brand advocates formed out of a great brand relationship. Organic influencers interact and engage with a brand not because they are being paid, but because they actively want to! Organic influencers have no set follower size or requirements. They promote a brand because they wish to do so and believe in the product. It is the most authentic form of influencer/brand relationships but requires time, planning, and nurturing to get there.
3. Interactive shoppable content
If you have been on Instagram recently, you’ll have noticed a dramatic increase in linked shoppable posts. What once was a regular post featuring a trendy outfit now features direct links to the webpage to purchase the exact outfit in the post. In 2020 you can expect to see much more of shoppable content and brands pushing their product sales through new platform features. Instagram is slowly becoming a literal store where one can purchase everything they see online. With each update, fewer clicks are required to close the sale – meaning more and more brands will be taking to the platform. Consumers will see an increase in shoppable images, videos, and articles hitting their social media screens.
4. AR and VR Integration
With the increase of shoppable content, a new era has risen in the world of digital marketing. Brands have begun experimenting with new technologies to showcase their products and increase sales. One of the best examples would be “IKEA Place”. IKEA Place is a new AR app that allows users to place augmented images of IKEA furniture into their homes. You can view the newest IKEA pieces in your own home without ever stepping foot into the store. Augmented and virtual reality will open up many doors for brands to use shoppable content for their benefit. Companies are working hard to perfect their technology and create new ways to sell their products. We can expect to see a lot of research going into AR and VR this coming year.
Whether you are a marketing professional or a curious social media user, staying ahead of trends will help you invest your time and money wisely. We’re excited to see what the new year will bring for the world of marketing and how companies use it to their advantage!