Social media is continuously evolving. With different kinds of apps that keep us engaged, there’s a constant battle between businesses as to who is going to dominate.
Over the course of a few years, social media has changed so much that it’s hard to keep up. The ads that used to appear once a while on your Instagram now dominate the stories section, your feed, and even the ‘Discover’ section.
Ads have now become a part of our life. For seeing a video on YouTube, you have to watch TWO ads before you get to the video. Facebook has its own section for businesses and I honestly don’t remember when was the last time I wasn’t suggested a brand or a page by Facebook.
So, what does all this mean?
Well, at a time when you thought you could reach out to people by spending money on ads and bypass most of the competition, welcome to the time when you have thousands of competitors and that too for your ads.
There’s a lot of competition in social media marketing. Every business/organization wants a more thorough approach to its audience.
However, with the continuous decrease in user engagement over different social media platforms, it only makes sense that if you are seeing a decline in your engagement as well.
But, this doesn’t mean that it’s over and that you should give up. In fact, in this post, I would be telling you exactly what to do for reaching a wider audience and step up in the social media marketing game in 2020.
Social media marketing trends 2020
As I said, social media changes every day now and then. Most of the businesses prefer Instagram and Facebook for social media marketing. And since Instagram is a part of Facebook, we are going to most of the trends going hand-in-hand.
Here’s a review of the trends you absolutely can’t miss.
Creativity still persists
Social media in 2020 is all about creativity.
I don’t know if you have noticed, but creative ads actually captivate a lot of attention.
The more creative a brand is with its advertising, the more likely it’s going to be checked out and clicked on.
Recently on Instagram, I came across an ad of ‘Chupa Chups’, which is a lollipop and confectionary company. The ad was regarding the promotion of their sugarfree lollipops. And how strong was the advertising?
Well, let me show you!
This is not the first time I have seen such creativity lurking around with ads.
As soon as I saw this, I shared it with a friend. Not because it was only funny, but because it was also creative. I’m sure a lot of other people would have also shared it.
Creative content gives a company better credibility. Everybody is bored of seeing stock images on their pages. So, why not come up with better solutions, in fact, more creative ones?
Here’s another example of great creatives that I found from McDonald’s.
Being creative with ads actually suggests that a brand is seeking interest from the audience. It suggests to the customer that a brand knows what it is doing to reach out about its products and services and is not promoting itself just for the sake of it.
For a few brands, creative social media marketing could involve catchy pictures with even more attractive captions. Whatever your brand is about, reflect it in your social media, and center your campaigns around the same.
Try to stand out from your competition. The better your social media campaigns and pictures look like, the more audience you are likely to gather.
Including video content
Video content dominates the social media networks, especially with platforms like TikTok, YouTube, or Facebook Watch.
Video content is one of the best ways to gain more audience and drive sales. One of the best things about videos that pictures don’t offer you is the diversity of your ad. If your ad is continuous, interesting, and manages to grab the attention of your users, it’s more likely that the viewer would lead to a potential conversion or sales.
When including video content, you might want to target a particular platform accordingly as well.
In a parallel universe is a viewer going to sit through your entire ad and watch it all the time. A viewer has an attention span of about 4 seconds. If you managed to capture his attention within the very beginning of the video, chances are that he’s likely to convert.
Video marketing has had a significant impact on building brand recognition. With growing platforms like TikTok, most of the viewers might be hanging around there, so it’s only a good idea to target such platforms as well.
When video content is adapted for advertising, especially on YouTube, one of the best strategies is to keep your video short and to the point. A short video is always better and more effective than a long video that has very fewer chances of viewership.
However, if short videos don’t suit your brand or aren’t able to justify the products you are offering, there’s something else that you can do. Try to make a few versions of the same ad you are featuring. But this time, you can have three versions of it.
These are 15-second ads, 30-second ads, and ads that last about 2 minutes. You can make these versions and run them. Within a week or so of your campaign, you can check back on which version of the ad was the most effective.
With a particular ad campaign from Econsultancy, they found out that their 15-second edits saw about 51% of the impressions, yet drove 83% of the total conversions.
When advertising, traffic isn’t a valuable factor (depending on the type of ad you are running), but sales and conversions are. This means that while a particular version of the ad might bring in more traffic to your website, settle with the one that leads to more conversions.
Focus on improving customer relationships
In any kind of business, customer relationships are the most important. Rather than developing strategies towards getting newer customers, find a permanent fix to make the existing ones stay.
In a study by Barilliance, returning visitors buy 75% more than new visitors from a website. This shows the importance of retaining existing customers because they are the ones who comprise your user base.
Customer relationships are improved when there is a connection between an organization and its customers. This might include providing them with additional discounts, referral codes for discounts, personalized products, loyalty points, etc. but most importantly, responding to their queries.
One of the most important things about building a brand is to be able to reach out to customers when they want to. And, what better way to do it than use the messaging feature in your social media accounts?
Every social media platform that you use has a messaging feature. And for businesses, it’s even more helpful since you are able to set up automated messages that respond to general queries on their own when you are unavailable.
Responses make customers trust a brand over others. This means that whenever you respond to a query from a user, you are more likely to convert him into a customer that might be included in your ‘returning customers’.
You can even use chatbots on your websites to respond to customers and turn them into leads and sales.
With the growth of the internet globally and people getting smarter about what they want to purchase and what not, authentic content plays a very important role while building an audience.
Consider it this way – A user has come across your brand for the first time. He has no idea what it is about and is likely to click away UNLESS you have something interesting to offer that grabs his attention.
For being an authentic brand, have a great website/product that a viewer lands on when he clicks on your page.
Some of the common strategies to build authenticity around your brand are:
- Make it crystal clear to your audience what your brand is about.
- Showcase testimonials and your progress to your viewers who would want to see what you are about and how your services have been in the past.
- Show the team of people behind your ventures and ways to contact them.
- Show your growth over the year and show your progress reports every now and then.
- Reply to the queries from users across social media and try to be more personalized over giving general replies.
- Focus on solving the problems of your customers first rather than pushing products and services to their faces.
Being smart with your campaigns
Marketing is all about being smart and finding the right tactics to reach your target audience. And if that includes proper disposal of every platform, be my guest.
Different platforms that you could use have different features, especially the ones that could turn out to be profitable for businesses.
With a variety of Call to Action (CTA) types to all kinds of features, you can find a bunch of options on social media platforms.
Instagram, being the current best at social media marketing allows you to use different CTAs, like ‘Learn More’, ‘Buy Now’ etc.
And on top of that, it even allows you to tag the products you want to sell right within your pictures. You might have seen a lot of influencers or companies use this feature.
A tagged product allows you to buy anything you’re looking for within the app itself. This means that if you are selling something and the user doesn’t have to exit the app in order to check out your product, he is more likely to click it.
Choose the right marketing platform
When it comes to social media marketing, choosing the right platform to market your content and campaigns is very important.
Right from Instagram, Facebook, YouTube to Reddit, and TikTok, you are going to see ads running everywhere.
But as you settle for a platform, make sure you understand where your audience hangs around.
For an effective social media marketing campaign, you need to find out which platform is the right for your ads.
Use your marketing platform wisely. Videos on YouTube that are around 15-20 seconds long are usually unskippable. A viewer might have to watch through the entire video to be able to reach the video he is looking for. This is your chance. You have those 15-20 seconds to convince your viewer that he needs a particular product or service you are offering.
One of the best ways to reach out to more people through your social media campaigns is to approach less competitive platforms.
TRY LESS COMPETITIVE PLATFORMS
We have seen a lot of businesses target Facebook, Instagram, and YouTube for their social media marketing campaigns, and that’s right since these platforms have millions of users.
However, that doesn’t mean you can’t miss out on the lesser-known platforms.
Over the past 5 years, Pinterest has been able to maintain constant relevance around the world. This means that it’s a really great platform to run ads as well and reach out to people of different interests.
One of the best things about Pinterest is that it generates most of its traffic from search engines rather than having an individual social media presence.
This allows you to grow a following quickly since most of the impressions would be generated through search engines. Since Pinterest has a branched network where one picture leads you to a thousand more, it’s easy to get noticed within its network.
With the use of proper tactics and quality content, your network is more likely to be discovered.
For a lot of brands, newer ventures like TikTok are also unfamiliar. TikTok, which has over 800 million active global users and one of the most downloaded apps on the Apple App Store in Q1 2019 is also one of the best marketing platforms.
TikTok started showing ads on its platform since 2019. And since then, a lot of brands have started showing ads on the platform.
You can see such ads when you scroll through the feed. These ads are easy to access and click on and look a part of the whole application’s environment.
With every new platform arise new opportunities and these opportunities could practically help you scale your business towards growth and generate a lot more conversions for your social media marketing campaigns.
Be on the lookout for new platforms. While it’s true that certain platforms might not be able to do as well as you’d expect, but there’s no harm in trying.
Try to specify certain budgets to certain campaigns and compare the same. Whatever works the best for you and brings in more conversions is what’s the best plan for you in the long run.
Over to you
I hope these tips would prove to be beneficial for your next social media marketing campaign.
Remember, in such campaigns, try to come as smart and an authentic brand that knows what’s it doing and what kind of audience it’s targeting.
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