• Allie Friedman

2020 Social Media Marketing Predictions

“Will Facebook really outlast MySpace?” That was a common question among social media users of all ages heading into 2010. It’s crazy to think this was even a question just 10 years ago. Terms like “algorithm” and “influencer” became common everyday phrases (and job-creators) throughout the 2010s because of the direct impact of Facebook and other social platforms.


As we close out January and look ahead to the rest of this new year in a new decade, we can expect to see continued growth in social media usage, podcasts increasing in popularity, micro influencer marketing becoming the preferred method of influencer marketing, more brands joining in on social trends, a continued push for more video content, and much more.


Hootsuite recently published its annual global study of internet, social and mobile adoption across 239 countries, predicting a dominant 2020 performance by Instagram, especially among people ages 45 and up. With new platforms coming and going on what feels like a daily basis, there is always something new for active social media users to check out. When one platform’s popularity plummets (RIP Vine) another emerges from out of nowhere (hello TikTok).


And more and more brands will continue getting in on the action. With competition increasing on platforms like Facebook and Instagram, more brands are looking to podcasts for marketing opportunities. Compared to 80M plus Facebook business pages, there are 750k podcasts. The market is essentially begging for brands to join.


In early 2019, Instagram announced it would be making a couple of changes to counteract some of the negative effects social media is creating among users. After the announcement, we were able to see the direct impact some of the changes had on macro influencers. As the year wore on, we saw macro influencer partnerships decrease, leaving room for micro influencer partnerships to increase. We can expect this trend to continue as it essentially follows the same model as word-of-mouth marketing, which has been successful for years.


With the announcement of IGTV, Facebook Watch, TikTok and more, we have seen firsthand the importance of video in social media. Users want to be entertained by the content they are consuming. What better way to do that than with captivating video content? With big name brands seeing success of marketing campaigns on TikTok, we can expect to see more brands joining in on the Gen X-dominated platform in 2020.


In 2019, 45% of the population actively used social media. With a 9% social user increase between 2018 and 2019, we expect to see similar growth from 2019 to 2020, with more than 10% and 20% differences between social users, internet users and mobile phone owners, respectively, in 2019.


Then again, it’s really just one big algorithm that can change at any moment.

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