Imagine that this was a post on Instagram. That I had not written down the social media trends for 2019 together with experts in a longread, but had summarized it in a photo or video. Could you just see it then? Or should I give you access first? ‘I want to share everything with you’ is no longer / Source: Pexels Private seems the trend. We do not just share everything with everyone. Even meme accounts with millions of followers nowadays use a lock (paradoxically enough for a higher reach). At the same time we are more and more on social. According to predictions, for example, we look more online in 2019 than on TV. In 2019 we look more online than on TV / Source: Recode / Zenith Also – and this will interest many readers – we increasingly buy directly on social media. The growth on Instagram, Facebook and Pinterest is such that one of the experts in this article is wondering if you still need a web shop when you start selling online now, especially in the fashion and lifestyle industry. Speaking of experts, I did not think of all the social media trends for next year. In addition to my own research and experiences from my clients, I used the following panel – consisting of 9 social experts – to come up with a list of 21 trends for 2019: Edwin Vlems ( Edwin Vlems B2B Marketing ), Melchior van Velzen ( Fontys Hogeschool ), Patrick Petersen ( ), Ton Heerze ( Webton ), Danny Oosterveer ( Burgers’ Zoo ), Jelmer Dingemanse ( Fingerspitz ), Marisse Douma ( Maxlead ) , Elja Daae ( Elja Daae Marketing advice ), Wilco Verdoold ( Loyals ), Remco van Meel ( Fingerspitz ) & Maarten van Ham ( 1412 Marketing & Media ). Enjoy reading! Here are the trends: # 1 Strategy First How many steps do you think ahead? Source: Pexels We start with a lasting trend, which is equally important to emphasize: you do not just do anything – even on social issues. Marisse Douma , come in: “The time of ‘social sitting’ because that is how it is, is long gone. With the increasing competition on all social media channels, it has become even more important to jump out with creative and appropriate content. A strong content strategy serves as the basis for your story, which you can continue on all relevant channels. By working from one basic idea, you take your customer as a starting point and you can build up the recognisability of a brand voice across different channels. Creating a good content strategy should be at the top of the list of priorities for every brand in 2019. ” Determine social media strategy? Loyals helps. Visit We are active on: # 2 Ephemeral remains LinkedIn also experiments with ephemeral – Source: Verdoold / LinkedIn In the social media trends article for 2018 we identified ephemeral content – such as the self-disappearing Instagram Stories – as an important development. According to Wilco Verdoold , this trend continues and you can even see it on several platforms: “In 2018 we have already predicted: ephemeral content (hot content) is hot and is getting even hotter. Just before the closing date of this blog, Linkedin is also experimenting with stories. ” Incidentally, not everyone thinks the move of LinkedIn is a good idea. Leestip: LinkedIn launches it’s own Snapchat Stories. Here’s why it should not have. # 3 Focus on generation Z Differences between generations according to Ernst & Young / Source: EY Just like the mobile trends for 2019 , Ton Heerze points to the increasing importance of the youngest generation of online consumers. A generation that can not be compared one-on-one with millennials: “Generation Z (also known as Gen Z or Generation Z) describes young people born between 1995 and 2010. In 2019 there are more people of this generation than millennials. These people use social media from a very early age and that is why it is fully integrated into their lives. Now that an increasing part of this generation is entering the labor market and spending money, it is important for companies to fine-tune their marketing efforts. In 2019 brands will do this by paying more attention to ephemeral content – short and temporary storylines such as SnapChat and Instagram Stories, for example. Retailers are also increasingly opening pop-up stores, of which the high originality factor lends itself perfectly to photos and videos on social media. ” # 4 Blurring boundaries between platforms Wilco Verdoold : “LinkedIn is working on the road anyway. Business pages can become more and more. And even the events that once disappeared with a lot of complaints will come back again. ” “Do you want to advertise on LinkedIn? With the new interface you have a virtually one-to-one copy of Facebook. ” “In the meantime Facebook is also going to walk the path of LinkedIn and to focus more on the professional information and vacancies.” # 5 People instead of brands Edwin Vlems : “Marketers finally understand that social media is not part of their marketing mix , but of the personal brands of their colleagues. No campaigns and retainers, but facilitating sharing and enthusiasm by colleagues. ” Reading tip: Employee Advocacy. From buzz to business. # 6 Privacy: closed groups and adblockers Use adblockers in United States / Source: Statista Wilco Verdoold : “When Twitter just started, the trend was that you shared a lot with a lot of people and everyone could see that forever. There is a clear turnaround in this. Where you could also choose a lock at Twitter (where you have to manually approve your followers) – oops sorry, I mean – hardly anyone, because you have something to share what the whole world can know. ” “With Instagram, however, a much larger group of people has a lock. The platforms also take into account more privacy. The standard Facebook settings ensure that people are only visible at their connections. There are also people who have their settings in such a way that personalized targeting of advertisements is no longer possible. In fact, more and more people (especially young people) have a well-functioning adblocker. ” # 7 User Generated Content Letter suits. Smart move from Chocomel / Source: The Best Social Media As more and more Dutch people choose online for closed groups (and do not forget the increased use of Whatsapp) and adblockers the question is justified how you reach this target group. Several experts point to the importance of User Generated Content. Ton Heerze : “User Generated Content (UGC) is content that fans of companies create freely and voluntarily. The companies can then use this content for their own promotional purposes. UGC has been an emerging trend for some time now, but promises to achieve an ever faster growth in 2019. Incidentally, it is a misconception that companies only use UGC from (micro) influencers. Even social media users with hardly any followers can create useful (and completely free!) Content. As long as it is of good quality and connects with the brand’s appearance. Research also shows that people trust the opinion of other consumers more than traditional advertising messages from companies. In this respect too, the use of UGC for many brands is a valuable addition to the social media marketing strategy. ” Wilco Verdoold notes that you facilitate UGC not only through smart marketing campaigns, but also by doing your work very well: “… by making promises and preferably exceeding expectations. Then people start to talk about you and recommend you. In the schoolyard, in the pub, along the line, but also in the closed or unrestricted closed groups. ” # 8 Only credible influencers Not so clever: literally taking over the instructions from your advertiser The word fell for a moment: influencers. What role will they play in 2019 for your social strategy? Marisse Douma thinks about this: “Influencer marketing is in the prime of its existence. Where previously only a huge number of followers mattered, authenticity and credibility will play increasingly important roles. With this, the emergence of the micro-influencer is also used. An influencer with a small number of followers who have more influence on his / her followers, which is more like word-of-mouth. Authenticity is not only crucial for influencers, brands will also have to believe it. ” Wilco Verdoold also sees many opportunities for micro-influencers: “It has been known for a long time that recommendations from acquaintances are much more trusted than advertisements, but recommendations from lesser-known influencers are generally also good. The trend that started in 2018 is that the big names and celebrities will be less concerned with the micro-influencers will continue in 2019. ” # 9 The hunt for fake Documentary #Followme about buying followers and likes More authenticity also means less fake. This not only concerns fake news, but also fake followers and likes. Patrick Petersen : “Now that the social platforms are cleaning up everything, the content and the community of quality remain. This will certainly require a lot of effort, but the algorithms also help us find relevant and beloved content in the timeline. ” “Now that the hunt for fake has opened, the quality and ‘authenticity’ seems to return to the timeline. The Dutch documentary at the end of 2018 is interesting about simply buying ‘real followers’ on Instagram. ” Reading tip: Instagram opens the hunt for fake followers and fake likes # 10 More expensive and smarter social advertising A harder to reach target group means that more companies will focus on social advertising, thinks Jelmer Dingemanse : “Advertising / promoting content becomes more important and … more expensive.” “Advertising within Facebook will continue to grow and organic will produce even less traffic. Responding to interactive content becomes more important, as does responding to contributors. Engagement is an important aspect within the algorithm, this will not be different in 2019. Here, too, Facebook will become even more personal based on historical behavior, location and hobbies and interests. ” “In addition to engagement, performance will become even more important, as this channel is increasingly used for conversion (e-commerce, lead generation, etc.). A chatbot can support this. ” With an annoying consequence according to Wilco Verdoold : “Advertising / promoting content becomes more important and … more expensive.” “More and more content and more and more companies that want their target audience to see their content push up the price of online advertising. But making content that is not seen is of course a waste. Good campaigns remain worth it, but it is becoming more important to have knowledge and experience with making good campaigns and optimizing on the flow. After all, not well-optimized campaigns are really expensive. ” Patrick Petersen has a tip about what works: “Especially the video ads – with subtitles – convert well.” Wilco Verdoold offers an alternative to expensive advertisements: “Deploy employees to create business content.” # 11 From Facebook to Instagram (and a little Pinterest) This is what advertisers spend on Instagram / Source: Statista Marisse Douma : “A shift from Facebook to Instagram has recently taken place. It is expected that this shift will continue in 2019. Instagram this year crossed the border of 1 billion monthly active users and is therefore a platform to take seriously. ” “The Instagram Ad Spend is also growing four times as fast as the Facebook Ad Spend. The total Social Ad Spend will continue to grow rapidly in the coming years and the urgency of a content strategy that you can implement on your social media channels will only increase. ” “If you look beyond Facebook and Instagram, you come across Pinterest. A platform that grows steadily every year and also shows a significant increase in users in the last year. Is your customer on Pinterest? Then there are great opportunities for your brand here. ” # 12 Social Commerce Direct purchase on Instagram. Source: Instagram And you have not been advertising online for a long time just to get likes, followers or visitors to your webshop. We increasingly sell directly through social. This is what the experts think about social commerce: Remco van Meel : “Social is increasingly becoming an e-commerce platform. More social media will develop (internal) platforms so that companies can offer their products immediately. ” Marisse Douma : “The dividing line between social media and e-commerce is fading more and more. With the introduction of Instagram Shopping customers can easily buy from Instagram, but also a single ‘swipe up’ and a click to the website via Pinterest cost virtually no effort. Social media platforms are therefore becoming more and more suitable for use in sales. This does not mean that every post on social media has to be paid for this. Decide which KPIs are suitable for the content according to your customer’s journey. ” Wilco Verdoold : “With the power of the Facebook targeting and the new possibilities to actually tag products in your visuals in Instagram, make them affordable and arrange the payment (where possible entirely within the Instagram platform), it will be very popular in 2019. hard with the combination of e-commerce and Instagram. ” Why still have a webshop if you can also sell your stuff via Instagram? “The often-heard pronunciation among freelancers – ‘why still a website if you can also sell yourself on social’ – is of course unadulterated, but why a webshop if you can also sell your stuff via Instagram is for many starting webshops in 2019 an interesting thought. ” Buying a brand that you follow on social. Source: Sprout Social Patrick Petersen : “It is mainly the real social selling that will score from 2019 onwards. Do not use unsolicited spamming in the inmail via LinkedIn or Twitter-dm’s with automated promotional welcome messages, but targeted commercial social media. “In 2017, for example, Sproutsocial’s thorough research showed that 75% are prepared to buy an article that they saw earlier in the timeline. Young people in particular have a high willingness to buy when it comes to brands that they follow through social media. ” “We were able to buy directly in a Facebook Ad and Instagram has had a flying start in the Netherlands with direct social selling. In 2018 Instagram successfully blended their shopping in the Insta-stories (very popular). Buying through Insta has never been easier, with – in the Netherlands – fashion brands such as social selling pioneers. ” Pinterest has traded its Buyable pins for Product pins in 2018, allowing for dynamic pricing based on recommendations. ” Leestip: Pinterest adds dynamic pricing # 13 Buying travel via social Book directly via Insta? Source: SIX Travel In addition to the fashion industry, which is frequently quoted, buying travel is becoming more common on social, says Patrick Petersen : “Emerce shared an insight in 2018 that young people are buying more and more trips through social media . This would make the promotional effect of the influencers visible. It would be especially the generation Z who sees the booking of a journey through social media as the height of ‘convenience’. ” # 14 Local social Traveling from far away via social, to your own street .. Will local social networks play a major role in 2019? Melchior van Velzen : “Apps like Nextdoor and Buurtje will really take a flight now. Social media for nearby. How cozy do we want it? But the entrepreneur in the neighborhood also benefits from it … ‘ waiting for the critical mass ‘, the FD claims. I assume that in 2019 that mass will definitively discover neighborhood apps like Nextdoor. ” # 15 Mixed Reality Advertising Patrick Petersen : “Also watch out for the social media network that we all seem to forget: the Snapchat pilot project. A nice example of social media augmented advertising is the X2 campaign on Snapchat from last summer. It perfectly demonstrates the possibilities of ‘Clean social selling 2.0’ on a clean and / or closed social media network (such as Snapchat) combined with techniques such as those of mixed reality. ” # 16 All of SnapChat’s swipes SnapChat tips & tricks The only question is how much Snap has its role as a precursor. Melchior van Velzen identifies a peculiar trend: “I also see the improper use of Snapchat increasing. In Snapchat a nice picture of yourself put together with all kinds of filters over it and share it on Instagram (still a growing medium among young people). Snapchat as a self-generator without sharing it in that app. Bizarre.” # 17 TikTok, Twitch, Taringa Nina (12) sees opportunities on the Chinese market What about the lesser-known names? On which social platforms should we pay attention in 2019? Elja Daae : “Niche platforms will become more important at the expense of the biggest players. Where the growth of big ‘old’ players like Facebook and Twitter in the US starts to level off or even begins to decline, that movement will also slowly become visible in Europe. ” “At the same time, there is a shift to niche platforms. These social media apps focus on a certain type of content ( TikTok , Pinterest ), a specific subject ( Twitch , Tripadvisor ), a certain group of users ( NextDoor ) or even a geographic market ( Taringa in South America). In the limitation lies the power – every social media app serves a different purpose and fulfills another need. ” # 18 Webcare to Whatsapp Source: The webcare stand in 2018 A social medium that we have relatively little information about is WhatsApp. While we all use it. Melchior van Velzen notes a growing preference for webcare via the app: “I also see a slight shift from a lot of social media to WhatsApp, especially in municipalities.” Reading tip: Stand of Webcare 2018 # 19 Dynamic content Finally, 3 trends about the visual element of social media: Remco van Meel : “There is a shift from texts and images to videos and” stories “. In 2019, users will start making even more dynamic and visual content. ” # 20 Full on video (also LinkedIn) I also make a video on LinkedIn for all trends articles Danny Oosterveer : “Exciting is not this answer, I have been calling it for several years in a row. But that is because it is (and remains) a major shift. After Facebook, Instagram and Twitter even pushes LinkedIn video on its platform, with the promise that it delivers five times as much engagement as posts without video. ” “The success of video is due to a number of things. Video remains extremely suitable for low-threshold content on social media, it looks good and attracts attention. But it also lends itself perfectly to communicating content with a (underlying) message (which we increasingly go to, see Content Marketing Trends ). As a result, video is increasingly used for brand campaigns; Over the past year, we have seen strong growth in branding / recruitment videos due to the labor shortage. ” “A disadvantage of video remains the cost, the challenge is to create formats with the right technology and experience that are both effective and relatively scalable.” Docu on the channel of Burger’s Zoo “But above all, the ways to use it are endless. From howto’s to branding videos, from vlog to streaming and from screencam to actioncam. And then it’s not even about the content. ” “To emphasize diversity once again, we have included these formats on the YouTube channel of Burgers’ Zoo: A four-part documentary of the construction of Burgers’ Mangrove. A weekly vlog from Videoranger Noëlle. 1-minute videos from the TV format Burgers’ Zoo Naturally. A 10-part children’s series (Zoë & Silos). Music videos from Zoë & Silos. Dance instruction videos of the music videos of Zoë & Silos. ..And so on.” Wilco Verdoold : “In terms of content, 2018 was already the year of visual content, which remains a clear highlight in that category: video! From poorly lit with lousy sound, to very professional stories, where you will not see the next video until you’ve copied the previous one. ” # 21 And especially vertical Nice video, but the message is no longer correct Marisse Douma : “Online videos will overtake television in 2019, not only in the number of hours it is watched, but also in Ad Spend. Vertical video is therefore the format to embrace and further professionalise. Snapchat and Instagram (Stories / IGTV) were the forerunners and now Google, with the introduction of Vertical Video Ads on YouTube, also seems to embrace the format. The Vertical Video Syndrome, which went viral about 6 years ago, turns out to be fake news. ” Conclusion: private, user generated, social commerce & video So far the 21 most important social media trends for 2019 according to the 9 Dutch experts in this article. We use more and more social, but we do not necessarily do it openly for everything and everyone. Reaching your audience becomes more complicated as an advertiser (more expensive!), Unless you can get your target audience to make content for you (user generated) content. At the same time, the stormy development of social commerce (eg buying directly via Instagram Stories) seems an exciting opportunity for Dutch companies. Influencers are still an important element in your social strategy, with an important focus on authenticity. Finally, do not forget the importance of engaging vertical video content. Are these also the social trends that you see for the coming year? Have the experts forgot something? I would love to hear from you in the comments! Webcopy problematic? CopyRobin helps. Place a free trial Let’s block ads! (Why?)

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