How many social media platforms do you have an account with? Are you just as active on Facebook as before, or do you secretly post more on Instagram, TikTok or another platform? What are the latest and emerging social media? Do you have to be there when the chickens are there, or can the trusted channels such as Facebook, Pinterest and Twitter last for years? Whether you are working on social media for business or pleasure – the platforms are constantly changing. Will 2020 be the year in which we turn our backs on Facebook en masse, or will it not go so fast? And does advertising make sense, or do you have to bet fully on the wildly popular TikTok? In 2020 there will be a whole load of new developments and trends in the wonderful world of social media. What will you do in the daily practice of brands? And what works or doesn’t work anymore? Many questions, and for us reason enough to ask those questions to 10 social media experts from all over the Netherlands. For example, about the social media trends that they believe will really make a difference in 2020. Jorg van de Ven , Joep Franssen , Edwin Vlems , Joran Hofman , Mark de Bruin , Niels Tukker , Theo van de Kamp , Giorgio Guldenaar , Elja Daae and Ronald-Jan de Bruin give us their vision on social media in 2020 in 11 trends, packed with tips. This way you will stay ahead of the competition in the coming year. Use it to your advantage! Content: Trend # 1: Influencer marketing Trend # 2: Shifts Trend # 3: Offline is the new luxury Trend # 4: Likes are becoming less important Trend # 5: More commercial options Trend # 6: Customer service via Whatsapp becomes the standard Trend # 7: Augmented reality with lenses and filters Trend # 8: Emergence of social commerce Trend # 9: Social communities continue to grow Trend # 10: Facebook News Trend # 11: Social media take more responsibility Trend # 1: Influencer marketing Have you ever used someone for your brand or organization with content he or she made for you? Content from influencers on social media works, but then it must be really authentic and touch your target audience. People are influenced more by acquaintances (and they don’t have to be celebrities) than by advertisements. Influencers: Barney vs Emma The use of influencers for B2B is also very interesting and something to keep an eye on in 2020. “I think 2020 will be the year of the business influencer.” – Giorgio Guldenaar Giorgio Guldenaar: “I think that 2020 will be the year of the business influencer. We already saw this happen regularly in 2019, but it will really start to break loose in 2020! In fact, influencers start to mushroom like mushrooms. As a direct result of this, we will experience huge growth in sponsored influencer content in 2020. ” When choosing an influencer we often make a distinction between 5 different categories: Mega influencer (more than 1 million followers) Macro influencer (100,000 to 1 million followers) Meso-influencer (50,000 to 100,000 followers) Micro-influencer (5,000 to 50,000 followers) Nano influencer (100 to 5000 followers) In 2019 we already saw the rise of micro and even nano influencers: fewer followers, but a greater involvement with their followers. That large involvement combined with (much) lower amounts or sponsoring in kind makes it interesting not to go for the large and expensive influencers. Instead, it is advisable to look at who is relevant and makes an impact in your own niche. Certainly for SMEs and B2B this offers many possibilities. Do virtual influencers have the future? Another new development that will continue into 2020 is virtual influencers. Non-existent persons, who do represent the personification of a brand, or at least support it. In March 2019 the Netherlands was the first fully digital model on the cover of GLAMOR. Marije Brom did an interesting research on virtual influencers and exposes the 3 most important factors of their success: realism, authenticity and anthropomorphism . Hungry minds: Listen to the interview what John Meulemans , founder of the Dutch influencer marketing agency 3SixtyFive had with Marije Brom. Virtual Influencer Lil Miquela has more than 1.8 million followers on Instagram Reading tip : The 14 content marketing trends of 2020 Trend # 2: Shift Niels Tukker sees the various social media platforms losing ground to each other: “TikTok came on and claimed the unapproachable target group of Snapchat. At this moment it has already started to ‘claim’ the Instagram users. The target groups are therefore shifting. Naturally, the large social platforms prefer to keep this secretly to themselves. In 2020 they will therefore continuously innovate in terms of their platforms and forms of content. Advertisers go along with this and cleverly respond to the new possibilities that the social platforms will offer in 2020. ” “The emergence of new social media channels such as TikTok will really take shape in 2020.” – Joep Franssen According to Joep Franssen, too , we see considerable shifts in the coming year: “The emergence of new social media channels such as TikTok will really take shape in 2020. More and more companies are discovering this special social media channel, through which they reach (young) teenagers. The TikTok algorithm already gives good suggestions, even if you haven’t done anything in the app yet. Advertising opportunities on TikTok will also increase sharply in 2020. In 2020 TikTok offers many new possibilities for companies. In practice you now see that an established name such as Instagram copies the popular functionality of TikTok and calls it Instagram Reels. Just like TikTok, Instagram Reels encourages users to create content themselves. Because Facebook (and with it also Instagram) has many collaborations with music companies, there is a lot of choice for users in 2020. Instagram Reels is being tested in Brazil and – if successful – will also be available in many other countries in 2020. And that is interesting, because you reach a target group of no less than 1 billion (!) Monthly active users. Elja Daae predicts that Instagram will become even more popular as a labor communication channel in 2020, with the care sector and the government as the biggest examples: “By having colleagues manage the accounts or by organizing weekly takeovers, future colleagues will get a good picture of the organization. In this way it is possible to build up a targeted group of followers. See for example accounts such as @operatieeassistent_umcg and @rijksvastgoednl . ” The rise of TikTok in the Netherlands The use of TikTok also increased enormously among teenagers in the Netherlands last year. Users watch and make short videos that they share with each other. From bizarre dances to lip sync videos and special challenges, it’s all possible. In the Netherlands and Belgium the counter is already at more than 1 million users. In the 6 to 18 age group, 830,000 Dutch people now use the TikTok app. More than 64% of all 12-year-olds use the app. (source: Multiscope). Mark de Bruin mentions that Google will come up with an answer to the success of TikTok in 2020, in order to safeguard YouTube’s growth. Discussions are currently ongoing with Firework. The 30-second TikTok videos compete with YouTube’s viewing time, so Google has to work. According to Mark de Bruin, firework can be their rescue . According to Elja Daae, the rapid rise of TikTok is the big surprise of 2020: “And that has more impact than you think! TikTok videos are shared en masse on Instagram and WhatsApp. And even as compilations on Facebook. The humor and the fact that it is all loose and cheerful makes TikTok the youth platform. The way videos are made also influences what users expect on other social channels. In summary: it is therefore a platform to experiment with and to keep an eye on, even if you do not focus on young people. ” TikTok is a platform to experiment with and to keep an eye on, even if you don’t focus on young people. Less growth for Facebook? Joep Franssen sees the success of apps such as TikTok at the expense of large parties such as Facebook: “I predict a relative downward growth for Facebook before 2020. Not only due to the rise of TikTok, but also due to persistent privacy-sensitive lawsuits and negative publicity. This reduces user numbers and reduces activity. As a result, advertisers are also gradually leaving the platform. Edwin Vlems goes one step further: “I think we are going back to the Middle Ages proverbially. At that time there were no companies yet and we focused on each other’s expertise. By that I mean to say that individuals on platforms such as LinkedIn and Facebook have the most impact. Business pages? They hardly play a significant role. ” “I think we go back to the Middle Ages proverbially.” – Edwin Vlems Apart from the criticism and the decreasing number of active users in the Netherlands, the growth of Facebook also looks bright. The number of users is expected to grow to 1.69 billion people. That is a growth of more than 9% compared to 2019. Advertising revenues were also higher than ever. Even if you zoom in on the Netherlands, Facebook still has a lot of assets in its hands. Certainly if you realize that Instagram and WhatsApp also belong to Facebook. What a market share! Trend # 3: Offline is the new luxury Theo van de Kamp thinks that the total time spent on social media will decrease in 2020, due to a further review of their use. You will hear the motto “Offline is the new luxury” more and more often in 2020. This reconsideration of the use of social media has already been initiated in recent years, but will continue strongly in 2020. ” So it is all possible a little less? Theo van de Kamp continues: “Yes, people have become more involved in online behavior and are increasingly feeling the need to be offline for a while. Moreover, the amount of advertising on social media has increased considerably. That also reduces the use and enthusiasm further. ” Trend # 4: Likes are becoming less important Furthermore, Theo van de Kamp sees that conscious and substantive interactions between customers and a brand or company turn out to be much more valuable than ‘simple’ clicks on a thumb. In other words: likes are becoming less important. You can already see this happening on different social media platforms. For example, Instagram announced last year that it would hide the number of likes from viewers of profiles. This trend will continue in 2020. For example, Instagram announced last year that it would hide the number of likes from viewers of profiles. In addition, companies also found that simply the number of likes is not a good indicator of the ROI of social media. It is about total commitment. ” Joran Hofman sees that the algorithms of social media in 2020 are increasingly looking at engagement. “Especially shorter videos including subtitling score. It is becoming increasingly important to give value to your followers, otherwise your message will be ‘lost’ faster and faster. ” What do you have to do to go really viral, Joran Hofman ? “Then you will have to give more away or try out new platforms.” Reading tip: What about copyright on content? Trend # 5: More commercial options Theo van de Kamp sees the benefits of social media and a growth of commercial opportunities: “Social media offers companies opportunities to: reach their target groups in a targeted way; build a bond with them; and maintain this tire. In addition, social media ensures that companies are less internally and more externally focused on the market, customers and competition. But all these possibilities also result in a sharply increasing complexity. There is therefore no escaping the hiring of external experts in specific areas. The management of companies can often no longer follow it all and relies on the knowledge of the new generation of employees. With an increase in the possibilities of social media for companies, the complexity also increases. The management of companies can often no longer follow it all and relies on the knowledge of the new generation of employees. The chance that business strategy and social media output still connect to each other is therefore smaller. ” Have experts write blogs? This is how you handle it well Trend # 6: Customer service via WhatsApp becomes the standard Theo van de Kam p also sees that customer service via WhatsApp is the standard in 2020: “WhatsApp is the most accessible way to get in touch with customer service from companies. Customers also expect this accessibility, because telephone customer service and e-mail outweigh direct customer contact via social media. Customer service via WhatsApp, in particular, breaks through further and there are many new applications. In short: social media is the primary channel for customer contact, with WhatsApp as the absolute winner! ” Social media becomes the primary channel for customer contact, with WhatsApp as the absolute winner! ”- Theo van de Kamp Chatbots can help to quickly provide a good automatic response via WhatsApp, followed by a personal response at a later time. Companies want to prevent bad reviews and complaints. Fast customer service and responses to social media are therefore a priority for many companies in 2020. Via Facebook it will be possible in 2020 to place a WhatsApp button under advertisements. With this, users contact companies directly, for example if the content appeals to them. This button offers great opportunities to have personal contact with the customer and to immediately offer them more information. In addition, it will be possible in the first quarter of 2020 to advertise directly with WhatsApp with Status Ads. In the beginning only in the status section, but who knows it doesn’t end there. Users within WhatsApp will soon see products or services, choosing and paying for them entirely within WhatsApp. They no longer have to leave WhatsApp for a purchase. Also read: 14 online advertising trends in 2020 Trend # 7: Augmented reality with lenses and filters Giorgio Guldenaar is increasingly receiving requests for lenses and filters in augmented reality apps – such as Snapchat and Instagram that offer. “The striking thing is that these are not just consumer brands, but also B2B. Companies use these types of products tactically, often with an approach towards recruitment or employee advocacy. ” Jorg van de Ven also sees that augmented reality is being used better and more in social media and expects this to be adopted by smaller companies as well. Source: Pixabay Trend # 8: Emergence of social commerce Pay directly via Facebook, WhatsApp or Instagram, does that seem convenient to you? Ronald-Jan de Bruin is clear about this: “Facebook Pay has been officially announced. In the Netherlands you can not yet pay for products on Instagram, but now that Facebook Pay has been officially announced , it is increasingly likely that users will buy products directly in Facebook, Instagram or WhatsApp. The arrival of Instagram Shopping is also the start of a new era. Social commerce will become popular in 2020. It is the next step in e-commerce, although it is still in its infancy in the Netherlands. Almost 40% of consumers are inspired by social media before a purchase. This is especially the case with Generation Z. And good news for online retailers: this percentage will increase rapidly in 2020. After inspiration, a purchase is the next step. By being able to make the payment and purchase directly via social media, the purchase threshold is considerably lower. Read also: The 13 e-commerce trends of 2020 Trend # 9: Social communities continue to grow Ronald-Jan de Bruin mainly sees the popularity of social communities grow in 2020: “Last year, Facebook Groups received a much larger share in the Facebook News Feed. No less than 1.4 billion users log into Facebook Groups every month. Mark Zuckerberg himself has also indicated that Private Groups are the future of Facebook. Mark de Bruin agrees with the opinion of Mark Zuckerberg. Facebook is growing in terms of private groups. “The years of Twitter and Facebook as public social media channels for leads and e-commerce are over, especially when you look at what you can do with it as a company. The decline of Twitter has been going on for a while and you can see that Facebook is becoming more and more a dump for content. ” “The profit lies in communities and private social media channels.” – Mark de Bruin “The profit lies in communities and private social media channels. Nowadays there is a forum, community or Facebook group for every topic. Whether it is rabbits or a car brand, there is really everything to be found. So where public posts receive less attention, the number of posts within private groups is increasing. Like-minded people seek each other out and communicate with each other on defined topics on a daily basis. ” Elja Daae sees Facebook groups as the place where people exchange ideas, tips and experiences with each other: “By the way, that is in contrast to LinkedIn, where groups seem to be a child in the dark. Content scores well in the algorithm and has an effect on the range of messages from linked pages. Administrators also get more and more tools at their disposal. We still have to wait for good analytics for administrators, but who knows that will change in 2020. ” Growth for LinkedIn Elja Daae sees LinkedIn continue to grow: “The platform clearly focuses on content and now even has Dutch-language editors / journalists who cleverly manage to get messages from members and the responses to them forward. The focus is increasingly on substantive content, which is shown to the right people through smart algorithms and targeted hashtags. It is therefore even more interesting to create messages that respond to trade news, both for individual users and for company pages. ” “Unfortunately, unlike Facebook, LinkedIn lags behind enormously when it comes to facilitating groups.” – Elja Daae “Unfortunately, unlike Facebook, LinkedIn lags behind enormously when it comes to facilitating groups. Strange, because there are real opportunities there. Who knows that it will be different in 2020 and administrators will finally get the tools they need to make it into real communities (and design will be improved, making it more attractive for members to share, search and respond to content ), Concludes Elja . Source: Unsplash Trend # 10: Facebook News Forget about, and other major popular news sites. Ronald-Jan de Bruin predicts that more and more people will use social media as their primary news source in 2020. And what about all the fake news that is increasingly being distributed via social media? “Facebook invested in fact checkers to prevent the spread of fake news, but recently also announced its own news service . Initially, it is only available in the US, but it is only a matter of time before Facebook also introduces this service in the Netherlands. ” Trend # 11: Social media take more responsibility Tell me honestly, does it feel good to receive a lot of likes on a photo or message on Instagram or Facebook? Have you ever posted a jealous photo? For many people it feels good to see likes coming in. Recognition of friends, acquaintances and family who like what you do. Instant dopamine shot! Yet it has a downside. Likes become a goal in itself and a post without likes gives many people a bad feeling about themselves. Instagram takes its responsibility and hides the number of likes in 2020, in order to make the experience better. It takes the pressure off to ‘score’ with your post. Users focus more on posting what they really like, rather than posting photos to get as many likes as possible. In short, better for the mental health of young adults who experience pressure online and better for the quality and authenticity of the shared content. Users focus more on posting what they really like, rather than posting photos to get as many likes as possible. According to Ronald-Jan de Bruin , even more is waiting for us in this area: “Facebook will come with a data export tool in 2020, with which you can easily share all your content and move it to other locations, such as Google Photos . That way you get more control over your own data. You also report misleading advertisements and, partly thanks to new regulations, there is an increasing focus on privacy and security. In short, social media will take their responsibility in 2020. Conclusion Only by taking social media trends in 2020 into account and responding to them will you ensure the highest possible impact and engagement with your audience. Social media is increasingly becoming a total package in which the complete customer journey, from inspiration to purchase, takes place. In 2020 you will undoubtedly notice that. Payment via Facebook, direct shopping within WhatsApp and many other new functionalities are introduced. We are curious, what will you do in 2020? Do you see a trend that we have not yet covered? Let us know! Read more about social media? Do you also want to blog more often, better or faster? CopyRobin is happy to help you Let’s block ads! (Why?)

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