Times change and the way people use social media evolves constantly. So, if you thought you could stick to the same 2019 content trends, you need to think again! Social media is always on the move, as is the behaviour of online consumers. Therefore, marketers need to be a step ahead in keeping consumers entertained, interacting and engaged. This blog will explore the 2020 content trends you’ll need to keep up with.
There’s no surprise that video content will be sticking around. In fact, video content will continue to rise far into 2020 and beyond. Video has been proven as a vital cue when engaging the modern consumer. Video helps to tell brand stories and capture the attention of potential buyers. Even when there is no buying intent, video creates discovery and possibility.
Overall, people would rather video content than any other when being introduced to new products, brands or services. Think about when you are considering a purchase, you will almost always head to YouTube and look for reviews, demos or specifications. A staggering 50% of online shoppers use video when they are trying to decide between brands or products.
Consider how you can incorporate video into your content strategy. Perhaps a friendly message from the director, a ‘how-to’ video, or some user-generated video reposts; whatever your business, you can find a way to engage your audience further.
Another content trend that’s staying and growing, is ephemeral content. What is ephemeral content I hear you ask…It is any content that disappears after a certain period of time, for example, Facebook and Instagram stories.
Ephemeral content is great to trigger an immediate reaction and boost your engagement. With the continued noise expected into 2020, this trend is a must.
Even content marketers can admit the importance, and brilliance of user-generated content! Who better to know what content is favoured for a community than the members of the community itself! Listening, engaging and learning from your audience is invaluable for your content strategy and will continue to be one of the most important 2020 content trends.
Also, almost 90% of consumers are more likely to be influenced by other members of their online communities over brands and paid influencers. So, get your audience talking and engaging! You can even use their content and showcase it, therefore encouraging more content in the hope your audience gets recognised by your brand. Your audience does the work, you share the reward.
Do some research and have a listen to your audience so that you can pump out relevant content that your audience can work from and engage with.
A recent example from a well-known fitness instructor (Maxine) was to post #Sweat2TheMAX photos of herself sweating after her fitness class. She then encouraged her participants and online viewers to send in photos with the same hashtag. Maxine then featured these photos on her own social media pages with the hashtag, she was flooded with images. To further engage her audience, she set a challenge to push her clients and get even more sweaty and take comparison photos, again with the same hangtag and if you were visibly sweatier, Maxine awarded the first 50 tags with ‘Sweat 2 the Max’ branded sweatbands.
Think about how you can encourage your audience to get involved and get posting about your brand!
Alexa, tell me what the 2020 content trends will be.
Having a voice content strategy in 2020 is vital to keep up with the growth of smart speakers. Adoption of smart speaking grew by 40% this year, with no signs of stopping. 3 out of 4 owners of smart speakers use their speakers every day.
Consumers are seeking helpful information at the response of their voice. As consumers grow increasingly familiar with using smart speakers, use will become more complex in 2020. You better get a voice content strategy started before things get complicated and you’re too far behind!
VR and AR adoption
First off, what is VR and what us AR? AR is Augmented reality, this is when there is an added digital element to a live view, often by using the camera on a smartphone. Examples of augmented reality experiences include Snapchat lenses and the Pokémon Go game (see photo below).
Virtual reality (VR) on the other hand, implies a complete immersion experience that takes over the physical world. An example of virtual reality is Derren Brown’s Ghost Train at Thorpe Park.
AR is predicted to have 3.5 billion mobile users worldwide by 2022, that’s close to half the population. One of the most successful current examples is the AR technology in makeup stores. The system lets customers try on the shades and looks before purchasing a product. Or, the technology gives you a ‘look’ and tells you all the products used, therefore creating a long desirable shopping list.
In North London, there has been a decline in shopping activity at a large shopping centre, the centre has created an AR experience to entice shoppers. The app allows you to set your favourite shops and then as you walk around the centre, you use to app to look around the store and maybe rewarded with a discount. Making shopping a rewarding ‘game’ has increased the footfall considerably. However, there are many young ‘shoppers’ just searching for discounts for entertainment. Think smart and ahead when constructing your AR experiences.
2020 content trends final notes
One of the biggest 2020 questions on our lips is the fate of influencer marketing. Following Facebook and Instagram trialling the elimination of the ‘like’ button on posts, there is much uncertainty for one of the fastest growing marketing trends of the 20th century. Personally, I think removing likes will push for greater content. A post will no longer be valued on how many likes it has, but on the value, it will give to consumers. Also, working with influencers will no longer be a popularity contest but a search for genuine creativity and passion. It will be an interesting change to follow and observe if they even end up removing the ‘like’ button platform worldwide that is. For more on Instagram, check out our previous blog for mistakes you may be making!
Do you think there are any major trends we have missed? Comment below.