If there’s one thing that is constant about social media, it’s change.
That’s why many things affect our behavior on social media: technology, social change, economy and politics. They are all changing at a rapid pace, so you can imagine how shocking the world of social media is.
It is very difficult to predict trends for one year. However, there are trends that affect the industry for a long time and affect them primarily. For example, effective marketing has been winning social media marketers and consumer’s wallets for some years, and short-term content, even though it has been for some time, got an important boost with Instagram’s investments. There is the facility of stories.
Considering these points, I present to you top 8 social media trends of 2019. These are the tendencies that accumulate their roots in current strategic related strategies of technological development and social platform, and hopefully this year will be captured on social media also.
1. Social listening
In any way, listening to social is not new, but the way we implement social audit, it is changing now. In the past years, social listening was a way to manage brand mentions and reputation for big brands like Apple or Hilton. However, there were two things that changed the industry listening to the social media:
Social media monitoring tools have become more evocative, in which new sources of data, new features, etc. are being constantly added.
Tools became economical not only for large corporations but also for mid-size and small businesses, local businesses and startups.
How did this affect social listening strategies? Well, nowadays, new features and data sources allow us to go beyond basic brand surveillance. You can use some name to listen social to social selling, SEO and customer care.
If I want to point to an area where social audit can actually change the current marketing landscape, then I will go with the sale. Social selling is a unique strategy, which gives you the opportunity to connect with those people who are demanding services and products directly in your industry.
In particular, a device added a special feature dedicated to social sales, called Awario Leads.
For now, this strategy is being greatly reduced, but we can expect more brands to take on social sales this year.
2. Buying On Social
Social selling is one thing, but what if you can choose a product and order without leaving the social media app?
To be fair, this is not new, Facebook already allows users to buy products from brands pages in their ‘shop’ section. They have a marketplace feature launch in 2007, which is an option for Craigslist, a platform where a person can sell or exchange most of the second-hand items.
In 2019, we will see more social media companies opening their platforms for e-commerce. This will be the next logical step for those companies who already offer a variety of features for ads like YouTube or Instagram. In fact, one of them could already work in that direction.
In September last, The World reported that Instagram could work on an ecommerce app. According to the article, the app will allow users to browse the collection of goods from those who follow them and buy them directly within the app.
Of course, the app is not an extra feature for Instagram, but rather a stand-alone unit. However, this indicates interest in the understanding of Instagram and the introduction of e-commerce in their product (which is natural to only think that Facebook has Instagram).
Social media data has become necessary for any marketing strategy, so social audit is on this list. However, this past year proved that we have limited knowledge as a society and have the scope and effect of social media data collected on a daily basis.
Last year was marked by an array of privacy scandals, in which Cambridge Analytica was the most prominent. However, Facebook was not the only person who had reported at least one security violation last year Twitter, YouTube and even Reddit.
However, do not reduce the role of Facebook in this regard, they were looking after a PR nightmare after one. Perhaps this prompted Mark Zuckerberg for a special New Year resolution for 2019 so that a series of public discussions could be conducted that how Facebook affects society.
It will only be one of the initiatives dedicated to bringing more transparency into the social media companies world. Data is one of the most important resources in social media marketing and ethical collection, as well as its fair evaluation, this year will be a major priority for companies.
Our century is marked by brands to develop personality for themselves and to build relationships with their audience. According to this study of Sprout Social, millennials are expecting more transparency from brands than leaders or friends and family. Getting audience’s trust will become the focus of social media platform strategies.
4. Live streaming
Pivoting for video content, driven by social media algorithms, has been a trend for some time. This year, however, live streaming is new black.
Social streaming favors moments of content, another trend that has been taking on Instagram Stories, Snapchat and most recently with Facebook stories on social media for some time. According to this Facebook report, daily watch time for Facebook live broadcasts increased fourfold in one year.
You can use live streaming to present a new product, change the narrative during PR crisis, or introduce collaboration with an influencer.
Makes live streaming so special that in real-time there is the ability to make room for real communication with your customer. Your viewers feel that they are in the middle of a natural conversation, and you are talking directly to them. It conquers highly productive video content due to its authenticity, which is trying to complete every marketer.
5. Private Community
In 2018, the trend of communication on private channels was seen.
Instead of public pages there are more interactions in Facebook groups and private communities, which favor both algorithms and people (unless these are not social media managers). In addition, social media platforms add new features to simplify the curation of private groups to integrate messaging features into their app.
On Instagram, personalizing your growing Instagram account makes a sense of specialization and urgency encourages people to follow, as described in this article of the Atlantic. Private groups and accounts make you feel part of a special community, and who does not want it?
Consider building a personal community for your brand, for example, a group on Facebook or LinkedIn. This will give your users the opportunity to communicate not only with you but also with each other, who contributes to building a strong community and encouraging advocacy.
The most private communication channel, of course, is direct message. And for the last few years, brands are connecting with customers through personal messages on DM and Social.
For now, brands are mostly using messaging apps and DM for customer service purposes. But there is an untapped potential to create personal, automated communication which is more effective than email.
This year, messaging will become a meaningful part of every social media strategy. In addition, the brand will eventually embrace Messenger automation. A study conducted by the relay has shown that out of 1000 trending B2B companies on CrunchBase, only 0.5 percent of companies had a chatbot.
Chatbots can make messenger a new email marketing tool, the open rate of messages is very high for email, and messaging is seen as a more casual and personalized way of communication.
Chatbots are not yet complete, and people still like to chat with a human. However, since chatbots become more sophisticated and use more natural language, they will become necessary. You need to figure out which part of your marketing strategy can benefit from them.
Integrating e-commerce functions can also be beneficial for messaging apps. If we remember Wechat, this is not a new idea, but it has not been detected yet in the western part of the world.
Chatbots and messaging can also be part of a comprehensive privatization strategy. 2019 will be the year when operative marketing driven by AI operates.
Given the vast amount of personal information available to social media companies, it is very easy to get all kinds of information about their customers. Content consumption, history purchase, clicked links, social media interactions, and even personalized messages. All this and more can be used to create a laser targeted marketing campaign for you.
However, some consumers may feel uncomfortable about how privatization is currently being implemented in marketing. There is a need to find the fine line between the brands being helpful and outright scary.
One way to do this would be the combination of privatization and other types of marketing: effective marketing, personalize your message communications (beyond using names first), and so on. Take an example from Airbnb, who uses information from your past and upcoming visits to craft personal travel recommendations.
8. Augmented Reality (AR)
AR can be used in many ways, from creating dedicated filters to some events in order to actually apply their product in video or photos so that customers can try it.
Last year at its F8 Developer Conference, Facebook announced that it was testing AR ads. In your timeline, they look like normal Facebook ads but to try it on the lets button, click the button so that you can try on the products with the help of a camera filter.
AR can be a solution for those who do not like shopping online and prefer to test a product before buying. If social media platforms successfully implement this technique at a broader level, then they will become even more attractive platform for advertising than digital space.
What do you need to do in 2019?
As you can see, none of these trends are coming out completely blue, most of them are a logical development of social media platform strategies or by common users to behave on social media.
So this year, it’s time to become an early adopter and try something new, this is a social listening device or a Messenger bot. In 2019, make sure you:
- Collect and analyze social media data to guide your marketing decisions
- Apply new technology to your social media strategy
- Be authentic and personal
You will undoubtedly see an increase in your social media ROI.
Got any unique social media strategies chalked out for 2019? Share your thoughts in the comments.