1. Stories as Communication Canl
Just a few years ago, the story format was something unique for Snapchat. Stories allows the user to share short moments from the everyday life that disappear after 24 hours or when you delete it. In 2016, Instagram introduced the same format, while Facebook did not go into the trend until 2017. Now even Youtube has given users the opportunity to share stories for their channels.
Stories facilitates sharing “right” low-threshold moments from everyday life. This makes the stories an optimal format for marketers to use the users FOMO (ear of missing out). In a everyday life where we are constantly exposed to advertising, advertising and information from commercial players and almost bombarded with articles from friends and acquaintances, the need to adhere to what is happening is increasing. FOMO creates constant concern for missing something and for others to experience something you do not even take part in. In many ways we are more concerned about what “all others” are doing, than we do ourselves.
Good use of stories as a communication channel may be, for example, offering various 24 hours’ offers exclusively for those who discover the offer. This gives users the feeling of being treated with VIP and helps connect strong personal ties to the customer.
We believe that the story format will continue to grow, not only because it facilitates good offers to the customer, but also because it provides the ability to collect valuable data in the form of preferences and wishes. Through polling, questions and answers functions, barometers and more, you can create engaging content that allows the consequences to take more time in contact with your company.
2. Video content will continue to dominate
Everything suggests that video will continue to reign as the most engaging form of content. As follows Cisco 82% of the total online content will be video by 2022, so here's no reason to hold back.
The development in 2020 is likely to be spread beyond several of the channels we interact with. Among other things, TikTok has become a major trend among younger target groups in the last year. YouTube keeps growing. A large proportion of stories on Facebook, Instagram and Snapchat are also in video format.
Video generates more involvement than content without video. It is also clear that LinkedIn prioritises video content; a video has a 20x chance of being shared more than other articles. We will cross our fingers for new video tools on LinkedIn during 2020.
If you haven't yet put in any video in advertising, it's time to get started! Video will dominate, and those who don't agree with the trend could end up struggling to stay relevant in social media.
Three. “Micro Influencers” Creates Value
The influence-marketing and use of bloggers and Instagram doctors in marketing campaigns are not a new trend. However, the concept develops over time, and we now see a change in the ‘influence’ companies choose to use.
Marketers are constantly having to evolve and look for new opportunities, and several now choose to go away from using 1-2 selected influences to rather cooperate with a number of smaller, and even more relevant, so-called micro influences. These are people with everything from 10,000 to 50000 followers.
There are several reasons for this. First, micro-influencers are believed to be more credible, and they have a much more pointed estranger than the greatest influences. This will allow for far more relevant and specific target groups. At the same time, micro influences are easier to relate to, because it is simply a little more “human”.
By moving focus towards smaller influences, you can save large parts of the marketing budget, while it will produce good results. Not only will it generate good and relevant leads, but it is extremely brand-building and will be able to help create both knowledge and knowledge of your “brand”. The end result may have even greater power than expected, and you have the ability to create a whole “network” of influences that test, use and talk about your products or services.
However, it is important to be selective – with micro-influencers, the focus will be quality rather than quantity. Make sure you find genuine people willing to spend time and energy on creating completed content. Only then will marketing be profitable!
4. Social media shopping services
Shopping through social media was a growing trend throughout 2019. Among other things, Instagram opened up for the possibility to shop directly through the app without moving out of the platform. With only few keypresses, you can leave credit card information and click home the items you want.
This will continue to embed our patterns of trade into 2020. Not only will the short-term customer journey be significantly reduced, but it will also cut down the sales area planned from the marketer's perspective.
It is almost exclusively the largest commercial players who have used the function; H&M, Nike and Zara, to name someone. We believe 2020 is the year both medium and smaller niche shops will and should be investing in shopping functions.
Are you interested in statistics for instagram? This information guide gives you the insight you need.
5. Snapchat Advertising
It is no secret that it is becoming increasingly difficult to capture the attention of users, and with as many different platforms as possible that allow advertising, it is difficult to choose the channels that convey your message in the best possible way. In INEVO we believe that Snapchat is an important channel for the target audience, and it makes the best use of each single market crown.
Snapchat is Norway's second largest social medium and facilitates ads with a combination of text, video and audio. With adverts on Snapchat, you have the possibility to reach 94% of the target population aged 15-29 in Norway weekly, as well as 2$3 of all Norwegians between 30-60 years.
If there is not enough reason to consider Snapchat as a advertising channel, may the fact that Snapchat is one of the cheapest sources of attention in the market be more convincing? They still have a long way to go to reach the amount of advertising going on on Instagram and Facebook. For advertisers, lower demand will mean lower prices and cheaper cost-per-click (CPC).
So there's no need to be sober. We're excited to see the demand for Snap Ads increase by 2020.
Are you interested in Snapchat advertising? We can help you get started.
6. Invite to the seminar through LinkedIn Events
In October, LinkedIn launched the possibility to create events directly in LinkedIn via LinkedIn Events. This facilitates inviting your professional network to seminars and events. It may be that during 2020 we invite more professional events through LinkedIn, rather than Facebook, which is currently the market leader.
The background of this prediction is that we are in a completely different mindset on LinkedIn than we are on Facebook. While Facebook is more a social channel created to keep in touch with friends and family, LinkedIn is a channel to keep in touch with the professional network.
LinkedIn is currently working on launching the event function gradually for all members. We are delighted to test.
Have you yet not tested advertising on LinkedIn? Speed up the New Year by this beginner guide to LinkedIn advertising Oh, my God!
Note that these are only my own assumptions of what trends will actually have an impact on the coming year, and which of the trends I think you should implement in your marketing strategy. A little as an indication of what you can expect in 2020.
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Julie Foss/Operative Market Assistant, INEVO