2020 is finally almost over – did you think we’d make it this far?! This past year changed practically everything about the way all of us were used to living. Social media marketing is no exception – 2020 impacted the digital landscape tremendously, and it’s left a lasting impact on the industry for years to come. It’s important for all of us as businesses to adapt sooner rather than later, otherwise, we’re getting left in the dust! Here are 5 ways social media marketing changed in 2020.
Content still reigns supreme, but the most effective types have shifted thanks to our different collective way of life.
While it’s not new information that videos are the most effective method to use to reach your audience, 2020 has definitely exacerbated that point more than we could have expected. Thanks to events, school, and most of life as we know it going digital, video became a staple in everyday life. In fact, the amount of videos watched on smartphones is increasing by 100% every single year. Um, yeah. Read that one again. 100% every single year. And you’re not creating videos yet?
Don’t worry – you don’t have to break the bank to make great videos for your social media, either. In fact, as long as you have a smartphone and a window, you can take a great video to use in your social media marketing efforts.
TikTok proved that the way to hook Gen-Z is through short-form video content. The platform absolutely exploded this year, boasting over 2 billion downloads. Despite their almost-drama this fall, TikTok still topped the charts for teens this year, and it doesn’t show signs of stopping.
As far as topics are concerned, educational content is the name of the game when you’re looking for a place to start. How does your coffee shop make your signature drink? What are 3 tips you have to be a better writer? This is information you already know, but your audience may not. Giving your audience a glimpse into your knowledge not only boosts your credibility, but also establishes a personal connection between your business and your customer as you show them behind the scenes.
However, video isn’t the only form of content that took over social media marketing in 2020.
Long-form content, both videos and written pieces, were still effective in 2020, no doubt. There were a few extra special additions to the mix, too! Webinars and virtual events were a huge part of the digital landscape this year, and more and more businesses offered virtual ways to maintain connections to their communities.
Consistency and integration are the best way to establish trust, now more than ever.
Remember a few months back on the Big Brand Theory podcast when we spoke with Tim Newton about transferring trust between branches of your business? (If you answered “no” to this question – listen here!) The same idea applies to your social media marketing efforts. When you present yourself or your business on social media, you want to make sure that you have a consistent appearance no matter where you’re being found online.
For example, if the main colors you post on your Instagram are pink and red, but the main colors on your Facebook are yellow and blue, your audiences on each platform will have more trouble recognizing you if they look for you elsewhere. On the other hand, if you have a consistent appearance and put your branding first in your social media marketing strategy, your audience will be able to transfer the trust they already have established with your company on from other platforms to the one you’re promoting.
Along the same vein, no matter what platform works best for your business, it’s never a great idea to have all of your eggs in one basket. In other words, when you run a campaign on one platform, you should optimize and run it on multiple platforms simultaneously instead. That way, not only are you providing valuable information to more people on more platforms, but you are opening up the conversation to a much broader audience and allowing for far more connections to be made along the way.
Personal connection – in a year where that was lacking – has become a crucial part of social media marketing.
At the end of the day, we’re all only human. Besides, with so many people still working from home, it has become the norm to get an “insider view” of your colleagues’ homes via Zoom. Because all of us are adapting at the same time, it has caused most people to be a bit more lenient and willing to go with the flow. That being said, it’s okay (and encouraged) to be personal with your audience.
Obviously, don’t overshare or hand out your Social or anything of that nature. However, a little personal touch goes a really long way in the business world. If filming a video with your bedroom as the background is the only option, then so be it! If there’s one thing we’ve all learned in 2020, it’s that we’re all in this together.
If your current digital marketing strategy isn’t cutting it anymore, or you’re just ready to try something new in 2021, you’ve come to the right place. Reach out to our team of digital marketing experts here at Blackwood Creative. We’re in the business of building remarkable brands – and yours could be next. Contact us today!
