There are almost 3.5 billion people registered on social media. 3.2 billion of these use mobile devices. The brands of each sector must get to work and plan their social media marketing strategies to get the most out of this activity with each passing year. Meanwhile, marketers need to know the best strategies that have worked to date and that will continue to work in the coming years and be aware of new trends in social media marketing.
Technology and consequently the world of social media are constantly evolving, bringing new trends and new ideas every year.
Every day over 1 million users are active on social media and, at the same time, it is possible to count more than 3 billion active worldwide.
It would be absurd to ignore such a large number of audiences, so that most brands are aware of this data and benefit from it. It is these brands that invest in advertising on social media and other community marketing strategies .
Social networks continue to evolve and social media marketing activities must evolve with them .
New regulations have been introduced and some facts have occurred that have undoubtedly influenced social media marketing (for example, the introduction of the GDPR or the Cambridge Analytica scandal ).
For marketers, the key question is: what are the trends that can make my brand stand out and how can it be promoted more effectively on social media?
The next few paragraphs will analyze the social media marketing trend of 2019: some are already in place and are growing gradually, but they have not yet reached their peak, others are already in great expansion and are expected to become even more relevant in 2019.
1. Social listening
In short, social media listening refers to the use of a tool to listen to what is said about a brand (or any other keyword or set of keywords) on social media or on the web .
It’s a bit like Asteroid Alert, a Google application that simulates the dynamics of the solar system through the use of information generated by NASA’s scientific project NEO.
The aim of this app is therefore to warn when a body approaches the Earth or other planets in the solar system. In this case steroids are considered as various and extremely useful features such as analytical data, research of influencers etc.
Social listening is becoming a must for any type of brand.
It is no longer enough to monitor your mentions or hashtags.
According to a study by Brandwatch, 96% of people who speak online about brands do not follow the business profiles belonging to their respective brands.
For this reason it is very likely that a huge percentage of the discussions (around 90%) that revolve around the brand will be lost. Furthermore, if you do not respond to a mention, you will lose another percentage of unreachable users.
This means that companies must go beyond their channels and monitor unbranded conversations to obtain valuable information and manage the brand awareness.
But it’s not just about tracking down your brand’s mentions: you can also use a social listening tool for almost all aspects of your business, from product design to customer service and lead generation . The limit is your imagination.
So if you haven’t tried using a social listening tool yet, now is the right time to start. But how to do it?
As already mentioned, there are several ways to use social listening. Some of these could be suggested by the functionality of the tool you are using: for example the social media listening tool “ Awario ” identifies the negative mentions, which can be useful to then resort to customer assistance or crisis management. Furthermore, this tool also shows the greatest influencers in a given sector and this information is particularly useful for planning your influencer marketing campaigns, which we will discuss in more detail in the following paragraph.
In social listening it is important to have the ability to customize the search process to meet your every need.
Suppose you want to monitor the progress of the sector you are in, setting an alert containing sentences that are often used when users search for advice on products of your type. Simply do some research and make sure you choose a tool that has a flexible search mode.
2. Influencer marketing but above all many micro-influencers
As mentioned in the previous paragraph, a social listening tool can even help you find influencers suitable for the sector in which you work.
If you have not yet immersed yourself in the world of influencer marketing , particularly in the fashion marketing sector , you may not understand the true meaning of these marketing activities by famous people. In fact , influencer marketing has been and is continuing to go a long way since Michael Jordan started selling sneakers.
Imagine that you have to choose a powerful SEO tool for creating links. There are so many on the market and you don’t have much experience in this particular topic to make sure you make the right choice. But coincidentally, there is a blogger you follow on Twitter who writes SEO very useful hacks. You, trusting his advice, are curious to know what kind of tools he uses and go to his Twitter profile to find out: here you may have acquired a new influencer!
This is an extremely common situation: according to a Collective Bias survey, 30% of customers are more likely to buy a product recommended by a non-famous blogger .
Customers can relate more to these influencers and evaluate their opinions more than those of famous influencers.
According to a 2016 report, companies earn $ 6.50 for every $ 1 spent on influencer marketingand 67% of marketers promote content with the help of influencers.
It is important to note that these numbers are constantly increasing.
Many brands claim that influencer marketing is one of the most effective tactics they use : in fact, if you like the content of a user you follow it is very likely that you will appreciate the same products that they prefer. It’s a bit like having a target audience ready!
Of course, the first step is to find influencers.
Just look around and see who produces relevant content with your product and get a sequel. Or you can use a social listening tool to help you identify influencers.
Next, you need to establish a relationship with the influencer . This may seem like an optional step, since it takes some time, but in reality it is very important and helps to “conquer” them: you know more about them and the contents they create, putting “like”, sharing their posts and involving them in the comments.
Later you can send messages directly or send an email offering them a collaboration . After discovering their work process and their creative freedom you have the opportunity to negotiate different conditions: fixed rates, free products, beta version of a new product, profit percentages or simply cross promotion. Furthermore, it is important to keep an eye on your social media statistics at work started and analyze your mentions to see what worked and what information to consider for future developments.
With the advent of Instagram, influencer marketing is a growing social media marketing trend of 2019 and is definitely set to grow.
3. User generated content
The use of social media is growing exponentially and word of mouth is once again the most effective marketing tactic. User generated content is one of the most important social media marketing trend of 2019.
In its simplest form, the UGC, which stands for User Generated Content, is any unpaid content that has been created by users. It can be texts, photos, videos, personal stories, blog posts, etc.
Today customers are looking for a genuine bond , they would like to be part of a community of like-minded users and share the same interests.
Thanks to social media it is extremely easy to create community and user generated content is one of the best ways to do it.
Think for example of Hootsuite: the #IWorkFromHere campaign where customers are encouraged to share photos of their workplace, obtaining 2.2 million more daily views that resulted in over 2,000 new customers.
According to ComScore, brand involvement increases by almost 30% when customers are exposed to a combination of professional marketing content and user-generated content.
Where to start?
First, you need to identify the most suitable platform for the campaign you’d like to launch.
Select something that is popular with your customers and that is suitable for the type of campaign you are planning. You could also offer some kind of reward . Although people are willing to share their opinions on the Internet, most of the time they need a little encouragement: a discount, a free service or anything else in return.
It is also important to be creative : returning to the Hootsuite example, as their product is an application, it would be difficult to promote it using visual content. But we know that visual content is very effective on social media. Thus a combination of beautiful images was created with topical contents that emphasized its features. It is good, however, not to go overboard with creativity: when you brainstorm your campaign, be reasonable. Your ideas should not take too much effort, especially if the reward is modest.
4. (Social) video marketing
Video marketing is certainly an important social media marketing trend of 2019, that has dominated 2018 and is expected to go even better in 2019.
As you can probably see, each social media channel favors videos over other types of content.
Live videos on Facebook, for example, attract millions of viewers every day. The same thing can be said of Instagram and Twitter flooded with video content, not to mention YouTube that represents the realm of video content.
Video marketing is increasingly common among companies, especially large ones and with good social media marketing activity .
The problem sometimes emerges when it comes to small or medium-sized companies: most SMEs, in fact, understand that video content is really the right choice for their business but they are afraid of costs. They are also afraid that the video marketing activity may require more resources and more skills than they have. However, a short and effective video may be able to really express so much about the value and offers of its brand.
Videos are therefore continuing to be the dominant tool in social media . Instagram, seeing the potential of Snapchat stories, has decided to launch the same functionality now and years ago and, according to Entrepreneur, 200 million Instagram users use Instagram Stories every month. This feature makes Instagram a crucial point for marketing activities, where every brand should do its best.
Even YouTube continues to grow in popularity thanks to the increase in YouTuber.
Generation Z also uses social video platforms such as Houseparty, where users can join group video chats and talk online at any time.
With their presence on these platforms, social media marketers will have a great advantage in 2019, as with video platforms it is even easier to offer personalized customer experience , which is all that customers, regardless of generation, want from part of the companies.
Videos are able to go beyond what images can offer and companies are aiming for this, trying to increase the popularity of video channels and make videos more and more versatile.
Video marketing, whether large or small, must be one of the main priorities of every marketer for 2019.
This concludes the social media marketing trend of 2019. Let us know your thoughts on it by leaving a comment down.