Hootsuite: 2020 Social Media Trends Report

Hootsuite has released a new report, “Social Media Trends for 2020.”

Trend 1: Brands strike a balance between public and private engagement.

The rise of private behaviors like instant messaging, while important, has not diminished the importance of public social media, which remains a critical space for brands to discover and acquire customers. The key is to create a seamless experience across both worlds, balancing both automation and human connections to build deeper customer relationships at scale.

Trend 2: Employers take center stage in a fragmented world.

Our world is becoming increasingly fractured, and employees are counting on businesses to make the right decisions. Progressive businesses will leverage this new role by building a strong internal culture, amplifying purpose through employee and customer advocacy, and operationalizing the connection between employee and customer experience.

Trend 3: TikTok disrupts the status quo.

TikTok’s popularity brings valuable insights into social culture, content, and collaboration. Social marketers should keep a close eye on TikTok while using these insights to adapt existing network strategies to adapt to the next generation of social networks.

Trend 4: The collision of social marketing and performance marketing.

Social marketers are under increasing pressure to expand their skill set. Established champions of brand awareness and community building must also become fluent in performance marketing. The challenge will be to find the balance and build a well-rounded skill set that can drive both short-term transformation and long-term strategies to build brand equity, customer happiness, and differentiation.

Trend #5: The social proof gap narrows.

ROI and measurement remain challenges. However, this year we discovered three best practices that high-performing organizations are following to advance their understanding of social attribution and gather the data CMOs need to elevate the strategic priority of social attribution in their go-to-market strategies: They are combining social data with other data for a holistic view, focusing on omnichannel integration, and borrowing established attribution models from other channels.

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