28 Trends on Social Media [2020]

Sometimes it is hard to navigate on social media…this part of the digital world always goes through changes. New social media trends are crucial to follow in order to get your business to grow at a fast pace.

Herschel Supply Co or Cupcake Royale are great examples of how much social media matters.

They used social media to gain popularity and make their business grow. It worked, their profit is great, they have overgrown some bigger “fishes” in the industry.

Moreover, according to the study, 85% of Generation Z uses social media to learn about new products, which mostly leads to purchasing them online. When it comes to millennials, 75% are influenced in the decision-making process by what they see on Instagram.

That is why we came up with the top internet trends for your business or private use to get your Social media platforms booming in 2020 and how to adapt to them.

Table of Contents

Top Social Media Trends

We’ve gathered a list of popular movements on social media. We divided them into 2 main categories – business- and society-oriented

Get your notebook ready and note all the trends you want to try out!

TREND #28: Augmented Reality taking over pictures 

Augmented Reality (AR) brings real life to our screens and now it has come to social media. With smartphone cameras, everyone can experiment with AR creations in their daily use of social media.

There are different forms of AR that businesses can use. The most common examples of Augmented Reality in social media are:

  • Filters, lenses, and stickers to be applied live
  • Interactive maps (Pokemon Go)
  • Interactive product display (IKEA)
  • Emoji’s based on your own appearance
ikea ar furniture

AR allows us to see things through our screens that are not there in real-life. Thanks to it, marketers can provide more interaction with the brand to their audience. There is a huge impact of AR on social media

As an example, one of the successful AR campaigns was made by McDonald’s. They created many limited lenses that were available in specific areas. The campaign run only in the USA and gained 12 million users and around 400 million total filter impressions.

Geolocation and limited-offer created a competition among the audience to get as many snaps as possible. 

mc donalds snapchat filters
McDonald’s geo-filters campaign, image by shortyawards

How to get started with AR on Social Media? 

Create branded filters, objects and lenses

A brand can create an interaction for its customers by using personal filters or lenses. By creating these stickers brands can increase their visibility on social, and if done right even go viral just with their AR stickers.

AR gif mona lisa

Social media where you can create branded AR filters, objects, stickers, and lenses:

  • Instagram
  • TikTok
  • Snapchat

Augmented Reality in Social shopping

Brands can use the power of Augmented Reality in social media. Marketers can increase the interactivity of their shoppable products by implementing the try-on function driven by AR.

This allows customers to try your product in different variations before buying them.

Multiple clothing and cosmetic brands are starting the try-on of their virtual products. These brands have seen positive results in sales numbers, customer engagement and fewer returns.

sephora virtual artist
Sephora Virtual Artist, image by chipchick

Social media platforms that support Social shopping and AR:

  • Facebook
  • Instagram

Augmented reality ads in Social media

Lately, Facebook decided to implement AR into its Ads Manager to allow companies to promote their products in an innovative way.

There are just a few brands using AR adds and just a few markets supporting AR ads. That is why it is great to try it out and be one of the “innovators” of this new trend.

michel kors lenses for virtual shopping
Micheal Kors AR campaign, image by The Outcast Agency

Social media platforms that support AR ads:

TREND #27: Personalization of social media campaigns

Personalized marketing is all about getting a tailored message to the individual.

Companies are using databases in order to gather all information about customers’ preferences, actions which can be later used to target them specifically. This is the future of social media.

Marketing is getting away from general messages and big audiences. It is not about everyone anymore. It is about personalized advertising to your customers, and social media is not an exception.

Personalized marketing activities in social media can be seen in tailored content recommendations.

An example of personalization on SoMe:

  • Spotify – Discover Weekly – based on the user’s history
  • Youtube timeline
  • “Rainy day? buy this jacket” – using geo-location(weather forecast) in advertisements
amazon personalised book selection.

Retargeting can be a great way to personalize your marketing efforts if your firm is running ads on social media platforms. Retargeting allows reaching out to already interested visitors.

How to become more personalized as a brand? 

The brand which wants to use personalized marketing needs to start collecting a database about its customers. Using technology like algorithms and automation, it is possible to get tailored messages out there. 

Track user’s behaviour

One of the available tools is OptinMonster. It allows the company to follow a user’s behaviour on the eCommerce websites. This tool can track unfinished shopping carts or particular products in which the client was interested but didn’t purchase. Allowing afterwards, reach prospects on social media channels they hangout with retargeting

Retargeting – a type of online advertising; based on previous consumers actions on the web.

Customization of the product on social media

Coca-cola is famous for its stunning marketing actions. One of the greatest examples from them is a personalized social media campaign – Coca-cola bottle. They run this campaign all around the world, using specific names for the countries.

Moreover, they gave the option of customizing the bottle on their website. Customers could create unique and original gifts for their family, friends.

Personalisation with coka cola
Personalized Coca-Cola bottles, image by Coca-Cola

TREND #26: Automation – Future of social media

Automation, in any kind of department, allows faster and more efficient work. Most companies have numerous accounts on social media. Keeping track of all of them takes a lot of time and human resources. Automation has a great impact on business social media.

Once you unlock the possibilities of automation, your workflow will be much more efficient. And that is much needed, in the world where 12 hours of work are not enough!

how much time markting people spends online  statistics

According to the study, 41% of marketers spend more than 11 hours weekly to manage social media.

That is why, when it comes to marketing it is crucial to use tools for scheduling posts or analyzing data. That is your first step towards automation on social media.

How to automate your marketing? 

There are many tools available on the market. That is why in our recent post we went through the best marketing technology stacks provided by various companies from start-up levels to the global level. 

Automation tools

Here are some great examples of easy to use Social Media automation tools comparison:

  • Hootsuite – Social media scheduling tool
  • Buffer– Social media scheduler
  • Socialert– Social media listening tool
  • BuzzSumo– Streamlined trending social media content discovery tool

Scheduling social media posts

Giving an example, in some of the social networks, you can schedule your posts natively:

  • Facebook
  • Youtube
  • Blogs

But in others, you can save your posts as drafts, and post them when you are ready or when is the right time.

  • Instagram
  • TikTok

It has been long discussed how is engagement performance of post scheduled or posted natively?

With continuously dropping organic engagement it is something to consider in 2020. Should you post natively or use scheduling software.

TREND #25: Social Media for customer service

Another growing trend is social media as a customer service tool. Most of the businesses have their Facebook or Twitter account. Social media today is all about customer service.

It is not only used to promote the company but also as a convenient way to propose help to its customers. More and more customers prefer to reach out via social media rather than traditional email or phone call. 

This trend can give a competitive advantage to smaller companies who still can truly respond to every customer, as there is less volume of coming messages.

ai chatbots statistics

Looking at the statistics, the trend of using chatbots is booming. Larger brands are already using chatbots as a way of finding a more automatic, efficient way to interact with their users.

It is important to remember the real human interaction which can be missing in this case.

automation social media

How to respond to customers on social media?

Get started with Chatbots! 

A company should be present on platforms that their customers are. Furthermore, being open to users’ messages/comments is a good way to avoid bad reviews on websites such as TrustPilot. People are more inclined to “confront” the company if they know that someone will react to it. 

response rate on social media

Up to 60% of people respond to chatbot messages, in comparison 30-40% opening an email in their inbox. That is why chatbots are the future of every company.

Leaders in chatbots market?

TREND #24: Geolocation as a key tool

Geo-location is another big trend visible on social media. It allows targeting customers within a specific area. For example, it also helps with an analysis of a particular place in terms of who and how interacts there on social media. 

There are two perspectives on this trend:

  • Organic geolocation

Organic geolocation is when the user is looking for something and the results will be based on the distance to the place.

For example, Google maps suggested places or Facebook functions – places nearby you.

  • Paid geolocation

Paid geolocation, allows marketers to target specific locations. Location targeting can be easily set on Facebook by Ads Manager.

For example, student subscription ads may be advertised only in the area of universities in their favorite social networks.

Professional marketers use a combination of retargeting and paid geolocation to activate their ad campaigns.

How to use geo-location?

Geo-location targetting

Use location to target people who are more likely to be interested in your product. You can target a specific location at a given time.

This can be used to target a specific group of people – with little knowledge like location and time of the event.

geolocation facebook ads

This allows having more optimized ads for a lower cost.

Geo-location to boost your sales

One of the known examples of using a location for marketing is Coca-Cola vending machines. In one-third of them, they installed facial recognition and contactless payment to understand who their customers are and how they think.

Furthermore, it helped them to cut the cost of not-so-popular vending machines, as well as with the optimization of their profit.  

coca cola vending machine
Coca Cola’s vending machines, image by NeONBRAND

TREND #23: User-generated content to ease marketers’ minds

This new version of content is creating trust, promotion and may drive sales. As it is not paid, potential customers are more likely to believe in one’s brand if they see it on private profiles of people who are similar to the customer.

It grabs the attention of a potential customer. People want to see something that is real and not fakely promoted.

User generated content creates an honest and reliable recommendation. 

How to handle user-generated content on social media? 

Repost on social media

The company should keep track of how and by who is mentioned. In platforms like Twitter or Instagram, many brands tend to repost positive reviews of their product/service.

Why brands should use user-generated content?

It keeps both parties satisfied – private profile is getting exposure, meanwhile, the company itself gains trust.

Moreover, such companies do not need to think too much about the content, as users are providing them with it.  User-generated content can have a great impact on social media for business. With the good use of hashtags, the company gets more exposure.

Swap fiest ugc
Instagram post of swapfietsDK, image by Instagram
bastard coffe shop instagram user generated content
Instagram post by lineorslev, image by Instagram

TREND #22: Future of Artificial Intelligence on social media

Artificial Intelligence is visible in almost every industry, including marketing. One of the concepts of AI in marketing is to understand the customer and then predict its behaviour. Combining data analytics and machine learning makes marketing more efficient and precise. 

We have seen great examples of AI used to optimize advertisements on social media. AI suggests better ads copies and ads visual combinations, times to advertise and demographics to reach.

If the ads are efficient, the ROI will increase.

How to get started with AI in Social Media?

One of the examples of it is Post Intelligence, the company have developed an application PI that keeps a track of trends, as well as predicts user’s behaviour in the context of engagement and recommendations based on their history on social media.

50 AI tools for growth-hacking

Growth hacking allows to achieve more for less work involved and it applies also to social media. We provided more information on AI tools for growth-hacking in our recent blog post.

Robot asimo
Artificial Intelligence, image by Franck V

TREND #21: Social Media goes LIVE

Live streaming, in other words, means producing real-time content. This gives the viewers – potential customers – a feel of authenticity and honesty.

This social media trend is emerging thanks to the popularity of platforms like Youtube, Instagram or Facebook. Many platforms start to implement live tools, such as LinkedIn, where users can become an “influencer” to start the journey of streaming.  

LinkedIn Live is avaliable only for LinkedIn influncers

Social media live streaming can be beneficial, both for B2C and B2B markets.

  • B2C is especially visible on platforms such as Instagram, where companies interact directly with their potential buyers.
  • B2B is mainly seen on LinkedIn, where different businesses try to catch the attention of streaming live.

How to get Live on SoMe?

One of the successful examples is the Royal Caribbean campaign – #ComeSeekLive. They chose macro-influencers to stream their travels on cruise’s social media. They got new viewers, as well as the majority of the guide’s followers.

roytal Caribbean advertismennt
Come Seek Live Campaign, image by Royal Caribbean

Real-time content

Using real-time content makes customers urge to watch it and follow the brand as they do not want to miss something limited. 

Real-time content – defined by time-relevance of publication to relevant happening


TREND #20: Twitter to reach your audience 

Twitter is one of the most used platforms in terms of engagement and real-time marketing. Potential reach and impressions are much higher than on other social media. With only 280 characters you can spread your message, tag others, and mention them.

How to make the most out of Twitter? 

Twitter is a great place to interact with your followers fast and on a wide audience. People want to stay updated and informed. That is why this platform is great to spread messages frequently and regularly to boost your social presence.

Real-time tweets

Burger King Twitter account is famous thanks to its real-time marketing viral tweets. Their marketing department works hard to be the first one to refer to something an audience is all about. One of the examples is their answer to Donald Trump’s tweet. 

donald trump twitter
Tweet by Donald Trump, image by Twitter
burger king twitter
Tweet by Burger King, image by Twitter

TREND #19: Marketers are ready to leave Facebook ads

Even though Facebook has the most users among all other platforms, marketers are starting to focus on companies’ advertising on other social media. New platforms are gaining not only popular in organic search results but also paid!

cost per click vs engament rate

Furthermore, Facebook’s ads are getting more expensive – Facebook doubled Cost Per Click in comparison to Twitter ($0.97 to $0.38). According to the study, Instagram has a median engagement rate of 1.60%, in comparison to Facebook with only 0.09%.

Marketers are aware of it and that is why they start to be more open to having advertisements on different platforms. 

How to run ads outside of Facebook?

In order to make ads successful, it is important to analyze companies’ SoMe and test the ads before running. Choosing the right platforms to get the most impressions and engagement possible.

Optimization of ads on social media

For instance, if it is Instagram, then marketers should consider the layout of the ad on mobile – as most users prefer it over a desktop version of the application.

Running tests and optimizing ad will be a good solution to avoid mistakes and weak results. 

social media apps
Social media apps, image by Kon Karampelas

TREND #18: Be on the lookout for “niche” apps on social media

Currently, there are thousands of new applications released every day. Of course, none marketer can be on top of all of them.

That is why it is important to find an app that suits your industry. As an example, a food community app can be a good way to get new customers for businesses proposing new diets, superfoods, etc. 

For example, we are seeing a significant increase in the popularity of apps. They can be the next big social media platform:

Unnoticeable, but these apps have gathered large and active user bases. Marketers should follow next “niche apps “, as they may be next TikTok.

Open accounts on niche apps! 

Find an application that is complementary or in the same industry as your business. Those apps have your target group as daily users. This gives a higher chance of users to be interested in your ad.

What is the meetup app?

For example, a meetup app – a niche application that organizes and allows joining different offline group meetings.

This kind of app can be a good place for promoting events, places to hang out. It is not a competitor or substitute, but rather a complimentary business. 

meetup app social media

TREND #17: VR is a new reality for Social Media 

Every user on social media likes to see images, but nowadays they tend to engage much more with videos. The next step is Virtual Reality.

It allows showing places in the way pictures or videos cannot depict it. That is why this way of marketing in popular in showing places, specific situations, actions. The viewer can feel like he is there – in the middle of it.

Facebook tried to answer this trend and launched Facebook 360 – a hub for 360-degree media. Moreover, they helped the users by giving the opportunity to capture moments in 360 with only using their application. 

#FindYourJourney campaign

How to set up Social Media for VR? 

360-degree video for social media

Many marketers are trying to be original and unique. They come up with many ideas to surprise their audience. A good way to do it is to produce 360-degree video campaigns.

using VR in marketing

According to the study, the audience tends to believe more (12% increase) that the brand story is unique thanks to this medium.

VR video campaign

One of the most tools used to produce a VR video campaign is Omnivirt that allows a marketer to easily follow the technology behind it to achieve the best results from the ad.  

One of the successful examples of incorporating VR in advertising is Toms. They became finalists of ShortyAwards thanks to their VR experience of giving shoes to children in need. Customers were able to try it in the physical shops of the company.

TOMs VR campaign
Toms VR Campaign, image by Digital Edition

TREND #16: Showcase brand’s inside – personality 

Customers stopped following every brand they know. They choose the ones which are unique, honest and interesting to watch. Brands are always trying to produce content that will get the most impressions, engagement on social media.

But it is important that content should be cohesive to the company’s personality. That is how brands create one coherent message to their users. Personalized products and/or advertisement is a megatrend. That is why every business should consider it in 2020.

How to show a brand’s personality?

Create a narrative of your products

One of the great examples is Starbucks. They stopped focusing on their product in order to want to create a story, narrative of their goods. The brand focuses on individuals by sharing their experiences. Moreover, they are known for quick responses to their customers on social media. 

Starbucks personalisation

TREND #15: Redefining Social media engagement measures

Recently Instagram stopped showing likes for everyone except the owner of the post. Thus, companies started to consider new ways of analyzing engagement.

It is not only about likes or comments anymore. Marketers look at data from different perspectives. Video watch time, in-bound posts or forwarding are crucial to see how your social media is working. 

Every company should set up their own KPI’s based on their needs and goals. It can vary from shares to non-revenue conversions.

What are good tools to measure brands’ marketing interactions? 

Social Media KPI’s for 2020

  • Contacts made from networking
  • Abandon rate
  • Deals closed
  • Customer satisfaction
  • Landing Page conversion rate

Tools for managing platforms on social media

It is important to keep track of your social media activities and the main KPI’s. Managing multiple accounts can be tough. There are tools to help you:

  • Salesforce, one of the most popular tools for marketers – integrated CRM platform
  • An analytics and KPI tool – Tableau – includes also many KPI templates that can be used to track the effectiveness of the business
  • A great tool to track KPI of specific campaigns/projects – Asana
marketing measurement
Marketing Measurement, image by Carlos Muza

TREND #14: Growing engagement with Video

Everyone knows that pictures catch the audience’s attention. But as we already mentioned video content is more powerful. This kind of medium is a perfect way to tell a story about your brand or product. It helps with inviting the user to relive the experience.

Moreover, if the video is interesting and sends some kind of message, it will get more shares and engagement on the platform and may become viral.  51% of marketers claim that video marketing is getting the best ROI among all other types of marketing on social media.

Get started with videos on social media

Best video marketing campaigns?

Android Campaign

Android decided to show shared experience by opening people’s emotions. It has a clear and simple message with a series of various animals playing together. A good recipe for becoming viral. 

Reebok Campaign

Another viral video production was made by Reebok. Their message was to cherish every single day and to exercise no matter what age. They placed their products, logos in various places throughout the video. 

How do I start with Video marketing?

  1. Decide on message you want to be spread with the campaign
  2. Make sure it is cohesive with the rest of marketing strategy
  3. Decide on the target group
  4. Make a video
  5. Target the group by posting videos on platforms they are using
  6. Follow marketing measures from the video campaign to enhance the results

TREND #13: Dynamic, interactive ads on social media

It is getting harder to reach your customers with organic reach. Facebook and other platforms push marketers towards paid search. But how to do it correctly?

Interactive ads on social media have been for a while now. But the trend is still here. Users do not want to engage with a predictable and “boring” ads.

That is why the marketer’s task is to find a way to surprise and involve the reader by just an ad.

How to implement dynamic ads?

Carousel ads

There are different ways to promote a product in a new refreshing way. One of them is a carousel ad that allows a marketer to use multiple pictures or videos and combine them into one ad. This is especially popular on Facebook or Instagram. 

carousel ads
Carousel Ads, image by SEO with Google

Call To Action buttons

Another way to do it is to start selling product though ad. Adding a button like “buy now” etc. with the link which redirects to online shop with the exact product. It allows marketers to not only get an impression but also convert it – sell a product. 

Interactive ads

Lastly, we have interactive ads. And here the possibilities are endless. It can be either a form of challenge/game or competition. The more creative the better. This kind of ad engages the potential customer. That is how the brand gets the attention that may result in a conversion.

TREND #12: Use Stories to interact on social media

Stories format started from Snapchat. Nowadays, Instagram, Facebook, Messenger, Youtube, and many others also incorporated that into their application. The popularity of ephemeral content is stunning.

People do not want to miss out, something which is limited. The time constraint content is booming.

This phenomenon of swiping horizontally rather than vertically means a new way of advertising too. Stories are all about sharing the experience with your followers. And that is what brands are trying to achieve as well, with this new trend. 

How to leverage ephemeral content for your brand? 

How to use the “swipe” or “see more” option?

Brand stories should be eye-catching in order to get attention. Many marketers are using stories to get more users of their articles, products, or services. They use the option of “swipe” or “see more” to get the user to their website. Notice that you can use this option only if you have more than 100 000 followers or business accounts.

Moreover, some companies use it to share user-generated content (UGC) or to get the user closer by showing “behind the scenes” or backstage.  Another way is to share promotions, discounts, limited offers as a kind of reward of following the brand on social media. 

stories instagram

TREND #11: Social Media detox 

Users are getting more aware now of results from excessive usage of social media. That is why there is a trend of decreasing time spent on different platforms.

Some people choose to take Social Media detox which usually means 30 days being logged off from your accounts.

Thanks to the IOS update, people can check how much they spend daily on their phones.

Smartphone users start to understand how much time they are losing on “pointless” scrolling through different platforms. 

What does it mean for companies? People want to see the only quality and meaningful content. They tend to skip something which they do not find interesting. That is a great challenge for brands. 

social detox facebook

TREND #10: TikTok *boom*

This entertainment platform is getting more and more popular.

At first, it was considered a platform for younger audiences, but now their target goes up to 50 years old. It competes with Facebook, Youtube or Instagram.

According to the study, they have 500 million active users. In comparison to their competitor – Instagram – it took them six years to get to the same user base after their launch. 

How to get started with TikTok?

Many brands are already on TikTok producing witty content including their products. Chipotle, a Mexican restaurant chain has over 50 000 fans on this platform. They use popular songs in the video to show different dishes from their menu card.

How to upload edited videos to TikTok?

Recently, we published the article, all about how to get started on TikTok, in terms of uploads and practical tools for this social medium.

tik tok application
Tik Tok application, image by Kon Karampelas

TREND #9: Switch from macro to micro-influencers 

To understand this trend correctly is important to bring up the difference between those two influencers.

Micro popularity starts from 10 000 to 100 000 followers and then we have macro- which follows 100 000 or more. Influencer marketing has been with us for a while now.

However, the trend which is seen now is shifting from macro to micro-influencers.

One of the arguments is saving the cost. Micro-persona will not charge a lot for including one’s brand on their social media, as they do not have a wide audience.

Moreover, this group of “SoMe authorities” has more trust and authenticity to their followers. Micro-influencers have a 7 times higher engagement rate according to this study.

And we believe that is crucial to make your brand stand out. People on social media seek honesty and true reviews. Most sponsored content is already met with disapproval, as users tend to be suspicious about the quality and truth of such recommendations.

Companies are aware of it and that is why they tend to switch from macro- to micro-influencers. 

How can I choose influencers?

  1. Find influencers who share similar value to your brand
  2. Check their metrics correctly – not only the number of followers but also engagement
  3. Estimate your budget on this campaign before contacting the persona
  4. Research more – to have more options to choose from
influencers social media

TREND #8: Growing social eCommerce 

Social eCommerce is a combination of social media and e-shopping. Social eCommerce happens within the app.

This new trend allows having a more smooth, streamlined customer journey – less risk of losing the customer between different websites.

Moreover, influencer marketing plays here an important role. Often, influencers are having a great way to convince a follower to get to companies’ online shop. Usually, they get a percentage of purchase which was done thanks to their backlink.

How to activate social eCommerce? 

Add your product to user’s feed

One of the greatest potential platforms to start a brand’s eCommerce must be Instagram. This social medium decided to include the purchase option by using tags on images, as well as, “shop now” button.

Instagram users usually look for beautiful content, friends experience, some inspiration on their feed. That is why trying to incorporate companies’ products in those frames can have a very successful conversion rate.

buy now button

TREND #7: Social listening 

This trend is not only one-to-one conversation between the customer and the brand. It is about listening about the whole industry to get a better understanding of what marketing actions to choose.

It allows also to have a better insight into the customer – what he needs, thinks and wants – a customer journey. Social listening is about grabbing a bigger picture rather than focusing on one or two impressions. 

How do you listen to Social media? 

Every company should know what their users are talking about, mentioning on different social media. When the brand consists of different products, it is important to categorize them.

Collect data of customer’s engagement with your brand

Furthermore, collect impressions, mentions – dividing them into negative and positive. When it comes to the industry – tracking competitors’ actions and overall behaviour of customers may be beneficial for the company.

One of the most known tools as a response to this trend is Sprout Social.

social listing

TREND #6: Be loyal in social media

The new trend in social media is brand loyalty. Companies are no longer interested in numbers of followers or likes, as much as they are in having a long-term follower who believes in the brand. Customers who love the brand are more likely to honestly engage with it, which gives great data to the company.

Marketers also know that a smaller group of followers, than a big number, is much more valuable. Only the ones who are loyal to a brand will persuade others and leave positive reviews(without any special rewards). 

How to improve brand loyalty

Be consistent on social media

The company should start with a marketing strategy – where and how they want to be visible. 2020 it is all about the consistency of all social media platforms.

Brand’s communication as a two-way street

Users are more likely to see personalized content and they prefer human interactions over bots. The communication with the followers should be a two-way street, rather than one-, it gives the chance to acknowledge more problems, suggestions from the customers.

Lastly, if brand loyalty is growing, marketers can expect user-generated content that of course should be shared on companies’ SoMe accounts.  

brand loyalty meme

TREND #5: The decline of organic search on Instagram 

Instagram is owned by Facebook, that is why every marketer was “expecting” this trend at some point. Facebook lost its organic search a couple of years ago, now it is time for Instagram. The reason for that is quite easy – the owners of these platforms want companies to pay for ads and sponsored posts.

Paid search is an easy way out to get more audience. But the problem is that this kind of audience is usually not the quality one. And that is why we suggest to “fight” to be in organic search because even though it is hard, it is still possible. 

How to increase organic search on social media?

Quality vs quantity content

The quality of the companies’ content is crucial here. The more it resonates with its viewers, the better the chances are that it will be higher in the feed.

Some companies focus on visuals of every post, whereas others choose user-generated content. With quality, the quantity also can appear.

Statistically the more brand posts, the more audience will get.

Timing of posting

Moreover, timing is important – there are many tools showing which time of posting is the best tailored to each account, such as Buffer.

Lastly, the company can increase Instagram traffic by sharing its posts on other social media platforms. 

social media platforms
Social media platforms, image by Austin Distel

TREND #4: The audience and their data

Even though there are more than 100 countries, everybody is united in terms of protecting their own data on the Internet. The audience expects to know exactly how their data is handled and to what extent they are protected. With this trend, GDPR came to life.

How to deal with user’s data?

Every company should analyze which data they collect and if they need it. The more the data, the less the customer is happy.

Manage user’s data – GDPR

Marketers should establish a clear and transparent policy that helps customers to gain their trust. It is all about customer long-term loyalty. The EU GDPR is a way to make sure that companies are managing data correctly in ethical terms. 

gdpr meme

TREND #3: Brand’s community is on the Social Media

Social media is not anymore about persuading customers that they need some product. It is about creating, forming a relationship “we”. This new way of interaction gives customers a place to share, discuss, experience the brand.

It is one of the best strategies to have customer retention.

The smaller brands ought to start Facebook groups as a place of its community. Moreover, this marketing strategy can help owners of the company to understand customer behaviour and use it in other campaigns. 

How to make a community on social media?

Focus on engagement and experience

One of the greatest examples is the LEGO community, called Ideas. This platform gives a chance for a customer to become a designer. Projects with the most votes go to production. This community helps users to get more engaged, have more experience with the LEGO brand.

They also created a Facebook fan page – Lego Ideas – that provides the ability to vote for Facebook users on new proposed projects. Moreover, they also have a Facebook group for fans who want to share their new innovative ideas for Lego in a community.

Such communities are a great way to keep customers in the “loop”. 

lego ideas
Lego Ideas community, image by Lego Ideas

TREND #2: It is all about trust in social media 

As we already mentioned, customers want to have honest and trustful interaction with brands. Companies know that they cannot lie or mislead customers in a digitalized world, where everyone has access to it.

Moreover, it is usually a way to execute companies’ corporate social responsibility.

Trust is one of the main indicators if the user will choose one specific brand in the sea of substitutes. There are so many competitors, that it is hard to market one’s product as a unique one. That is why honesty can come as a key selling point. 

How to build trust in social media? 

Use customer’s testimonials

It can be done in many ways. One of the ways is to gain trust by showing the positive experience of other users – positive and reliable reviews, as well as user-generated content.

Brand’s response matters

Furthermore, the time of response to customer problems is also important, it shows that the brand genuinely cares about him. Lastly, as we mentioned above, how data is handled in the company can result in more trust of their followers. 

trust social media

TREND #1: The new perspective of Content Marketing 

It is no longer about the number of likes or views.

Everyone expects quality content which will resonate with the follower. No one wants to look at the posts which they will forget in a few seconds.

People are discouraged from meaningless scrolling through different platforms. They cherish their time more and that is why they are on a hunt of quality content. 

How to work with Content marketing in 2020? 

Integrate with your followers

Think of the brand’s social media as a way to communicate and integrate with their potential customers, rather than just a promotional platform.

Create a brand’s narrative

Creating relevant and the interesting platform is a key to success. Focus on what the customers want to get from reading companies’ posts.

Story-telling of the brand can be a great way to give experience and positively surprise the user. 

content marketing


We hope our list will help you navigate in your social media platforms. 

Social media is an ever-changing part of the Internet. Incorporating some of the mentioned trends is a great way to become more visible in your platforms. 

The megatrend of 2020 is quality, honest content. People want to feel like part of the brand and they want to be heard.

Remember, you are not alone, everyone is trying to find the best marketing strategy. Start experimenting from today on social media and find your way to success in 2020!  

What are your thoughts on this year’s trends? Let us know below. 


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