6 Tips for Planning Your 2020 Social Media Strategy
Posted at Oct 30, 2019 3:51:00 PM by THAT Agency | Share
The countdown to 2020 begins! As we wind down from an exciting year in digital marketing, what do we have to look forward to? Two words: social media. It continues to be a dominant force as consumers use these platforms to connect, to find entertainment, and, increasingly, to interact with their favorite brands. This is great news for social media marketers, of course! Here are some tips to help you get your 2020 social media strategy in shape.
How to Get Your 2020 Social Media Strategy Ready
1. Harness the Power of Video
Our insatiable appetite for video will continue in 2020 - and beyond. By 2021, about 80% of all internet traffic will be video. Social media platforms are increasingly prioritizing video as this format appeals across demographic lines. Good news for businesses: 33% of those who watch social videos view brand content.
And given the increasing prominence of mobile, social media marketersmust make sure that all videos can be played across devices.
2. Expand Your Social Media Strategy to Google
Why? About 34% of consumers distrust search engines, while 95% of consumers distrust social media. Google is a logical place to focus, and not just for search. They are rolling out features like Google Follow (Google Map users can follow a business and then see that brand’s Google My Business Posts in a “For You” tab on the app) and Google Posts (this allows brands to create content directly on Google. Not surprisingly, these rank very highly in search results).
3. Build Trust with Influencer Marketing
We mentioned that consumer trust in social media (particularly as relates to privacy) is abysmal. Start rebuilding it with influencer marketing. When we see a highly targeted ad, we feel violated: I was just searching for that and now it’s here in my Facebook feed. Creepy. But when people we follow, like, admire, or by whom we are inspired share a brand with us, it feels as if they are giving us a personalized recommendation. In fact, 22% of 18-34 year olds have completed a big purchase after seeing an influencer recommendation. If that's your target demo, influencer marketing is a must-add to your social media strategy.
4. Prioritize Local Social media
Let’s say that you run a hotel with dozens of locations in Florida and up the East Coast. When a customer wants to ask a question about the one in South Beach, it can be difficult for them to find the right way to do that. If you have scores of locations and one social page, it’s a recipe for confusion - and disengagement. Create local brand social media pages as part of your social media strategyso you can engage with people in a targeted area on a personal level.
5. Go Where Your Customers Are
This is not exactly a revolutionary 2020 social media strategy! It is a fundamental, but it never hurts to assess: Are you where you need to be?
You do not have to be everywhere. With several options to choose from - Facebook, Instagram, YouTube, LinkedIn, Snapchat, Pinterest, and Twitter - it is not feasible in terms of time or resources. Focus on the platforms your target audience is using. Some generalities:
Snapchat: Most users are under the age of 34.
Pinterest: 25% more women than men
LinkedIn: Most users have a college degree/advanced degree; income tends to be higher
Facebook: Facebook, while not as popular as Snapchat or Instagram with younger users, does span a wide range of ages.
YouTube: Who doesn’t use YouTube! Set up a channel.
By selecting one to three platforms, you can make the most of your budget - and hit the right people in the right places with your social media strategy.
6. Test New Technologies Before Embracing Them
Last but certainly not least, be sure to carefully test new technologies before embracing them in your 2020 social media strategy. We say "before," because there are always new trends popping up, but not all apply to your brand or are even ready for implementation.
Be open to trying new technologies, but be realistic about where they fit into your plan. It would be a terrible thing to have your 2020 social media strategy not generate the results you were hoping for because you were spending most of your time trying to get your chat bot to return the right response. Be realistic! If you can integrate these new capabilities in a safe way, great! If not, keep your eye on them and revisit them down the road when the features are more developed.