marketing / Social media / content
Content & social Media predictions 2020
As a team, we are constantly improving and updating the technologies we use. We’re not stuck in our ways and we constantly evolve and change how we do things to keep up to date with trends, especially when it comes to content and social media.
Through online webinars, networking and our own personal research, we’ve noticed and picked up on new thought patterns coming into the industry.
Content and social media: What’s on the horizon?
This week, our content and social media teams are sharing their insight and expertise on what they think is coming. We cover the rise of alternative social media platforms and provide examples of brands to watch. In content, we’re looking at the more relaxed and authentic writing styles coming in to play and the use of video and podcasts to communicate.
Social media: the new platforms.
The social media landscape has changed drastically over the last five, if not ten years. The proportions of different demographics have fluctuated dramatically. More and more generations are discovering the joys of social media. As such platforms are opening their doors and advertising campaigns to adjust for this.
However, some of the biggest social media platforms of today are ones coming out of China and the far east. TikTok, a viral video app, not dissimilar in it’s humour to Vine, was the app with the most downloads in 2019. While it’s actual usage statistics are unknown, there are reportedly over 500 million accounts on both TikTok and Douyin, the Chinese government approved version of the app.
Some companies are using TikTok to great effect, Washington Post, F’real, a convenience milkshake brand and Unilad to name but a few. TikTok could however perhaps befall what has happened with other social media that have become less of a social platform and more of an advertising platform. Only time will tell.
Vlogging is the new blogging.
Video sharing has become the preferred social use. Video sharing is much more popular thanks to apps using features like Instagram Stories. Stories, originally popularised by Snapchat, encourage 24-hour viewable videos, pictures and text. TikTok is video only and as such has increased the popularity of video. Along with Vine, a six-second video-sharing app that closed in 2017, video only platforms are on the up. Vine’s creators recently released Byte , which is essentially Vine 2. Instagram’s IGTV allows much longer videos to be shared within the app than the previous 60-second limit and IG stories 15-second stories.
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. It’s definitely not going away but are you thinking about making video part of your marketing and brand strategy? From an introduction video to the company to short videos filmed on a phone showing the day to day workings of the company, anything helps here. As part of your employee advocacy, you could encourage staff to share short videos of a project win, a task they’ve completed or more. On the homepage, you could have a walkthrough of your office or land, showing the best bits of the company.
Social media posts with video have 48% more views so start to utilise this, even if it’s an animated graphic. But remember, the longer and more drawn out the video the quicker you’ll lose people. Get straight to the point and storyboard/script out your video, make it snappy and to the point. 71% of people watch more videos than they did a year ago. It’s growing year on year, can you afford to miss out anymore?
Relaxed language and authentic business voice.
Companies are starting to become more authentic in their voices. The rise of quick growth startups and the increase of companies using technology to share their message has meant an increase in ‘relatableness’ in companies. Flexible messaging across the board and ever-evolving branding have allowed marketers to change their approach. This means that brands are using reactive and modern messaging in order to interact with the linguistic landscape that develops continuously.
In the October 2019 update of the Oxford English Dictionary, often taken as the cornerstone of the English language, added words such as “chillax,” “chirpse,” “promposal,” “summink” and “fake news.” Virality and trending culture has definitely given the lexicon of different age groups and generations a much quicker change in the words they use. Years ago, changes in slang and words were spread through conversation and television. It then spread from larger, populated areas into the rest of the country.
The current “connected” generation can now, within seconds, share viral videos, memes and the like with followers. Quick to consume, trends can be over within a matter of days. Companies that are quick to react are booming here. Those that latch onto the trend with the humour and linguistics that their audience base expects means higher engagement. Rather than using the old fashioned #NationalBoringOldSocialMediaDay type trends, their social media planner is reactive to the news.
Companies using reactive marketing
Take Burger King UK as a prime example of this. Last year, after multiple politicians were ‘milkshaked’ McDonald’s in Edinburgh stopped selling milkshakes on police request before Nigel Farage was due to speak. In a tongue-in-cheek reaction, Burger King created a social campaign mentioning they had milkshakes for sale in Edinburgh which has since been banned by the ASA.
Brands such as Innocent Smoothies, Lidl, and others are of a similar ilk. Sending multiple tweets a day, live-tweeting along to TV shows, and reacting to viral trends, these brands are leading the way in the art of interactive B2C communications.
However, is this the best attitude for your audience? It’s worth knowing your audience properly and looking at activity teams but also age, reach etc. An audit of your social media is the perfect thing to recommend frequency and the style of your posting. If you do want to increase your posting frequency, build it up over time, and choose relevant and engaging copy, images and video to complement this.
The age old days of broadsheets being the main source of communication are long gone. Now, a simple “Ok Google, what’s the latest news?” brings up your chosen news provider through your phone or home device in a simple one to two minute titbit of news.
Or there are podcasts such as Today in Focus from the Guardian, the Global News Podcast from the BBC and many more. Whatever genre you prefer, they’ll be a podcast, even if you’re into a man talking about him clearing a field of stones. According to Ofcom, around 7.1 million people in the UK listen to a podcast weekly, which is one in eight people.
Apps such as Google Podcasts, BBC Sounds and iTunes all have multiple podcast options. Half the people who listen to podcasts now, didn’t two years ago. Year on year, podcast growth is 24%, and requesting to be a podcast guest, or even creating your own if you have the resources and time.
We’ve spoken a lot about video but it really is becoming a huge driver and can also massively impact your SEO, something we’ll be covering in the coming weeks.
Part of your PR strategy could involve podcasts, and even your wider marketing strategy. Start as a guest on others to learn about how they set up, what you like and dislike, the equipment they use and more. Consider your audience and the return on investment you could get from a podcast.
If your interest has been spiked by this, why not check out our resource shop or speak to our team? We’re always happy to help!