A New Decade of Media: Top 10 2020 Marketing Trends

As we say goodbye to 2019, and say hello to a brand new decade, here are some of the media trends to lean in to.

Top 10 2020 Marketing Trends

Check out our article in CO Biz Mag

A New Decade of Media

Media and marketing changes on a monthly, weekly, if not daily basis. Technology progresses, users become more adept at using platforms, apps, and their devices, and businesses have to keep up with their competitors, but more importantly their users. As we say goodbye to 2019, and say hello to a brand new decade, here are some of the media trends to lean into, and a few to take a step back on as we navigate the ever-changing universe of marketing. 

Video Content is King

Get creative, own your voice, and share your story. Video content is on the rise in 2020 like never before. According to a Cisco study, by 2022, 82% of all online content will be video based, and according to Fast Company, the average user now spends around 45 minutes per day on the video-based app TikTok, which is more time than the average user spends on Facebook. Attention spans are short, and connecting with your audience immediately through video will get your point across and keep their attention, while hearing directly from your brand and connecting with your message. You can get ahead of this trend starting with Instagram Stories-- a cost effective, engaging video ad platform that gives you the opportunity to reach new audiences. 

Influencer Marketing and Micro-Influencers are Here to Stay

Did you know that you don’t have to have 500,000 followers to be considered an influencer? Companies are turning to people with a much smaller social media following to leverage as influencers and reach a targeted audience with a voice they trust, and a voice that their audience has also come to trust. As influencer marketing becomes more personalized, 92% of people trust other consumer recommendations over corporate advertising. Reach new eyes and grow your audience through your influencer network at a less expensive rate than traditional than media buys. 

“Going Live” Has Big Rewards

You may have heard or seen accounts you follow “go live” on Facebook and Instagram. Live videos are a great way to increase engagement, and are watched three times longer than videos that aren’t live. “Going live” gives your audience a sense of transparency and personality that isn’t always conveyed in pre-scheduled posts and content. Because they are positioned first on Facebook and Instagram, ahead of all other stories, there is a greater chance your audience will watch these videos. 

Get on Board with Branded Podcasts

We all listen to podcasts these days, and for good reason. They can be informative, funny, heart-warming, and all around interesting. Consider running your own branded podcasts as a way to branch into the lifestyle aspect of marketing, putting a voice and a theme to your brand’s products. Podcasting enables marketers to create self-owned media outside of social algorithms, and changes up their media offerings overall. With the entry-level investment into podcasting being fairly low, many brands will begin adding this to their marketing mix in 2020. 

Consumers as Curators

Do you comment, respond, or repost to social posts that your brand is tagged in? Encouraging your followers to create original content using your product or service can be a powerful tool for community growth. Your followers will resonate with posts, images, and videos that are relatable because they’re created by real people - just like them. Once you share a few, other consumers will be more likely to post their own content and tag you in it because they love seeing their content on your page. Plus, now their audience is your audience, and it all happens organically. Be diligent about engaging with any content you’re tagged in, and re-post it when possible to show your audience you care about their content and loyalty. 

What You Need To Know About Streaming Ads

If you’re streaming, it means you choose what you wanted to see or hear, and that is a positive feeling. Choosing the content you’re served is a high level of control that triggers a high level of satisfaction among consumers, which leads to a better perception and positive attitude toward the ads that inevitably come along with the content. Utilizing ad space on streaming platforms like YouTube, Amazon, Hulu, and others is a great way to reach new eyes that may be outside of your target audience, and gain new followers who aren’t put off by your ads, but are feeling a sense of control in the streaming process. However, with an uptick in ads on platforms like Instagram Stories, be aware of a burnout from consumers who feel it takes away from their user experience. Choose wisely!

Vertical Video and IGTV

In 2019, Snapchat shared that full-screen vertical videos had 90% higher completion rates than horizontal ones. And research further shows that attention for vertical video ads is twice as high than it is in other formats. The use of vertical videos and long-form content on IGTV will continue to rise in 2020 thanks to recent platform changes on Instagram - Engagement on IGTV is finally taking off. Share your story with extended, vertical video content and then post the videos to your feed and encourage your followers to watch more, leading to increased interest, fan base, and engagement. 

The Truth About Voice Search

Hey Google! Alexa? Siri? Reports have been saying that 50% of search will be done by voice in 2020, but don’t buy into the hype. Voice searches will continue to rise, but not for terms that would be valuable for many marketers. Users really only want the weather and their music on voice command. Stick with traditional SEO strategies to keep your 2020 traffic strong. 

Twitter is Back

A well-written, well-timed tweet is an incredible way that a brand can create viral magic, reaching millions without paying big media bucks. Twitter will continue to offer brands the most cost-effective opportunity to reach many people, and brands hopping on (or back on) Twitter will continue to be a trend. Brands will be able to showcase their voice and personality in a more casual, grassroots way, chiming in on current events in real time.

Interactive Content For The Win

91% of buyers are looking for more interactive content online. In 2020, content marketing will shift its focus to give audiences more of what they want: shoppable posts, AR/VR, 360-degree video, and quizzes and polls. 60% of Instagram users say that they discover new products on Instagram and 72% have purchased within the app. In a survey of 4,000 Pinterest users, a massive 70% said Pinterest helps them find new products. Shoppable posts/ads cut through the noise, and give your audience a reason to stay and engage, and share that post with others, expanding your reach even further. 

Facebook Groups

As young Facebook users continue to leave the platform in droves, Facebook groups will be one of the reasons to stay. For brands, Facebook groups provide a level of personal engagement that traditional pages do not, because people are more likely to start a conversation in a group rather than on a company’s post. Having a more personal relationship with your audience builds trust, and with trust you can build brand loyalty that you can’t put a price on. Consider utilizing the Facebook group option for your brand. 

As we close the door on 2019 and look ahead to the new decade, the only constant in marketing and advertising will be change. Getting ahead of these trends and utilizing them while they’re effective will put your brand in the best possible position to succeed. 

Personalization is No Longer Optional

Consumers don’t mind being marketed to, but they want it to be personal. Generic ads that your audience can’t connect to are much less effective than personalized advertisements. 90% of people in a survey said that they find personalization appealing, and 80% said that they would be more likely to give their business to a company that served them something personal. Start with newsletters and segment your list so that consumers know you are paying attention to what they want or like. Taking the extra time to do so will pay off.

For more marketing expertise, contact VOCO and let us help you give your brand a voice and act on your vision today!


SOURCE

Video Content is King

  • By 2022, 82% of all online content will be video based
  • Mobile video consumption has never been higher. It rises by 100% every year, and already, 75% of all video plays are on mobile devices. Best yet, 92% of users watching a video on mobile will share it with others.

https://www.wochit.com/blog/the-future-is-vertical-the-latest-vertical-video-trends/

Influencer Marketing and Micro-Influencers are Here to Stay

  • 92% of people trust other consumer recommendations over corporate advertising

https://www.linkedin.com/pulse/who-do-you-trust-92-consumers-peer-recommendations-over-joey-little/

“Going Live” Has Big Rewards


https://lumen5.com/learn/instagram-live-video/ 

Get on Board with Branded Podcasts

  • The entry level to podcasting rather low from an investment standpoint, many brands will create branded podcasts. Many will fail, but the 20% that get them right will reap big rewards. 

https://www.prdaily.com/7-social-media-trends-to-watch-out-for-before-2020-hits/

Consumers as Curators

What You Need To Know About Streaming Ads

  • 55% of the US population makes their TV smart with Roku, Apple TV or gaming consoles

https://www.emarketer.com/content/connected-tv-advertising

Vertical Video and IGTV

  • Full-screen vertical videos had 90% higher completion rates than horizontal ones

http://www.noboruworld.com/story-of-vertical-videos-and-how-its-proving-to-be-the-new-black-horse/

The Truth About Voice Search

  • 66.4 million, or over ¼ of American adults in the US own a Smart Speaker

https://techcrunch.com/2019/03/08/over-a-quarter-of-u-s-adults-now-own-a-smart-speaker-typically-an-amazon-echo/

Twitter is Back

https://www.ragan.com/7-social-media-trends-to-watch-out-for-before-2020-hits/

Interactive Content For The Win

  • 64% of marketers either already have incorporated Instagram Stories into their strategies or plan to. 

https://hootsuite.com/pages/social-media-trends-report-2019 

Facebook Groups

https://www.prdaily.com/7-social-media-trends-to-watch-out-for-before-2020-hits/

Personalization is No Longer Optional

General

  • 91% of buyers are looking for more interactive content online
  • 60% of Instagram users say that they discover new products on Instagram 
  • 72% have purchased within Instagram
  • In a survey of 4,000 Pinterest users, a massive 70% said Pinterest helps them find new products



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about the author

Juli Dimos

Juli, founder and managing partner is known for her interdisciplinary approach to marketing.

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