Social media marketers have a busy, changing landscape to navigate in 2020. Among the top trends highlighted in a recent Entrepreneur magazine article by Deep Patel is a de-emphasis of social media “vanity metrics," such as follower counts and "likes," as both Instagram and Facebook trend toward dropping stress on public likes. Hopefully, marketers will take it as a signal to seek more actionable metrics, such as the rate and quality of user engagement, or user demographics and data for audience targeting. While social media management provider Sprout Social's "Sprout Social Index" monitoring still shows likes/comments as the leading measure of social success (72% of marketers), followed by shares/retweets (62%), nearly two-thirds of marketers surveyed felt that social listening will be more crucial in 2020, meaning a greater concern with what’s being said rather than how many people are looking at a single post. Brent Barnhart at Sprout Social joins Patel at Entrepreneur in listing video as a continuing growth trend for 2020, however. Video will make up 82% of all internet traffic in 2020, according to Social Media Today, and, as Barnhart notes, YouTube is second only to Facebook in terms of active users now, with Chinese-owned social video app TikTok bounding up as the latest video market disrupter. Patel urges brand marketers to prepare for video formats with more stress on creative storytelling that engages viewers in seconds and increased use of audience segmentation for "personalized video" content that is customizable and hyper-relevant to specific market segments. Social shopping is now an integral part of the social media experience, per both Barnhart and Patel. Patel advises meeting user expectations by combining creative and engaging storytelling with a frictionless shopping experience where customers don’t need to leave the social media site to buy products. Barnhart likewise sees increased direct business from customers and points to examples such as Facebook’s roll-out of personalized ad experiences and changing formats and call-to-action by audience targeting. Finally, Patel and Barnhart both predict that influencer marketing will increase use of "nano-influencers" with only a couple thousand followers. Their smaller, better-defined audiences allow for greater personalization and stronger audience engagement, delivering more measurable results. For more see, https://www.acculist.com/metrics-video-and-shopping-lead-2020-social-media-trends/
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