Where is social media headed in 2020?

To view social media trends

A social media marketing strategy is on the minds of many small business owners. And if it’s not on you, it should be.

Major platforms like Facebook, Twitter, LinkedIn and Instagram are fighting for market share as they adjust their business models, balancing better returns for shareholders with improved user experience.

As these platforms evolve, so must the way you use them for your small business.

Let’s look forward to some ways to promote your business on social media in 2020.

Facebook

More than 18 months later, the Federal Trade Commission has officially ruled that Cambridge Analytica defrauded Facebook users. The company had collected the personal data of millions of Facebook profiles without people’s consent and then used it for political advertising purposes.

Even though Cambridge Analytica went bankrupt shortly after the scandal, Facebook is still working hard to tighten its data access processes and convince people to trust its new dedicated news platform.

Facebook rolled out Facebook News to a subset of people in the US. That means that while you’ll still see posts from your family and friends in your main news feed, Facebook News will publish content from a team of journalists (employed at Facebook).

This year, the company is also focusing on cryptocurrency and launching its Facebook Pay feature. This could mean that your small business can soon include sales on the platform in your account.

Although the launch of Facebook Watch did not go as expected (only 140 million people watch videos and shows per day, which sounds huge, but does not compare to the total number of 1.6 billion daily actives on the platform). However, it looks like Facebook is going to make another attempt in 2020, so let’s take a look at what this means for video marketing.

What do these changes mean for your social media marketing strategy?

We’ll have to wait and see. The more proprietary content a company creates, the more marketers can compete to stay visible.

Twitter:

The company recently announced that it would stop serving political ads and update its global privacy policy to give users more information about what data advertisers can access.

We’re also wondering what the company’s vice president of design and research, Dantley Davis, meant in his latest announcement about a slew of changes that could be coming to the platform as early as next year.

How will this affect your business promotion on social media?

You can have the ability to limit who retweets your tweet (which I can’t see being a feature that entrepreneurs will use much, we love our retweets!), and the ability to retweet something to a specific group based on their interests.

Learn more about how to use Twitter hashtags.

LinkedIn:

Since its inception in 2003, LinkedIn has grown to become the world’s largest professional networking platform.

Microsoft acquired the platform in 2016 for $26.2 billion, and with access to Microsoft’s resources, we’ve seen updated professional profiles and more targeted ads.

We’ve also seen LinkedIn Groups make a comeback.

A LinkedIn group allows your business to create a discussion board related to your industry. This allows you to create a special interest group of like-minded people that is specific to your product, service and/or expertise.

Groups also provide great visibility for your business, as every member in your group will have your logo displayed on their profile. Group owners also now have the ability to post different types of media, such as images and videos, and instant notifications enable real-time conversations.

Executive Suite has over 300,000 members and brings together executives with a web series, business advice and discussion boards.

What does LinkedIn Groups mean for your small business?

Hopefully a better way to foster a sense of community, find candidates for open positions, and gain brand visibility to name a few.

Instagram:

You may recall that Instagram was testing the removal of likes in several countries, including Australia, Japan, Italy, and Ireland. The likes have not disappeared. In the US and Canada, you can still see the number of likes on your own photos and videos, not the posts of others.

So where did this come from? Instagram, which is owned by Facebook, has long dealt with people using hacks and workarounds. They mostly come from bots and unscrupulous businesses that manipulate the app to make themselves or other users appear more popular than they really are. So, this is an attempt to make Instagram more authentic.

Instagram says: “We hope this test will take the pressure off how many likes a post will get, so you can focus on sharing the things you love.”

While many entrepreneurs and small businesses are good at this, influencers and video marketing agencies are not.

How can they show businesses how popular they are? How will they demonstrate engagement?

But for the average small business owner who doesn’t buy likes or game the system with bots, this can be a good thing.

If your social media marketing strategy includes engaging content and you’re happy to focus on increasing comments and followers, you’ll be fine.

Although IGTV got off to a slow start, it is now considered one of the biggest trends in social media. After Instagram announced earlier this year that Instagram would allow one-minute previews of IGTV videos on Instagram’s main feed, users (and companies) began to take notice.

Unlike your other Instagram videos, IGTV videos can be 10-60 minutes long. This provides a great video marketing opportunity for interviews, behind-the-scenes features and much more.

Since we can now also add landscape videos, I’m adding my Business Edge Show videos that are getting a lot of attention.

These are just a few of the changes you can expect to see on major platforms this year. I’m sure there will be many more next year as things are always changing.

To effectively promote your business on social media in 2020, it’s important not only to understand social media trends, but to embrace them.

If you’re struggling to stay on top of social media, consider hiring an agency that can create strategies specific to your social media needs and goals so you can focus on building your business.