8 major social media marketing trends in 2019!

Change is an eternal theme in social media. Many things influence how we use social media, such as technology, social change, economics, politics, etc. These are constantly changing, and you can imagine that social media is no exception. This makes it somewhat difficult to predict trends from year to year, however some trends have a significant impact on the industry over the long term. For example, in recent years, influencer marketing has won the favor of many social media marketers and successfully made consumers pay. Instagram’s investment has also made candid photos popular.

In view of the above situation, the editor brings you the eight major social media trends in 2019.

1. Social Listening

Social listening is not a new concept, but the way we apply it has changed. In the past, social listening was a way for big brands like Apple or Hilton to manage brand mentions and buzz. However, two things are happening right now that are changing the social media listening industry.

A. With the continuous increase of data source channels, new functions and features, social media monitoring tools are also evolving.

B. These tools are no longer just for the wealthy; small and medium-sized enterprises and start-ups can now afford them.

How will this impact social listening strategies? Today we can use social listening for social marketing, SEO, customer service, and more. Social marketing is a technique that directly attracts people who are willing to buy. The social media management tool Awario Leads even added a feature focused on social marketing. Currently, this technique has not been widely adopted, but this year we expect to see more and more brands using it.

2. Shopping on social platforms

Social marketing is one thing, but what if you could buy a product without leaving the social app? To be honest, this is not a new thing. Facebook users can already purchase products in the Shop module of the brand page. In 2007, they launched an e-commerce platform similar to Craigslist, where users can sell or exchange second-hand items.

In 2019, more social media platforms will open up to e-commerce, and it is only natural that companies like YouTube or Instagram, which already provide advertising to brands, will do so. In fact, one of them may already be moving in this direction.

Last September, The Verge reported that Instagram might be developing an e-commerce app, in which users would allegedly be able to search for and purchase products from merchants they follow. This shows Instagram’s interest in increasing e-commerce (which is also normal, considering Facebook owns Instagram, of course).

3. Transparency

Over the past year, it has proven that we have been far too unimaginative about the scope and impact of daily data collection on social media. Last year was a year of privacy breaches on social media, with the Cambridge Analytica data breach being the most notable. Facebook isn't the only one to be hit, as Twitter, YouTube, and even Reddit have all reportedly had at least one security breach in the last year.

Facebook's PR nightmares seem to come one after another. This may have prompted Mark Zuckerberg to make a 2019 New Year's resolution to organize a series of public discussions about how Facebook affects society.

Data is one of the most important resources for social media marketing, and ethical acquisition and unbiased use of data will be a priority for these companies this year. Research shows that millennials expect more transparency from brands than from politicians or friends and family. Gaining user trust will become the core of social media strategy.

4. Live video

Based on social media algorithms, video content was once a popular trend. However, live video streaming is the new dark horse this year.

Social streams prefer instant content, and according to Facebook's report, the daily viewing time of Facebook Live has increased by up to four times in a year. Livestreaming can be used to showcase new products, change the narrative in a PR crisis, or promote a collaboration with an influencer. What makes live streaming so special is that it creates a space for real-time conversations with consumers. The viewers feel as if they are actually there, as if they are talking to them face to face. The authenticity of live streaming also makes it superior to video.

5. Private communities

2018 saw a shift in communication towards private channels. More and more interactions happen in Facebook groups and private communities rather than public pages, and private communication is more favored by algorithms and people, except for social media operators. In addition, social media platforms will add features to simplify the management of private groups, which is also a top priority for app information function integration.

Turning your Instagram account to private gives it a premium feel, prompting users to follow it. Private groups and private accounts make people feel like they’re part of a premium community, and who doesn’t want to feel classier?

Consider creating a private community on Facebook or LinkedIn, which will give users the opportunity to communicate with the brand and other users, help create an active community, and enhance brand promotion.

6. Intelligent Chat

The most private communication channel is, of course, direct messaging. Over the past few years, brands have been connecting with consumers through emails and messaging. Nowadays, brands mostly use APP messages and emails for customer service. But now there are more convenient and efficient ways to personalize and automate communication.

This year, messaging will become a meaningful part of any social media strategy. Moreover, brands will embrace automated messaging. A survey shows that only 5 of the 1,000 B2B companies on Crunchbase do not use chatbots. Chatbots have a higher exposure rate than emails and messages, and are also a more personal and casual way of communicating.

Although chatbots are not perfect yet, people prefer to talk to real people. However, robots are becoming smarter and using more natural human language. Integrating e-commerce functions has many benefits for chat apps. While WeChat has done a good job in this regard, the Western world still needs to catch up.

7. Personalized Marketing

Chatbots and messaging are also part of the personalization strategy. 2019 will be the year of AI-driven personalized marketing.

Given the vast amount of personal information available through social media, it has become extremely easy to learn every aspect of a consumer’s information, including the content they consume, their purchase history, the links they click on, their social interactions, and even their personal chat messages. All of this helps create highly targeted and personalized marketing campaigns. However, some consumers may feel uncomfortable with this, and brands should find a balance here. You can combine personalized marketing, influencer marketing and other methods. Airbnb, for example, provides travel suggestions based on users' past and future trips.

8. Augmented Reality (AR)

AR now has a variety of applications, from creating scene filters to allowing consumers to experience products.

Facebook announced at last year's F8 conference that it was testing AR ads. On the timeline, users see traditional ads but can click a “Try It” button to virtually try it out with the help of camera filters.

AR is a solution for consumers who prefer to try before buying in physical stores rather than shopping online. If social media can adopt this technology, it will become more attractive than traditional online advertising.

Faced with so many changes and trends, what should sellers do in 2019? Now it's time to put your new stuff in place, make sure:

Acquire and analyze social media data to guide marketing decisions;

Adopt new technologies in your social media marketing strategy;

Keep it authentic and personal.

Source: Een.com