Forecasting for 2019: Social Media Trends
Social media continued to dominate the world of marketing through 2018. From an increase in live streaming and Instagram stories to customized chatbots and an ever-increasing emphasis on social listening, brands all over the globe have been improving their tactics by carefully tracking each platform’s changing trends.
Because social media’s constantly evolving, what works today won’t necessarily work tomorrow -so let’s take a look at what we predict is on the horizon for 2019.
Authenticity
Social scandals were rife last year. From fake news to personal data breaches, social media made the headlines for all the wrong reasons, causing users to really question who they could trust.
As a direct result, 2019’s expected to bring a change in what kind of content is popular. Instead of focusing on social reach, brands are likely to shift their focus to creating genuinely meaningful, transparent and personalized content. This’ll inevitably increase the time it takes to create quality social media content, but the level of engagement that comes as a result will likely justify the time investment.
Social stories
Social media stories grew at an exponential rate in 2018 and there’s no sign of that growth slowing down in 2019. According to findings published by Block Party, social stories are growing 15 times faster than feed-based updates, and some believe they’re set to surpass it completely in the not-too-distant future.
If you’re not already on the social stories bandwagon, it’s certainly time to hop on board. But remember, stories require a different approach to be effective. Instead of being static updates (like with your feed), they should be live (even raw), provide a narrative, be personal, and give your followers a glimpse behind the scenes.
Instant messaging
Facebook Messenger and WhatsApp now boast 2.8 billion users between them. That’s a whole load of potential interaction. The jury’s still out on whether instant messaging intrudes customers’ personal space, but there’s no denying that it’s worth trying out with your customer base.
In an almost completely digital world, 89% of consumers are crying out for businesses to branch out into instant messaging apps for their customer service. However, the same study uncovered only 48% of companies are equipped to do so. That’s a lofty gap to close in order to meet consumers’ expectations – and we expect the gap will begin to close in 2019.
Dimensional ads
Over the years, social media ads have become saturated. Whether it’s a sponsored story, promoted post, or suggested follow, the majority of businesses invest in them, which has lead to increase in prices and a chance in consumer mindset.
Social ad overload has begun turning audiences off – and many social media users are so inundated they’re starting to become oblivious.
Big brands like Spotify and Netflix have already taken their paid social approach to the next level by building them into full-fledged campaigns that incorporate videos, motion graphics, and narratives. These multichannel platforms are focused on driving engagement, upping discussion, and building trust. In 2019, it’s expected many other businesses will follow suit to stand out from an increasingly competitive crowd.
Groups
1.4 billion Facebook users tap into the platform’s groups every month, and their usage saw a 40% uplift in the last year alone. Groups are valued by consumers for their intimacy, and because they allow consumers to hold more meaningful discussions in a relatively private forum.
Tapping into this trend requires additional patience and planning – but those who put in the work can expect to see big gains in trust in 2019.
Hue & Tone Creative: Social Media Services
If you need a hand getting your business’ social media in shape for 2019 (and beyond), then you’ve found the right site. Get in touch with our team today at (336) 365-8559 to see what we can do for you.