A new year means new opportunities, both personally and for businesses and brands. As we shift from 2019 to 2020, we’re not only looking at a new year but an entirely new decade! New trends are already emerging for 2020, from Pantone’s Color of the Year to changes in how social media measures influence. We’re keeping an eye on those trends to better serve our clients, and we’re sharing five we think will be important for small businesses and brands this year.
Quality partnerships for influencers and brands
Influencer marketing grew by leaps and bounds during the last decade. Influencers help bring attention to brands in ways that feel relatable to consumers, because they highlight products being used in daily life. As the practice grew, however, influencers found themselves courted by multiple brands representing similar products. We expect to see influencers and micro-influencers (influencers with a smaller following and extremely engaged fan communities pertaining to a highly specific niche) focus on authentic messaging for their brands, which will involve more long-term campaigns and even collaborations between businesses and influencers.
Bite-size content
As social media platforms emerge and grow, social media marketing follows suit. One of the things that’s stayed consistent throughout the changes is how users share content they appreciate. Many brands did a fantastic job incorporating video content in 2019, from tutorials to Instagram Stories, and 2020 will see video continue to play an important role in marketing content. Look to newer platforms like TikTok to get in on the influencer action. That means shrinking video content to bite-sized bits of information, making the most out of quick, sharable content. When shifting from longer videos to mini ones, consider your brand’s strengths, whether you shine in aesthetics, how-to information, or humor.
Simplicity in logos and typography
Trends in logos have been on a similar path for several years, and not too much will change with those trends in 2020. Streamlined logos and sans-serif typography continue to be the biggest hits, in part because they translate well to handheld device screens. Even luxury brands are shifting from ornate messaging to clean, modern fonts and monochromatic color schemes. One slight movement in the trend seems to be incorporating a slight narrative arc to logo choices, while keeping with a simple aesthetic. We look forward to seeing some new logos in that vein — or redesigns of classic ones, such as this conceptual change to a well-known brand.
Shifting focus away from viral content
Social media chatter surrounded the Instagram change that takes away the viewer’s ability to see how many likes a post has received. As that practice gains footing in the influencer world, we expect to see a shift away from goals like “going viral” or “breaking the internet.” Obviously, widespread sharing is nothing to scoff at, but viral content doesn’t necessarily translate to conversions. Businesses are beginning to realize fierce loyalty among a smaller group can translate to more engagement and better business than flaring, but fleeting, popularity.
Social commerce will drive sales
A natural progression from influencer marketing involves commerce happening directly on platforms like Instagram and Facebook. Users appreciate needing fewer clicks to get to the products they want to buy. Keep in mind, social commerce works best when it’s clearly defined. No one likes being tricked into clicking on commerce links. Be sure your business still maintains social content involving information sharing and engagement. Don’t simply become a place to shop!
Bonus: Why color matters to brands
I mentioned the Pantone Color of the Year earlier, it’s Classic Blue, if you haven’t already seen it. Color doesn’t directly relate to social media trends, but it does play a part in the way marketing and content get developed throughout the year. As more products emerge in the deep blue shade, you’ll notice a shift in the look of influencer posts, from fashion and beauty to home and design feeds. The color pairs well with many existing design options, but it will definitely add a pop of color to the minimalistic look we’ve seen in design trends for the last few years.
How can we help your small business with the new year’s social media trends?