We are already in the second half of the year. According to the 2019 Digital report, it is estimated that there will be at least 3.4 billion active social network users by this time in 2019, so there seems to be no sign that social networks will no longer be associated with brands or companies. In light of this, it is very important to understand the social media marketing trends that will emerge in the rest of the year, so we will see them here.
Social media marketing trends
As shared by Ignite Social Media and MediaKix, these are social media marketing trends that brands cannot ignore at the end of 2019:
- Facebook group
As the aforementioned companies emphasized, these groups will become the new Facebook, so social networks attach great importance to these spaces to regain user engagement. According to the data cited by Ignite Social Media, Facebook’s average investment time and overall engagement continued to decline, which was attributed to the update of the platform algorithm and the insufficient ability of social networks to attract users. Audience, while turning more to private messaging.
In the last aspect, Facebook is paying more and more attention to its groups. These spaces now present personalized activity sources through all the groups to which the user belongs, and also recommend similar spaces based on people’s interests.
It is expected that Facebook will display more content from groups in the feed, which means that the algorithm will undergo new and important changes. Therefore, the effect of these spaces on the brand should be considered.
- Pinterest and Instagram compete in purchasing
In the second half of this year, preliminary progress has been made, and it is expected that the competition between Pinterest and Instagram will intensify. This will be another social media marketing trend that cannot be ignored. As can be observed, Instagram has been paying special attention to its buying characteristics in the past few months, and Pinterest has also done the same by expanding its offer to support people’s buying attempts. It should be noted that Pinterest is the main social network for people looking for products to buy. As far as Pinterest is concerned, it is well known that it adds new buying goals, catalog functions, shopping ads, and makes it easier for brands to directly increase their online sales.
As far as Facebook is concerned, it has clarified the path Instagram follows in the shopping section, expanded its functions, and even believes that purchases are generated directly from its platform, rather than being redirected to others. With this, it is planned to position this social network in a more attractive way and make it a shopping channel.
- Problem with IGTV
As a third of social media marketing trends, IGTV’s problems came to the fore, this Instagram video platform that wants to compete with others such as YouTube. The important thing IGTV needs to point out is the issue of user adoption, because it is slower than Instagram would like to see. This even led to the addition of features in social networks to integrate videos with the Instagram platform and see previews, which incentivized people to go to IGTV.
This inclusive platform has been redesigned to better align with other popular video platforms, and some people say it now looks a lot like Snapchat. In addition, they also used an algorithm to classify content for feeds without categories.
The above measures are expected to increase the number of IGTV users and make it a rival of YouTube. This means that brands cannot ignore the platform to understand how it develops and whether the brand’s existence becomes more or less attractive.
The story or story format is another social media marketing trend to be considered in the second half of this year. As you can see, thanks to the improvements and features they have gained in recent months, they have brought new vitality to the social platform.
It is expected that more brands and users are willing to share these short videos. This means that brands have to ask themselves how to continue to use stories to present and promote products to users, and how to amplify their information to the public, especially for Gen Z members who use Instagram heavily.
The increasing adoption of story formats represents the important impact that brands can have on goals such as brand awareness.
According to MediaKix, automation is one of the most important social media marketing trends because it is a natural complement to the need for more participation in social networks.
Automation can use data to optimize processes and increase overall efficiency. Given that mass participation in marketing is declining and personalized marketing is on the rise, brands should focus on providing information that attracts relevant market segments, which will result in a clear badge for the audience.
On the other hand, automation can be used in content creation and optimization, keyword monitoring, content scheduling, and advertising optimization. Automation is expected to become one of the most prominent marketing trends on social media.
- Message customization
Finally, it is expected that the information will be more personalized, because in essence, social networks interact with the audience, and the focus should be on the social part of the social network.
If brands do not create information for their audience and interact with them appropriately, it will be difficult for their marketing activities to achieve good results. This means that it is necessary to bet on personalization and other aspects to generate more personal connections.
This will require brands to have a deeper understanding of key aspects of social media marketing, such as audiences and platforms.