Instagram has held the #1 spot in most social marketers’ hearts for the past few years. It was growing the fastest, had the highest returns on investment (depending on your industry)
Before the pandemic, social commerce, was a flashy opportunity for the most innovative businesses (mattress disruptors, eyeglass disruptors—basically you had to call yourself a disruptor before you’d let your customers shop on social).
But increased social media consumption combined with stay-at-home mandates created the perfect conditions for a social shopping explosion. Which is not going away.
eMarketer predicts social commerce will be an $80 billion industry by 2025. It’s riding the coattails of equally massive e-commerce growth (an increase of 18% in 2020 alone).
You will start spending big ad dollars on smaller networks
Of all the social media trends on this list, this one is perhaps the most surprising.
New research shows that consumers may be more receptive to advertising on smaller channels like TikTok, Snapchat, and Pinterest than the bigger social networks.
- A study by Kantar, commissioned by TikTok, found that consumers ranked TikTok ads as more inspiring and enjoyable than ads on other platforms.
- A Nielson study commissioned by Snapchat found that ads on Snapchat had more reach than TV ads and led to greater awareness and purchase intent.
- Pinterest Business study showed that ads on Pinterest had higher ROI and cheaper conversion rates than ads on other social networks.
- Google Search Trends also show increasing search demand over the last two years for ads on these networks. TikTok is leading the charge.
No one will want to talk to your brand on the phone
Between lockdowns, halting global supply chains, and labor shortages, consumers have had more urgent questions for businesses than ever before. And they’ve discovered they can get answers to those questions more conveniently using social media.
In a Nielsen survey commissioned by Facebook, 64% of people said they would prefer to message rather than call a business. And according to Gartner, 60% of all customer service requests will be managed via digital channels by 2023.
Despite the rise in demand, many organizations aren’t ready to deliver effective customer support over social media yet.
Long-form video is bust, except on YouTube
According to video hosting software company Vidyard, 60% of all videos published on the internet in 2020 were under 2 minutes long.
- If your goal is to reach new followers, experiment with TikTok videos.
- If your goal is to re-engage your existing Instagram audience, experiment with Reels.
- If you have success with short-form videos on one platform, try it on others. And take note of the results. As always, you’ll want to translate videos for each channel.