Hootsuite-2020年社交媒体趋势（英文）-2020.6-31页_1mb

2020 Social Media Trends Summary

Core Content Overview

This report outlines five key social media trends for 2020, based on a survey of 3,110 marketers conducted in Q3 2019 and supplemented with insights from industry specialists and published data. The trends reflect the evolving role of social media in marketing, employee engagement, and brand strategy.

Main Trends and Key Insights

TREND 1: Brands strike a balance between public and private engagement

• Public vs. Private Channels: While private messaging apps are gaining traction, public social media feeds remain crucial for brand discovery and customer acquisition.
• Seamless Experience: Brands should create a cohesive strategy that guides users from public to private channels, such as using Click-to-Messenger to direct traffic to private conversations.
• Automation and Human Touch: Automating routine tasks is essential, but maintaining human interaction is critical for building trust and deepening relationships.
• Case Studies:
  • Citadel: Increased applications by 74% and improved click-through rates by 200% through a mix of public and private engagement.
  • Headspace: Created a private Facebook group to foster customer relationships without product promotion, leading to a strong community presence.

TREND 2: Employers take center stage in a divided world

• Trust in Employers: 75% of people trust their employers more than other institutions, especially in times of uncertainty.
• Employee Advocacy: Companies with strong internal cultures and purpose-driven initiatives are more likely to gain trust and loyalty from both employees and customers.
• Employee Impact on Brand: Purpose-driven companies grow three times faster than competitors and see higher customer and employee satisfaction.
• Case Studies:
  • Citi: Addressed pay equity issues through public research and campaigns, raising awareness and trust.
  • Patagonia: Offered on-site childcare, which boosted retention and inspired employee advocacy.
  • Subaru Australia: Encouraged employees to share personal moments, which increased brand equity and community engagement.

TREND 3: TikTok shakes up the status quo

• Rapid Growth: TikTok reached over 800 million monthly active users in 2019, with users spending 46 minutes daily on the platform.
• Target Audience: 69% of TikTok users are aged 16-24, making it a key platform for reaching Gen Z.
• Content Style: TikTok thrives on short, authentic, and engaging videos, which are influencing pop culture and digital content trends.
• Strategic Importance: While TikTok may not be suitable for all brands, its insights are valuable for adapting strategies on other platforms.
• Case Studies:
  • Nike: Launched a campaign that challenged stereotypes and inspired user-generated content, resulting in over 100 million views.
  • Hearst Magazines: Used TikTok to understand new audiences and inform content strategies across platforms.

TREND 4: Social marketing and performance marketing collide

• Performance Marketing Rise: With declining organic reach, brands are increasingly using social ads to drive specific conversions.
• Holistic Skill Set: Marketers must develop a blend of brand-building and performance marketing skills to achieve long-term growth.
• Balanced Approach: A 60:40 ratio between brand building and sales activation is recommended for sustainable success.
• Case Studies:
  • Les Binet and Peter Field: Their research highlights the need for long-term strategies that focus on brand equity and customer happiness, not just short-term conversions.

TREND 5: The social proof gap closes

• Data Integration: High-performing brands are integrating social data with other data sources to get a holistic view of customer behavior.
• Omnichannel Integration: Brands are focusing on seamless integration across channels to measure and attribute social media success effectively.
• Attribution Models: Borrowing models from other channels helps in understanding the impact of social media on overall marketing outcomes.
• Key Insight: Brands that close the social proof gap can better align social media with broader marketing goals and elevate its strategic importance.

Key Statistics

• 63% of people feel most comfortable sharing content in messaging apps.
• 52% of consumers get frustrated when brands don’t offer human interaction.
• 71% of employees believe it’s important for their CEO to respond to challenges.
• 60% of TikTok users reside in China.
• 69% of TikTok users are aged 16-24.

What You Should Do in 2020

1. Create a seamless journey between public and private channels.
2. Use automation wisely, but maintain human interaction.
3. Respect the unique function of private channels.
4. Build a strong brand protection plan.
5. Make employee advocacy a business priority.
6. Keep an eye on TikTok for now.
7. Experiment with new video formats.
8. Diversify audience targeting across niche platforms.

Methodology

• The report is based on a survey of 3,110 marketers.
• Insights were also gathered from interviews with industry analysts and data from various reputable sources like Deloitte, Edelman, eMarketer, Gartner, and GlobalWebIndex.