Trends in social media 2019
What trends in social media will reign supreme in 2019? What should marketers focus on so that their businesses continue to grow and products and services sell well? First of all, the way social media users consume content is changing. Instead of newsfeed, they choose stories, instead of reading, they prefer to watch. Facebook has more and more problems: will it be the first time it will be hit and counted?
the topic of trends. I don’t like it (technology and the world is changing too fast), but I know that a lot of people like to read such marketing and advertising horoscopes, so I wrote a few words from myself.
Stories and the death of newsfeeds
I love taking public transport and watching other travelers over their shoulder at their smartphone screens. I know – it sounds bad, but it is an interesting litmus test of trends showing mobile users in their natural environment.
The moment when they just reach for the phone is especially important: which application will they open first? Will they search for something on Google, or maybe they will go to the home page of some news service? This year, I noticed that Instagram is increasingly the first choice app. Users are also checking stories more and more often before they start scrolling through the newsfeed on Instagram.
Stories are the trend that should catch your attention. Why? They have several advantages. First, it is a very dynamic format. It gives users vent to their creativity. Secondly, it is very often a video format that can be expressed more than long status. Third, they are displayed on the entire screen of the smartphone. Advertisers have already sniffed their chance and are preparing separate advertising formats dedicated exclusively to placement stories. They are characterized by high engagement among the recipients at a low cost (according to the research of ads in stories, it is up to two times cheaper than advertising in Instagram newsfeed).
How to make interesting InstaStories?
Stories aren’t the only thing that Instagram offers. There is also Snapchat, Facebook, Messenger, Twitter with their moments. Even LinkedIn is looking to add this format to its platform.
Instagram Stories currently has over 400 million. users per day. That’s about twice the size of Snapchat, which is very reluctant to share their data. Both sites are separated by Facebook and Messenger (together they have around 300 million story users).
It cannot be denied that Instagram’s vertically explored newsfeed loses its importance due to stories. Will it be the same with Facebook? Especially that the website strives to make stories as eagerly used on Instagram as on Instagram, used on its flagship website and in Messenger.
Facebook on boards?
It’s been a tough year for Facebook and Mark Zuckerberg. The data leak scandal, interrogations (which the owner of the website managed to use unscathed), the desire to get rid of Marek from his own empire and the resulting drops in the stock market.
However, the most important problem is the lack of innovation on the flagship website. None of the noisily communicated solutions at the F8 conference have become widely used. VR chats, 360 video – these are just some of the solutions that were supposed to change the world, and they didn’t. The only things we’ve got are the new emotes? Stories at events? Thankfully, after more than 2 years of waiting, you can finally place ads in your own video materials and earn money on the video content you create.
It was also a huge mistake to cut publishers and their reach to the ground. I understand that clickbait and fake news sites were also cut out this way, but the baby is not spilled with the bathwater! Facebook has lost one of its greatest assets, which is being a window to the world. You get up in the morning, go on Facebook for 3 minutes and you know what’s going on. Here an opportunity has opened for Twitter, which can take over the information function from its competitor. Provided he can successfully combat his own fake accounts and the misinformation they spread.
Young users don’t value Facebook
The worrying news for Facebook is also coming from the US itself. For local teenagers, the Palo Alto service is the fourth or even fifth choice. They value Youtube, Instagram, Snapchat, and in some studies even Twitter more. Only 5 percent. of them indicated Facebook as their favorite social networking site. In the graphic below, you have another study on teenagers in the US and their preferences for social networking. Pay particular attention to the last two items, which are the parents’ income and education. It makes no difference whether a teenager comes from a poor or a wealthy home – they all use the services mentioned above. However, those from wealthy families whose parents are better educated use Facebook twice as often as those from poorer families.
Why is it so important? Because on one user from the US (especially a well-earning one) Facebook has a much greater profit than on a person from another part of the world. The loss of one inhabitant of North America can only be compensated for 20-30 new users from Asia, Africa or South America.
Social media strategy: forget about these activities in 2019
Facebook is not giving up!
First of all, the website withdraws from the idea of connecting all people on Earth. It has already worked, it works. Technology enables us to make teleconferences with dozens of people from around the world. Now, Facebook focuses its attention and resources on creating local communities and developing groups. This is consistent with the idea of niche and precision marketing , which focuses on very narrow audiences. Targeting them is not based on demographic data, but on interests, purchasing intentions or attitudes. Are groups what will keep Facebook going? In my opinion, yes.
Despite the drops in the stock market and the halting of user growth in the most important continents (North America and Europe), Facebook continues to grow. All thanks to the masses of new users coming from Asia, South America and Africa. There is still a lot of potential in these continents for new users.
We must not forget that Mark’s empire is an entire ecosystem of applications. Thanks to this, the risk is diversified – it is always better to base your business on 4 strong pillars (Facebook, Instagram, Messenger, Whatsapp) than on one.
Facebook groups: 6 tips on how to use them
More and more videos
The development of stories also works best in this form. Short video forms (up to 10 seconds) are long enough to convey an important message for us. At the same time, they are so short that when traveling by public transport or during a break at work, we can safely consume a dozen of them.
Cisco predicts that in 2020 80 percent of internet transfer will be devoted to video content. Of course, the great merit of YouTube (400 hours of material is uploaded every minute and over 4 million views are recorded) and VOD services such as Netflix.
Long premium productions stand in opposition to short story videos . Of course, the king is Netflix, which spends billions on its own productions. Therefore, it is worth considering what about productions that last from a few to several minutes? They will rather remain the domain of influencers and youtubers. Brands will rather focus on the production of these short (low production costs, use in advertising) or sponsorship of large productions.
Is live video still sexy?
There is, but only if it concerns important events in the world, sports events or premieres of the expected series. In 2019, the video on demand trend will be much more important. After all, binge watching is a kind of… live watching. Millions of people are waiting for a production to be uploaded online and want to see it in full as soon as possible.
For brands, making live video on social media does not pay off. They usually don’t have an interesting topic that MUST be watched here and now (like a soccer match, for example). Secondly, the live report stays on the fan page on Facebook or in stories on Instagram and you can watch it later. The cost of production and the risk that something will fail is quite high, so it’s better to prepare video content viewed on demand.
Only the influencers have enough power to use live coverage. As a result, they interact with their fans and build a stronger bond.
Niche and Precise Marketing
I already mentioned them in Facebook occasion. However, it is undoubtedly a very important trend not only in social media, but also in all digital marketing. This means that advertising campaigns will be even more fragmented. Marketers and ad specialists will be forced to create more creative lines, more campaigns, and back it up with even deeper insights. All in all, it’s gonna be a lot more fuck.
Facebook wasn’t the only one who saw it. Netflix is also getting more and more involved in productions that are commissioned locally. Example? Dark (Germany), 3% (Brazil), Subbura (Italy) and of course Polish 1983 . He understands that by building his position locally around specific groups, he will be able to increase the number of his clients.
The idea of niche and precise marketing is also perfectly suited to activities with influencers, especially medium and small ones. Very often it is they who bring together very specific, tightly knit communities.
Phew… that would be it. I have sat on this post a bit, so I will be delighted if you share it, leave a comment or like a post on Facebook.