Top 5 Social Media Trends for 2020

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1. Brands balance public and private engagement
2019 was a big year for the messaging world.

Instagram launched Threads , a messaging app dedicated to visual content that allows users to connect with close friends. LinkedIn began rolling out Teammates, a new feature that helps users better interact with the people they work with every day. Finally, Mark Zuckerberg announced plans to merge Messenger , Instagram, and WhatsApp .

Nearly two-thirds of users say messaging apps are their preferred place to cambodia phone number data communicate. Additionally, half of the senior marketing directors we surveyed say they're rethinking their content strategy to maximize the value of private channels.



But the future of social media won't be completely private. People still use public channels to find entertaining posts, check the news, and research products. More than half of the brands discovered online are still discovered on public news feeds.

So a golden opportunity presents itself for marketers who understand how to balance public and private:

Public feeds are the perfect place to boost brand discovery
Private channels are ideal for generating meaningful one-on-one engagement.
Take the Data Open Tournament , a social media gamification program created by hedge fund Citadel, which used public news feeds to promote the tournament and generate excitement among online users.



However, Citadel used private channels to keep the game going. The company helped students connect with each other through an invite-only Facebook group . Additionally, it set up a Facebook chatbot to quiz students on complex math problems. Those who successfully solved the problems automatically had their resumes pushed to the top of the pile.

Students interested in Open Data spent 149% more time on Citadel's website than other visitors. The Facebook chatbot fueled over 5,500 new conversations. Finally, the number of applications for entry-level positions increased by 74%.

Similarly, meditation app Headspace uses public social media channels to build brand awareness.



But it also has a closed Facebook group with over 17,000 members. Headspace users discuss their meditation techniques, ask questions, and offer each other support in this private sphere.

The Facebook group does not include any posts with product placement or advertising. It is dedicated to developing a relationship between the brand and its customers, as well as creating a sense of belonging.

Create a bridge between public and private. Use public feeds to guide your customers to your private channels. Try using a Facebook or Instagram ad to direct users to a private chat window with your business. This is very easy to do with the Click to Messenger feature .
Automate the simplest tasks. Use a mix of automation and human input to build relationships. Bots can handle common customer inquiries, but more complex ones still need to be handled by real people. More than half of consumers are frustrated when brands offer no human interaction.
Respect the privacy of private channels. Don't flood them with impersonal branded content. Focus on providing real added value that ultimately builds brand loyalty rather than trying to make a quick sale.
2. Employers occupy a central place in a divided world
Only one in five people are satisfied with the economic and social systems, and the majority of the population does not expect to be better off in five years.


In this divided world, trust has never been more important. According to Edelman's 2019 Trust Barometer , 75% of people say they trust their employer to determine what's right. That's more than the trust they place in government, the media, or business in general.

This trust means that employees expect the companies they work for to make things better , not just do things better . Millennials, in particular, have identified several areas in which they expect their companies to contribute. These areas include community impact, skill development, and diversity and inclusion.