Social Media in 2020: 4 Trends to Watch

Social media is already transforming retail, and the pace of that transformation is likely to accelerate in 2020. Retailers that embrace social media and are willing to take calculated risks are the ones most likely to benefit from this transformation. At Socialbakers we get to see what some of the most innovative social media marketers around the world are doing to move the needle. Based on our observations, here are the top trends to watch in 2020:

1. Platform to Watch: TikTok

TikTok hit 1.5 billion downloads in 2019. That growth was fueled by its increasing popularity with Generation Z, aggressive marketing campaigns, and the company’s investment in geographic expansion. TikTok is already the No. 1 advertiser on Snapchat and the No. 2 advertiser on YouTube. It has also leveraged celebrity partnerships and influencers to drive buzz and generate viral content. Expect TikTok to grow even more in 2020 as marketers figure out how to make the most of this burgeoning platform.

2. Campaigns to Watch: Influencer Marketing

We’ve all heard the rumors that influencer marketing is on the decline, but we believe the opposite is true. Influencer marketing is stronger than ever. That’s because consumers are increasingly seeking out reviews and trusted voices when making purchasing decisions. This represents a huge opportunity for influencers and brands to team up to create authentic connections with audiences.

Large consumer brands in beauty, fashion, e-commerce and auto leaned into influencer marketing in 2019, and found that their efforts drove business. Expect them to increase their investment in 2020, helping to make influencer marketing a $10 billion industry this year.

3. Technology to Watch: AR/VR

Virtual reality (VR) and augmented reality (AR) have long been associated with the gaming world and/or with high-budget Hollywood movies. Retailers and marketers that see AR and VR merely as attention-getting gimmicks are greatly underestimating the potential of these technologies. VR can be used to engage and excite audiences, build brand awareness, and drive product discovery and purchase.

Imagine giving consumers the opportunity to browse products through virtual clothing racks and showrooms, and then giving them a lifelike experience with the product before leading them to a purchase. While it may be five years to 10 years before we see it used at scale, VR technologies promise to be a powerful weapon in the retail marketer's arsenal.

The Gap has already experimented with VR in the form of a virtual DressingRoom app that shoppers can use to try on clothes virtually before buying. Instagram also launched Stories for a few accounts to experiment with VR and AR shopping, interact with the clothes, and try them on. Expect to see more experiments with AR and VR in 2020.

4. Trend to Watch: Social Commerce

I'm convinced that 2020 could be the year that social commerce takes off as more and more customers make purchases directly from social media platforms instead of heading to a shopping site’s app or online store after discovering a product on social media. According to our data, shopping-related content is rapidly proliferating on social media. And platforms are responding by adding more e-commerce features.

Instagram already launched Instagram Shopping for selected brands, giving businesses an immersive storefront for people to discover and explore products as well as a link for purchases. Facebook's family of applications already offer tools for customer care and community management so that all marketing funnel activity — from product discovery to post-purchase customer care and evangelism — can happen on social media. And TikTok recently opened the door to social commerce with beta tests that let influencers embed social commerce links in videos on the app.

There has never been a more interesting or challenging time to be a retailer. Those that embrace social media and aren’t afraid to experiment with new platforms and technologies are the ones most likely to stay ahead of trends and drive their business forward.

Yuval Ben-Itzhak is the CEO of Socialbakers, an AI-powered social media and digital marketing solution.