The short version: Digital will rule even more in 2020.
2019 was a record setting year for the digital advertising industry.
Digital advertising is projected to continue to grow significantly in 2020. In fact, digital is projected to reach over two-thirds of total media spending by 2023, according to a report by PubMatic.
We said it last year, but we’ll say it again. The best bang for your buck is definitely digital. Before you invest your digital dollars, it’s important to read up on the top trends.
Our recommendations: Start starting with influencer marketing, video, microblogging, and e-commerce.
Here’s what to expect in 2020:
1. Learning how to leverage influencers is the move.
The influencer marketing industry is predicted to double in 2020. Influencers build social media followings and establish themselves as experts within a specific niche and start to influence their followers. Influencer marketing started with macro influencers aka celebrities. Then the world of influencer marketing quickly evolved to include micro-influencers (someone who has an audience within the follower range of 2,000 followers up until about 50,000 followers) and nano-influencers (someone who has an of 5,000 followers or less).
These influencers are expected to take the lead in 2020. Micro-influencers and nano-influencers have smaller followings but a lot of influence within specific niche communities. These types of influencers are seeing higher engagement rates than mass influencers. Why? Because people trust real people.
Still lost? Here’s a complete breakdown of the different influencer tiers. P.S. Influencers can be individuals people, bloggers, local businesses, organizations, and media outlets – basically anyone who influences their followers in some way shape or form!
2. The TikTok takeover is here and happening.
Let’s talk about TikTok. This video-sharing platform was popular with teens first, but now it’s officially arrived. Exhibit A: TikTok came in at #3 for the most downloaded app in 2019.
Even if you’re not ready to jump in and start pumping your business out on the platform, TikTok’s editing features and effects make it one of the easiest video editing tools available right now. Here’s a great article on all the ways brands can use the app to make videos from other platforms like Instagram.
The app is predicted to have a major influence in 2020. Creators and brands are tapping into the power of TikTok. And yes, you can use TikTok to grow your business. Elise Darma told us so.
TikTok is perfect for creating real and unfiltered content aka authentic content. Plus, TikTok’s video editor records 15-second clips by default aka it’s a perfect match for Instagram Stories. BTWs TikTok is totally ~free~. Here are 9 more free apps to take your social media to the next level.
3. Captions are getting longer.
No, it’s not your imagination. Influencers and brands are microblogging on Instagram. Microblogging is essentially a short-form blog post and effective way to start a conversation on social.
Longer captions get better results on Instagram. If followers spend more time reading your posts, your engagement rate increases. And yes, it all goes back to the almighty algorithm.
The average caption length will be about 65-70 words, according to Later. Take time to create more personal, longer captions because your followers will appreciate it (and so will your IG stats).
4. Instagram is becoming a powerful e-commerce platform.
Instagram started as a social platform, but it’s evolved to be so much more. First Instagram launched Checkout, and then Shopping from Creators came along in 2019. These tools allow followers to purchase products without ever leaving the Instagram app. It’s dangerously easy to make purchases – which is great news for businesses *and* consumers.
As for 2020, rumor has it more e-commerce tools are on the way, so be on the lookout. In the meantime, set up your Instagram Shop because shoppers are loving the convenience of tap-to-shop aka it’s a major revenue driver.
5. Hashtags are here to stay.
Posts with hashtags get more engagement. Using relevant, targeted hashtags is still one of the best ways to get discovered by new people on Instagram. If people follow the hashtags you use, your posts will automatically show up their feeds ie, if someone is searching for #thingstodoinbuffalo, posts with this hashtag will appear.
The average number of hashtags accounts are using is increasing, but going overboard is still not recommended. When you hashtag, do it purposefully because looking desperate or spammy is never a good look. The experts at Later say using 10+ hashtags per post is the sweet spot so start there and see how things go.
Our Advice
Stay up to date on what’s trending and track what works best for your business. If your audience isn’t on TikTok, focus your efforts elsewhere but maybe utilize TikTok’s editing features. If you’ve never worked with an influencer, do your research and ask for their stats. And at the very least, keep reading our blog for everything you need to know right here and now 😉
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