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Powered By: Social Media Trends 2020
Powered By: Social Media Trends 2020
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Percentage of people who are influenced Percentage of people bought a Percentage of merchants who use
by digital content when shopping product online after discovering it social medial to generate sales
on social media
• There will be a boom in influencer affiliate marketing through social as their sales figures become more trackable and transparent.
• Fuelled by improvements in augmented reality and camera detection technologies the distance between inspiration and
purchase will continue to shorten upending the path to purchase funnel. Everything we see will be instantly shoppable both on
and offline wherever we are in the world.
• Personalised marketing will get more personal as social media platforms track previous purchases and begin to recommend the
perfect accompaniments.
• Social platform's digital wallets will open the internet up to the 'unbanked’.
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GROWN UP INFLUENCE
WHAT IS IT?
Users have had enough of staged morning routines and transactional endorsements. Influencer culture isn’t ‘niche’ anymore and
the authenticity of ‘influencers’ is being called into question.
In 2019, we saw the rise of ‘shitposting’, a documentary about the Fyre Festival, the rise of ‘vlogpologies’, as well as audiences
starting to fight back by calling out faked and photoshopped content.
In the Gartner Hype Cycle influencer marketing appears to have reached the Trough of Disillusionment.
To help get to the Plateau of Productivity brands need to work with influencers to ensure there's a clear value exchange for both
the influencers and their followers.
The predicted size of the influencer Percentage of consumers aged 18- Influencer marketing was the fastest
marketing industry by 2020 34 have been swayed in their growing online customer acquisition
decision-making process by digital channel in 2018.
influencers
• Brands will strike up more longer-term partnerships with smaller influencers so they can grow their followings together.
• Advancements in CGI and AI technology will allow brands to embrace the weird and wonderful world of virtual influencers
through branded storytelling.
• Influence will become more closely associated with purpose through the rise of 'good influencers'
• Whilst Instagram will remain the preferred platform for influencer marketing, platforms like TikTok will go mainstream with more
brands using the platform and its influencers.
• Brands will realise that they have influencers within their walls that they have yet to discover leading to new influencer employee
advocacy programs.
• Whilst video in all its forms (Live, IGTV, YouTube, etc) will continue to grow, audio enabled influencer content like podcasts will
become the powerful medium in a marketer's toolkit.
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REGAINING CONTROL
WHAT IS IT?
Data privacy concerns, combating disinformation and a rising awareness of mental health has led to users to take more control
of their social media usage. Consumers are starting to lock down their accounts and explore new closed communities. The
knock-on effect for brands has been equally as stark as they respond to new regulations like GDPR and are required to re-
examine their paid media strategies due to reduced retargeting capabilities.
Percentage of social media users Percentage of consumers say Percentage of users surveyed by the
are concerned about businesses they’re likely to buy from brands that Atlantic who said they changed their
accessing the data they share on are transparent on social. behaviour after learning about the
social media platforms. Cambridge Analytica scandal
• Amidst privacy concerns (and potentially new regulations) social media targeting will become less personalised and CPMs will
increase as there more competition for inventory.
• New privacy first social networks will start to gain traction, but most if not all will fail as the major networks copy their key USPs.
• Consumers will start demanding direct control of their data, becoming gatekeepers of their own digital lives, so they can start to
design and control their own digital ecosystem to servers up content based on how they’ve set their personal algorithms.
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THE DEMOCRATISATION OF AI
WHAT IS IT?
'How to best utilise AI?' is quickly becoming a key question for business so it’s of little surprise that it could have a huge impact on
the marketing department as well as agencies. One of the most exciting areas of AI is how it can be used to bolster humanity
creativity. AI is already being used to power customer experience through chat bots, but it’s quickly expanding into other areas such
as video and copy creation.
While AI has the potential to make a huge positive impact, there are also real concerns around its misuse. Brands and agencies will
need to tread very carefully when using AI to avoid creating even more distrust and disillusionment amongst consumers.
2.1 bn
80% 2X
USD
The predicted size of the AI for The predicted percentage of brands The increase in the amount
social media market who will be using chatbots for of deepfake videos compared to the
consumer interactions by the end of previous year
2020
Banned misleading deepfakes Labelling or hiding images that are Introduced a FaceSwap Feature
photoshopped
CAMPAIGN DEEPFAKES: MALARIA NO MORE
Like most technologies, deepfakes aren't inherently
bad, they can be used to entertain affect as on TikTok,
or to help deliver a more global reach.
KFC built the Colonel KI into their mobile app giving fans
access to the predictions along with exclusive KFC coupons
leading to 203 million views and 70 minutes of brand
exposure per day (4x more than planning).
• Big data will unlock previously incomprehensible insights for brands meaning they can narrow the gap between what brands think
consumers want and what they actually want.
• First touch customers service will become increasingly automated and most consumers won't be able to tell the difference.
Humans will only become involved in outlier cases.
• AI will become a go-to resource for iterative creative executions especially if multiple languages are involved. Programmatic
media buying solutions will port into social content as turnkey SAAS solutions for personalised messaging campaigns.
• People will begin to demand proof of digital provenance in the content they're consuming.
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Percentage growth from last year Percentage of predicted online Percentage of respondents who believe
of Spotify’s monthly users listening searches in 2020 will be voice that by the year 2025, immersive
to podcasts searches technologies like augmented reality, will
be as ubiquitous as mobile devices.
AR Scan
Lens Studio
Snapchat Discovery Series
Interactive Series
PERSONALISED AUDIO: MICHELOB
Michelob partnered with Spotify to build a custom,
experience for runners.
• Interactive storytelling will unlock more personalised content experiences based on user choices. The opt-in nature of the
experience will lead a greater acceptance of future personalised content from the brand.
• Immersive content will blur the lines between offline and online allowing brands to increase engagement and build affinity through
interactive experiences.
• Event driven cultural moments will become integrated viewing experiences that see audience participation on a level playing field
with the content itself.
Questions?
Thank you.