To appeal to new customers, you need to understand what social media they are using and how. In 2020, the way people are interacting with technology and connectivity has shifted in dramatic ways. The data that will come from social media is likely to change the way marketing and strategy are developed. More than ever, the landscape of social media is unpredictable.
However, while most people are in lockdown around the world, you can assess your approach. While hitting people with a hard sell is not your best strategy right now, staying in contact with your customers is vital. Just because things are changing does not mean that business has ceased. Maintaining client relationships will be the difference between secure accounts and lost business.
Here are 9 social media trends that will matter most to marketers, brands, and businesses in 2020.

1. Connection, Community and Experience
In 2020, the big trend will actually be a return to the basics.
Who is your audience?
What are their interests and challenges?
This is the time to put your business in the front and centre by empathising with your audience. Be creative, think of ways that your business can engage and entertain or inform your audience.

2. Authentic Influencers
Influencer marketing is getting a boost. Celebrities have proven themselves to be a distant memory of the ‘before times’ while genuine people living an online life have become a safe haven for those who are isolated and struggling with personal connection during lockdowns.
For smaller organizations or those in the B2B industry that may be struggling to see how influencer marketing can be implemented to reach their goals, you can try almost any strategy you can think of right now. People using your product or service online.

3. Diversify with TikTok, Reddit & More
Diversification is a primary trend in social media, especially on the advertising side. Diversification is also beneficial for risk mitigation by reducing dependency on Facebook and/or LinkedIn.
Your potential clients are sitting at home, many with little else to do than scroll through social media and play with new tools.

4. Reimagine Social Analytics
The era of reporting on vanity metrics seems to be nearing its end, especially on Facebook-owned platforms.
So how will analytics measure reach in a like-less world and correlate activities of potential customer to marketer objectives?
Inferential metrics will be needed to describe how social media influence consumer behavior and local commerce. Dashboards will need to be transparent and offer greater insights.

5. Use Employee Advocacy to Your Advantage
Your employees are more important than ever to the success of your company. Companies who have supported their employees by offering part-time work, work from home or other ways to ensure that their employees have an income or job security, will be held in high esteem.
If you have been an employer that has placed your employees first, give your staff the platform to be able to appreciate you and in turn, attract clients because of your loyalty.

6. Get Creative
Boring brands are everywhere, with their boring social media content. Change the game and do something different. As soon as you do, you’ll need to change it again because people will copy your brilliant idea.
Short (but effective) videos shot of tech partners talking about their solutions, how the idea came about, how it was built, etc.
Short-form animated GIFs and videos that are designed to inspire the viewer, not just to understand, but to take action.
Start being interesting and stop using your social media as a place where you stand on a box and shout ads at people. Speak about your solutions in a relatable and engaging way.

7. Stories 2.0
Smart brands/businesses are reformatting how they discuss their business opportunities. One online home-sharing app has moved to offer virtual holiday experiences, such as a day in the life of an olympian, or meeting the dogs of Chernobyl.
Now is the time to tell the stories you never dared. The new media landscape is an opportunity for you to really try new ventures.
People are using social media as a discovery engine. You can also use social media to point to private messaging and text message clubs to stay in touch.
This is the time for brands to develop high-value, high-transparency, highly personalized VIP access programs.

8. YouTube & Video
Video may not be a hot new trend, but it remains an important trend in social media.
People will sit through videos right now because they have more time and less pressure. The 5 minutes people had while commuting is now uninterrupted time with an audience hungry for distraction.

9. Leverage UGC
The content your audience creates is invaluable to your brand.
Every brand can take three steps in 2020 to get more user-generated content (UGC) and earn more social proof:
Encourage your audience to tag your brand in social posts by always reposting and/or featuring that UGC.
Comment and interact with your audience regularly.
Run contests that drive UGC.