Here we are, it is finally 2020, the beginning of a new year and a new decade. It’s the perfect time to review your previous marketing strategies and to figure out what worked, and what didn’t. And we’re here to help! With the evolution of online marketing over the past decade, and major marketing trends of 2019 and beyond we’re here to share our top 7 trends that are not to be missed in 2020.
The story format emerged on Snapchat in 2013. While that format was starting to gain in popularity slowly but surely, it became massively popular in 2016 when Instagram integrated a similar feature to their app. From there, lots of apps and sites started to release their own story features. If you are creating stories, you should read The Complete Creative Guide -Instagram Story Dimensions
Here is a little history of the story format:
While the hype sort of went down, letting Instagram and Facebook dominate the new story market, this new format is being massively used and keeps getting more and more popular. On Instagram itself, stories are viewed by 500 millions users daily according to the Search Engine Journal.
Stories are increasingly popular because of how easy it is to consume them. The first click on a story bubble lets the users get lost in all the content posted by all the accounts they’re following, while still being able to interact with them by using the quick response feature, or the poll feature. It is very easy to consume and interact with stories without having to exit the autoplay, making it an extremely popular and followed content source.
The ease of use that stories provide is making them for sure a major marketing trend for 2020 and even the years to come. Most Instagram updates bring more features to Instagram Stories, showing that it is a priority for the company. While the Instagram feed has been almost changeless for months now. Here are the differences between story and feed and how you can get the best of those two.
Podcasts have been rising in popularity recently. 32% of Americans listen to podcasts monthly (and the number keeps on rising), podcast listeners tend to be more educated than average and they are more likely to follow brands and businesses on social media.
Podcasts are not as searchable and discoverable as a YouTube video, for instance. But it’s a platform used by more engaged users that are more likely to already know you and that want to get deeper into your brand. The listen time is a lot greater than the average watch time on YouTube (which means that it is more likely that people will hear everything that you have to say), and users are, on average, more engaged and sensitive to call to actions than on YouTube.
Podcasting is the best way to give a more in-depth view of your brand. It is also easier and more practical to create than a video as the editing process is shorter and as the files are a lot lighter.
The one great thing about podcasts is that it can be repurposed super easily. From a one hour podcast episode, you can film it and have three or four 5 to 10 minutes video for YouTube, around ten 59 seconds clips for Instagram, Twitter and Facebook, and some quotes for your Twitter. This is why some content gurus like Gary Vaynerchuk always recommend starting a podcast as soon as possible as it is the easiest to create a lot of content from.
Of course, content marketing has been around for years now, but now is probably the best time to start implementing a content marketing strategy as we’ve seen from several brands and entrepreneurs that it just works!
Content marketing takes time and you definitely won’t give you results overnight pushing a lot of people to give up before the first results start to show. Content marketing is like a marathon. It takes a lot of work and a lot of humility, but if you give up in the middle of it, you won’t ever experience the joy of crossing the finish line.
The key to content marketing, is to publish a lot of content, hoping that this content will find an audience, and having people consuming your content regularly so that they understand your expertise and will instantly think of you (or your product) as a solution to their problems.
Therefore, content marketing requires a knowledge to share, a value that you provide for free to your audience, hoping that some of these people will want to go deeper with you by either buying your products or buying a coaching session to get more value out of you.
More and more people consume content. 26% of US adults are almost always online And 77% of US adults go online daily. The global digital population is around 4 billion people, including 3.7 billion mobile internet users and 3 billion social media users. And these numbers keep on growing! This makes content marketing a clear opportunity to seize new leads and to raise more awareness to your products and authority on a subject.
Starting your content plan has never been easier, read our 99 unique content ideas that can fit every business.
YouTube is now the second most used search engine in the world. It has 1.9 billion users according to Statista. Everyday, people watch 1 billion hours of videos on YouTube and generate billions of views! That not only means that YouTube is such a key platform to distribute content, but that video is a quite powerful and popular format.
And because video got so popular in the last years, other platforms started to implement video too such as Facebook or Instagram with IGTV. These platforms are clearly pushing videos first because they know that that’s what people like and consume. Therefore, by publishing a video natively on Facebook or IGTV, you will be more likely to see your content being pushed by the platform itself, giving your more reach and more viral potential than a regular ‘static post’.
If you want to go further in the optimization, you can even start prioritizing vertical videos as a growing part of the users consume on smartphones. You can even create two version of the same video: an horizontal video for YouTube, and a vertical one for other social media such as IGTV, Instagram stories (full sizes guide), Facebook, TikTok, Twitter etc. with Magisto’s video maker you can easily create vertical and horizontal versions of the same video that will fit all social channels.
Nowadays, all platforms are pushing videos in front of every other type of content, making video an obvious choice for your marketing in 2020.
SERP Position 0 ranking
Basically, as a content marketer you want your content to rank at the top of a social engine results pages (SERP) so that a search engine will drive organic traffic to your site and content.
What is position zero though?
Position zero is the featured snippet block at the top of the Google search results page. It was first introduced by Google in 2014 as the ‘Quick Answers’ box, and the point was for Google to be able to provide a short answer to a specific question without having the user to click on any search result. It is called position zero as this box is displayed at the top of the results page, right after the ads, making it the first piece of organic content available.
Here is an example from a Magisto blog that ranks on position 0:
Why is being at position zero useful? Because you have to keep up with the competition. That box window is the first thing people see when they get to the SERP and it is supposed to give these people the best answer to their question. By optimizing your content to rank at position 0, you get more chance of showing up first on specific questions rather than having your competitors take over the entire market.
This is also backed up by data, on average, ranking at position 0 gives a 114% increase in click through rates, even when the result was ranking at position 1.
This trend echoes the previous one. Because of the rise in popularity of personal assistants and smart speakers, people are now asking questions orally and in a declarative form to their personal AI. This oral question is then put into Google and the AI can pick the right answer to the question. The difference is that searches are no longer just a bunch of keywords, but they turn out to become questions formulated in a natural language. Once the question is asked, Google may use the position zero result to deliver the best answer possible.
In May 2016, Google CEO Sundar Pichai announced during his Google I/O keynote that 20 percent of queries on its mobile app and on Android devices are voice searches And the Chinese search engine Baidu’s Andrew Ng speculates that by 2020, approximately 50% of all searches are going to be made via voice recognition technology.
To start optimizing your website for voice search, here are couple things that you can implement on your site:
- Make sure that your website loads quickly. This is also an important optimization for standard SEO.
- Try to have in your articles questions followed by short answers (this will also help you get into position zero results).
- Simplify your writing style, making it closer to a spoken style. Keywords are still important and relevant, but people will use simpler vocabulary, and very direct way to formulate their questions. Most questions are formulated at a 9th grade reading level at most. So even if your subject is technical and complex, try to simplify your writing style and vocabulary.
- Focus on local topics and results. Voice searches are mostly used for directions, open times, travel times and so on. By following that trend and by making sure these are informations that you are providing, you should perform better on voice searches.
After being misjudged as a social media platform for kids, TikTok started to attract marketers and companies because of the massive growth opportunities that it was providing. TikTok has 500 million users per month and according to Dataportal, it has been the most downloaded app on the Apple App Store. according to SensorTower, and it drives more than a billion views per day, according to Influence Marketing Hub.
TikTok has a simple interface that allows users to consume content with close to zero effort on their end. A swipe up allows the user to go to the next video, a click allows them to either like or comment on the video without actually leaving or pausing the piece of content.
This new approach to content makes it super easy for people to stay engaged on the platform and to consume content effortlessly, making it hard for people to stop and close the app as everything autoplays and never stops.
This interface (among other things) is responsible for the massive popularity of TikTok. The fact that the platform is so new and the users so young make it a great opportunity for organic growth and for building an audience. Just like Instagram was before the platform got saturated and heavily monetized by Facebook.
Of course, like every new platform, TikTok will take you some time and effort to understand as it’s a new form of content, with its own codes, but the learning is definitely worth it before it becomes heavily monetized like Facebook or Instagram.
Pay attention to how you use digital tools, but also how other people use them. Pay attention to what teenagers do and how they do it. These trends don’t come from out of no where, and they certainly don’t come from other marketers. They come from listening to the market and what people do with their phones, search engines and laptops.
These trends will probably be relevant after 2020, to some extent. They’ll just be more followed by your competitors than they are right now. Our advice? Don’t delay and start working on these now, because trends get saturated and aren’t as efficient as they will be right now.