Social Media Marketing Trends for 2019

2018 has been another great year for social networks and I predict this development to continue in the coming year. Baby steps have been made towards improving trust by sending out more transparent messages leading to authentic engagement and (more or less) genuine followers.

Did you know that more than 50% of all social traffic to B2B sites comes from LinkedIn ?

I expect this number to increase over the coming year. Especially if you are a rather unknown player in the market, most prospects will find you via social first. That’s why your online brand matters! Not only your company website, but more importantly your social media profile as well as the profiles of your colleagues and employees. This is what customers will see first. Your employees are your ‘online receptionist'. Remember, you never get a second chance to make a first impression.

For 2019, I forecast a higher investment into social media listening tools with the goal of lead generation and social selling. The current intention behind social listening is primarily customer service and online reputation management. Customers comment, tag, and share their opinions, ideas, and thoughts online in an ever-growing frequency. Social media will tell your story because buyers find your product or service online as well as the trusted advisor selling it to them.

 Trend #1: Video content will increase – especially Live Streaming

According to statistics by Cisco, online videos will make up more than 80% of all consumer internet traffic by 2020.You might wonder why videos are so popular? One word: trustworthiness. Especially with Millennials on the rise, who have big buying power. They don’t just buy products that look great, but they want to see the whole story behind it. It has to be real, relatable, and authentic.

Live videos gained great popularity on YouTube, Facebook and Instagram and will see further growth in 2019. It’s just a matter of time until platforms for professionals like LinkedIn will adopt this channel as well. It’s all about building trust and loyalty for brands. Did you know that 200 million Instagram users use Instagram Stories each month?

Trend #2: Chatbots will increase engagement and enhance the customer journey

We have already moved to an ‘always-online communication’. Unlike videos, messenger apps are a two-way communication channel allowing customers to reach out to businesses and vice versa (think of Facebook Messenger). This doesn’t necessarily mean the customer is ready to buy while browsing through Facebook or Instagram. However, when they  land on a business page, chatbots can initiate a dialogue, which can ultimately lead to a sale. Long story short, this is the way to increase engagement throughout the entire customer journey.

Trend #3: CEOs will be on social

Fake news, shitstorms and propaganda are also a big part of social networks. Therefore, it’s crucial for CEOs and other executives to be present on social media. Why? This will not only boost the company’s reputation, but also increases trust with (potential) employees, partners, and clients. Did you know that 60% of Fortune 500 CEOs aren't active on social media at all? Unbelievable, I know. I am 100% sure that this will change in the coming year: we will see more leaders being present on social media sharing relevant content. Executives will write blog posts on LinkedIn, tweet company updates, and share insights on Medium. Consumers will want to hear the news right from the source.

Trend #4: Personalization and customer-centric content

Marketeers were always curious to know what consumers are thinking, trying to get into their minds. Nowadays, businesses can apply AI, big data, and machine learning to convert data into sales. Being more responsive, customer-centric, and analytical, allows more user-generated content to truly involve the customer, make messages more targeted, and enhance the overall experience. I expect the amount of user-generated content to rise in line with increasingly personalized products and services.

What’s your take-away from these trends?

My top tip for you: I know all these channels can be overwhelming. That’s why I’d advise you to find the channels that work best for you and where your target audience listens. Invest your time and money in these channels, which offer valuable insights on what you need to improve on your social tactics. Remember, you have two ears and one mouth for a reason: listen first before you talk - especially on social ??

What are other social media trends that you see on the rise? Comment below and give it a thumbs up if you liked what you read.

All the best for 2019!

Your Social Selling Coach,

Fran

P.S. Big shout out to Nathan for contributing with his infographic and Pascal for content support! Thank you Manuel for proof reading, sharp eye!