TikTok’s resounding success and growth in influencer marketing, especially in the beauty, fashion, e-commerce and automotive industries. These are the trends this year. For next year, influencer marketing will continue to strengthen as well as social shopping.

Like every year, its predictions on the future of social networks. This specialist in social media analysis using artificial intelligence and its dedicated platform for marketers has the largest social media database and works with more than 2,500 digital marketing teams in 100 countries.

First observation, TikTok has become essential. This photo / video app reached 1 billion downloads this year. “In 2020, we can expect to see TikTok progress in a dazzling way, thanks to very effective marketing campaigns and investments in the commercial conquest of new geographies.

This rise in power is explained in particular by the fact that TikTok is the largest advertiser on Snapchat and the second on YouTube

The power of influencers

But TikTok’s reputation is tarnished by the use in advertising campaigns of videos of users who have not been notified or paid. More recently, US lawmakers have expressed concern about the potential threat to national security the application could pose.

Another observation is that influencer marketing is still on the rise, contrary to popular belief. “Influencers” can be all kinds of people, from prominent politicians to DIY enthusiasts. In social media marketing distinguishes three types of influencers, based on their audience size:

Micro-influencers with more than 1000 followers;

Macro-influencers with more than 100,000 followers;

The celebrities who exceed one million fans.

Their impact is very strong:

94% of marketers say influencer marketing works for their business;

51% of marketers say they attracted higher quality customers through influencer marketing campaigns.

“Consumers are increasingly trusting comments and reviews before they buy. This situation is a huge opportunity for influencers and brands who team up to create content that speaks to their audience.”

Facebook, essential

Many major beauty, fashion, e-commerce and automotive brands have used this process for their campaigns and have claimed that these strategies have paid off. Investments in this sector are estimated to increase next year and will make influencer marketing a $ 10 billion industry by 2020.

“The year 2020 might well be the year of the advent of social shopping. More and more customers are shopping directly from social media instead of going to an app or an online store after discovering a product on social media

Finally, Facebook remains essential. “Our data shows that even though marketers have increased their spend on Instagram, over 60% of all total ad spend is still going to the Facebook News Feed. The Instagram feed comes in second position far behind with 20%. Overall, brands only spend around a third of their total budget on Instagram, which is the most engaging platform. This increases the question of whether brands are really getting the most out of their investment,
Social shopping, a take-off scheduled for 2020

Shopping-related content is proliferating rapidly on social media,

The platforms are responding by adding more features to facilitate e-commerce.

As a pioneer, Instagram launched a Shopping feature for certain brands, offering companies an immersive showcase allowing their audience to discover and explore products as well as follow a link to finalize the act of purchase.

WhatsApp, Facebook Messenger and Facebook Groups already offer customer management support tools so that all marketing activities, from product discovery to after-sales service can be centralized.
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