Hootsuite has kicked off the new year with an annual report on global social media trends to watch in 2020, culled from a survey of more than 3,000 marketers.
The first trend deals with the balance between public and private channels. While brands will continue to acquire customers through public channels, private messaging will assist in building deeper customer relationships.
Secondly, as a way to manage an increasingly fragmented world, employees will be seeking leadership from their companies and will expect them to take a stand on political and societal issues.
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The third trend relates to TikTok and its explosive growth. As it continues to rise in popularity, particularly with 16-24-year-olds, brands can look to the platform for insights into social culture and content creation.
Another key trend to look out for is the rise in social performance marketing as a skillset in order to satisfy a growing demand for proving social ROI. And lastly, the most high-performing organizations surveyed use a combination of attribution models to measure social ROI, such as multi-touch and market mix modeling. Read more about these trends in The Social Shake-Up.