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REPORT / Social Media Trends 2019 2 CONTENTS 3 Executive summary 4 Methodology 5 TREND 1 Rebuilding trust Brands get human as the circle of trust on social media tightens 11 TREND 2 Storifying social Content teams adapt as Stories offer new formats for sharing 17 TREND 3 Closing the ads gap More competition on paid social forces marketers to up their game 23 TREND 4 Cracking the commerce code Improved social shopping technologies (finally) fuel sales 29 TREND 5 Messaging eats the world Customers demand better 1:1 social experiences 35 Appendix: Hootsuite 2019 Social Trends Survey3 REPORT / Social Media Trends 2019 EXECUTIVE SUMMARY In the social media world, the pace of change has always been brisk. But 2018 marked a true inflection point. Long-running issues with privacy and integrity came to a head in Facebooks Cambridge Analytica crisis. Users began to question the value networks provide and seek more meaningful ways to engage. Against this backdrop, intimate new formats have risen for connecting and sharing content, from Instagram Stories to the explosion of one-to-one messaging. A radically new social paradigm is emerging, and leading brands are already adapting to it. Consumers want to be treated like individuals, not demographics. Theyre demanding more value in exchange for their time and information. The pendulum has swung back to socials roots: real, personal, and authentic. Where does this leave brands that rely on social media to reach their customers, prospects, employees, partners, and other audiences? How can they create authenticity and intimacyat scalewhile working within time and budgetary constraints? How can they support customers throughout the entire journey, building loyalty and boosting the return on their investment in social media? In this report, based on our annual survey of 3,255 Hootsuite business customers, interviews with industry analysts, and exhaustive research, weve distilled these questions and issues into five key social media trends for brands to watch and adapt to in 2019: 1. Rebuilding trust: Brands get human as the circle of trust on social media tightens. 2. Storifying social: Content teams adapt as Stories offer new formats for sharing. 3. Closing the ads gap: More competition on paid social requires marketers to up their game. 4. Cracking the commerce code: Improved social shopping technologies (finally) fuel sales. 5. Messaging eats the world: Customers demand better 1:1 social experiences. New formats, new challenges, and new ways of engaging make 2019 an exciting time to work in social media, one filled with both pitfalls and possibilities. Heres our roadmap for navigating and thriving in the year ahead. 20194 REPORT / Social Media Trends 2019 METHODOLOGY This report is based on a survey of 3,255 Hootsuite business customers, from large enterprises to small agencies, conducted in Q3 2018. Weve supplemented these results with insights from primary interviews with dozens of industry specialists, as well as published reports and data from Edelman, Gartner, GlobalWebIndex, Forrester, Econsultancy, Kleiner Perkins, We Are Social, and others. These trends are intended to be of value to front-line social media practitioners and leaders alike. To ensure all trends are both specific and actionable, weve included corresponding brand examples and guidelines for implementation, for both beginner and experienced social media practitioners.5 REPORT / Social Media Trends 2019 TREND 1 Rebuilding trust BRANDS GET HUMAN AS THE CIRCLE OF TRUST ON SOCIAL MEDIA TIGHTENS 2018 represented a crisis year for trust on social media. In the wake of the Cambridge Analytica scandal 1 and a Congressional hearing, 2Facebook faced unprecedented pressure from users and regulators to improve security, transparency, and accuracy. Twitter, meanwhile, wrestled with controversies over the unfettered proliferation of bots on its platform, purging millions of fake accounts. 36 REPORT / Social Media Trends 2019 In recent months, consumers, regulators, and media observers have called into question the privacy, accuracy, and ethics of nearly every social network. The result: According to Edelmans 2018 Trust Barometer Report, 60 percent of people no longer trust social media companies. 4Meanwhile, the Ponemon Institute, an independent research firm specializing in privacy and data protection, reports that trust in Facebook has dropped a “shocking” 66 percent. 5 For brands on social media, this shift presents new challenges and opportunities. In an age of social skepticism, the rules of the game have changed. Users have grown distrustful of many media and celebrity influencers 6(whose followings, it turns out, are often bought or fake). 7In a major pendulum swing, trust has reverted back to immediate friends, family, and acquaintances on social media. Users are also returning to traditional and trusted journalism outlets and local news sources, with 71 percent of people agreeing that social media should do more to support high-quality journalism. 8 Source: Edelman 2018 Trust Barometer Special Report: Brands and Social Media. Technical expert Academic expert A person like yourself NGO representative Financial industry analyst Successful entrepreneur Government official/regulator Celebrity Board of directors Employee Journalist CEO 60 58 58 50 48 47 43 41 40 37 37 28 Deploy Credible Expert and Peer Voices Percent who rate each spokesperson as very/extremely credible for information about a brand Experts, peers statistically tied in credibility7 REPORT / Social Media Trends 2019 To keep pace with these changes, smart brands are focusing less on maximizing reach and more on generating transparent, quality engagement. Indeed, the very definition of “engagement” has matured from simple clicks to behaviors that have more tangible impact on brand value and long-term ROI. And the one-size-fits-all approach to social mediawith the same posts plastered indiscriminately across networksis giving way to context- and audience-specific messaging. Progressive companies like Adidas and The New York Times, for example, are working to develop intimate, meaningful dialogue with smaller, more valuable audience groups. Theyre creating communities 9and sharing insightful and researched content 10 then getting out of the way and letting passionate users talk to one another. Another key tactic: Rather than relying on celebrity influencers, brands are leveraging their own internal experts and employee advocates. The bottom line: Users are increasingly conscious of whom theyre interacting with on social media and what data theyre sharing. Earning trust and providing real value are key for continued engagement. For years, brands and marketers have emphasized the importance of contentbut now, theres an increasing emphasis on the critical role of context in delivering that content so that its important, interesting, and timely for the individual while being authentic and genuine to the brand. 50 % of respondents agree that the need to personalize content and experiences is a key challenge. Hootsuite 2019 Social Trends Survey 60 % of people no longer trust social media networks. Edelman 2018 Trust Barometer 71 % of people agree that social media should do more to support high-quality journalism. Edelman 2018 Trust Barometer8 REPORT / Social Media Trends 2019 Adidas Builds authentic micro-communities with brand ambassadors Instead of using the typical influencer modelwhich taps into the power and influence of one “social celebrity” to reach as many customers as possible Adidas decided to take a more grassroots approach to their social marketing. They built out “squads” of micro-influencers to connect with customers at a more local level. Adidass “groundbreaking” Tango Squad Program partners with young athletes who have influence in niche communities. 12By using an influencer model that focuses on authenticity over reach, theyve earned more engagement from customers. 13Adidas continues to expand their micro-influencer program. TAKEAWAY Partner with micro-influencers to access more niche communities and encourage more authentic engagement with customers. Cond Nast Encourages a highly engaged following by creating a safe, intimate community for discussion When Cond Nast Traveler published their Women Who Travel website, they realized they had found an untapped community of readers who wanted to engage more on the subject. In response, they launched the Women Who Travel Facebook Group, which allows passionate female travelers to have conversations in a safe environment. The closed group, which requires moderator permission to access, was an instant success and grew quickly. It currently has 56,000 members, 73 percent of whom are active daily. Cond Nast has since scaled Facebook Groups across seven other publications so they can better focus on the niche communities of their readers. 11 TAKEAWAY Facebook Groups, including closed groups requiring permission to access, can be a powerful way to bring passionate customers together and facilitate dialogue. BEST-IN-CLASS BRANDS TO LEARN FROM The British Museum Leverages technical experts to educate and engage a global following By inviting in-house experts and employees to participate in social media initiatives, the British Museum keeps millions of followers engaged and excited about their historical collections. For example, if followers want in-depth information about the collections, they can watch Facebook Live videos hosted by museum curators, covering everything from their Scythians exhibit to a series on conserving Vulture Peak. The museums livestreams bring together thousands of viewers from hundreds of different countries. Senior Digital Marketing Manager Kate Carter says, “Our audience trusts us to take them to places that they might not have gone themselves.” 14 TAKEAWAY Run a Facebook Live featuring subject matter experts at your company to educate your audience and build trust.9 REPORT / Social Media Trends 2019 HOOTSUITES RECOMMENDATIONS FOR THIS TREND GETTING STARTED Create a branded hashtag for Instagram aligned with community values. To build conversation around your brand, create a short, easy-to-remember branded hashtag that brings your community together around a common interest. For example, Herschel Supply Co. has a popular branded hashtag, #welltravelled, for people who love to travel. They encourage their customers to share photos of Herschel products while exploring beautiful corners of the world. Use hashtags to align users around a brand value or noble purpose, rather than just a product offering.Participate in (or run) Twitter chats. A Twitter chat is a public discussion on Twitter around a specific hashtag. Twitter chats are a great way to build community by generating lively discussions around your customers interests. The chats are held at a specific time, cover one topic or theme, and are led by a moderator. Hootsuite hosts a monthly #Hootchat on social media marketing and strategy, bringing together a group of engaged participants who want to learn more about social media for achieving business objectives.Build a Facebook Group around a core audience interest. If you have a Facebook Business Page, you can easily create a Facebook Group to complement it. While your page will offer more general information to your followers, your Facebook Group can address niche interests and target your superfans. The key for brands is to create a space where customers can talk to one another. Facilitate that engagement and then get out of the way. Avoid heavy- handed pitches or product plugs. You can choose to make your group public or closed, and you should clearly identify the purpose of the group so people know why it exists.10 REPORT / Social Media Trends 2019 GOING PRO Include micro-influencers in your marketing strategy. When planning campaigns, consider hiring a micro-influencer to improve the quality of your outreach with more niche audiences. Unlike well-known or celebrity influencers, micro-influencers have smaller, highly engaged social media audiences. Micro-influencers are more affordable for brands, are viewed as more trustworthy by consumers, and often drive better results. One of the easiest ways to find micro-influencers is through a hashtag search on Twitter or Instagram. This will help you find people that have influence in your industry. To learn more about micro-influencers, check out this overview. Start a secret group on Facebook. Public groups on Facebook are open to everyone. Closed groups can be found via search but require admin permission to join. And then there are secret groups: invisible and unsearchable to the outside world. The only way to join is to get a member to invite you. For the right brands, secret groups can be an effective way to create an aura of exclusivity or intrigue, especially in the context of launches and special promotions. And members, free from the prying eyes of the outside world, may feel freer to share ideas. For a prime example, check out MEL Magazines profile of the potato-chip themed Gettin Chippy With It Facebook Group. 15Run monthly Facebook Live Q&As sessions around commonly asked questions. To keep customer trust high, its important to communicate often, address problems proactively, and be as transparent as possible. Facebook Live Q&As are an excellent place to start. Not only do they make your brand feel more human by having someone talk to customers in real time, but theyre also easy to manage and budget-friendly to run. Dont worry about scripting beforehandthe goal is to be authentic and engaging in an informal setting. Activate employee advocates. To share technical info and unique insights, tap into the experts already on your team, from product specialists to your CEO. And encourage employees to reshare branded social content thats relevant to their unique audiences. This allows you to tap into existing peer networks and gain entry into existing circles of trust. Dedicated social employee advocacy tools can streamline the process of creating and amplifying social content.11 REPORT / Social Media Trends 2019 TREND 2 Storifying social CONTENT TEAMS ADAPT AS STORIES OFFER NEW FORMATS FOR SHARING Will the news feed one day be an endangered species? According to consulting firm Block Party, Storiesthe vertical, ephemeral slideshows pioneered by Snapchatare now growing 15 times faster than feed-based sharing. 1612 REPORT / Social Media Trends 2019 Source: TechCrunch, Facebook Stories reveals 150M daily users and here come ads. Last updated: May 2018. Face
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