Social Media Trends That Will Shape 2020

With social media continually evolving, it’s often hard to predict the future and where it’s heading. However, there are some things that we believe will continue to be ‘trends’ over the next year. Read on to find out about the top 5 social media trends we think will shape 2020…

TikTok is one to watch

TikTok, a video streaming app, has taken the social media world by storm, growing increasingly popular especially amongst Gen Z’ers. A report by Fast Company found that users spend an average of 45 minutes on TikTok a day, overtaking time spent on Facebook. Some users are even finding fame on the platform, with the emergence of a new generation of ‘influencers’.

TikTok appeals to users who want content delivered to them in short bursts, as its videos only last a matter of seconds, making it an efficient advertising platform for brands and influencers. Content is precise and to the point, which is a real draw.

If you haven’t gotten to know TikTok yet we recommend that you do, as the platform is estimated to grow even more in 2020, and the opportunity for brands to utilise it in their marketing are endless.

Influencer marketing will continue grow

Research shows that the majority of marketers plan on increasing their social media influencer budget in 2020.

Consumers now seek reviews from trusted people when making purchase decisions and are increasingly cautious when it comes to traditional advertising techniques. Social media influencers are often viewed as more credible than high profile celebrities by their audiences, and reviews and recommendations they make to their followers for products and services they have tried and tested are proven to be more trusted.

This trust in social media influencers is set to grow in 2020, and consumers will continue to look to their favourite online personalities for their thoughts and opinions. So, if in 2020 you want to reach a new audience, ramp up your influencer contacts!



Whilst ‘stories’ was first introduced exclusively by Snapchat, now Instagram, Facebook and YouTube each have their own stories function.

Stories are only viewable for 24 hours, so there is a fear of missing out (FOMO) for consumers, meaning they often opt to view them first, before looking at their main news or content feed. Stories provide an opportunity for brands to give their audiences a more authentic insight into their company, as the content is usually created ‘on the spot’ , and is therefore not overly thought out or manufactured.

Giving this more relatable view of a company can help a brand build character and customer trust by showing a more human side. So, consider utilising stories on your social platforms to further build your company’s profile.

Say goodbye to Instagram Likes

It’s happening, Instagram is removing likes! In 2019, Instagram tested removing likes on posts in a number of different countries to see the response. In 2020, Instagram will continue to remove likes from photos and videos that show up on users’ main feeds, however content creators will still be able to see how many likes their own post receives.

This move is likely to increase the amount of users that pay for reach, as there has been a trend in users receiving less likes on their posts when their followers can’t see the number – one to note for the coming year.

Organic reach is on the decline

It’s becoming increasingly difficult for brands to gain an organic reach on platforms such as Facebook and Instagram, and it is only going to become more difficult in 2020. More and more companies and influencers will need to turn to sponsored posts and advertising tools to increase the reach of their content so, if you want to get in front of a wider audience this year, consider putting some spend behind your social media marketing.

As you can see, social media is set to open even more opportunities for brands in 2020, and there’s no better time than now to reflect on how you approach it moving forwards. If you’re unsure how to bolster your strategy, contact us and find out how we can help.