Social Media Trends
2020
with Matt Navarra
29th January 2020
Matt Sarson
Marketing Manager
UK & Nordics, Talkwalker
Hosted by
Matt Navarra
Social Media Commentator
& Consultant

Talkwalker is a listening and analytics company that empowers
brands to optimise their communication strategies by
understanding the voice of the consumer. We provide companies
with an easy-to-use platform to protect, measure, and promote
their brands worldwide.
Users can leverage Talkwalker as a big data analytics platform and
activate insights across their organisation through AI-powered
technology, utilising real-time online conversations across social
networks, news, blogs, and forums in 187 languages
Over 2,000 Global Customers
Who are Talkwalker?
Recognised by:We specialise in:
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Matt Navarra is well-known social media industry commentator,
tipster, and leaker.
Matt is also an experienced and in-demand digital and social media
consultant with over 10 years industry experience, working with some
of the world's biggest brands.
He is also the founder of the Social Media Geekout Facebook group
and now chart-topping podcast.
Who is Matt Navarra?

What we are talking about today
At the end of 2019, Talkwalker teamed up with Hubspot to produce the
most comprehensive publication on 2020’s social media trends:
SOCIAL MEDIA TRENDS 2020
50+ industry experts
8 trends
1 eBook

Every year, we ask social media
experts to comment on the trends
likely to impact the industry
Methodology

Our 8 social media trends
TikTok will be part of
your marketing
strategy
Social media wellness
will be an essential
part of consumer
engagement
You will harness the
power of data
privacy and fake
news
AR and VR will be used
effectively in your
marketing
You will use AI and
love it
Gen Z will only
engage if you pivot
your strategy
Your influencer
marketing will go
from small to big
You will invest in user
generated content
1. 2. 3. 4.
5. 6. 7. 8.

Today, we will focus on 3 trends
TikTok Social Media Wellness Influencer Marketing
We all know that social
media can be addictive;
now the efforts to curb
this, with digital detox are
increasingly common
With more than 500
million monthly users,
TikTok went from a niche
app to a global platform
Influencer marketing has
suffered trust issues as a
result of Fyre Festival and
fake followers – but it’s
still a popular strategy
1. 2. 3.

Trend 01
TikTok will be part of your
marketing strategy

There are over 500 million TikTok Monthly Active users
Source: datareportal.com Source: globalwebindex.com

There are over 500 million TikTok Monthly Active users
Source: datareportal.com Source: techcruch.com

Brands going viral on TikTok
Pepsi achieved over 23 billion views with the hashtag
#SwagStepChallenge, becoming the biggest ever
campaign to hit TikTok.
". . . all major social media
platforms start off with a young
user base, usually in the age
bracket of 16-25. However, those
demographics change and new
social platforms, like TikTok, steal
the younger audiences because
of their creativity and
innovation."
Clean & Clear’s #UnbottleApnaSwag campaign
focused on 5 different female personalities and
challenged their audience to choose the one that
resonated with them. It achieved 15 billion view.

The expert view
"The emerging players in social
media marketing right now are
definitely having a considerable
impact on consumers and the
relationships they have with
brands.

The expert view
“The actual usage of social
media continues to grow with
new platforms, like TikTok,
making huge gains over rivals
such as Facebook. The shift
appears to be more of where
people choose to be social
online, and how they engage,
rather than any significant
decline in total time spent using
social media.

Trend 02
Social media wellness will
be an essential part of
consumer engagement

Close to 100k mentions of “social media wellness” on social media in 2019

More than a third of users taking a detox

New apps to help you with digital wellness
Moment - App to track and
manage how much time
you spend on your phone
Forest - App that help you stay
focused on real-world tasks,
cutting excessive phone usage
Goodnight Chrome - App that help you
stay focused on real-world tasks, cutting
excessive phone usage

The expert view

Porsche aligning with the consumer trend
Porsche’s Digital Detox
Road Trip campaign,
helped users see the world
differently, highlighting the
importance of
experiencing the real-world
(while showing off some
nice cars).
With 5.8K engagement and
nearly 100K views, this
video is calming and
supportive, striking a chord
with younger audiences.

The expert view

Trend 03
Your influencer marketing
will go from small to big

An age-old, but fast growing strategy
Influencer Marketing Global Spend Chart (Mediakix)

More than two-thirds see influencer marketing as a priority
Source: The Global State of influencer Marketing
(Talkwalker, 2019)
5x
A micro-influencer gets a
5.1 times better
engagement rate than a
traditional celebrity.
Source: Digiday

But issues around trust have been surfacing
Conversations around influencer
marketing have dropped by 42%
year on year.
Inversely, mentions of fake
influencers are on the rise, driving
over 9,000 engagements in the first
half of the year.
More conversations around
risk

Putting out Fyres in influencer marketing
Fyre Festival was a fraudulent luxury
music festival founded by Billy
McFarland, CEO of Fyre Media Inc,
and rapper Ja Rule
The event was promoted on
Instagram by "social media
influencers" including Kendall
Jenner, Bella Hadid, Hailey Baldwin
and Emily Ratajkowski, many of
whom did not initially disclose they
had been paid to do so.
But ran into a whole host of issues,
leading to the arrest of McFarland
and inspiring a documentary film.

The expert view

Rimmel using micro-influencers to enter a new market
THE RESULTS: Rimmel gained 133k engagements in the first
month alone and saw a 3x increase in branded search
volume from Q1 to Q2 2018.

A unique approach
Ron Swanson from Parks &
Recreation brought the more nice
Whiskey, Lagavulin, to the masses
with this lovely video
The day the campaign was
launched

The expert view

Thank you
www.talkwalker.com