Social Media Trends To Watch In Q4 2020
by Kirsty Batten, Senior Digital Marketing Manager @ Goho
As Q4 2020 gets well underway, the social media geeks here at Goho are taking a look at the trends we think will dominate our feeds over the next few months.
Keep reading for a look into the eye of the social media storm, as well as a guide to exactly what each trend could mean for you and your social media presence.
Virtual Everything
THE TREND
The impact of COVID-19 on our ability to enjoy face-to-face interactions has completely reshaped the way social media approaches the topic. And, amongst speculation that this Christmas might be a much less sociable holiday than what we’re all accustomed to, this isn’t likely to change any time soon.
WHAT THIS MEANS FOR SOCIAL MEDIA
Consumers will show interest in anything that offers the opportunity to bring ‘virtual’ closer to ‘physical’. High quality video calling software (and hardware); virtual events; and practically any business that can guarantee fast delivery will most likely benefit from an uplift in kudos.
Escapism
THE TREND
A rise in job losses, a lack of security and an inability to travel has left many people seeking means to escape their stressful everyday lives this year.
WHAT THIS MEANS FOR SOCIAL MEDIA
Content surrounding travel, escapism and learning is likely to be well-received. After all, living vicariously is better than not living at all!
Support Small Businesses
THE TREND
According to Google Trends, interest in sites supporting small and independent businesses (such as Etsy and We Buy Small) has been increasing gradually throughout the year. This comes as no surprise, as the media has focused significantly on the impact of COVID-19 on UK SMEs.
WHAT THIS MEANS FOR SOCIAL MEDIA
The conscious consumers amongst us are likely to adjust our purchasing decisions to support small businesses, and a general focus on content supporting them will give social-media-savvy SME’s a huge boost.
Shop Local
THE TREND
As well as supporting small businesses, it is likely that the pandemic will have had an impact on our intent to purchase locally. Local lockdowns and a focus on regional media have had us all thinking more about what we can do to support our local community, with Christmas present purchases being one of the most obvious ways we can help.
WHAT THIS MEANS FOR SOCIAL MEDIA
Businesses with quality local SEO and carefully targeted social media ads will benefit from an increase in shoppers looking to purchase locally, whilst use of hashtags such as #ShopLocal looks set to explode.
Quality Time
THE TREND
Time away from our friends and family has made us all a little more appreciative of them, making this Christmas likely to be even more family-oriented than usual.
WHAT THIS MEANS FOR SOCIAL MEDIA
The less innovative Christmas ads and social media campaigns will likely focus on ‘quality time’ and ‘friends and family’ in general. But brands who are more in-touch with their customers will be able to focus messaging on exactly what this means to them as individuals.
Awareness > Sales
THE TREND
According to Facebook’s 2020 Christmas Marketing Guide, awareness should take precedence in the lead-up to Christmas, with sales and conversion objectives taking centre-stage later than usual.
WHAT THIS MEANS FOR SOCIAL MEDIA
Sales-focused social media content (which should already make up a very small percentage of your content plans) will probably perform significantly worse
Sustainability
THE TREND
If lockdown has highlighted anything here in the UK, it is the astounding impact that we have on the environment around us, simply by living our lives. You’ve only got to Google 'Guardian pollution map’ (or check out the article here) to see what we mean.
WHAT THIS MEANS FOR SOCIAL MEDIA
Content surrounding a more sustainable Christmas - including everything from reusable wrapping paper to sustainably-sourced snacks - is likely to perform well.
