Content trends in social media marketing 2020

Forget fancy studio shots, models and professional lighting. Instead, pick up your phone and start creating!

Have you noticed how marketing content has stepped down from being fancy studio shot advertises, featuring the hottest models in studio light, from being short videos or photos created with only a phone, featuring your neighbor in their own home with normal light?

“you do not pay any interest to fancy content that screams AD! But you do pay attention to something that looks like your friends post.”

When you think of it, if scrolling through popular social media platforms such as #Instagram, #Facebook or #Tiktok, you do not pay any interest to fancy #content that screams AD! But you do pay attention to something that looks like your friend's post, right?.

This way of content creation also brings the message to the viewers level and the viewer feels that he or she really can relate to the content; it could be them in the video/picture, the surroundings are natural and familiar, or the viewer feels like it could have been made by themselves. Actually, it might even lead to the viewer making an own version of the content. In this case, you have made an ad that has gone viral and you have really hit the jackpot!

“you are able to create advertising content fast, easily and on a low budget.”

This new content trend means that you are able to create advertising content fast, easy, and on a low budget. This also means that every business has the opportunity to post more content, meaning that the competition for the viewer's attention is fierce. The real challenge is the content idea. You see, for your ad to work it needs to lean upon a good content idea instead of fancy features. It can for example be eye-catching, funny, eye-opening, educating, activating, or time-relevant.

For your ad to work it needs to lean upon a good content idea instead of fancy features.

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A couple of examples, just to prove my point.

Puma

In this short video, Puma is showing its wide collection of sneakers in an interesting, funny, and eye-opening way. It is shot with a normal phone from the viewer's perspective. It immediately gave me the effect of; I want to try to make a similar video! And sure enough, this way of popping into clothes or shoes is the latest trend by social media bloggers.

Puma may not have been the first one to think of this concept, but it is grabbing the newest trends by the horn and making time relevant content on a low budget to the younger sneaker generation. This type of content works on all the mentioned social media platforms: Instagram, Tiktok and Facebook.

Finnair

Here Finnair is jumping on the social media trend of throwing an object to a friend through video. A high-quality luxury brand is stepping down from high-quality content to connect with the customers on their level. A way of showing that they care about their workforce as well as their customers in a funny, engaging, and time-relevant way. Do you see any difference in the engagement statistics of the "old fancy one" and this engaging video?

Lidl

If you live in Finland Lidl’s summer song 2020 hardly has gone unnoticed. Lidl is strongly jumping on the Tiktok trend by making a catchy summer song and asking the customers to record their summer song videos for them. It is a mix of funny and cute videos of customers singing and dancing to their campaign song.

Lidl is know for not being afraid of trying new things and has many times been a trendsetter

in content marketing. Lidl was the first brand in Finland that fully jumped on the Tiktok trend and thereby made yet another jackpot commercial that did go viral.