Social media trends change very quickly, especially on Instagram. Fortunately, they can be predicted. That makes SMM more effective.
SMM: trends of the year
Social media can still be considered the best platform for sales. But there aren't enough people ready to buy your product or order your service right now. That's why everyone — from brand-new startups to well-known companies with huge turnover — has come to value building a personal brand. Yes, the main trend of 2020 is personality. Today an Instagram account must not only be geared towards sales but also answer key questions:
— Who is the person behind the company's logo and slogan?
— Can this person be useful to the audience for free?
— What type of content does the target audience prefer?
It's all about trust in the company. You can't achieve it without humanising your brand. Instagram is a social network first and foremost, so personality is key. People prefer to buy from people — that's the truth your social media promotion should be built around.
Social media promotion: the value of disappearing content
Instagram promotion in the future means the classic feed will gradually give way to other formats. Stories, which last 24 hours, and short videos are now on trend. Live streams haven't gone anywhere either — they're becoming more popular. Popularity is directly influenced by many user behaviour factors. Recently, for instance, audience interest in personalities has grown noticeably. That's why frequent stories showing someone's life in real time are received much better, and people trust such content more. It's a kind of modern reality show.
Stories that disappear after a while and live streams are Instagram trends. They put users on a clock: buy now, before the story or stream disappears. If a company keeps relying on posts, that promotion most likely won't deliver the results it needs. A user can put off a purchase until later (save the post or just remember it), but usually "later" never comes. Don't ignore the fact that active social media users are lazy. Research shows any account has no more than 4 seconds to convince someone they'll find the information they need or be able to order products or services. So it's best to put all the key information in story highlights, so potential customers don't have to search for it. This increases the chance they'll buy.
Content should rest on three pillars:
— the value of the product or service;
— usefulness;
— the emotions a person gets from buying.
Promote in such a way that the whole page, as well as your service, product quality and other factors, act as advertising.
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