Instagram, YouTube, and Facebook are still the most popular social media platforms according to consumers, but it’s important that brands and marketers need to know about the new social media platforms and trends to decide where to invest time and money.
No one knows what is going to be the next WhatsApp, Instagram, or Snapchat in this highly competitive market.
The influencer marketing industry is worth over $1.5 billion, and that number is on the rise. 65% of brands plan to increase spending on influencer marketing in 2019-2020, according to a recent study from the World Federation of Advertisers (WFA).
Discover the new platforms, influencer marketing, and trends in social media
1. Generation Z
Gen Z is set to surpass Millennials in 2019 as the largest generation, according to recent research. They are also making a big impact on purchasing decisions. Nielsen estimates Millennial buying power at $65 billion, while Gen Z has already exceeded that with an estimated $100 billion in purchasing power.
Gen Z has already made an impact on social media. Although members of Gen Z desire more personalized experiences, they are also very protective of their privacy. Gen Z also favors ephemeral content over highly produced social media changing the way marketers create and think about content.
Gen Z is often the first to adopt new social media platforms, opting to spend time on the platforms where their parents aren’t active. The result is fierce competition among social media platforms to stay relevant to younger audiences.
The next generation of social media platforms is engaging and testing more advanced features across a wide array of topics to meet the needs of Gen Z.
2. The Rise of Messaging Apps
In 2018, the combined total monthly active users of the top four messaging apps grew to 4.1 billion (including WhatsApp, Facebook Messenger, and WeChat). Those users are also spending more time on the apps. The average daily time each user spends on a messaging app is expected to be 12 minutes in 2019.
That very large user base offers a prime market for brands to target via influencer campaigns. From driving direct sales to building one-to-one relationships with customers, messaging apps present several opportunities for brands.
3. Social Media Platform and Kik
Kik is a cross-platform mobile app used for instant messaging, similar to Facebook Messenger and Snapchat. Users can message individual friends as well as groups.
Kik’s main differentiator is privacy. Unlike other messaging apps, it doesn’t require a phone number to register users. Instead, users can maintain anonymity by registering with a username or email.
Kik has already ranked a top 10 app with teens in the United States, and the app tracks more than 300 million users by IP address and age. This means that targeting influencer campaigns by location and age group is both a possibility and a key reason for marketers to consider the platform in 2019.
4. Video Content Continues to Grow
Marketers and consumers alike are tapping into video content: 87% of marketers are using video in their campaigns, and 90% of customers say video helps them make buying decisions.
Within 30 days more video content is uploaded to the Web than the amount of TV content created over the course of 30 years.
An increased amount of video content, including live-streaming, vlogging, and produced video, will lead to increased competition in distributing that content on mainstream social media platforms such as YouTube, Facebook, and IGTV.
5. Short-Form Video Platform Tik Tok
Tik Tok makes it easy for users to create and share videos with special-effects filters, stickers, and more. Content on Tik Tok has an authentic look that makes it highly engaging for a younger audience.
Recently, Tik Tok’s downloads international were up 20% in three months; US downloads were up 25%. Tik Tok holds the number top spot for social media app downloads, beating Snapchat, Instagram, Facebook, and YouTube.
Take action now. Make your research to discover new trends and how to grow your online business with social media and influencer marketing.
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