There are an estimated 3.484 billion social media users worldwide. With such a staggering number of users, it’s safe to say that as platforms evolve and new ones come into existence, user habits and the social media landscape can shift dramatically. 

Here are the top three social media trends that the public relations experts at Adoni Media think you should keep an eye out for in 2020.

• The rise of alternative platforms

Social networks have become so established that when we talk about the top social media sites, we usually think of a line-up of five core networks that haven’t changed over the past few years. However, there’s a new emerging platform taking the world by storm – TikTok. The app is popular among children and teens with around 500 million monthly active users. While an unlikely promotional platform for B2B businesses, there is enormous potential for B2C companies, so consider its use for your brand’s social media strategy in 2020.

• Social media communities and private groups

Community building isn’t a new concept but going into 2020, we are seeing the huge benefit of social media communities for brands: loyalty and engagement. 2019 saw a wave of social media scandals where personal data of billions of users was compromised, leading to security concerns. Users are now valuing social media communities, private groups and collectives where they can communicate with likeminded users and connect with a brand in a personalised and humanised way. 

• The rise of digital detox

As studies and reports continue to be published about the harmful effects of social media on our lifestyles and mental health, more and more people are deleting social media apps and profiles, switching off their smart phones and tuning into “real life”. 

Industry leaders suggest rather than focusing on frequency, branded social media content should be more impactful, aimed towards building loyal followers and offering value to those followers.