SOCIAL MEDIA TREND REPORT - OCT - DEC 2019
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SOCIAL MEDIA TREND REPORT
OCT - DEC 2019
CONTENTS
Business Director Message……………….Page 1
Our Team………..………………………..Page 2
Industry Trends…..………………………..Page 3
Instagram Trends………………………….Page 4-5
Instagram Interests………………………..Page 6
Community Matters……………………….Page 7
Messaging Statistics……………………….Page 8
Facebook Update…………………………Pages 9-11
Instagram Update…………………………Pages 12-14
Twitter Update…..…………………………Pages 15-17
LinkedIn Update…..………………………Pages 18-19
© 2019 L&A Social. All Rights Reserved.
This Social Media Trend Report has been prepared for the exclusive use and benefit of you the original authorised recipient and solely for the
purpose for which it is provided.
INTRO
A MESSAGE FROM OUR BUSINESS DIRECTOR
Welcome to our October - December 2019 Trend Report!
Over the last few months we have seen a steady increase in the move to live/behind the scenes content with
most social platforms pushing stories as a key feature & rolling out boosting across stories. Consumers are
looking to see the stories behind the brands they follow - the people, the why & what makes each brand unique
and authentic. In line with this, consumers also want to see brands enter into topics of conversation outside of
their category - commentary and alignment to pop culture, politics, environmental concerns to name a few
popular topics. We see this trend continuing into 2020, with heightened focus on what brands are doing to give
back and where they stand on topics that are important to the public.
Facebook and Instagram continue to lead the space for consistent platform usage in Australia, with a new player
Tik Tok growing rapidly with the younger demographics - keep your eyes peeled for its growth into 2020!
Facebook is also making some changes to advertising formats & objectives, optimising results to be a strong
read into brand success & overall brand awareness while also cracking down on fake accounts & bots to clear
out any suspicious activity and reaffirm platform security.
Key words to keep in mind running through the end of this year - authenticity, storytelling & relevancy!
Let us know your thoughts on the trends & what you have seen changing across your feeds - and as always, if
you have any questions or want to know more give us a call!
Elena Fullerton
Business Director
L&A Social
-1
SOCIAL We are strategic and creative, we use our understanding of the social space to create effective messaging that
people want to consume. We believe in acting as a unique partner & extension of your team. We help world-
class global brands & challenger brands innovate and deliver strong business growth by crafting meaningful
STRATEGIC relationships with customers.
We’ve partnered with 100’s of global brands to create and implement their social media strategy. We are at
the forefront of social media, pushing creative boundaries & testing algorithms to deliver tangible results for
CREATIVE our clients.
We are passionate about creating more magic and adding value to the world. It’s a love triangle; you’ll fall in
AWESOME
love with us, and we’ll make consumers fall in love with you.
-2
INDUSTRY TRENDS -3
TOP MORE
Instagram Stories have taken over and they’re here to stay, with at least more
than 500 million viewers gained each day. They’ve become the top place for
people to keep tabs on their friends and family, according to information
INSTAGRAM STORIES
provided by Instagram research.
At the same time, Instagram feeds has primarily become associated with more
TRENDS & FEWER
polished content and discovery. Removing the chronological feed in favour of
posts further reinforced that perception The majority of users usually see the
Instagram feed as a source to seek out information and discover products and
POSTS
TO WATCH FOR IN 2019 brands they have some interest in. While this is a positive thing for brands,
regular users will find it difficult to imagine their content in the mix.
Instagram trends will either make or break any
Some have even felt as if Instagram’s decision to test hiding likes as an attempt
of your social marketing tactics. Brands that
to spur even more sharing from those who might feel intimidated by the feed.
succeed at keeping up with the latest trends on
Instagram are capable of taking advantage of
new features and beta tools ahead of their
competitors. They also show their followers
they are aware of what’s going on. Here are
some top trends we’ve been keeping an eye With over more than 70% of shopping fanatics utilising Instagram to search for
on Instagram. the latest brands, Instagram currently rivals Pinterest as a platform for
SIMPLER
discovering new products.
During the past year, Instagram introduced product tags in feed posts, product
WAY TO
stickers for Stories, and a shopping feed through the Explore tab. With over
more than 130 million clicks on these tags each month, a direct purchasing
option is the next logical step.
SHOP As of March 2019, Instagram launched a beta in-app Checkout feature that it’s
currently testing with 20 brands, these include Adidas, Burberry, Nike, and
Revolve.
Instagram charges merchants a selling fee for the use of Checkout. Although, if
it increases enough sales, the fee won’t prevent more brands and influencers
from getting involved with this hot action.
-4 Source
INCREASE Authenticity has become a passing trend. As of 2019, it’s become all about
#nofilter. There’s a high chance of now seeing stretch marks, zits and more
from brands, especially while browsing the Instagram Stories. Another thing to
REALNESS expect is to see even more real talk about mental health, body insecurities and
other vital issues. You should witness more diversity in creativity.
CHANNEL
With the wave of posts in Stories and IGTV video on the feed, Instagram has
been messing around with increased linkage between the two different formats.
Expect to see even more crossover from brands who are attempting to amplify
-CHANNEL
views in various streams.
Also, one-minute IGTV teasers have increasingly appeared in the feed to direct
viewers to the main channel. Stories are no longer being contained to the top
SHARING of the application either. As of now, they’ll show up in the Explore grid as well.
The grid offers more personalised Stories recommendations, similar to that of
TikTok. Instagram has stated that testing included direct links for Instagram
stories, too.
SHUTTING During the coming year, we’ll be witnessing Instagram take some great hurdles
to deal with abuse on its platform. Some of these have already been witnessed,
including increased access to verification and the addition of “About this
DOWN Account” to profiles with massive followings.
Fake engagement (auto-like / follow / unfollow / comment) bots have long
INSTA BOTS been a problem for the platform, and Facebook has already begun cracking
down on bot sellers.
-5 Source
MUSIC TRAVEL
FOOD
MOVIES & DRINK
FASHION
SKINCARE &
COSMETICS
PEOPLE TAP INTO TECH-
SPORTS
THEIR INTERESTS NOLOGY HEALTH
& FITNESS NEWS
People on Instagram want to dive deeper into their
interests and discover new ones. They're eager to learn
more, connect with a community and hear from the
people and businesses that inspire them. Here are some
of the most popular interests people explore on
Instagram according to our survey. As a business, you
can tap into these topics to create content that
resonates.
-6
COMMUNITY MATTERS
REWARD YOUR FANS
ESSENTIAL Individuals naturally gravitate to brands - they fall in love with particular products or destinations, and
become excited by any new post. Instead of giving their comment a simple 'like', you should consider
ways in which to thank them for their support through surprise and delight activation. A free sample,
discounts or even just a GIF will help show your dedicated fans that you care about them as much as
In most every agency setting, Slack channels are regularly abuzz with examples they do about you.
of clever campaigns and innovative strategies, most of which teammates have
spotted on social media. It’s fun to consider the possibilities of where to take RELATE TO YOUR AUDIENCE
your next campaign, however, when you peel back even the flashiest,
Rather than concentrating on professionalism (or chat-bots) first, think about how you can connect more
splashiest posting plan, you’ll always find the extremely important, often not-
deeply with your community through one-to-one conversations. Some companies shy away from this
as-celebrated, community management aspect, which is what will make or
approach, but the customisation can certainly pay off. Followers will trust that there's someone listening
break any campaign.
to their praise, comments and feedback.
There’s no doubt that great content is how brands can make themselves stand
out on social media, but community management is what will subsequently set BE TRANSPARENT
them apart - for better or for worse. A solid community management plan will Acknowledge negative and positive comments equally, and respond accordingly. Even asking someone
maintain your brand’s reputation, engage and excite your audience, and help to get in touch offline looks better than allowing a criticism hang on your Facebook Page unchecked. In
keep a pulse on sentiment and future opportunities. doing so, you’ll continue to build trust with your audience and show prospective followers that you care
about your communities.
In 2019, a community manager has more responsibility than just replying to
comments - they’re a customer service representative, an expert, a friend, and
sometimes a fellow geek. On top of this, they’re expected to be timely and
BE A LEADER IN YOUR SPACE
always on brand. It’s a tall order, and it can be hard to know where to start A strong community manager will tell followers how to interact with the brand with calls to action. This
when refreshing your community management approach. could include which hashtag to use to be reposted by the brand, building a more exciting content
calendar with user-generated content inspired by fans, and more.
If you're a community manager, or have some responsibility when it comes to
community management for your business, here are five places to begin.
PROACTIVELY ENGAGE
It’s not enough to publish posts and wait for a response from followers. Seek out conversations to join,
such as Twitter Chats, or engage with fans through discovered, relevant content.
-7 Source
INSTANT DIRECT PERSONAL
80% + 91%
Adults Teens
Use a messaging service everyday
According to Facebook, along with the shift to mobile there’s a shift
toward messaging. Communication that is instant, direct, and
personal.
Among people who use a messaging app monthly, 80 percent of
adults and 91 percent of teens across the globe use a messaging
service every day.
When you have a large shift in how people communicate with each
other, their expectations of how they want to communicate with
businesses often starts to change.
64% of people say that they would choose messaging over picking
up the phone or sending an email.
MESSAGING IS CRITICAL TO
ENGAGING CUSTOMERS
-8BITMOJI-LIKE
AVATARS
It's been in development for some time, and now, Facebook has
launched its own variation of Bitmoji - called Facebook Avatars - which
will provide users with an alternate, cartoonish identity, for use in a
range of stickers and tools that can be applied across both Facebook
and Messenger.
The process for creating your Facebook Avatar is simple - when the
functionality is available to you, you'll see a different smiley face icon in
your News Feed comment window or Messenger sticker chooser.
-9FACEBOOK’S
AD FORMAT
CHANGE
The Social Network has announced that - starting from August 19th - mobile
News Feed ads will be compressed in order to "match the look and feel of the
new Facebook design introduced earlier this year”.
The key changes are as follows:
Fewer lines of primary text will show on mobile News Feed
Now only 3 lines of primary text will show on Facebook mobile News Feed,
after which people will be prompted to click to view additional text
Maximum media height for photos and videos will reduce to 4:5 on
mobile Feed.
- The tallest supported aspect ratio for images without links and for videos is
now vertical (4:5). Media taller than 4:5 will be masked on Facebook mobile
News Feed.
-10NEW SLIDESHOW
OPTION TO BOOST
STORIES USAGE
In it's latest attempt to get more people using Facebook Stories, Facebook has
introduced a new Stories option, which will enable users to add a still image
slideshow to their Story.
The new option, as you can see, provides a simplified way to add a stream of
images, which will play out through your Story frames. Of course, you can do
this already, by selecting each image one by one for each frame, but the
option will make it easier to action, which could prompt more people to try it
out.
60+
CONSUMER
-11
BRANDSBOOST BRANDED
CONTENT AS
ADS
Instagram has officially announced the launch of its new Branded
Content Ads option, which will provide additional ways for businesses to
maximize their on-platform influencer partnerships.
Up till now, brands have been able to work with popular Instagram users
on ad campaigns to promote products through branded content, but
those posts would only reach the followers of the influencer.
Branded content ads will enable advertisers to promote these Instagram
posts just like they would any other ad, expanding the opportunities for
reach and engagement.
-12NEW WARNINGS
FOR ACCOUNTS
Instagram has updated its policy enforcement processes, which will see the
platform implement time-based policy violations, which will also enable the
implementation of new warnings for accounts that are close to being
banned.
The measure will give Instagram more capacity to take action against
repeat offenders by limiting their capacity to stay just within the rules by
removing the violating posts. Now, they'll also have an ongoing record, so
even if they do take action on the highlighted posts, they could still face
penalties for ongoing concerns.
"Under our existing policy, we disable accounts that have a certain
percentage of violating content. We are now rolling out a new policy
where, in addition to removing accounts with a certain percentage
of violating content, we will also remove accounts with a certain
number of violations within a window of time.”
-13INSTAGRAM AR
FILTER CREATION
TOOLS
Instagram is once again following the lead of Snapchat by opening up its
Spark AR filter creation platform to all users, while also introducing a new
library of user-created visual tools.
To discover new effects, users will now find a new “Browse Effects” option at
the end of the effects tray in the Instagram Camera, which will take you to
the library of audience-originated visual tools.
The option will provide a whole heap of new tools for Instagram users,
expanding on the capacity of its visual offerings, without Instagram itself
having to rely on its internal designers.
-14TESTING IT’S
HIDE REPLIES
OPTION
As you can see here, the new 'Hide Tweet' option would be added to the tweet
drop-down list. When selected, the chosen reply would be hidden not just
from your timeline, but from anyone else also - though all users would still be
able to choose the 'View Hidden Tweets' option (last frame on the right) any
tweet to see what the poster has chosen to hide.
-15NEW DESKTOP
EXPERIENCE
Explore- To bring you the same great content found in our apps; expect
more live video and local moments personalised for wherever you are in
the world.
Easy Access to Your Favourite Features - Bookmarks, Lists, and your
Profile are right up front and have their own spot on the side navigation,
making it easier and faster to jump between different tabs.
Direct Messages All in One Place - Direct Messages have been
expanded so you can see your conversations and send messages all
from the same view.
Login, Logout Struggle No More - Whether you have one profile or a
few, now you’re also able to switch between accounts faster, directly
from the side navigation; your stan, foodie and cat meme accounts
thank you.
Make Twitter Yours - The love is real for dark mode themes Dim and
60+
Lights Out. CONSUMER
-16
New Design Bookmarks & Explore Dark Mode BRANDSTESTING NEW,
LARGER IMAGE
TWEET CAROUSEL
AD FORMAT
Twitter is expanding its new carousel format to additional campaign
types, and potentially even regular business posts, with H&M USA
sharing this tweet, which includes multiple images connected to a
common link.
As you can see, the new format includes a larger image panel, and a
swipeable carousel stream.
"We are constantly experimenting with new creative capabilities to
deliver the best experience for people on Twitter while delivering value
for marketers."
-17PHOTO TAGGING
+ VIDEO
MESSAGING
LinkedIn has been adding a heap of new features of late, including Reactions,
live-streaming, even its own, initial iteration of Stories (for higher education users
only). LinkedIn has released a blog post outlining a few of those smaller updates,
officially confirming the addition of photo-tagging, while also outlining its new
video messaging functionality.
1. Photo Tagging
2. Video Messaging
3. Moving Messaging and Post Buttons
4. Topic Listings
LinkedIn's photo-tagging option has now officially launched to all users. In order
to further tap into the rising video trend, LinkedIn has also added a new option to
record video clips with its messaging process. LinkedIn is also moving the
messaging and post buttons within the app. And lastly, LinkedIn notes that users
can now find all the groups they’re part of, and the hashtags they follow, on the
right side of their feed on desktop - "or by clicking on your profile picture at the
top left on mobile"
-18NEW AUDIENCE
INSIGHTS THROUGH
THIRD PARTY
PARTNERSHIPS
Over the past year or so, LinkedIn has been working to develop more insight into
the key topics of interests among its user base. This push has included systems to
better understand what audience subsets want to see more of, what they're
discussing, and how LinkedIn can boost on-platform engagement through such
insight.
Earlier this year, LinkedIn added the capacity for Company Pages to list specific
hashtags of interest within their page info. And now, LinkedIn's looking to take
those insights to the next stage, by rolling out a new element in its API program
which will enable third-party partners to highlight key topics of focus to improve
your LinkedIn campaigns.
60+
CONSUMER
-19
BRANDSNow more than ever it’s important to stand out!
Fancy a coffee and a chat?
E:info@landasocial.com
W: www.landasocial.com | P: (02) 8005 0921
A: 28 Richards Ave, Surry Hills, NSW, 2010
© 2019 L&A Social. All Rights Reserved.
This Social Media Trend Report has been prepared for the exclusive use and benefit of you the original authorised recipient and solely for the purpose for which it is provided.
The information provided in this report is of a general nature and should not be construed as specific advice or relied upon in lieu of appropriate professional advice. Unless we provide express prior written consent, no part of this report should be reproduced, distributed or communicated to any third
party. We do not accept any liability if this report is used for an alternative purpose from which it is intended, nor to any third party in respect of this report.You can also read
