In the last month of 2020, TikTok was named the app of the year, Instagram expanded its shopping capabilities, and Twitter launched a new type of chat feature called “Spaces.” Continue reading for the December social media and industry roundup, our last one for the year!
2020 was a tough year for brands, but TikTok thrived as far as digital marketing goes. Crowned the No. 1 Marketer of the Year by Ad Age, the app saw over 115 million downloads and over 100 million users in the U.S. alone. TikTok became a major tool to help businesses reach younger audiences with hashtag challenges, innovative ads, and more! Influencer marketing was also a huge marketing trend seen on the short-form video-sharing app, allowing influencers (and brands) the opportunity to further utilize catchy and consumer-centric hashtags such as #Smallbusinesshauls and #TikTokMadeMeBuyIt. From beauty brands to consumer-packaged goods, TikTok took the world by storm and helped brands effectively build community through authentic video content.
Instagram launched numerous new features to the app this year, including Instagram Reels, Guides, a Shop tab, and shopping on IGTV. These new features not only give brands more ways to create new content, but they also allow companies of any and every size to sell their products directly to consumers through social media content. Now, the brand has launched a shopping option within their Instagram Reels feature. Businesses can now add a “View Products” button at the bottom of their Instagram Reels’ video for users to learn more or shop directly for the featured product. With this new feature, influencers also now have the option to add a “Branded Content” sticker to let audiences know that they are being paid for the promotion.
Twitter announced it will begin private beta testing audio-only chat rooms this month, called “Spaces”. The product is currently limited to select individuals. However, soon all users can create a Space in which they can invite friends via direct messaging, tweeting a link, or by sharing elsewhere. Space hosts will be able to moderate conversations and add reaction emojis to audio messages. Spaces also has its own Twitter account, where they provide updates on the testing process and address concerns as they continue to develop the feature. Twitter hopes to bring people together to connect directly in an intimate, conversational “Space” in a way that Tweets cannot, as people continue to stay separated during the pandemic.
The surge of online shopping and e-commerce triggered by the COVID-19 pandemic has made for a huge increase in Amazon’s business, all thanks to advertising. An increasing number of merchants are putting their products on Amazon’s marketplace, making advertising more crucial than ever as products compete to stand out. Amazon is slowly becoming a paid platform. As brands compete, it is necessary to invest in advertising, not just on the leading ad platforms. Going into 2021, the company will see significant growth in sales on Twitch, Fire tablets, and TV Stick.
While this year has been unlike any other, we were excited to see all of the marketing news and trends that grew this year and look forward to what 2021 has to offer!