What Will the Social Media Landscape Look Like in 2020?

Social media never stands still. Platforms evolve, user behaviour shifts, and the strategies that worked last year may not work next year. Here are the trends that were set to shape the social media landscape heading into 2020.

Social Networks as Product Research Tools

Consumers increasingly use social media to research products before buying. Reviews, recommendations from friends, and brand content on social platforms influence purchase decisions more than traditional advertising.

For businesses, this means your social presence needs to do more than build awareness — it needs to answer the questions potential customers are asking and provide the social proof that tips them towards a purchase.

The Rise of Messaging Apps

Messaging apps like WhatsApp, Facebook Messenger, and WeChat have surpassed social networks in monthly active users. Consumers expect to communicate with businesses the same way they communicate with friends — through direct, conversational messaging.

Businesses that embrace messaging as a customer service and sales channel gain a significant advantage. It’s faster, more personal, and more convenient than email or phone for many interactions.

Video Continues to Dominate

Video content consistently outperforms static posts across every platform. Live video, stories, and short-form clips drive higher engagement and reach than text or image posts. The trend showed no signs of slowing down.

You don’t need a production studio to create effective video content. Authentic, behind-the-scenes footage often performs better than polished corporate videos because it feels genuine.

Authenticity Over Polish

Audiences are increasingly sceptical of overly curated content. They want to see the real people behind the brand, the genuine stories, and the honest takes. Brands that embrace authenticity build stronger connections than those hiding behind corporate perfection.

This doesn’t mean abandoning quality — it means being real. Share your wins and your challenges. Show your process, not just the finished product.

What This Means for Your Business

The social media landscape rewards businesses that are willing to adapt. Focus on building genuine relationships through conversation, invest in video content, and make sure your social presence supports the customer journey from discovery to purchase.