Videos, messaging, ephemeral sharing to drive businesses in 2020

With continued growth in streaming services, people also look for brands that can clearly communicate their offerings

by S BIRRUNTHA / pic by ARIF KARTONO

COMPANIES should take note of emerging social media trends as meeting consumers’ fast-evolving expectations for their brand experiences will give businesses an advantage over their competitors.

Facebook Malaysia country manager Nicole Tan said the three social trends that are currently on the rise across its platforms are videos, messaging and ephemeral sharing.

“As we head into 2020, these trends have only intensified in our region. Simply put, Asia is about more and more mobiles, videos, stories, conversation and commerce,” she said at Facebook Malaysia’s Chinese New Year (CNY) celebration in Kuala Lumpur (KL) yesterday.

The social media company’s research over the last few years revealed two distinct categories of video experiences that have accelerated strongly, namely “on-the-go” and “captivated viewing”.

“People are most drawn to brands that are easy to discover and use, whether it is through their strong presence in online communities or their high-quality mobile content across platforms.

“With continued growth in streaming services, people also look for brands that can clearly communicate their offerings and create a more personalised viewing experience,” Tan said.

The same concept applies to messaging, as people expect to communicate with businesses the same way they message their friends.

At the start of 2018, over eight billion messages were sent between people and businesses on Facebook Messenger every month. The number has more than doubled to 20 billion messages this year.

“There are now over 40 million monthly active businesses on Facebook Messenger and research shows that people in emerging countries in Asia Pacific are more likely than the global average to message a business,” Tan said.

Another social trend that’s becoming highly prominent is ephemeral sharing, where people share moments of their day on Facebook, Instagram and WhatsApp Stories.

These social platforms now have more than half a billion daily users, making it easier for marketers to adopt the format and reach people successfully.

“All of these trends means the commerce landscape will continue to evolve with people opting to interact with businesses via experiences that are more relevant, personal and seamless,” Tan stated.

Brands are able to identify, take inspiration from and participate in the communities created and inhibited by consumers.

“Therefore, ensuring that your business and brands is visible and discoverable is going to be an essential element to winning in the new era of commerce,” she added.

According to German online statistics portal Statista, Malaysia is expected to have 21.72 million mobile phone Internet users by 2021.

As of 2019, there were over 22.7 million Facebook users in Malaysia. Popular activities include watching videos, liking content, reading articles and messaging friends on a one-to-one basis.

Globally, Facebook counts over 1.62 billion users of its products and services.