Insights
Industry
Carlos Estrada-Ruiz, Digital Analyst at digital marketing agency Netizency, recaps what 2020 meant for social media platforms and what may be in store for them in 2021.
OVERVIEW
- We have identified a total of 426 updates to social media platforms in 2020, which is an increase of 45% compared to 2019.
- Facebook, including Instagram and WhatsApp, was the most aggressive company in terms of update frequency, followed by Twitter.
TIMELINE
- On average, there were 37 updates per month.
- Two major catalysts: the COVID-19 pandemic (reaction) and the US presidential elections (action).
UPDATES THEMES
- We classified every single update we presented throughout 2020.
- Updates related to UX enhancements took the first spot at 21%, followed by customization at 15% and monetization features enhancements at 13%.
- Due to the social distancing policies from the COVID-19 pandemic, we identified a new emerging theme of COVID-inspired updates that the platforms made to move social activities online.
(SOME) PREDICTIONS
- More ‘FYP’ feeds: TikTok nailed it, Instagram is fine-tuning it, and Snapchat is testing it. The algorithmic pages that feed you tailored content are booming. Main feature or added component, major platforms are going to double down on their own ‘For You Page.’
- E-commerce to explode: If last year we predicted e-commerce to boom, this year it might just explode. Expect AR tools to try on products as well as full management of communications, hosting, payment, and even delivery services. Goodbye store websites!
- Social in big screens: Social platforms are made for smartphones and desktops, but with YouTube being a mainstay in smart TVs of most living rooms, they are also not strangers to (significantly) larger screens. However, late last year, we saw TikTok partnering with Samsung to bring the much-beloved short videos to the Korean giant’s smart TVs. If they manage to integrate the popular platform natively into the TV experience, and their recent track record suggests they will, and in addition to the expanding YouTube’s in-screen ads options, then we might be witnessing the beginning of a ‘socialization’ of TVs that goes beyond the ‘Share’ button and poorly-optimized Facebook feeds.
- Social audio features: Despite its controversy, Clubhouse is still raging on while Twitter uncharacteristically ran to launch Spaces. We expect platforms to invest on and continue developing audio-only social features. Better start preparing the ads!
- Platform accountability: It took a global pandemic and a heinous president but at least platforms are finally taking responsibility for their outsized social influence. We expect to see a continuing effort in fighting misinformation, but also in moderation and initiatives that promote education and cooperation.
This article was published in Communicate’s Q1 edition. You can access the full magazine here.
MORE IN Industry
