Technology and trends are constantly changing, so it can be challenging to know what you should focus your marketing efforts on. However, one thing remains true in 2020: the need to find, capture and keep your fans' attention. Here are some major trends to give you 20/20 vision on fan-based marketing for the rest of 2020.
1) Social Networks On the Rise: TikTok and Twitch
New social networks are popping up all the time and different demographics are using them. Utilizing these two platforms is a sure way to engage your fans this year.
TikTok
TikTok's growth took us by surprise in 2019 and the first few months of 2020, indicating it's here to stay. From NBA, NHL, and NFL partnerships to user-generated content helping songs like 'Old Town Road' by Lil Nas X skyrocket into international smash hits, it's clear there's no stopping TikTok. The short-form video-sharing app has over 800 million monthly active users worldwide, over 1.5 billion downloads, and it has generated $175 million in user spending, making it the perfect platform to reach fans with fan-based marketing. TikTok is reshaping how music is made and marketed to fans, with artists taking a meme-first approach to creating music.
Music lovers and sports fans alike love TikTok. Musicians are among the most followed accounts on TikTok, such as Loren Gray with 41.9 million followers and Baby Ariel with 31.7 million followers. TikTok also has partnerships with sports leagues like the NBA, with over 10.3 million followers and 188.3 million likes on TikTok, and a partnership with the NFL, who has over 3.2 million followers and 76.2 million likes. As TikTok continues to sign more partnerships, there is no doubt we will continue to see the social media platform grow in its prominence throughout the rest of 2020.
TikTok will be vital for reaching Gen Z fans as it is particularly popular with the younger demographic, with 69% of users aged between 16 and 24. TikTok is even becoming an attractive platform for YouTube, Instagram, and Twitch influencers to make fun videos and gain notoriety. YouTube stars Cameron Dallas and Kristen Hancher are among the top 20 most-followed accounts on TikTok. Therefore, it is clear that TikTok is vital for fan-based marketing. Read more about why you can't ignore TikTok anymore here. Also be sure to check out these articles on how the Music and Sports industries are utilizing TikTok to their advantage.
Twitch
The live streaming giant well known for video game live streaming is proving ready to take on the music and sports industries. It will be the place for brands to reach more music and sports fans, even esports fans. Twitch continues to sign partnerships with numerous traditional sports brands, including the NBA and NFL. Twitch also has many popular, mainstream artists who live stream on the platform, including Panic! At the Disco's Brendon Urie and Joe Jonas of the Jonas Brothers. Read more about how Twitch is ready to explode in the music and sports industry here.
2) Marketing on New Channels
While many companies are using email and social to reach their fans, more and more brands in the sports and music space are experimenting with SMS and Browser Notifications.
SMS Engagements
There are many advantages to using SMS to reach your fans. SMS marketing is personal, easy to implement, and highly targeted. 90% of SMS messages are read within the first three minutes, therefore outperforming other channels and leading to higher engagement rates and ROI. You can receive feedback quickly from your fans through replies, immediately deliver your message and get hundreds of link clicks within minutes.
Celebrities and artists have recently begun to implement text messaging into their fan marketing for a more intimate connection. Engagement in the SMS space is increasingly becoming an effective way to reach fans, with text messages from celebrities and brands being opened staggeringly quickly. Most of these celebrity messages are opened within the first three minutes of receipt, however, 90% are opening them within the first three seconds. Learn more about how you can start to implement SMS into your marketing campaigns here.
Browser Notifications
Browser notifications are a great way to reach fans on mobile and desktops/laptops. Research shows that web push notifications have 50 times higher conversion as compared to emails. They even have higher opt-ins in comparison to emails. Browser notifications are also cost-effective because they don't require brands to invest in creating apps or pay per message sent. Not only can they help you reach fans on mobile, but also desktop users. With 42% of total internet usage time accounted for through desktops and laptops, real-time browser notifications will give you the ability to reach a large percentage of fans across all browsers. They're also great for time-sensitive messages and engaging fans who are not browsing your website.
3) Social Continues to be a Pay-to-Play Space for Brands
Social media has changed immensely over the past few years, and there are more changes happening this year. Due to many factors, such as changes in platform algorithms, organic reach has declined from 16% to less than 2% of your followers. This means that not only do you need to plan for dark ads, but boosting your organic social posts and engagement campaigns as well. Boosting your organic posts has many advantages and will give you capabilities not available via organic activity. For example, boosting organic posts allows you to target fans based on demographics, behaviours, interests, lookalikes and custom audiences.
Check out our tips for running your ads on Instagram, Snapchat, Spotify and TikTok. Also be sure to check out our image size guidelines for advertising across all channels and platforms.
4) And...We're Live!
Video continues to dominate. Brands shouldn't overlook live videos. Stats show that audiences keep watching Facebook Live and Instagram Live three times longer than recorded videos. In fact, daily watch time for Facebook Live videos has quadrupled since 2018. There are also six times as many interactions on Facebook Live videos in comparison to traditional videos. In addition, more video content from favourite brands is craved by 56% of 25-34 year-olds and 54% of 35-44 year-olds. 62% of consumers say they consume video thoroughly, therefore giving videos their full attention, as opposed to other content.
5) It's Time to Get Personal
Personalization is where it's at. Research has shown that personalization is appealing to 90% of people and 80% would be more likely to give their business to a company that offered them a personalized experience. It is clear creating personalized content for your fans will be crucial, as 79% of fans find it frustrating if they're viewing content that isn't tailored to them. Keep your fans happy with timely and relevant information. Gathering data can help you provide fans with a personalized experience. Personalizing content can be as simple as using a fan's name and sending them information about events in their area.
What are your goals as 2020 rolls on? Not sure which direction to take? Contact us for a free fan-based marketing consultation.