The landscape of social media is constantly shifting. New platforms continue to be introduced while others fall out of favor. Generations age and demographic preferences change. New features are introduced as the companies that run these platforms strive to maintain relevance.

For marketers, keeping up with shifts in social media is a task that never really ends. To help make sure you’re up to speed, here’s a selection of data-backed advice for better social media marketing in 2020.

Facebook isn’t your best bet for reaching young people. While Facebook’s ubiquity makes it a priority for most brands, it’s relevance among younger audiences appears to be waning. According to the Pew Research Center, 51% of teenagers in the U.S. between the ages of 13 and 17 say they use the platform. This is significantly lower than YouTube, Instagram, and Snapchat, which are used by 85%, 72%, and 69% of teens respectively.

For many brands looking to engage Gen Z, TikTok will be the ideal platform. Of the estimated 800 million monthly active users, 60% are Gen Zers. (Wallaroo Media) Click here to read more about Gen Z marketing, including the rise of TikTok and the importance of influencer marketing.

Fuel engagement by responding to followers. Engagement is a two-way streak. In order to get the most out of your social media brand presence, you need to interact. According to Twitter, 83% of people were more likely to do business with a company after receiving a response to their Tweet. Of course, this isn’t just limited to Twitter. Whether you’re on Facebook, YouTube, or another platform entirely, a response is almost always going to do more good than otherwise.

You stand to benefit from replying whether you’re dealing with a positive or negative comment. Sprout Social reports that 45% of consumers will post about a positive response after posting a complaint, and that 37% will continue to buy from the brand again. Responding demonstrates that your brand cares about its image and its customers.

Be mobile-minded. YouTube reports that 70% of all watch time comes from mobile devices. According to comScore, the majority of time (80%) spent on social media takes place from mobile devices. And according to Google, there are two times more brand experiences happening on mobile than any other place.

Hopefully you’re getting the point. If you want to succeed at social media marketing in 2020, it’s imperative to think with a mobile mindset. That means tailoring every element of your social media content toward a mobile approach. You’ll want to implement best practices like avoiding text-heavy posts, subtitling your videos, and leveraging vertical video, just to name a few.

Show off your products via social media. While Google and other search engines have long been the primary method customers have used to learn about the products that interest them, social media is taking out its own piece of the pie. An article from TNW highlights studies from Facebook and GlobalWebIndex finding that more than a fourth of all global users have used social media when researching products. The GlobalWebIndex report specifically notes that for those between the ages of 16 and 24, social media is already the primary method for product research.

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How have your social media marketing efforts changed over the years? Sound off in the comments!