Social Media Trends 2020: From 26 to 28 February, it was once again time for Social Media Week Hamburg 2020 to open its doors for the ninth time. The more than 200 speakers highlighted every topic that is currently of interest in the social media sector, cheering up the 3,000 participants. Following the motto “HUMAN.X”, the speakers described what it means to focus digital marketing on people and their experiences in the future. In addition, the topics Privacy Matters, Attention Revolution and Empathy Economics were treated in particular depth. But enough words, let’s get right into the first of three major social media trends 2020:


Social Media Trend #1: Augmented and Virtual Reality

The topics of Augmented Reality (AR) and Virtual Reality (VR) have been in the media for a few years now and were pushed not least by the Burger King campaign “Burn that Ad”. In this campaign, users of the Burger King app could press a button in the Burger King app as soon as they saw a competing ad (McDonald’s, Kentucky Fried Chicken, Wendy’s …), which opened the camera of their smartphone. When users scanned the competitor’s ad, they could watch the ad being burned and see a Burger King ad below. As a reward for the virtual burning, the users received a voucher for their next Burger King visit.

AR in particular has great potential – employers can make it easier for their employees to become familiar with the system (especially with complicated, very specific tasks) by allowing them to practice the task under test conditions in an AR environment. AR can also be used in medicine and surgery to improve skills such as stitching or to identify critical areas (as in neurosurgery).

VR lives from the fact that the user no longer perceives the real environment. This can be achieved with VR glasses. However, these are only very rarely used in German households: In a study conducted by Bitkom, 32 percent of those surveyed said they had already tried VR glasses – but only 10 percent of them could imagine using VR glasses at home. Nevertheless, VR has great potential and will definitely become established in the coming years. You want to be at the leading edge? Then start now with your first own VR campaign!


Social Media Trend #2: Artificial Intelligence

Artificial intelligence (AI) is not completely new either. Almost everyone has heard about the two Facebook AIs that had to be switched off in 2017 because they had developed their own language that the developers no longer understood. And in many places people are already chatting with bots that are controlled by an AI – so the topic has arrived in society, but especially in Germany, AI is still viewed very critically in many places, as for many people it is an incomprehensible mystery.

In the USA, AI is already being used more widely. In the film “The Irish Man”, for example, the leading actor was rejuvenated using AI, and in Google’s “Freddiemeter”, users were able to test their singing skills on the Queen song “Bohemian Rhapsody” and were judged on how much they sounded like Freddy Mercury – judged by an AI.

However, in order to push AI further in this country, it is first of all important to decatalyse the topic. Because many only remember the bad sides of AI, the good ones are often forgotten. Especially in the field of automation, AI can already take the strain off stressed employees and analyze large amounts of data. And also in other areas more and more AI is used. If you want to be at the top of the game these days, AI is a must.


Social Media Trend #3: Voice

We all know them: Apple’s Siri, Samsung’s Cortana and Amazon’s Alexa. If we don’t have our hands free at the moment, we hear from them how the weather is outside and – if we are interested – how many presidents the USA had. Many households now have an Alexa, which plays radio or music on a short call and can be converted into an alarm clock.

One example in which Amazon’s Alexa comes into play is the interactive radio play “TapeStories”, which can be played by any owner of an echo loudspeaker. Here the user helps a person who seems to be trapped in a dark room to escape. Only at the end does it turn out that the user has helped a pig to escape from factory farming.

The interactive radio play is a marketing campaign of PETA and has attracted a lot of attention, and Amazon makes it even easier for users to use the products. For example, shower heads and toilets with integrated Alexa are now available to help customers use them at the right moment.
If you want to be innovative, there is currently no getting around voice marketing.


We would like to thank everyone for three great days in Hamburg and are already looking forward to Social Media Week 2021!


One major Social Media Trend for 2020 will be – no doubt – Tiktok. But what is TikTok and why is it so successfull? Find out here.

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