Examining 2020’s Social Media Marketing Trends

Social media strategy doesn't stand still. Halfway through 2020, a few patterns had become clear enough for agents and small businesses to build around.

Video and Stories Still Drive Engagement

Facebook and Instagram Stories aren't a passing feature. Because they disappear after 24 hours, they're a low-risk way to test new content ideas — polls, quick Q&As, behind-the-scenes moments. Video content has followed the same trajectory: the barrier to entry keeps dropping, and a smartphone is now a fully capable production studio. Posting the same video to YouTube extends its reach further.

Social Media Is a Customer Service Channel

Customers increasingly reach out to brands through social media first. Checking messages frequently and responding quickly matters — it lets people get comfortable with a brand before they ever pick up the phone. User-generated content and shout-outs to loyal followers reinforce that same sense of an active, responsive community.

Local Targeting Is Becoming More Important

Tagging locations and speaking to a specific geographic audience increases visibility within a local community — a tactic influencers have used for years and one that translates directly to real estate and mortgage marketing.

Social Listening Is Gaining Ground

More brands are building social listening into their strategy — tracking mentions, monitoring relevant conversations, and staying ahead of what their audience cares about. Social Media Today's roundup of monitoring tools is a good starting point.

Strategy needs to stay flexible as the platforms change under it. Revisit your goals regularly, narrow in on the platforms delivering the best results, and build outward from there. For deeper reading on where things are headed, see Sprout Social's trend report, Influencer Marketing Hub's trend roundup, and Hootsuite's social trends research.