Social media winners and loser in 2019

While social media has become a “must have” in every marketing mix, it’s difficult to predict which methods will connect most effectively with your consumers in the ever-changing landscape of digital marketing.

That said, it’s practical to reflect on the past year’s patterns and pay attention to growing trends that will influence next year’s success.

2019 saw the introduction of some new tools, strategies and methods that enabled businesses to grow their customer base and fine tune their marketing efforts. Let’s take a deep dive into what worked and what didn’t in the last year.

Google Search Campaigns

Google search campaigns are a necessity in this cluttered marketplace. If you’re not using them, then you’re falling behind your competitors.

Google Ads was launched just two years after that arrival of – now the most popular website in the world. The advertising platform came on the scene in October 2000 as Google Adwords, but was renamed Google Ads this year. Given Google’s expansive reach, chances are you’ve seen (and probably clicked on) a Google ad … and so have your potential customers.

From a conversion standpoint, Google Ads had a 50% better conversion rate when compared to organic search results and achieved an average return on investment of 200%.

With Google controlling about 75% of the search share market moving towards 2020, businesses need to add Google Ads to their schedules to ensure that their websites and targeted content are reaching the widest possible audience.


Facebook Ad Campaigns

Facebook introduced several new features for advertisers this year. The updates range from new audience targeting tools and lead nurturing options to funnel features and an improved choice of ad formats.

Facebook launched a new product-focused ad format called a “Collection.” Clicking on the ad leads users to an immersive, fast-loading shopping experience that can showcase up to 50 products at a time.

With over 2.45 billion active users in the third quarter of 2019, it’s no surprise that capturing audiences and driving conversions through Facebook was an effective marketing strategy for businesses small and large.

Like & Share competitions saw some of the greatest lead generation in 2019 and proved to be one of the most efficient methods to multiply touch points with a small budget. Combining a competition with a prize targeted at their client demographic allowed businesses to promote events, key dates as well as building their brand awareness.

A good strategy is releasing posts organically and then boosting them throughout the competition campaign. It is also pivotal to touch base with all leads at the end of the competition to reignite the brand and even drive some conversions.

Tools such as GapMaps allowed businesses to create geographically targeted ad campaigns, building audiences and then delivering highly relevant and concise ads that can drive consumers either to a conversion point (such as a sign-up form) or just boost overall brand awareness.


With over 1 billion active users per month, the photo sharing app has evolved exponentially over the last year with a crucial integration between Facebook Pages and Instagram Business pages. By linking the two, businesses now have a one-stop shop to drive content and ads across both platforms with minimum effort.

Businesses whose primary target audience sits in the under 35-year-old bracket need to broaden their reach into Instagram given it holds over 71% of the overall active monthly users.

Content such as relevant event photos or short 10-30 second videos proved to be the most effective mediums given that users spent an average of 53 minutes a day on the platform. Keep those messages short, sweet and to the point without flooding customers story feeds.


Email still holds a valid place in any marketing strategy for businesses. However, a growing trend has seen that less is more when it comes to Electronic Direct Mail (EDM) strategies. People are ultimately time poor and giving them good content that helps solve a problem is paramount to ensuring a great brand presence.

Instead of daily email updates, businesses should look at providing just two key EDMs per month with information that targets their demographic or provides breaking news. EDM tools should be utilised to segment your target audience. These can be by industry, age or any other relevant criteria. You don’t need to hit every single person in your list, only those who will find true value in your content.


With more platforms, faster internet speeds and the ability to capture customers attention quicker than ever, 2019 saw video continue to grow as an engagement point. Over 72% of businesses have stated that video has improved their conversion rate while 52% of consumers say that watching product videos builds more confidence when it comes to online purchase orders.


Having video content housed within your marketing platforms whether that be embedded in your EDMs, on your Social Media platforms, E-commerce and websites is a recommended strategy – as long as the content is relevant. Avoid generic videos that push a product or service that doesn’t outline the problem it trying to solve. Consumers have to relate to your content and understand it’s worth.

Looking forward to 2020, the digital space is going to continue to develop revolutionary strategies to increase your customer engagement.  Digital – including social media – must be part of your marketing mix if your brand and products are going to remain relevant.

If you would like expert advice on a marketing strategy for your business, call us on (03) 9533 0028 or email