How will affiliate marketing evolve in 2020 and where should you be setting your sights? Here’s our prediction for the year ahead and what you can expect from the industry.
Voice search probably won’t be the next big thing
It’s the same story, year in year out when it comes to voice search and, as a result, people keep pouring money into optimising their voice search keywords. However, even though voice search may have gained a few extra followers, it’s still unlikely to take off. But why?
The answer to this is simply privacy. It is unlikely that with a growing demand for increased privacy online, that people will buy into voice searches for two main reasons. The first is that a lot of people still don’t trust devices like Amazon Alexa not to spy on them 24⁄7 because, well, they spy on them 24⁄7. The second is that it’s much more discreet to type in your search when you’re out and about. After all, you don’t want everyone on the bus to know that you can’t make rice.
Despite all of the talk of voice search growing exponentially, it isn’t and it won’t. That’s not to say it isn’t growing though. The widespread adoption of home hubs has and will help voice search to increase in popularity, just not exponentially. It will be a slow growth that is suited to a private environment and, even then, it’s not a place where people will value being advertised to.
Facebook will make things more difficult, but will remain the top platform for affiliates
It’s an election year in the US, and given the amount of criticism levelled at Facebook after the 2016 elections, it seems likely that they will introduce further steps to tackle the spread of misinformation.
This year’s election will be held on November 3rd and it’s likely that you’ll see an increase in disapproved ads in the run up as Facebook crackdown left right and centre. To avoid any problems, be sure to keep a close eye on their ad policies and also check out Facebook News for updates. This is where they announce major changes across all of their platforms.
Key Facebook Changes We Know About in 2020
If you have a Facebook Business Page and interact with your customers using Messenger, then there’s a change coming out this month that will affect you.
From January 15th, 2020, businesses will have 24 hours to message their subscribers after their last interaction. Any messages sent within 24-hours may contain promotional content. However, once the 24-hour window closes, you’ll have to attach one of the 4 following message tags to your reply:
- CONFIRMED_EVENT_UPDATE:This can be used to provide information to customers about events they’re registered for, remind them of appointments they’ve made, or to notify them of changes to schedules.
- POST_PURCHASE_UPDATE:This can be used for non-promotional communication after purchase and includes things such as payment notifications and shipping and tracking updates. It doesn’t allow you to send promo codes.
- ACCOUNT_UPDATE:This can be used to send customers information about updates to their accounts, suspicious activities, payment reminders or pending account statuses.
- HUMAN_AGENT:This tag allows you to send a non-automated live chat message up to 7 days after the last interaction.
The reason for this change is to stop businesses from spamming their subscribers. For more detailed insights into the changes and to ensure that you have everything in place, visit the official Facebook Messenger Update Policy Page.
Important Statistics to Consider when Marketing in 2020
Millennial Money Mine
Millennials (22-37) have already overtaken Gen X (38-53) as the most populous generation in the US workforce,and by 2020 they are expected to make up at least 50% of the global workforce.
Cross Border Commerce
More than 1 billion Facebook users are connected to businesses outside of their home countries, with 2/3rds having already bought things from abroad.
Free Shipping Sells
50% of omni-channel shoppers in Taiwan, Indonesia and India will spend more to get free delivery.
Identity was a hot topic in 2019 and it looks likely to continue into 2020 and beyond. People surveyed by a Facebook commissioned study said that 56% of people in the US and 48% of people in the UK think that traditional gender roles are becoming irrelevant. This could mean more room for advertising products to different demographics. Especially when it comes to millenials who were 15% more likely to reject traditional gender roles than the overall population.
Video Marketing Set to Increase
The ad spend on video marketing looks set to increase in 2020 as more and more marketers compete for audience attention.
This doesn’t necessarily mean that you should move into video ads if you haven’t already, especially considering that the amount of competition will make it more difficult to make your ads stand out. However, it does indicate that people are interacting with video more and more.
If you haven’t got a camera, crew or expensive editing software then you may think that video is out of reach. It really isn’t. There are plenty of ways to make good video ads on a shoestring budget. We’ll be covering this later on this year, but if you want to try making your own videos, there’s plenty of stock footage available on sites like Pexels.
To edit your videos, you can use free software such as Lightworks. If you’re a bit skeptical about free editing software, then it might help to know that Pulp Fiction was edited using Lightworks and that came out okay.
Trust your Data
Regardless of what people tell you will be big in 2020, the most important thing to look at is your own data. Just because something is working for someone else doesn’t necessarily mean it will work for you. Focus on optimising your own campaigns and, if you have the chance to test something else on the side, then go for it. Just be sure not to put all your eggs in one basket.