After reading countless 2020 marketing predictions, we’ve come to a one-word conclusion—Duh. Where have these bloggers and journalists been the past few years? Their lists are cluttered with “trends” that have crossed over into our cultural norms. You see, trends have a rise and an eventual fall, but some trends are so significant that they graduate into daily standards.
Live video, influencers, and mobile web design are no longer trends. They’re here to stay, so consider this their graduation ceremony. Instead of focusing on the obvious marketing norms, we’re bringing actual trends into the conversation—the kind with expiration dates.
Our team has brainstormed and hypothesized about what the marketing world will see in the new year. We’re not claiming to be psychic, but some of these predictions will come true. Others may never come to fruition, but we’re confident that they’ll be up for discussion at some point this year. Here’s a breakdown of the biggest trends we expect to see in 2020.
In 2019, top tech brands brought dark user interfaces into the mainstream. Apple iOS 13 introduced Dark Mode in Spring 2019, and Android quickly did the same. Gmail, Google Chrome, Instagram, Pinterest, Twitter, and Facebook all enabled Dark Mode too. App developers will most likely push Dark Mode farther, and web designers will most likely follow suit.
Science is what’s fueling the fire behind Dark Mode. The design is considered to be easier on the eyes. We’re not just talking about aesthetics here. Dark Mode reduces eye strain by reducing the screen’s brightness. As a bonus, it increases battery life by conserving power. We expect that more websites will have Dark Mode toggle options, as well as an increased number of black-themed sites.
Over the last three years, websites have vastly grown due to changing SEO content standards. The average web page has doubled in size, but connection speeds have remained the same. That’s like a teenage boy turning into a competitive bodybuilder. He’s now a hulking man wearing tiny clothes from high school. Yeah, he can squeeze into the same t-shirts, but he’d be a lot more comfortable if he sized up.
We now have massive websites filled with SEO-driven content. Unfortunately, users with slower internet speeds can’t access the sites without a painfully slow load speed. Google recommends a load speed of 5 seconds or less at a 3G connection. Ideally, pages should load in three seconds, but most websites are trailing behind. Because load speed has long been overlooked, we believe the SEO world will place greater importance on strategies that decrease loading times.
There’s no doubt that social media will take a significant turn in the foreseeable future. The second half of 2019 gave us a taste of some new regulations. YouTube has cracked down on bullying and harassment. They have implemented a new policy aimed at hate speech and threats, in addition to regulating content for children. These protection policies come with a great deal of criticism because YouTube has previously stated that racist and homophobic language did not violate its policies.
Instagram and Facebook also began working with independent, third-party fact-checkers to help regulate the spread of misinformation. These certified partners independently review posts and make false information harder to find.
It’s pretty clear that social media platforms are dedicating themselves to protecting their users, and we’re sure these efforts will continue throughout 2020. Whether or not these actions are in the interest of the people is up for debate, especially when considering these outlets have found themselves in hot water for economic and political scandals. This is a multifaceted trend—social media platforms will implement stricter regulations. At the same time, the public will be wary of these new additions.
Say hello to the Roaring 20s. We’re calling it here and now—Art Deco is going to be everywhere this year. In 2019, we saw the graphic design world stray away from minimalism and move toward ornamentation. We think Art Deco is both streamlined enough to appeal to those easing out of minimalism and opulent enough for the designers who are ready to go bold.
We’re expecting a full Art Deco revival complete with Gatsby-inspired motifs. Don’t be surprised if you see eclectic styles with bold curves, rich colors, geometric shapes, and motion lines. The design style might be a century old. Still, we think it’s going to make a serious comeback in 2020, especially in logo and packaging design.
2020 will be the year that marketers invite Generation Z to the table. “Those born just after the turn of the century are now turning 18 and entering the workforce en masse.” Although it will be small, Gen Z will now have purchasing power. Depending on the nature of your businesses, you may need to consider Gen Z in your marketing strategy.
This means businesses and marketers will need to tailor their content to the Gen Z mentality. Remember, they’ve spent their lives surrounded by digital content. They have a unique sense of humor rooted in internet culture and social media. Because they have been raised with a cell phone in their hand, they know how to filter out messages that lack the right tone. They are also hyper-aware of branding and corporate ethics. By far, Generation Z is looking for authenticity and diversity and is willing to offer brand loyalty to those who deliver these values.
Enjoyed our 2020 marketing predictions? Stay up to date with the latest digital marketing trends throughout the year.