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John Hooks

Strap in as we take off on exciting new decade

Jago looks at the exciting communication trends for 2020 and beyond

It’s the beginning of a new year and a new decade and if the last 10 years are anything to go by, the media landscape in the 2020s will continue to transform at breakneck speed.

At Jago, we’re strapped in and ready for the ride!

We constantly look to the future to find ways of harnessing the latest technology and trends to incorporate them into our work for our clients.

So, let’s look back over the last 10 years and then, with crystal ball in hand, look at what developments we can expect for our industry in 2020 and beyond.

In 2010 experts were predicting a shift towards more internet use via mobile phones, with video content increasing in popularity. The industry was also bracing itself for more social media platforms beyond Facebook and Twitter.

Fast forward 10 years and 3.2 billion people around the globe use social media with around 91% accessing platforms via their mobile device.

Today we are spending, on average, 2.22 hours per day glued to our devices – and it’s not just young people. Yes 90.4% of Millennials are active social media users but so too are 77.5% of Generation X and 48.3% of Baby Boomers.

In terms of more social media platforms with video content reaching more people, we finished the decade with a Tik Tok video from Zach King baffling the internet by him apparently riding a broomstick. The video was viewed 2.1 billion times in just four days.

Tik Tok

Tik Tok has just completed its first full calendar year and is set to grow further in 2020 as it plans to roll out an ad platform. Its reach means it is something which should be considered as part of the media mix, especially for brands targeting a younger audience.

Social media has changed the way we live our lives, consume news, interact with loved ones and communicate our brands to customers, but at the start of this new decade we see a re-balancing of platforms.

‘Fake News’

The proliferation of the term ‘Fake News’, fuelled by outbursts from President Donald Trump, has been concerning but, in truth, some platforms have, at best, been less than impressive when it comes to fact-checking in certain situations.

Measurable consumer value and stand-out work is at the heart of everything we do at Jago, and we would urge caution when using platforms which do not have trusted reputations. Social media brands will invest a lot of time, money and energy in 2020 fact-checking and removing fake profiles. We welcome this.


At Jago, we will continue to develop our work with influencers in 2020. With 49% of consumers claiming they depend on influencer recommendations on social media to inform their purchasing choices, it is clear their contribution should not be under-estimated.

Influencer marketing is certainly enjoying the spotlight but there have been blurred lines with some brands starting to create their own content and collaborating with influencers.

Our advice is to ensure your influencers share your brand ethos. It’s not about putting words in mouths but instead giving them the freedom to maintain their authentic, transparent and trusted voices. Consumers will soon see through disingenuous content from someone who works across half-a-dozen different brands with differing qualities.

Big Data

We also predict the further harnessing of Big Data in 2020 with content creators/influencers being able to better understand their audience and deliver much more effective content. This targeted content will then be able to be re-purposed across a number of platforms such as social media, television and print.

This content could be particularly useful as some television streaming services introduce targeted advertising similar to how Google and Facebook operate now. They will use triggers such as viewing history and location to deliver targeted advertising to your device.


2020 is set to see major growth in podcasting, especially from publishers. Spurred on by the success of the New Yorks Times’ Daily podcast and an interest from advertisers there have been over 60 new podcasts in five different countries in the last year and a half.

Podcasts provide opportunities to reach highly engaged audiences who either identify with your brand or the sector you operate in. By providing expert opinion in podcasts which follow a chat/interview format, brands can gain excellent exposure to relevant audiences. For publishers hosting the podcasts they offer a great opportunity to engage with younger audiences and develop additional revenue streams.

5G network

The roll-out has begun, but 2020 may be a little early to see the benefits of a fully-functioning 5G network. However, 5G will be a game-changer and one of the big advancements this decade will see.

From greater speeds delivering almost instantaneous data transfer to the ability to add more devices to the internet the opportunities for marketing and communications teams are almost endless.

It will herald huge steps forward in the autonomous vehicle industry and bring with it a leap forward for the world of Virtual Reality. For example, shoppers can sit at home and through a VR app be able to shop for an item of furniture, see how it looks in their home and then buy it.

It’s an exciting time for our industry. At Jago, we are committed to honing our craft, diversifying our offering and continuously learning to stay ahead of the game to offer the best service to clients.

We will be keeping a close on future developments to ensure our clients’ business objectives are met in the most impactful and cost-effective way.

If you would like to discuss how Jago Communications can help your business give us a call, drop us an email or visit our website. We would love to hear from you.


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