Is Beauty Headed for a Social Media Shakeup in 2020?

New year, new…social media strategy? The blogger boom, rise and fall (and rise again) of Snapchat, Facebook’s political woes, the YouTube chronicles, Instagram’s reign as king: these were the defining social media moments of the past decade. But as Instagram’s user growth slows, #SponCon fatigue sets in and brands become mesmerized by TikTok, there may be a turning of the tides brewing in the zeitgeist. Here, WWD takes a look at the current social media landscape — and some key takeaways for beauty brands. Instagram Between Checkout, Shopping from Creators and its Brand Collabs Manager tool, Instagram has been making moves to stay on top of the multibillion-dollar influencer marketing realm. But a recent report from eMarketer shows that users may be growing tired of the platform, which has become undeniably overrun with sponsored content, follower loops and influencer drama. Instagram’s U.S. user growth rate fell from 10.1 percent in 2018 to 6.7 percent in 2019, the first time that rate reached a single digit pace, according to eMarketer. The market research company predicts that Instagram’s growth rate will drop to 4.5 percent in 2020 and continue to decline throughout the next few years. Despite those numbers, brands remain optimistic about influencer marketing, according to a

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