Oh, what a experience 2020 has been! From a worldwide pandemic to…you realize what? Scratch that. I’m so not happening that highway ever once more. EVER!

Social media in 2020

Marketers and enterprise homeowners had been all battling the affect on their enterprise of the 2020’s occasion starting from the Australian bushfires, to the BLM motion, to local weather change, to political elections, to COVID-19 and past.

To put up or to not put up? That was one of many greatest questions which have run by each social media supervisor’s thoughts throughout these disruptive world occasions.

As talked about in our 2021 Digital Marketing Trends eBook, social media advertising required a substantial amount of tact and sensitivity to take care of the happenings of 2020. The means to ‘read the room’ was the overarching crucial that helped social media managers to get by these unprecedented instances and navigate social media.

Throughout 2020. we noticed quite a few revolutionary modifications from social media platforms and companies alike. From world politics taking heart stage to every thing being cake on social, this text covers an unlimited line of social media moments and a month by month look into probably the most engaged social media model posts of 2020.

Read on for a recap of what occurred on social media in 2020.

Ephemeral content

Digital-first experiences reached new bounds in 2020. Raw, unfiltered, fleeting content overtook picture-perfect newsfeed posts as the popular format to interact with. Iterations of Story-like options like LinkedIn Stories, Twitter Fleets, and Pinterest Story Pins made their debut in ephemeral content.

Social e-commerce

Social e-commerce flourished in the arms of at-home buying and a surge in social media utilization throughout lockdowns. Major social media platforms facilitated social commerce with extra seamless, in-app shopping for experiences like Facebook and Instagram Shop, Snapchat’s shoppable advertisements and AR options for digital try-on, and TikTook’s in-app purchases, to call a number of.

The TikTook wave

2020 wasn’t a great year for TikTok either. From dealing with a ban in India and Pakistan to a doable ban in the United States, TikTook’s future in the social realm was only one massive query mark.

Quick to seize the chance and snag a chunk of TikTook’s mammoth measurement success in short-form video, nearly each platform got here up with their very own take on TikTook. Instagram Reels, Snapchat’s Spotlight, and YouTube Shorts are the three TikTook clones that emerged in latest instances.

Despite TikTook’s compromising state of affairs, the platform emerged as one of the downloaded apps of 2020. App Store and Google Play prospects around the globe downloaded TikTook nearly 115 million times in March 2020 – probably the most the app has ever achieved to this point in one month.

Social throughout civil unrest

Of the various occasions that 2020 gave us, one monumental occasion stood out from the remainder. The Black Lives Matter motion. A worldwide rally towards racial inequality and police brutality and social media was on the forefront in spreading the message about BLM.

On social media, we witnessed an enormous variety of manufacturers coming in assist of the Black group and demanding justice for the homicide of George Floyd. From partnering with organizations devoted to making sure racial equality and social justice to donating to causes that additional social justice, 2020 was the 12 months world politics and model activism took heart stage on social.

While manufacturers did their half to assist the development of racial justice and equality, social media platforms did theirs by taking a tougher have a look at how their merchandise impacted Black communities. Almost each social media community shared sources on supporting at‑threat Black-owned companies, matters that cowl the historical past of racial injustice, the right way to be an genuine ally, the right way to diversify your content and rent Black creators, and far more.

Everything was cake

In the summer season of 2020, every thing was cake. When a video posted by a Turkish baker that includes on a regular basis objects as muffins went viral, individuals of planet Earth began questioning themselves in the event that they had been even human or in truth cake.

And in true web vogue, everyone, together with manufacturers, took to Twitter to create memes about every thing being a cake.

Now, onto the month-by-month look into probably the most partaking model social media moments in 2020.


Little did we all know (again in January) what 2020 had in retailer for us. Social media in January was all about welcoming the brand new 12 months, operating prolonged new 12 months’s supply, sharing product-related updates, throwing shade at opponents on Twitter (I’m you Wendy’s), and asserting the arrival of latest merchandise.

Posts and tweets of manufacturers paying homage to late American basketball participant, Kobe Bryant had been additionally among the most engaged-with posts in January.

1. Wendy’s

2. PlayStation

3. Nike


Don’t fear, the 20-second handwashing public providers bulletins hadn’t rolled out simply but and types had been nonetheless going on with their common social media exercise.

Bush’s Beans chili business that includes ‘Kevin Malon’ from The Office, Sony’s take on a really perfect relationship standing for Valentine’s Day, and Google’s heartwarming Superbowl business had been among the prime contenders on social that month.

4. Bush’s Beans

5. Google

6. Sony


March, aka the month of early COVID-19-related PSAs and canceled occasions. This is just about when issues began to take a drastic flip for the more severe on social. Brands needed to hit pause on their common postings and evaluate their pre-COVID content plan to remain related and never go viral for the incorrect causes.

So, listed below are the highest contenders for March that managed to ring a bell with their audiences by staying related and knowledgeable concerning the pandemic.

7. Shedd Aquarium

8. Abbott

9. H-E-B

10. West Virginia University

11. Trader Joe’s

April & May

April and May had been all about lifting one another on social. By then everybody, together with manufacturers, knew that we had been in for an extended haul. Staying indoors, thanking entrance like employees, and doing their half to preventing this world pandemic was the overarching theme and focus of manufacturers on social throughout this era.

12. Walt Disney World

13. Louis Vuitton

14. USPS

15. Steak-umm

16. Dove

17. Uber

18. Nike

19. Dublin Airport

20. Sephora


The homicide of George Floyd by cops led to tens of millions of Americans taking to the streets with what would later turn into often called the Black Lives Matter Movement. During June, the Black Lives Matter Movement was in full swing on social. A whole lot of manufacturers got here in assist of defending the Black group and ending systematic racism on social.

21. Ben & Jerry’s

22. Nike

23. PlayStation

24. Lego

25. Starbucks


We all know what occurred after President Donald Trump’s controversial assertion on the #BlackLivesMatter motion blew up on social media. While Twitter selected to place a warning on the President’s tweet, Facebook selected to not reply.

Facebook’s inaction in this case made a gaggle of civil rights teams and types hit pause on all paid promoting on Facebook. A marketing campaign in the identify of #StopHateForProfit was launched to name on main advertisers to pause their Facebook advert spend in July.

26. ADL

27. Ben & Jerry’s

28. Levi’s

August & September

Tis’ the season of early election talks, the arrival of pumpkin spice latte, and Halloween giveaways.

29. ColorPop

30. USPS

31. Starbucks


October rolled in and so did the divisive US Presidential Election speak.

It’s no secret that social media has turn into a strong political software in presidential campaigns and elections in the previous many years. Some of us (myself included) get our every day dose of political information from social media and different digital sources quite than tuning in to the native information channels.

While candidates had been doing their half to amplify their message and unfold election data, manufacturers had been doing theirs’ by sharing necessary election updates and urging residents to register to vote.

32. Levi’s

33. ThirdLove

34. Beauty Bakers

November & December

Ah, that is just about the place we’re at proper now! During Black Friday and Cyber Monday, manufacturers turned their social feeds right into a digital storefront to ship not simply superb offers but additionally an exquisite buying expertise for individuals.

35. Cult magnificence

36. Color Pop

And with holidays simply across the nook, manufacturers poured in their holiday-themed content exhibiting off their merchandise and their utilization, particularly in the course of the holidays.

37. Starbucks

38. Bath & Body Works

We even noticed Burger King pull a serious one to indicate how each fast-food chain, together with McDonald’s, using 1000’s of workers may use all of the assist in the meanwhile.

39. Burger King

Soon after the recognizing of the mysterious metallic monolith that popped out of nowhere, manufacturers like McDonald’s had been fast to leap on the meme wagon.

40. McDonald’s

And lastly, whereas we’ve nonetheless acquired a very good chunk of December left, I’d like to go away you all with Target’s put up on Spotify wrapped 2020, that struck a chord with BTS followers.

41. Target

Final ideas

Well, that was social media 2020 in a nutshell!

Hope our model of ‘social media wrapped’ gave you a quick walk-through of the largest moments from a 12 months we’ll always remember even when we tried.

Here’s to 2021 being quite a bit much less about viruses and masks however extra about equality and lifting one another on social and IRL.

Happy holidays everyone!

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