Gartner Research

Capitalize on These 3 Key Trends in Social Marketing

Published: 08 May 2019

ID: G00378332

Analyst(s): Nicole Greene


Social marketing is in flux, facing global privacy challenges and declining trust. But brands are poised to help return social media to its roots in trust and relevance. Marketing leaders can capitalize on key trends to enhance insights, build trust, and add value to consumers and their business.

Table Of Contents
  • Key Challenges



  • Move From Passive Listening to Active Engagement
  • Proceed With Caution When Engaging With Microinfluencers to Build Brand Relevance and Trust
    • Incorporate User-Generated Content as an Essential Component of Your Content Mix
  • Strengthen Your Investment in Video to Increase Relevance Along the Buying Journey

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.