Before we dive into 2020 digital marketing insights, we need to fill you in on Facebook versus Apple. In true Facebook fashion, the social media app is ending the year off by declaring war with Apple. 

Apple’s iOS 14 update will likely make it much harder for companies to track user activity within apps, and Facebook is stating that the decision is a direct attack on small and mid-size businesses. The social media app has therefore released a new ad on major newspapers and a series of blogs, with the heading copy reading “We’re standing up to Apple for small businesses everywhere.” The situation isn’t black and white, though; Apple currently allows users to opt-in or out of IDFA tracking, so if someone wanted personalized ads, they can opt-in, but Facebook argues that the prompt would scare users into thinking they’re giving up extremely personal information and would subsequently opt-out. On the other hand, many critics believe the social media company is far more concerned with themselves and big businesses rather than small ones, which makes the ad seem ingenuine. The dispute is likely to continue into 2021, although it’ll be difficult to tell which company will end up winning, and how it will really affect small to mid-size businesses.

TikTok dominated 2020, as it reached record-breaking app downloads and succeeded in becoming an app for Generation Z, who make up for 60% of the user base. One of the most important factors of TikTok’s popularity is its soundbites, which are usually songs that creators turn into challenges. 

Not only is this great for brands that can creatively engage with TikTok users through challenges, but it’s also great for musicians who come up with catchy tunes that earn them major music label deals if their songs go viral. As part of its 2020 insights, the company shared that the most popular songs were Toosie Slide by Drake, WAP by Megan Thee Stallion and Cardi B, Therefore I Am by Billie Eilish and Lets Link by WhoHeem. These tracks reached a billion streams the fastest, which showed users’ enthusiasm for their favourite artists’ new songs. Another interesting insight was Fleetwood Mac’s Dreams, which re-entered the Billboard Top 100 forty years after its release. Brands can use these key music trends to their advantage, as viral hits make the social app creative, fun and engaging.

Cooking, fitness, livestreams…these are just a few of the key trends that YouTube saw as users stayed home in 2020 and became interested in home-workouts, sourdough bread and gaming. 

In its latest Culture & Trends report, YouTube stated that there are three key areas in video shifts, including how the archetype of the content creator has evolved, how video is becoming more interactive and how digital media is evolving to help us face personal and societal adversity. Check out the full interactive report here.

Unsurprisingly, 2020 was the year Twitch dominated. From livestream events to gaming streams (some of which politicians such as AOC and Jagmeet Singh became a part of.) The live streaming service saw a 99% jump in 2020 and by October 2020, 1.6 billion hours were spent on Twitch around the world. 

Some of the most interesting insights as of late include Netflix’s The Queen’s Gambit making chess streams rise (millions of users began streaming their chess tournaments) while Cyberpunk 2077’s launch day saw 1.1 million concurrent viewers right after the release of the game. As the live streaming service becomes increasingly popular, its stance on online harassment is changing too; earlier this week, the company announced plans to ban its users from using the words ‘simp,’ ‘incel,’ and ‘virgin’ as insults starting in January. Come 2021, Twitch will likely continue to thrive, and increased harassment policies will be crucial to protecting its users.

If anyone is in need of a good crying session, a recently viral German pharmacy ad shows an elderly man’s reason for getting fit over the holidays. The ad begins by showing him training with a rusty kettlebell, eventually getting stronger. While the spot is emotional and well-shot, it’s one of the most-shared holiday ads, with many calling it the ‘best holiday spot of the year.’ This says a lot about 2020, with many people interested in seeing emotional, family-oriented stories this year. The pharmacy company, called DocMorris is not well-known outside of Germany, but with this recent ad, many are aware of the company and have tweeted their praises for the heartwarming ad. Watch it here, but be warned, you will end up in tears!