How COVID-19 has changed the social media strategies of brands around the world.
COVID-19 has changed almost everything about how we interact, shop, connect and live. As social distancing measures continue, even if not as strictly, consumers are searching for ways to connect and make sense of what’s happening.
With empty hours to be filled each day, we’re all spending more time consuming social media. On the other hand, companies face a looming recession. It’s easy to become overwhelmed and trapped in near-term thinking. But in the current landscape, businesses have an opportunity to adapt to more digital and social ways of being.
So, what is the role of digital and social communication at this time and how should brands be responding?
Consumers know what they want from brands.
Research by Edelman shows that businesses are perceived as leaders in the coronavirus battle. Businesses have a responsibility to step in where government action is lacking.
Edelman’s research revealed that 73% of respondents expect businesses to adapt their HR policies, including remote working and paid sick leave, and to prevent at-risk employees from coming to work. 78% of respondents expect businesses to act to protect employees and the local community. This is not just marketing, it is providing a public service.
Outside of work practice, many marketers are understandably anxious about looking like they’re trying to profit from a crisis, and that’s why it’s necessary change how brands communicate. It’s not just about supporting healthcare initiatives or reviewing HR policies, but going above and beyond to give consumers some assurance or entertainment in troubling times.
People have changed their behaviour both offline and online.
Our work routines are evolving: Millennials are the most likely to report altering the way they commute, as well as increased levels of remote working. Schools are closed, airlines are reducing and cancelling flights, online purchases have been suggested as one way to deliver primary supplies while minimising the spread of the virus.
According to GlobalWebIndex, younger people are increasing their media consumption. 79% of Millennials and 72% of Gen Zs have changed their lifestyle in at least some way , compared with only 37% of Baby Boomers.
Consumers can’t stop and won’t stop scrolling. More than anything else, the coronavirus pandemic has showcased the power of social media; it’s connecting people when most other forms of communication have been taken away.
The big tech platforms have become vital infrastructure for our new disaster-age lives. In a press call about Facebook’s response to the virus, Mark Zuckerberg reported that Instagram and Facebook usage has more than doubled since the start of the crisis.
Audiences are embracing organic content like never before, while paid content is under review and emerging platforms are becoming mainstays in people’s everyday routines. For example, the World Health Organisation now has almost 2 million followers on TikTok!
All these additional hours of scrolling give brands an opportunity to showcase a proactive, innovative and heartfelt response on these channels.
Brands are protecting human connection.
Every brand has its own values: now is the time to put these values to the test by taking action that has a lasting impression on customers. How? Brands can either do good, or make people feel good.
In the first case, businesses do something to help the cause (such as donations to health and charity organisations), or something that will help customers. Lots of brands have modified their production lines in order to create filter masks (fashion brands like Prada, GAP, Zara or Dior) or sanitizers (like Brewdog, Bacardi, Pernod Ricard and many other alcohol brands).
Not every brand exists to save to world, but each brand can add a little lightness or a feeling of connection to its regular social postings in order to make people feel good.
Most brands got behind the ‘stay at home’ messaging and did whatever they could to spread it. Mobile phone operators really got this message across, foregoing their branding and changing the text in that space to spread the word.
Lizzo, the singer and performer, led a mass meditation for her 8.4 million Instagram followers to help with getting through this global crisis. In every part of the world, DJs are performing live sets on TikTok or Instagram while audience members react in real time on their phones.
How brands should respond to embrace the “new normal”.
You can’t just continue your social and content strategy as normal, because things aren’t normal. Acknowledge what’s happening but avoid looking opportunistic. Don’t give the pandemic as a reason to try your product and don’t use opportunistic paid placements or geotargeting.
GlobalWebIndex has create a list of 11 possible actions that brands can take at the moment and running “normal” advertising, which is unrelated to coronavirus, scores the lowest approval rating from internet users. The most approved actions are the provision of practical tips to help people deal with the situation, pledging money / aid / supplies to help others and running promotions and perks for customers, such as free or reliable delivery.
So, adjust your content and find ways to add positivity to your followers’ lives. Try bringing experiences direct into their homes. Teach them a new skill via IG Live, run offers, encourage creative UGC, like the challenge launched from the Getty Museum, or use AR experiences.
How to adapt your social strategy in a coronavirus world.
Over half of consumers worldwide think that a global recession is now likely: short-term tactics are required, but organisations also need to think longer term.
Consumers expect to reduce their out-of-home leisure behaviour. Nearly 50% of global consumers say they will shop online more frequently after the outbreak.
For a huge number of sectors, digital investment is more crucial now than ever before and brands should be future-proofing their business by embracing it.
It may be hard but there may also never be a more vital job. Here are some changes you can make within your content and social media strategy in a coronavirus world:
- Listen harder: expand your efforts to find, engage and answer customers everywhere online.
- Post with a purpose: you must carefully consider why you are posting in social media and not make posts just because they are “due” per the social media editorial calendar.
- Make it about people, not logos: this was an essential aspect of social media before the coronavirus, but it’s especially true right now.
- Expand influencer marketing: in times of uncertainty we rely upon people we trust and believe in.
- Make sure your visuals are in context: social distancing is changing our perceptions of lots of things.
- Try new publishing times: research from Sproutsocial reveals that the virus has changed the best times to post on social media.
- Explore new sales funnels led by content marketing: try new ad messages, formats and placement.
SNCE is helping companies to put these new social media and digital marketing best practices into place. If you’re looking for ideas on getting started with your post-COVID-19 social strategy, get in touch with us on sncegroup.ch.
