At the forefront of all our minds, Coronavirus is here and will stay with us for a while; and we are all affected, whether you’re working from home, self-isolating, or just anxious about what the future holds.
Living amidst this pandemic, the facts are harsh and pretty much all out in the open; after curfews & lockdowns being imposed out there and with the repetitive-but-wise advice to stay in and limit all unnecessary outings, we’ve already started to witness how people are more likely to stay in, not only for work, but during their time off as well, whether out of self-isolation, boredom, or both. This means that traditional marketing tactics are going to vain with fewer people going outside, not a lot would see what’s on billboards and other types of off-screen advertising.
Social media is already becoming a daily routine to more and more people. Whether they’re looking for regular updates, trying to find a sense of community or even tackling their emotional burden of staying indoors this much. So as content creators, we have a huge responsibility to be conscious of the content we create and publish at this time, as consumers seek support from brands they love, and social media is one great carrier to deliver that.
THINGS YOU CAN DO
Stay positive & don’t fall victim to the panic move
We’re all are dealing with the impact of COVID-19. We’re locked in, can’t meet our friends, can’t even go enjoy a dine-out, and even some of us are panicking. Surely, all minor inconveniences but annoying nonetheless. Making this a sensitive time where we need to stand out and show empathy and help out – not in a pushy way. With more people stuck at home right now, you could always do more good and use social media to market and help build your brand
If you have a closet stacked with Alcohol, Sanitizers, and Toilet Paper, you’ve likely fallen into the hysterical move that started with Coronavirus. Digitally, however, you wouldn’t want to react the same way; you should never make a move out of panic. You always want to use metrics and performance indicators to analyze everything you have before making a decision.
Content Marketing and prepping your business for the bounce back
At the time being, you got two ways to go when it comes to content; you either go with health – mental & physical- and safety centered content or create content that would keep people busy, excited, and optimistic, as some people start to feel stressed-out as they look too much into what’s happening.
Either way, you’ll need to connect with your audience in their time of need, not necessarily by directly engaging content, but content that leads to a significant increase in reach and engagement in the upcoming phase. Since, basically, at some point, Coronavirus is going to pass. When that time comes, would you want to be starting from scratch or would you prefer to be leading ahead of the competition, building on top of what you already put it the past few weeks and months?
Engagement is your ultimate tool: How Corona is affecting Engagement rates?
Coronavirus was adversely impacting social media engagement rates at the beginning of March, however, they are reaching a 2020 peak across all three platforms in the last couple of weeks thanks to two main reasons:
- The quality of posts on all social media platforms.
As content creators are trying to focus all their energy on more responsible, well-purposed, relatable posts/blogs, making followers engage more naturally, in turn encouraging re-serving content to a higher reach, leading to even higher engagement.
- Less posting is currently leading to higher engagement rates.
As we’re trying to figure out how to market right in this time of uncertainty, we’re trying to focus more on fewer great posts, instead of more yet mediocre ones that might backlash in these stressful times; giving us less frequency of publishing content, however, a higher chance of impressions and engagement rates, as Facebook, Instagram, and Twitter algorithms are more likely to present the same set of posts to the users, leading to higher per-post performance.
This doesn’t necessarily mean we keep less frequency as we go further; time will only tell us if this has a permanent effect on engagement.
This is all meant to encourage more authenticity and relevance throughout the content creation process, which is why we made sure to prepare a few guidelines to help you reach your audience and get more engagement in such times,
Down with the sales, up with the support
In these times, people aren’t really up for buying a lot of products, except for major items, so unless you sell any of them, you shouldn’t opt for sales content; however, that doesn’t mean you have to go as extreme as some brands and donate millions, but you could just show your support through your community as focusing on profits at the time being might work against you.
Focus on diversifying online efforts
When it comes to online content, currently, you need to analyze your data first, then focus on reaching your targeted audience; segmenting them by interests, keywords, or topics to deliver precise content to the designated audience.
Make sure you tap into different techniques and tools to reach your audience on different platforms; some could like videos more, some could opt for social media posts, some might even go for an online app/game. Whichever dynamic you are to use, just make sure the content is relevant and useful.
Brand safety is your number one concern
Ensure you reach out to your customers and answer any questions they have before you start asking them; whether you own a closed entertainment venue or an FMCG product. Use multi-channel communications to reach them, be it through different social media platforms, your website, email marketing, push notifications, or in-app messaging.
If you own a currently high-demanded-product, you’re going to do double the work here, as you’ll need to keep your customers up to date with both good and bad news, even when you’re struggling with stocks, have updates on delivery times, delays, and the reasons behind them.
You have to set your customers’ expectations right and keep them aware, so they don’t get frustrated or start looking elsewhere for products.
At the end of the day you have to make sure your creatives are relevant and create campaigns with purposeful messages and ideas; with coronavirus staring us dead in the eyes, we can’t ignore it, but we can always work around it to create strong and positive communications. All in hopes to be in a stronger position when the market recovers.
Your audience is your biggest asset at the time being and could lead to more conversions. Bottom line is to be there for your community especially at a time when they’re not so confident, your priority is to show them support, ensure communication lines are open, and keep them connected to you rather than to someone else.