Navigating Social Media During COVID-19
As marketers, the way we interact with customers has dramatically changed. The effects of COVID-19 have been felt by communities across the world, impacting both work and play. A term I’m sure we’ve all heard a lot as of late… is the word ‘pivot’. Now is the time to pivot our businesses, our daily lives and everything in-between.
Social distancing and lockdowns have caused chaos for brands and businesses, with the element of a physical presence shifting completely. And as consumers, we now question our every move.
As marketers, there is a silver lining. Since the pandemic hit, social media usage has spiked. People are now spending more time on the internet than they have ever before. This presents us with a unique opportunity, and if done effectively, you can use social media to strengthen relationships and brand loyalty with customers.
Let’s explore our top tips for navigating social media during COVID-19.
Show empathy and listen to your customers
The worst thing you can do right now is pretend like everything is normal – because it isn’t. You want to bring the human element of your brand to life, so people can relate to you. Show consumers that you are hearing them, listening and acknowledging what they may be going through.
While you may not have to explicitly mention COVID-19 in all your content, make sure you take into account the tone of voice in your captions and how this may be interpreted.
Revisit all your campaigns and evaluate if they are relevant right now. Now might not be the time to launch a traffic driven campaign. Re-think all your project milestones, key dates and content calendars for the year.
Stay active and continue to post
- While it may not be the time to market your products or services right now, look at posting content that is valuable and showcases your brand values instead.
- Stay top-of-mind for your followers by posting on your stories every day.
- Turn to more user generated content during this time to show your appreciation to your customers who have supported you during this time.
Provide value through your content
For many brands, they are using their Instagram, Facebook, Snapchat, LinkedIn, YouTube, Tik Toks, Pinterest and Twitter platforms to provide value to their customers.
Instead of pushing traffic to your website and click-throughs to shop, why not consider focusing on engagement instead? This will in turn help generate loyalty and repeat customers.
Share educational videos that might be relevant to your audience via stories, Instagram lives, reels or IGTV. Video content is a fantastic resource to communicate key messages to your brand and heighten engagement.
Look at developing content that your customers are seeking or searching for. Whether that’s DIY home workouts, beauty tutorials, styling tips and everything in between. Really understand who your target market is, what is relevant to them and how you can turn your page into a resource for their interests, behaviours and needs.
Now is the time to learn
Undertake a social media audit
Use this time wisely to get up to scratch on the latest tools on social media. Consider running an social media audit – look at what is performing well and what isn’t and adapt your strategy. This might include updating out-dated bios, descriptions and Instagram covers.
Launch a Tik Tok
If you weren’t on Tik Tok, now is the time to launch an account. According to Roy Morgan data shows over 1.6 million Australians already using Tik Tok. The great part about this platform is that content can go viral, even if you don’t have an existing following.
Tik Tok audience demographics are largely skewed towards young Australians, so it’s important to understand who your target audience is and if this platform is relevant to them before investing your money and time.
Focus on video content
According to Forbes, it’s estimated by 2022 that 82% of all content creation will be video. And by the end of 2020, the average person will watch 100 minutes of video content each day.
Whether it’s creating a company reel, Instagram live, IGTV, Tik Tok or Reel, consider how you can involve video in your social media content strategy. And if you’re not sure how, now is the time to learn.
If you’re looking to develop a social media strategy that is relevant during COVID-19, The Buzz Group can help. We are a leading full-service Social Media and Communications agency, based in Sydney. We offer a range of services and our teams work hand-in-hand to deliver the best results for our clients. We specialise in Public Relations, Social Media Marketing, Influencer Marketing, Search Engine Optimisation and Google My Business.