Guy Avigdor of Klear, gives us insight on a study recently conducted by Klear that analyzed how social media usage has been impacted by the COVID-19 pandemic.
Our world is considerably different from the world we lived in 2-months ago. As COVID-19 becomes a new reality, we are forced to alter the way we live and interact with the world around us. For many brands, this means a complete reassessment of marketing activity either due to budget or the current cultural climate.
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Social Media Usage is Up
With many people at home quarantining, global social media usage is up. In a recent studyOpens a new window , we found that this trend is pretty consistent across the world and in many US states. We analyzed social media usage before and after the week of March 15, which is when many countries began implementing social distancing and self-isolation. In the US, Massachusetts’ social media usage increased by 125%, while the UK saw an increase of 37%.
While these numbers may not be surprising, it’s important to think about what this really means for you and your customers. While people may be more conscious of how they spend their money, time at home means more attention to detail. Now, customers are in a position to vet brands for different reasons. Personally, I realize that my engagement with social media content is driven more from emotions than it was before. Use this opportunity to build an emotional connection with your audience.
Create Meaningful Connections
One of the great advantages of influencer marketing is its authenticity. It lacks the formality of traditional marketing channels, which allows for meaningful and organic connections. As reportedOpens a new window by Marketing Week, the coronavirus pandemic challenges a brand’s purpose. Consumers are looking to see how and if brands are responding to the pandemic, and if the response is authentic.
Whether you’re a Fortune 500 or a small agency, influencers are a great vehicle for sharing your message and telling your followers what it is that you stand for. Now is not necessarily a time for selling products; instead, it’s time to sell values. And, if your followers subscribe to your values, it will benefit your brand in the long run.
Engage Your Audience
Another great way to readjust your influencer strategy is to think of your fans and customers as your influencers. With many people stuck at home looking for a way to pass their time and get their mind off the state of the world, inclusive initiatives are more popular than ever. We’ve seen many brands, including Nike, Dyson, and FryeOpens a new window , establish influencer campaigns with creative #hashtags that encourage fans to participate from home. These campaigns not only turn customers into brand ambassadors but send a message of comradery, solidarity, and compassion.
Also important to note, these campaigns are fairly easy to run. Asking your followers to post a picture and a hashtag does not require a budget, yet the rewards are high. You’re able to show support for the circumstances of your customers and raise brand awareness.
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What does Your Brand Stand For?
This is an extremely important moment to ask, “what do we stand for?†Your customers are online, waiting to hear from you. No brand is too small to share words of empathy or to let customers know you’re thinking of them. Once this is behind us, you’ll want your customers to remember you for your positive actions. And, perhaps, these values can be an integral part of your marketing strategy moving forward.