Social media content in the COVID-19 era
How to create authentic, meaningful connections in a troublesome time.
Social-networking and live streaming platforms are currently recording a massive uptake in users and engagement time. According to Facebook, text and messaging video messaging has increased 50% across its platforms in the countries hardest hit by the virus. In Italy, time spent on Facebook soared by 70% in March. It’s not surprising given we’re all stuck at home and looking for a human connection.
This new era creates an unprecedented opportunity for brands to share their narrative with a captive audience. But with consumers being hyper-connected to social media, brand behaviour is also under increased scrutiny. Your messages are likely your primary, if not only, interaction with your audiences, and they will dictate how your brand is perceived and how you will weather this storm.
The pandemic has impacted consumer attitudes and sensitivities to what they see online. With this in mind, it is important for brands to rethink the content they share. By paying attention to your audience’s state of mind, you can become a trusted thought leader and advisor. By ignoring current trends, however, you can come across as insensitive or opportunistic.
Where and How to Post
Recent research has identified the types of posts are currently receiving the most engagement.
Facebook: As notes above, Facebook usage has more than doubled. That includes Facebook Live views. Contrastingly, family and personal photos have decreased, and people are now sharing news, especially news about the human impacts of COVID-19.
Twitter: Even before the pandemic, Twitter was transforming into an information platform. People are increasingly turning to the site for factual information, but they’re also engaging less. They simply read the posts and move on. This is where you want to post factual information and share relevant posts or articles from others.
Instagram: Instagram stories have increased 15% and story impressions are up 21% since the outbreak. So with more eyes on IG Stories, it’s time for brands that have not tried this platform to consider reaching new audiences there.
Podcasts: Prior to the pandemic, research showed that 52% of podcasts were played during car drives. While there is no concrete data available, with most of us doing little to no driving these days, it’s a given that podcast listenership has decreased.
Focus on the Positive
Research is also showing that audiences are experiencing “compassion fatigue.” Everywhere they look, there is bad news. Even those who still have their jobs and good health have a lingering worry that their current situation may deteriorate. As this fatigue grows, audiences will simply turn away from social media accounts that add to their distress.
This is the time to be hopeful while also being sensitive to the difficulties your audiences may already be facing. While you should still post information that may be perceived as “bad news,” especially if it is essential for your audience, try to temper this news with signs of hope. Share stories of how your organization has helped your community or how your stakeholders have stepped up in this trying time. If you don’t have your own positive news stories to post, share stories posted by other organizations or news sites.
You Can’t Ignore COVID-19
As a contradiction to the advice above, you also can’t ignore COVID-19. Even positive stories have to be told from the era we are living in. Make sure that any content you share has a COVID-19 lens to it. A post about how your company is donating funds to relief efforts is great, but less welcome to your employees if you have just laid them off. Put yourself in your readers’ shoes and consider what they would take away from your content. What if they had a family member who was sick? What if they are out of work? Would your message be considered comforting or welcome, or would it be perceived as tone-deaf or insensitive?
Connect with your audiences
Now, more than ever, it is important to focus your communications on what your audience needs to hear, rather than what you’d like to tell them. Prioritizing your stakeholders’ needs will lead to a meaningful connection between your brand and your audiences that will not only help you recover economically, but it will also serve to build a trust that will pay dividends for years to come.
Andrea Chrysanthou is Director, Communications. She specializes in media relations and media campaigns.