Mon, 30 Mar 2020 16:17:30 GMT
Navigating social media, in general, can be daunting. However, COVID-19 has changed the way consumers behave online, from the platforms they use to what they need from brands. This has left many companies feeling uncertain as to how to act during this crisis. Should they remain silent or shout their message loudly from every possible social media platform? While there is no right answer, there are a few faux-pas which can easily be avoided.
So don’t continue your marketing strategy as if nothing has happened. Instead, look at your current and planned campaigns and ask yourself whether they advocate a behaviour that isn’t appropriate at the moment. If so, it might be wise to pause those campaigns for now. In fact, plan for the worst-case scenario, like this your brand will be as ready as possible whenever new developments or changes occur.
Once an analysis has been done of your current campaigns, adjustments and changes might need to be done. However, when changing campaigns, acknowledge the current situation but do not force relevancy. There’s no need to piggyback on the current conversation and force your brand name into it. For example, Coca Cola has created a new logo which showcases social distancing via letters which are more spaced out than usual. The message behind this is a noble one but it feels forced. Their offering has little impact on anything that’s currently happening. Now, most brands will have to adapt to the current situation but you can be smart as to how and what you communicate. From live Q&As to one-on-one video tutorials, technology easily enables brands to stay top of mind and relevant.
Currently, many people are seeking comfort and support when going online. Brands now have the opportunity to show their target audience that they truly care about them while keeping their brand visibility high. For example, Nike has decided to offer all of its workout and health-related content for free to better support the millions of people who are looking for ways to maintain their health and exercise routine whilst working at home. The brand has dropped its subscription fee for its NTC Premium service and recently added content about mindset, nutrition and recovery to its social media channels. Lastly, the brand also revamped its slogan to better fit the theme of social distancing which now says 'Play inside, play for the world'. This 360-degree shift from Nike not only feels like a gift, it’s proper branding.
These are troublesome times and brands are forced to adapt quickly. However by avoiding easy missteps such as ignoring the current reality and forcing relevancy and instead, preparing for the worst, using existing technology to your advantage and showing people you really do care brands can survive and even thrive on social media. It isn’t easy, it comes with extra challenges, but it is in moments of these that creativity is key.view more - Trends and InsightDept, Mon, 30 Mar 2020 16:17:30 GMT