Thu, 07 May 2020 13:48:52 GMT
It’s normal for advertisers to take a moment to pause in response to a crisis. However, the current pause we’re in may be unprecedented in length. So when is the right time to resume? Now that the world has reached a new normal, how do you go to market with a new set of consumer insights, while staying compassionate and authentic as marketers?
Social Media remains a priority for consumers; the percentage of users continues to climb, week over week:
Current state, social media usage is at an all-time high. The platforms are seeing new consumers join, while daily consumers have increased time spent scrolling. These changes have all led to a positive shift in buying trends. The cost brands would usually pay to play on that media is positively reflecting that increase.
Now is the time for brands to lean into social media advertising. Think about ways to enhance your brand’s presence, building equity, while taking advantage of the dynamic pricing we see today.
Putting it into Practice
The brands and business models that can support the current economic climate should have a short-term avenue to gain visibility with their audience for lower media investments. Knowing that this time may not last forever -- and to effectively take advantage of the cost savings -- brands must do so with intention and ensure messaging is empathic and builds equity. As communities continue to look for perspective and resources, brands can adjust their campaign messaging to support consumers when they need it most. Social platforms can also be the agile version of a focus group to get feedback on which messages drive higher resonance and action at scale.