Social Shift: With Social Distancing, a New Social Media

The past few weeks have seen major changes in people's lives and routines globally. With many of us self-isolating to mitigate the spread of COVID-19, our collective attention is turning to online social platforms unlike ever before, in an effort to keep us both connected and entertained. Innovation in content creation, and shifts on and among the platforms themselves are unfolding at a dizzying pace.

Going Live

If you’re a regular Instagram user, you’ve probably noticed a spike in notifications for Instagram Live streams, and their associated icons pulsing at the top of your feed. With live discussions in comments, options to stream with other users and the top-of-feed delivery, this method of communication is quickly becoming people’s platform of choice for engaging with their followers in these times. And, there is relatively little barrier to entry – no minimum follower count or elusive blue tick required.

Miley Cyrus interviews guests in a regularly scheduled Instagram Live segment.

Cross-Generatinal Content on TikTok

TikTok’s low-level production value and simple in-app editing makes it accessible for most people with a smartphone, but up until recently its main user base has been Gen Z, the most tech-native generation to date. With many families at home together throughout the past few weeks, there’s been a rise in multi-generational TikTok content, with Gen Z getting their parents, grandparents and siblings involved. Social media is being used as a tool to bring generations together during their quarantine.

@the.mcfarlandsYou asked for it... Here it is 📸 ##blindinglightschallenge##blindinglights##happyathome♬ The Weeknd - Blinding Lights - gregdahl7

Innovative Entertainers

The entertainment industries have been significantly impacted by self-isolation restrictions, with musicians, dancers and celebrities amongst the masses turning to social media to maintain continuous content and connection with fans and followers. Music artists who have had to postpone or cancel shows are holding virtual tours, in some cases with each ‘tour date’ being a livestream on a different platform, typically across Facebook, TikTok and Instagram. In the world of TV, Ellen was seen moving from her TV platform to IGTV, creating a series where she calls different A-list celebrities from her contacts, creating an innovative social media version of the classic TV segment.

General Manager Peter Gelb announced today that in response to the coronavirus pandemic and the cancellation of performances, the Met will offer a nightly series of free web streams that will bring opera to audiences while the house is dark—beginning March 16 at 7:30PM ET. pic.twitter.com/M6QkDSelON

— Metropolitan Opera (@MetOpera) March 13, 2020

Social media platforms are increasingly being used to fuel creativity, build community and support mental health during this challenging time. It’s expected that online creators will continue to become more and more inventive and frequent with what is shared, although the competition to be visible is at an all time high.

How else is social distancing changing the way people are using social platforms, and the content they’re creating and sharing? In the extended post on the Bookmark This blog, we identify two additional shifts we’ve observed in social media behaviour and content. Read more

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