US States have begun to release their plans for reopening local economies amidst the COVID-19 global pandemic. Although each state is on a different timeline, one thing that is consistent throughout the United States is the increase in time spent on social media platforms by Americans. Instagram is on track to see the greatest gains from time spent on any social platform and it’s expected to be sustained in the years to come. Other social platforms like Facebook, LinkedIn, TikTok, Pinterest and Twitter are also seeing significant gains. Businesses, brands and influencers should prepare for a new reality, even on social media. What are these new realities going to look like? Below are my educated predictions and recommendations:
Organic Content
A strong organic content plan is the backbone to any social media strategy. Many businesses, brands and influencers are seeing the upswing in posts from their competitors. Do not let this instill a panicked need to over post. Content that is posted should be extremely meaningful. Quality over quantity has been something that I preach to my clients during normal circumstances, and now is even more important. Value will always outperform noise. Remember that people are transitioning to a new reality. In this new reality people may be in a calmer headspace but there are still uncertainties as people begin to buy products and services again. In your organic posts, messaging should still have a compassionate tone. Compassion is important because many have lost their jobs and may be mentally struggling with the idea of reemerging to public places. Continue in your organic posts to offer virtual solutions and be clear about the measures taken to ensure safer in-person encounters.
TIP: In your content plan focus on creating video – video is currently the highest performing type of content.
Social Media Advertising
In the beginning of the COVID-19 pandemic many marketers slashed advertising budgets including digital methods like search, display and social media. As lockdowns loosen up and we head into a new phase of the pandemic, people will still be spending significant time at home and online. Now is the time to seriously consider overall marketing budgets and reallocate funds to digital advertising methods instead of traditional. Everyone will have a unique circumstance in terms of what will ensure the survival of their business. If you can continue to advertise, even in a scaled-back capacity, it is likely to be beneficial and could very well be how you keep afloat. Please note that conversions may not roll in as they typically would, but in the long run these campaigns will benefit the bottom line. As I have suggested in other articles, being mindful about messaging is crucial. Even in social media advertising messages should be around serving people as opposed to a hard sell. These small changes in approach now will win over the trust of your audience in the long run.
Livestreaming
Whether it be on Facebook, LinkedIn, Twitch, Instagram, or Zoom (is Zoom a social media platform now LOL?) we've come to learn that business meetings, workout classes, music festivals, and consultations for various services can be accomplished through livestreams. During the first phase of the COVID-19 pandemic businesses, brands and influencers offered free information, services and entertainment through livestreams. As we enter phase two, fees will start to be applied. Evidence of this shift can be found with platforms like Facebook starting to add the option to charge for access to livestreams. As we enter the new reality, consider livestreaming as a big piece of the content plan puzzle.
User Generated Content (USG) and Influencers
As the country shifts through the various phases of COVID-19, businesses and brands will be relying on user generated content more so than ever before. Businesses and brands across the board have cut marketing budgets which means professional photo/video shoots are not as likely to happen. How do they keep content fresh? By engaging with current customers and influencers to create the content for them. This is a great way to show future customers how much your current customers love your products, and it also makes your current customers feel special and appreciated. Keep in mind though that when you are requesting user generated content or help from influencers that you are only reusing content that fits with your business or brand’s morals and tone.
Networking for Professionals
As businesses start to reboot in the new reality, there will be an upswing in creating virtual networking experiences. I suspect there will be more organized Zoom events to take the place of happy hours or lunches. There will also be an increase in participation for Facebook and LinkedIn groups. If you’re in a sales or marketing position, start integrating into your strategy participation in Facebook and LinkedIn groups. In these groups offer value and position yourself as an industry leader instead of a hard seller.
As a Social Media and Digital Marketing Strategist, I am committed to the success of my clients. I am truly optimistic about the times ahead, and look forward to helping businesses, brands and influencers strategize in the new reality we are facing.