In the past few weeks, globally more and more people are staying at home due to the COVID-19 infection. While a lot of them are working from their homes, it is obvious that most of them have plenty of time to consume content. It is not just the quantum of consumption that has increased, the time spent by people in consuming digital content is spread across the day.
On the other side, most companies are cutting their advertisement budgets. This has caused a shift in the balance of the marketplace. A few studies indicate that a worldwide pandemic has influenced brands’ social media strategy and performance. This can be observed in multiple areas, including lower demand for paid ads on Facebook, the increased performance of organic content, and perhaps a hidden opportunity for brands that do have some budget to spend and increase their reach because of the lower costs of ads on Facebook.
Since people have been compelled into social distancing at home (or wherever they are), they have additional time to devour social media content, and consequently, the supply is trending up. That has also created different possible opportunities for smart marketers to create appealing content. For example, Market research firm Nielsen said social media volume saw a whopping 50X surge between January and March in India in the wake of the COVID-19 pandemic.
I believe that in marketing, in business, in life there are vital moments when we ought to slow down today to speed up tomorrow! This is so that we can:
The aim is to create a more robust foundation, a more sustainable and sensible momentum.
Listen, I get that these are uncertain times. And ambiguity can feel terrifying and out of control, which is why so many of us are hitting the departmental stores and local shops and clearing the shelves. If you’re not responsible for delivering breaking news or vital COVID-19 updates, identify opportunities to amplify joy, gratitude, hope, or any other positive emotion. While people are looking for health and safety updates, they’re certainly looking for inspiration, too.
We’ll get through it together.