If your engagement is down, don’t panic! Here are some advice and insight from a paid social agency in London to ease your concerns.
Social media always moves at a rapid pace, but the landscape has become particularly fast-moving in the face of a global health crisis. As coronavirus continues to spread across the globe, brands and marketers are naturally finding it difficult to identify the best way to approach this unprecedented situation.
Although everything is changing on a daily basis, we have collated some key insights and advice designed to support marketers who are already working hard to remain relevant whilst staying sensitive to the nuances of this health crisis.
Key insights from a paid social agency in London
Across the board, social engagement is down. Although this might sound alarming, it is not necessarily universally bad news, particularly for businesses that know how to connect with their audience in thoughtful and engaging ways.
Instagram and Facebook have seen engagement decline more than Twitter. This is because people are turning to Twitter for updates and news, as the platform generally feels less algorithm-heavy and more instant than other popular social sites. Twitter also makes it simpler for people to connect with businesses and organizations one-to-one, which makes interactions feel more personal.
Brands practicing empathy and conveying a sense of calm should continue to thrive over the coming months. Posting thoughtful content wherever possible will provide audiences with the opportunity to reach out. It is important not to push too hard during these uncertain times – let go of the feeling of always wanting to do more and instead focus on nurturing meaningful connections.
Approaching social media marketing during a global health pandemic
Social platforms are noisy. If you are going to be adding to this while coronavirus is spreading across the world, it is imperative that your approach is measured, calm and sensitive.
Crafting marketing messaging during this time is not easy. Before hitting the publish button on anything it might be helpful to imagine your post sitting next to the worst possible coronavirus news. If it sounds awkward, insensitive or even just out of place, don’t publish it. Now is simply not the time to be constantly churning out content.
Engagement is down, and everyone is getting less attention. Rather than trying to devise ways to regain some of this ground, consider leaning into the situation by posting less content. This will give you extra time to ensure the tone of your messaging is suited to these difficult times; however, remember that none of this means you can’t still be creative. Just note down any ideas that come to mind for when the pandemic eases and things begin to feel more normal.
Lastly, now is an ideal time to practise social listening. Understanding how your customers, colleagues and employees are talking about the situation we are collectively facing will ultimately help you to tailor your messaging to appeal to your core community.