We’re in the midst of a pandemic and this will have widespread implications on the economy. While small and local businesses have been greatly affected by the coronavirus lockdown and some industries (like travel) have been impacted more than others, brands are still using this time to think of ways they can get back on their feet once this ends. While plan A couldn’t be used, everyone is gearing up for plan B.

While the exact impact on consumer behaviour is still undetermined, there has been a direct impact on social media activity over the past few weeks. Neilson has reported that there’s been a 50X increase in social media activity since January.* People are using social media as a means of gaining and sharing information during this time. Brands and companies have also had to change their Digital Marketing strategies and tailor it to the current scenario.

Marketing has always been about adapting to changing scenarios, similarly, now it is important to understand (as much as we can) the changing behaviour of consumers. While in-store activity has lowered, all the attention is focused on online deliveries (if operational). It is now more than ever that companies will realize the importance of digital as a medium for sales. Another important factor is compassion. The tone of communication in all advertisements online has changed. Ashutosh Harbola, the founder of influencer marketing company Buzzoka, said, “Campaigns have become more personal and subtle in nature as not many brands want to directly associate with a product they offer but are associating with the experience the product brings during such heavy times.”*

Brands do not have the access to shoot videos and images of their own for campaigns and hence are leveraging influencers to get their message out. Since the engagement level on social media channels has increased, influencers, if utilized in the right way, can kick start campaigns for brands during this time. By focusing on self care, grooming, work from home tips, fitness and health, brands are able to use influencers to create content for them that will not only highlight their brand but will still be in line with the current scenario. It is important that brands don’t exploit the situation but rather use this time wisely to build a lasting, loyal consumer relationship.

Some brands have chosen to deactivate all activity on social media platforms due to their business being inactive. While we understand that we are sailing through unchartered waters, it is important to keep a dialogue ongoing with consumers during this time so as to ensure that on return, your engagement levels are intact.

While this is a new advent for digital marketing, we do hope that the global situation gets better soon. Consumer behaviour will change, interests will change, social media activity will see different patterns. But adapting your strategies to this change while still being sensitive to the situation is the way to go.

*Ref:

https://retail.economictimes.indiatimes.com/news/industry/covid-19-impact-social-media-activity-in-the-country-grew-50x-in-early-march-nielsen/74844172

https://www.livemint.com/news/india/in-lockdown-brands-leverage-influencers-11585248296217.html