How you should adapt your social media strategy during COVID-19
With audiences looking for authoritative information and updates, brand managers sould invest in digital media—but stay prepared to change with the latest new trend.
Along with everything else in the world, COVID-19 has unquestionably upended social media.
Usage has backed off slightly from the levels in America’s early lockdown phase—but the implications for marketers are still profound, and constantly changing.
According to the latest GlobalWebIndex data, 40% of the U.S. population continues to spend more time on social media than before the outbreak. eMarketer reports that U.S. adult users are anticipating further increases in daily time on Facebook (4%) and Instagram (14%). Twitter may benefit even more. In an Influencer Marketing Hub study, 34% of respondents said they have shifted their social media time from Instagram to Twitter. (Presumably, Twitter’s emphasis on breaking news accounts would account for the shift.)
What’s leading to all this social media upheaval? A combination of workplace and personal factors.
Millions of people are now working from home, which inevitably leads to more visits to social media sites. Anxiety levels have also increased, prompting people to share, vent and seek information (and perhaps affirmation).
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