How the coronavirus crisis changed social media marketing strategy and what remains in the post-pandemic world
The coronavirus crisis has changed things on many levels. It has completely changed how we consume, what we consider important and even how we behave and, although we are beginning to abandon confinement in many countries, the disease continues to set the agenda. For brands, this implies making changes and preparing to work in this new context. It occurs in all areas, including social networks.
The pandemic has changed social media marketing, as a study by Smartly.io has just shown. Not only have consumers spent more time on social media in recent months – as they have generally spent more time on the internet – but they have also established certain elements and criteria that they expect companies to comply with.
These changes marked the agenda during the months of the crisis, but they will also do so in the new normal. Businesses must keep them in mind to adapt to the post-coronavirus world.
New brands have entered the battle for social media advertising
As explained in ClickZ to the thread of the study data, when in March the companies stopped their advertising investment for fear of what might happen and before the unknown of what the future would bring, they made the situation change in the bids for online advertising.
Competition decreased and some of the recurring industries when bidding for ads, such as tourism or e-commerce (the first for obvious reasons and the second for logistics problems), slowed investment. This caused brands that had not been announced until now to try to do so. In Spain, according to the study data, 70% of consumers acknowledge that they have seen ads on social networks during the pandemic of new brands.
Consumers better receive social media ads
Interestingly, in this context, consumers see advertising on social media with better eyes. Although there are differences according to the market, in general in the countries that star in the study, the majority respond affirmatively to the idea that the pandemic has made them more open when it comes to connecting with advertising on social networks.
In Spain, it is 67%. Possibly, because confinement was stricter, consumers were more open to the messages they received online. He also spent more time on social media.
But there is no perfect ad
Of course, although consumers see the ads better, they do not yet have a specific format that is the favorite and the one that is received in the best way. Each market displays different data. In Spain, 22% of consumers prefer a photo carousel, 41% video ads, 19% stories ads and only 6% messaging ads.
The social barrier to consumption has fallen
In addition, it is not only that consumers receive the messages of the brands on social networks, but they are also increasingly open to the idea of using them as a platform to consume.
Consumers, they explain in the conclusions of the study, are making more purchases than ever on social media and Spain is one of the countries leading this change. Asked if they have bought something from ads on social networks in the last 30 days, 73% of Indians, 71% of Italians and 66% of Spaniards say yes.
The marks must still function as guides
Likewise, the role of brands in these times and in their presence on social networks and the content they share remains clear.
Brands cannot ignore the context and consumers continue to want them to tell them what they are doing in the pandemic, offer them products that are appropriate for the situation and that connect with current issues. The new normal is not the old normal and companies must keep that in mind.