In an instant, we’re now living, communicating, connecting and buying differently than ever before. As a brand or organization, how can you pivot to meet consumers where they are? It’s critical to revisit your social media strategy during COVID-19.
With no guarantees on how long our current social distancing will last, social media is emerging as the primary way people access content of all kinds.
This is a unique opportunity for brands to reinvent the social experience for existing and potential customers, and for organizations to nurture supporters. We’re moved by the advice of Sherry Turkle, professor of the social studies of science and technology at MIT:
“‘What can I authentically offer? What do people need?’ If, moving forward, we apply our most human instincts to our devices, that will have been a powerful COVID-19 legacy.”
Specifically, live video is having a moment. Millions of people are tuning in for everything from live-streamed concerts to cooking demonstrations to virtual workouts. Twitter has always been a platform to see what’s happening in the world, and we’re seeing communities using it in both familiar and new ways.
The time to act is now, and there are ways for brands of all kinds to use live video for their benefit and improve their social media strategy during COVID-19. To get started, consider these questions:
What need can you best serve?
Are you best positioned to entertain, educate, inform or inspire? Consumers are yearning for each of these things right now, so think about what your brand can offer that’s authentic and valuable.
What do you want to accomplish?
Brands are using live video to replace in-person experiences, host Q&A sessions with their experts, offer DIY lessons, spark conversations with/among their consumers, gather research and insights and more.
Where should you stream?
Some options include Facebook Live, Instagram Live, IGTV, YouTube live stream, Google Hangouts, Twitter and Twitch — and there are more. It’s important to look at your audience and how/where they consume media to determine the most effective channels, syndication strategies and paid amplification opportunities.
How are you nurturing these consumers?
It shouldn’t be one-and-done. Think about strategies to engage your audience on a consistent basis, how you can keep your finger on the pulse of what they need and ways to create additional touchpoints across your marketing mix.
Devise a Strategy
Our team of brand marketers can walk you through these questions and recommend the most effective ways to update your social media strategy during COVID-19. We have a pool of influencers across every vertical: we can identify and engage your most loyal fans to help tell your story to their trusted communities.