For years, marketers have been using social media to promote their business. Platforms such as LinkedIn, Twitter, Facebook and Instagram have all given businesses the opportunity to grow online and reach a new audience. During 2019 many businesses began to notice the decline in reach of their organic content. It became rare to see an influx of followers or likes from posting a single Facebook or Twitter post. This was a trend that spread across many social media platforms with algorithms now focusing on promoting paid ads over organic.
In 2020 and the rise of the Covid-19 pandemic, it now meant that social media began to change again. Marketers had to look at new ways to promote their brands and increase their metrics, while also still being mindful of all the changes happening around the world. This was a challenge for many businesses this year.
With many countries in lockdown, social media saw a surge in users, with recent studies reporting that the average internet user now spending over 6 hours online each day. This gives marketers a new opportunity to promote to their target audience. Although there is a great opportunity now more than ever, it is essential that businesses remain mindful of the current pandemic, and to remain sensitive during these testing times.
Here are some tips to utilising social media in these changing times:
- Now more than ever is a great time to take advantage of the experts within the business and publish live content to engage your audience. This is a great way of keeping a human connection with your audience, which is greatly appreciated during times in lockdown. During this time, people crave human connection.
Engage in real time
- A lot of the time marketers schedule their posts to have content going live on a consistent bases. This is great for increasing reach and brand awareness but now is the perfect time to utilise the functionality that social media platforms have, such as polls, question boxes etc. These allow you to interact with your audience in real time and help build the relationship that will help you increase the number of your audience you retain.
Spend time listening
- Spend time listening to your target audience. What may have been their desires last year, may not be their needs now due to changing times. Also look at your competitors and the industry as a whole, how are your competitors reacting/changing due to the current times.
Take the time to build trust
- Now is the time to build trust with your audience. A recent survey reported that over 81% of customers said they need to trust a brand before they make a purchase. This trust includes how you react to things such as the current pandemic. When your audience sees your brand in a positive light, doing ‘the right thing’, they’re more likely to listen to what you have to say.
Keep your audience updated
- Social media is the best way to keep your audience up-to-date. If your hours have changed or whether your office is now closed, make sure your audience know how and when they can contact you.
Social media is constantly changing and as a business it’s important that your strategy changes along with it. To utilise social media to its full potential requires regular research and proactive usage.