The last time we checked up on the Russell 3000 two weeks ago, that group of businesses were posting -18% less around the coronavirus on social media. Are those brands still hesitant to resume pre-coronavirus posting levels?
In a word: yes. During the week of March 16-22, 2020 Russell 3000 brands shared 33,179 posts which was a decrease of -25% from that same time period in 2019. With 26,551 posts; Russell 3000 brands shared even less posts during the week of March 23-29, 2020; which was down -18% again from those dates in 2019.
Here are some of the notable Russell 3000 brands and what their posting strategy has been around the coronavirus.
Tripadvisor Social Media Insights
TripAdvisor shared 237 posts between March 23-29, 2020; which was an increase of 130% from the previous week of March 16-22. Considering the entire tourism industry is on pause at the moment, it’s somewhat surprising that TripAdvisor is ramping up their posting cadence. Their top performing post for the week generating 3,998, was an Instagram gallery showing a family that since they couldn’t visit Disney in person staged a “Disney parade” in their driveway.
Essentially all of TripAdvisor’s content in the past week has been related to the coronavirus one way or another, from updates on plane cancelations, to sharing articles about what to do if your cruise gets canceled, to tips for keeping kids occupied while they’re stuck at home. The concern with this strategy is that in the March 23-29 time period, TripAdvisor lost -4,974 Fans and Followers across Facebook, Twitter, and Instagram. TripAdvisor might want to experiment with posting less while people can’t go on vacation, or focus on at-home experiences like their top performing post above, to see if that positively impacts fan growth.
Netflix Social Media Insights
9 of the 10 top performing posts by Russell 3000 brands during March 23-29, 2020 were from Netflix . Generating 1,311,152 responses, the top performing Netflix post had an artist photoshop their default smiley icon into a picture of a family of four and their dog.
For the most part, Netflix’s top performing posts didn’t touch on the coronavirus pandemic at all, the closest they got an Instagram CTA that generated 572,298 responses, saying that if you’re feeling stuck and don’t know what to watch, comment with the last emoji you used and they’ll make a recommendation what to watch.
Brands don’t need to choose between posting about the coronavirus or stop posting all together; in most cases the content your brand was posting before the pandemic is still what’s most relevant to your social audience.
The New York Times Social Media Insights
If there’s one Russell 3000 brand you’d think the audience would prefer to hear about the coronavirus from it would be The New York Times, and it turns out that’s true but often not for the reasons you’d think.
Between March 23-29, 2020, their top performing post was an unfortunate update on Facebook about the U.S. now leading the World in confirmed coronavirus cases, a post that generated 321,603 responses.
However their second top performing social media post during the week, generating 211,110 responses on Instagram was about how two Brooklyn neighbors began dating while in quarantine. Meanwhile their fourth most popular post generating 125,085 responses was a no-Knead Bread recipe for a homemade pan pizza.
If the audience is receptive to lifestyle posts from the account they’re most likely to be seeking their hard news from, that’s a pretty good indication that it’s okay for other brands to be posting on social media on subject matters that aren’t life and death.
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