Coronavirus Update: Social Insights in a Time of Crisis

During this pandemic, ListenFirst is helping by creating a centralized resource of the latest and most relevant social media insights related to the coronavirus.

There have been 1.14 billion Twitter tweets and Reddit posts discussing the Coronavirus between Jan 1 – Jul 5, 2020. On Jul 5, there were 3.9 million Tweets and Reddit posts, up +13.18% from Jul 4. Peak conversation on Jul 4 was between 8:00-11:00am PT / 11:00am-2:00pm ET. This chart will be updated daily at 10am ET.

5 Key Takeaways From How Brands Celebrated Juneteenth

The killing of George Floyd and the subsequent protests advocating for social justice have raised multicultural awareness of Juneteenth to an unprecedented extent this year.

While there’s no pre-existing playbook for what type of messaging around the holiday resonates with audiences we were able to identify 5 key takeaways from what Juneteenth brand content connected the best this year.

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What The Pandemic Changed AND Reinforces About The Need For Social Analytics

Between the COVID-19 pandemic, economic downturn, and the social justice crisis, the world at large has been forced to take a step back to truly focus on what matters—professionally, personally, and societally.

Additionally, now more than ever, brand marketers’ budgets are being scrutinized and picked apart to truly hone in on data-driven strategies that drive ROI and foster brand loyalty. Here are three key areas that are vital for brand marketers to shift their focus to as they adjust to this new, fragile world we live in.

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Beauty Industry Special Report

The current climate has brought shifts in consumer habits that is causing beauty industry marketers to rethink their priorities and strategies. Understanding to what extent brands should be speaking to the current situation on social media, both around the pandemic and social justice issues, is critical for marketers to stand out and ensure they’re meeting their consumers’ needs.

We cover this and more in our new Beauty Industry Special Report: Social Media in the Time of the Coronavirus.

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5 Social Media Takeaways Around Brands Posting About #BlackLivesMatter

It’s imperative that brands speak up about social injustice, but there’s still apprehension about not adequately being able to convey empathy, often because brands have fallen short in the past.

This is not a topic that lends itself to easy answers but that said, two weeks after the tragic death of Floyd, ListenFirst has dug into both the brand response around the protests and insights about what’s connecting most with the audience.

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Silence Is Not An Option

As a marketer, you’re probably wondering whether now is a good time to promote your brand or whether you should hold back in light of the recent events happening around the country. With the frustration and anger so many people are justifiably feeling right now, is there even a space for brands in the public conversation?

The answer is yes, brands shouldn’t retreat entirely from social media, but at the same time business as usual is not the path forward. Brands can not be silent to the current moment.

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Which Metrics Should TV Networks Monitor During Quarantine?

TV Networks have officially settled into their new normal and so have consumers. More than six weeks into stay at home orders, we’re starting to learn how consumers have shifted behavior, what heightened social activity was temporary, and what was in it for the long haul.

Based on our recent Television industry analysis, ListenFirst has identified these three key metrics for TV marketers to focus on as quarantine continues:

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Which Shows Are People Watching?

Week of June 29 – July 5, 2020
Ranked by largest relative growth in Interest Score from previous 7-day period

How Is Ralph Lauren Increasing Engagement While Consumers #StayHome?

Ralph Lauren Home’s Instagram engagement is up 300% from March compared to April with May showing promising results as well. With many other industries experiencing a decrease in engagements and post volume during quarantine, Home Furnishings and Ralph Lauren Home are the opposite.

Find out how they did it by reading ListenFirst’s latest analysis.

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How 5 Home Furnishing Brands Are Increasing Engagement During the Coronavirus

As has been the case with every industry, Home Furnishing brands have been dramatically impacted by the pandemic, and with people staying home more around social distancing, Home Furnishing products are even more front and center in people’s lives.

ListenFirst conducted an analysis on 157 Home Furnishing brands to measure Average Response per post and answer the question, “What creative sparked more interest among users?”

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5 Ways Coronavirus Is Changing Social Marketing for Food Brands

Social media is more important than ever, and making sure your brand is top of mind for the audience around purchasing is the new status quo.

ListenFirst has created a special report on Food Industry: Social Media in the Time of the Coronavirus to help marketers make sure that they’re armed with the best practices for outreach in this challenging environment. Out of that timely report, here are 5 essential social insights on how to navigate Food industry marketing during the current moment.

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7 Ways TV Can Use Nostalgia To Engage Social Audiences

As we’re waiting for the new content pipeline to be turned on again, more and more TV shows and networks are turning to nostalgia to keep their social media audience engaged. There may not be as much new television content as we’re used to, but the first television drama aired in September 1928, meaning there’s over 90 years of library TV content around for the audience to either revisit or discover for the first time.

Based on findings from our recent analysis, ListenFirst has compiled the top ways TV shows and networks have been using nostalgia to engage the social media audience.

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What Marketers Can Learn From One World: Together at Home

For marketers, the Global Citizen’s One World: Together at Home event was a benchmark to show what the social media impact of a major television event looks like when the production limitations are so restrictive that not even two people are in the same location. ListenFirst analyzed and compiled five things that brands can learn from the social media reception to the event.

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5 Tips for Hospitals to Grow Their Instagram Audiences

Given that hospital employees are putting their own lives on the line to treat victims of COVID-19, it’s no surprise the gratitude for those heroics is translating to people following hospitals on social media at a greater rate. However, while all social media channels for Hospitals brands have experienced a surge in Fan Growth, what is surprising is that Instagram Fan Growth has been up 680%, comparing April 15 to January 1, 2020.

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How Can Hospitals Use Social to Help Their Communities?

In the final week of March, hospitals saw a 273% increase in social engagements compared to the first week in January 2020. With this influx of patients and communities coming to them for help, hospitals need to ensure they’re reaching their social audiences with the right information they’re seeking. ListenFirst leveraged our hospital database to compile best practices on how healthcare networks can use social analytics to keep up with their growing audiences and demand for information.

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5 Top Social Insights for Insurance Companies

Social media audiences definitely want to hear from the insurance industry right now – ListenFirst found that social engagement around 138 Insurance brands increased by 47.14% in March 2020 compared to the previous 31 days.

But what exactly do they want to hear? ListenFirst drilled down into social media analytics around the Insurance industry during March 2020 and pulled together the key findings.

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Surrounding Juneteenth, Artists & Streaming Services Celebrate Black Lives

Surrounding Juneteenth, artists and streaming services celebrate Black lives
All tracked streaming services saw higher Social Engagement Scores this week by an average of +50% after highlighting the many efforts by artists to celebrate Black culture and raise speak up about systemic injustice. Teyana Taylor made waves with her latest LP, “The Album,” featuring Missy Elliott, Erykah Badu and more Black artists. Beyoncé also released a new track entitled “BLACK PARADE” in celebration of Black voices. Other artists to release songs inspired by recent events included Victoria Monet and Khalid, H.E.R., and John Legend. Legend also teamed up with Alicia Keys for a special Juneteeth version of Verzuz.

In addition to highlighting the many beautiful efforts of artists, streaming services took a moment to explain the significance of Juneteenth to their followers. Tidal linked to a Juneteenth Education playlist on their website that featured speeches from Abraham Lincoln, Martin Luther King Jr., Barack Obama, and more.

Which Movies Are People Watching?

Week of June 29 – July 5, 2020
Ranked by largest relative growth in Interest Score from previous 7-day period

4 Key Social Stats About Alcohol During the Coronavirus Epidemic

For many people around coronavirus related isolation, there’s nothing left to do but drink. That might be something you’ve had moments of feeling or heard a friend say. However, with ListenFirst’s social media analytics tool, we can actually quantify how many more people are expressing interest in alcoholic beverages thanks to the current over abundance of alone time and the inability to have these types of conversations offline in bars.

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Social Best Practices for Media Brands During Upfronts

Media brands are tasked with figuring out what a non-traditional Upfront looks like, and in this new reality, social media and the data that touts the strength of programs’ social communities is more important now than ever before.

ListenFirst has researched and compiled best practices for how media brands can use social analytics and insights to power what promises to be a very unique Upfronts season.

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Consumers Turning to Social Media for ‘Some Good News’

As the world tries to find routine in the new normal, marketers are trying to understand how to best connect with consumers on social media. Whether we see retail brands pushing “work from home” uniforms, lifestyle brands and bloggers sharing organization hacks and DIY projects, or fitness brands making at home workouts free online, everyone is trying to find a way to make the world a little lighter during these difficult times. Enter John Krasinski and ESPN.

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Which Shows Are Being Binge-Watched?

June 22 – July 5, 2020
Ranked by largest number of Twitter mentions surrounding binge watching

Luxury Fashion Is Losing Instagram Followers: How To Win Them Back

As social distancing continues and consumers settle into their new routines, many luxury fashion brands are finding a declining volume of new followers on Instagram, a platform that, prior to COVID-19, ruled in luxury fashion social media marketing. Since the week of February 23, 2020, there has been an average -21% week over week decrease in Instagram followers for luxury fashion brands. However, there are 12 brands that have managed to gain and retain their followers.

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ListenFirst Finds Social Engagement for Media and Healthcare Is Growing

ListenFirst has released three social media special reports, illustrating how Covid-19 has impacted social media consumption habits. In separate reports for Retail, Healthcare, and TV & Film, ListenFirst examines how the global pandemic has changed consumer behavior and identifies strategies for brands to stay relevant in the long-term while also remaining agile as events unfold.

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Social Data Informing Film Strategies for a Box Office Blitz

With theaters closed, and theatrical marketers in a holding pattern, research and innovation is at an all time high. ListenFirst’s film database is being leveraged during this downtime to plan bulletproof social and digital campaigns, which will hit the market as soon as the curve is flattened, to fill theater seats globally.

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5 Social Tips For S&P 500 Brands Posting About The Coronavirus

While it may seem like a lifetime ago, it was just February 19, 2020 that the S&P 500 hit the all time high for the index. Now, with everything upended by the COVID-19 pandemic, it’s a completely different world. Among the many problems the coronavirus has created for S&P 500 brands, they now have to completely rethink their social media strategy.

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Which Food Delivery Service Claims the Social Crown?

Stuck in self isolation, Americans have essentially two choices for their continued survival. They can one; with their extra free time do what people have done for generations which is strap on an apron and prepare delicious home cooked meals for their families or they can two; take the path of least resistance and swipe an app on their phone to make food appear. While there are definitely some people who are cooking more and we’ll cover that more in a future blog post; the social media data indicates a huge lift in consumers opting for food delivery.

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7 Social Media Best Practices for Retailers

For Retail brands, the decision how much to post around during the coronavirus outbreak is a nuanced one. You don’t want to belittle the struggles of those affected are going through (which is at some level everyone at this point), but on the other hand many people are looking on anything else to focus on right now, and people do still need to shop.

Here are some guidelines to help Retail brands navigate which content they should be posting on social media and how often, including around the outbreak specifically.

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