In this uncertain time, many brands are unsure how to continue marketing their brand(s) on social, without sounding tone deaf.
Now, more than ever, consumers want to and have time to participate in a two way conversation with brands on social. Many brands have successfully addressed the pandemic in social posts that have tracked with a notably high volume of “Likes”, indicating positive click-based sentiment. Rather than reinvent the wheel, take advantage of the opportunity to learn from the popular posts below. What’s working?
A focus on community: family, friends, brand loyalists, etc.
- A direct call to action asking fans how they’re doing.
- Informative content on symptoms and how to control the spread.
Sharing how you’re financially supporting your employees.
- Commentary from the face, founder or spokesperson of your brand.
- Recommendations on how to pass the time, better yourself, etc.
All with the message and supportive tone at the forefront, but with consistent branding in the background. Here are specific examples of what type of content has worked best by vertical:
Top Film Posts (3/1/20 – 3/17/20)
Relatable posts featuring a film still or cast members with an emphasis on social distancing, family, friends and asking fans how they’re doing.
Top Television Posts (3/1/20 – 3/17/20)
Informative, but entertaining, content from late night television programs.
Top Posts from Digital Publishers (3/1/20 – 3/17/20)
Breaking news alerts and entertaining posts and memes that tie COVID-19 updates back to pop culture references.
Top Posts from Hospitals (3/1/20 – 3/17/20)
Information on the symptoms of Coronavirus, compared to the common cold, and how to flatten the curve.
Top Posts from Luxury & Fashion Brands (3/1/20 – 3/17/20)
Supportive messages from the faces/designers behind the brands are resonating with consumers.
Top Posts from Talent & Influencers (3/1/20 – 3/17/20)
Event postponement, a focus on family and encouraging the world to protect each other.
Top Posts from Retail Brands (3/1/20 – 3/17/20)
Announcements of store closures paired with news of staff continuing to be paid.